SBC Summit Tbilisi 2025: On October 15-16, the Sheraton Grand Tbilisi Metachi Palace will host the SBC Summit Tbilisi 2025, where around 2,000 professionals will come together to explore how sports partnerships, creative engagement, and emerging talent are transforming the iGaming industry across Eastern Europe and Central Asia.
Exploring the Power of Sports Betting and Ambassador Partnerships
Day two of the summit will dive deep into sports betting and ambassador partnerships. These sessions will look at how teaming up with the right athletes and sports organizations can boost player engagement and open new markets. Topics include picking the perfect sports figures for partnerships and using gamification and fresh betting formats to reach a wider audience. Plus, experts will share how companies in Eurasia are going global by making the most of the region’s skilled workforce.
Rasmus Sojmark, CEO and Founder of SBC, said, “The success of iGaming in Eastern Europe and Eurasia is built on three pillars: strong sports partnerships, creative innovation, and an exceptional talent pool. Day two of the summit will take a closer look at how these factors are shaping the industry’s future and, most importantly, what lessons and challenges operators need to keep in mind.”
Insights from Sports Icons and Industry Leaders
One highlight will be the session titled The Influence of Sports Icons in Gaming & Entertainment. Italian football legend Alessandro Nesta will share his views on how athletes can help build responsible fan engagement and boost brand credibility. He will be joined by experts including Dr Matthias Kirschenhofer (Former Co-CEO, Sport1 Medien), Zurab Magalashvili (Marketing Director, Flutter Entertainment), Simon Westbury (Strategic Advisor, 1xBet), and moderator Lasha Machavariani (Founder, SMH Global). They’ll discuss how gaming companies can find and work with top athletes, sharing case studies on successful partnerships and tips for keeping engagement meaningful while supporting responsible gaming.
How Betting Sponsorships Are Driving Sports Growth
Another exciting session, Game Changers: How Betting Sponsorships Are Powering the Sports Industry, features industry pros like Chris Bird (Former Manchester City COO), Aelita Chilingaryan (PR and Communication Manager, Totogaming), Costin Mega (Commercial and Marketing Director, Farul Constanta), and Nikoloz Nadaraia (Partnerships Manager, betlive.com). They’ll talk about their experiences on both sides of sports betting partnerships and share strategies for finding new, profitable club and organization deals, especially in emerging markets.
Using Sports Broadcasting to Boost Fan Engagement and Betting
The session Big Games, Bigger Bets – The Power of Sports Broadcasting in Fan Engagement & Betting will look at how major sports events like the Olympics, World Cup, and continental football championships can boost player interest. Panelists Dati Japaridze (Chief Commercial Officer, Setanta Sports), Baki Lortkipanidze (Sales & Marketing Director, SMH Global), Tamazi Gambashidze (Head of Sports Brand Experience Department, Adjarabet.com), and Tom Waterhouse (Chief Investment Officer, Waterhouse VC) will discuss ways operators can leverage sponsorships, athlete activations, and partnerships with broadcasters during these big events.
SBC Summit Tbilisi 2025 – Spotlight on Innovation and New Ways to Engage Players
Innovation will also be a key theme, with panels focused on gamification and the rise of niche sports changing the way players interact with betting.
The Gamification in iGaming: Creating Engaging & Rewarding Player Experiences panel includes Shahar Attias (Founder, Hybrid Interaction), Viktorya Harutyunyan (Head of Product Marketing, Totogaming), Vakhtang Mdivani (Co-Founder, Promofy.ai), and Giorgi Nadaraia (CMO, Betlive). They’ll explore how features like leaderboards, achievements, and missions can help operators build stronger communities and boost player loyalty.
Following that, The Rise of Esports and Fantasy Sports in Betting – A New Era of Engagement will discuss how younger players are embracing skill-based betting. Speakers Sam Cooke (Co-Founder, GSE, The Insights Group & Playmakers), Denis Matusovskiy (Partnerships Manager, Esports Charts), Imeda Imedashvili (Co-Founder, Heropicks Games), Elie Honain (CEO, NES), and Tsotne Mdivani (Head of Product Management, Beter) will talk about why operators need to think beyond traditional betting formats to stay relevant.
More Learning Opportunities for Summit Attendees
Aside from day two’s content, attendees can also check out the day-one sessions, where industry leaders discuss how to tailor marketing for local audiences, navigate complex regulations, and use AI to create more engaging, personalized player experiences.
The SBC Summit Tbilisi 2025 promises to be an exciting event packed with insights, networking, and strategies that will help shape the future of iGaming in Eastern Europe, Central Asia, and beyond.
ALSO READ: Glenn Maxwell Shares Fitness Update After Missing Out on India T20Is
