Game Providers & Aggregators Shape the Future at SBC Summit 2025
The affiliate and media sector shined bright at the SBC Summit 2025, proving just how important performance marketing has become for the iGaming world. Attendance from affiliates grew by 38%, making this one of the fastest-growing areas of the entire event. With this growth, the summit confirmed its role as the most complete hub for every part of the industry operators, technology providers, and now the game providers companies that connect games to players.
Affiliate Leaders Summit
One of the highlights for this sector was the Affiliate Leaders Summit, a three-day event held alongside the main show. It offered affiliates and agencies a chance to gather in a dedicated space, away from the broader crowd, and focus on their own verticals.
For many companies, this focus made all the difference. Elaine Gardiner-Ruddock, Managing Director at TAG Media, said last year’s edition was the most fruitful show for her team, which is why returning was a clear choice. She described the summit with humor and admiration, calling it “Disneyland for iGaming professionals.”
Sarah Sabo, Director of Affiliate Marketing at BetMGM, also stressed the value of the sub-summit: “I think the Affiliate Leaders Summit is incredibly valuable. It definitely sets SBC apart. I get to see all my partners, the sessions are excellent, and it’s very niche and focused on our vertical, which is fantastic.”
Flashscore’s Unique Approach
Even platforms outside the direct gambling space made their mark. Flashscore, part of Livesport and one of the world’s largest sports media and live score providers, used the summit as a chance to strengthen its relationships. CEO Pavel Krbec pointed to the Legends Charity Game as one of the highlights, saying it was a fun and memorable way to host business partners outside of the usual conference halls.
Flashscore’s strong presence was capped off with a major win at the Affiliate Leaders Awards, where it secured the title of Sports Affiliate of the Year. This recognition highlighted the brand’s ability to successfully blend sports media with iGaming partnerships.
Alea
Alea was one of the most active aggregators on the floor. Known for offering access to over 160 studios and a portfolio exceeding 16,000 titles via a single API, Alea continues to push boundaries. Their booth was packed with existing clients and new leads, and they used the summit to showcase new game releases, features, and their aggregation infrastructure. Their message: operators need flexibility, speed, and variety, all underlined by high reliability and good analytics.
Pragmatic Play
Pragmatic Play was another headline name. The provider produces up to eight new online slot titles per month and also delivers Live Casino and Bingo games from its multi-product portfolio all through a single API.
One of their big moves in 2025 has been the “Experiences Beyond Olympus” concept shown at SBC Summit Americas. This was a mythology-inspired immersive presentation meant to bring their slot, bingo, and Live Casino titles to life through narrative, artwork, characters, and interactive mechanics. It signals that content providers aren’t simply releasing games anymore they’re creating worlds.
Pragmatic Play also showed strong commitment to emerging Latin American and North American markets. As a platinum sponsor at SBC Summit Rio 2025, for example, they used that platform to highlight their sports betting vertical, their latest portfolio, and to engage directly in panel discussions about competing in dynamic and competitive markets.
7777 gaming
7777 gaming has been gaining recognition with multiple nominations in recent SBC Awards, including “Casino / Slots Developer of the Year”, “Innovation in Mobile”, and “Rising Star in Casino Innovation”. The company holds a portfolio of over 120 original titles covering a variety of styles and themes.
Regulatory expansion is part of their strategy: in early 2025, they obtained a supplier license in Brazil, enabling them to work with local operators and bring titles like Crazy 100 Bucks, Candy Anyways, and Devil’s Deal Soul for Sale to Brazilian players.Their game portfolio isn’t just large, it’s varied: from thematic slots to exclusive mechanics to classic and casual variants. Their content is built with player variety in mind.
TaDa Gaming
TaDa Gaming is a multi-licensed provider, offering a diverse catalogue: video slots, table games, bingo, crash games, and fish/shooting games. They’re known for more than 50 currencies (including crypto like USDT), multiple languages, and creative mechanics like GiftCode, WIN CARD, and TriLuck .They’ve expanded strongly in Latin America. For example, their partnership with Infingame (an aggregator) brings their content, including hits like Crazy 777, Fortune Gems, and Jackpot Joker to markets via a single API integration. They have also extended their presence in Brazil via a partnership with inplaySoft. Their portfolio includes ~180 RNG casino games, plus popular fishing/shooting titles. Their gamification tools like GiftCode and WIN CARD help boost engagement and retention.
Their content is mobile-first; it’s built for speed, visual appeal, and localisation. They also partner for analytics, e.g., with RankRadar to track performance across operator networks.
GR8 Tech: Beyond Games, Into Performance
While many providers focused on content and narrative, GR8 Tech offered a signal for how game providers/aggregators are evolving into full performance-platform players. Their presence at SBC Summit 2025 combined technology, brand experience, and operational tools geared toward high-velocity growth.
A Complete Platform for Performance Marketing
With affiliate participation continuing to rise and dedicated content drawing more attention every year, the SBC Summit 2025 proved its reputation as the most complete gathering point for the iGaming industry.
Also Read: SBC Summit 2025: A Gathering Of Ideas, An Umbrella Of Opportunities Part 2
