SBC Summit Lisbon 2025 – Day 2: The second day of the SBC Summit Lisbon was filled with powerful insights, big personalities, and market-defining dialogues. From regulatory flashpoints across Europe to bright opportunities in Eurasia and the Middle East, the day featured a blend of traditional industry challenges and future-facing innovation.
Here are the highlights from Day 2 of the SBC Summit Lisbon 2025:
Oleksandr Usyk at the SBC Summit Super Stage
Opening the day with a knockout moment, undisputed heavyweight champion Oleksandr Usyk took the Super Stage alongside GR8 Tech and Kirsty Gallacher. More than just a star appearance, Usyk’s session focused on mental toughness, discipline, and performance- all qualities his tech partners say resonate with their approach to product and innovation.
“Usyk reflects the same values we live by at GR8 Tech… we build for champions,” said Yevhen Krazhan, CSO at GR8 Tech.
AI & Marketing Reality Check
Marketing firebrand Gary Vaynerchuk followed with a keynote that oscillated between visionary and provocative. Declaring that “your grandkids will marry AI robots,” he painted a bold- if unsettling- picture of AI’s societal future.
On a more immediate note, Vaynerchuk slammed the industry’s underuse of influencer marketing and failure to adapt to the TikTok-ified “interest media” era.
“Don’t bring a TV mindset to social media,” Vee warned. “Post first, pay later– when the content proves it’s working.”
He also advocated for AI-generated brand personalities, suggesting that every gaming company should explore building a humanlike AI face for their brand.
What’s happening in Europe?
Sessions on the Western Markets stage revealed a region under pressure. CEOs voiced frustration over regulatory uncertainty and rising tax burdens, with some countries edging toward 50% effective tax rates. While Sam Sadi (LiveScore) called out weak industry representation in UK/NL debates,
Pascal Chaffard (FDJ) urged a wider industry narrative beyond sports betting.
The Italian Gambling Panel drew a packed audience at the Western Markets Stage, highlighting Italy’s remarkable transformation into what many now view as Europe’s most competitive regulated gambling market.
Despite past turbulence, panellists agreed that trust between licensees and the regulator has been largely restored. However, lingering concerns remain.
“Many scars remain from the bad decisions of past regimes,” said Fabio A. Buffalini, General Manager at Stake Italia. “Full transparency and trust can only return once the Dignity Decree is lifted- that remains in the balance for everyone.”
Eurasia & UAE: A New Dawn
The Eurasia Leaders Panel and UAE market session showcased genuine excitement about regions often overshadowed by North America and Europe. With localisation, cultural nuance, and regulatory clarity, speakers agreed, these markets are on the cusp of transformation.
“The UAE will redefine what gaming means for the world,” said Kevin Mullally, CEO of GCGRA.
The Problem With Sportsbook
Leading sportsbook executives voiced a unified concern: the traditional sportsbook interface is outdated and no longer meets user expectations.
Arvids Rasa, Head of Sportsbook Platform at Neo Group, said: “Sportsbook as a product sucks.” He argued that dated, spreadsheet-style designs have driven many users toward casinos and the fast-growing world of prediction markets, particularly in the U.S.
Anders Karlsen, CEO of Sisu Group, seconded calling current UI/UX designs “old school” and poorly suited for a modern, mobile-first audience.
In contrast, James Watson, Product Director at kwiff, offered a more forward-looking solution: personalisation. “I would like to look at different demographics of customers.” He envisions sportsbooks that adapt dynamically to user segments- casual players, sharps, and accumulator bettors- each with tailored layouts and features.
Also Read: SBC Summit Lisbon 2025 Day 1: Networking, Knowledge, And Nightlife
AI: Excitement Meets Caution
AI may have dominated the discourse, but speakers urged balance. Yes, AI enables personalisation at scale. But misused, it can cause faster- and bigger- mistakes.
“Even the smallest data can spark meaningful personalisation,” said Viktoriia Grygorenko (The Playa). Yet Phyllyp Sedicias (Click Hunters) warned that “AI’s speed demands human vigilance.”
Day 2 Conclusion
Following the heated discussions, the day concluded with networking and celebrations. The main attraction was Affiliate Leaders Awards, bringing together the community to recognize standout achievements in the marketing and affiliate space. The summit merged with the Lisbon nightlife as conversations and drinks brought the curtains down promising even more engagements on Day 3.
