SPARK 2026 to be Held in Sofia: Software, Payments, Affiliates, and Revenue Kickoff in October

SPARK (Software, Payments, Affiliates, Revenue Kickoff) 2026 will take place in Sofia, Bulgaria, on October 19 and 20, 2026, bringing together operators, affiliates, and suppliers operating in the regulated market of the European Union for Southeast Europe. The inaugural edition positions the agenda at the intersection of product, payments, affiliate marketing, and regional regulation, featuring presentations, panels, and talks over two days.

Location, Dates, and Purpose of SPARK 2026

The conference will be held in Sofia, Bulgaria, on October 19 and 20, 2026. Bulgaria is presented as a strategic entry point for operators looking to expand into Southeast Europe due to its stable market and EU regulation. The event, organized by Eventus International, aims to explore how business strategy and technology interact with the evolving regulatory landscape.

Day One: Software, Operations, and Payment-Led Conversion

On October 19, the programming kicks off with an opening titled “Shaping the Future of Gaming in Southeast Europe: Strategy, Technology, and Growth” led by Kristof Szucs, Co-Founder & Principal of ai. The morning session includes a panel on “Retail Gaming in a Digital-First World” that will examine the evolution of land-based operators to maintain relevance and competitiveness.

There will also be a fireside chat on “Balancing Compliance and UX in Multi-Jurisdiction Markets,” focusing on how to meet regional regulatory requirements without eroding the user experience. The first day concludes with sessions on live operations, revenue growth, and conversion strategies led by payments.

Day Two: SEO, AI, Affiliates, and Proactive Regulation

October 20 will open with a keynote presentation titled “SEO to AIEO: Transitioning from Ranking Websites to Becoming the Direct Answer in AI Search,” delivered by Nikolas Monti-Potsolakis, CEO & Founder of Black Lantern Marketing. This day will also feature a panel named “The Affiliate Power Shift: From Traffic Brokers to Strategic Partners,” which aims to reframe the role of affiliates by aligning them with product and revenue goals.

The day will conclude with discussions including a talk on “Regulatory Innovation: Proactive vs Reactive Compliance,” exploring how early adoption of good regulatory practices can become a competitive advantage.

Speaker Perspectives and Industry Priorities

Kristiyan Kyulyunkov, CEO of Websa Ltd, shared his insights leading up to the conference regarding media platform scaling and audience trust building. Kyulyunkov stated:

“Our main goal at Websa is to build our brands as an authoritative, expert source of information for users. We also seek to understand players' needs, assist them when necessary, and provide value that cannot be found elsewhere.”

On the relationship between audience trust and lead quality he remarked:

“Trust must be earned by providing value, exclusivity, and a personal approach. When users find what they are looking for on your site and see related content, many come back to your product.”

Kyulyunkov added that topics of interest at SPARK 2026 include the role of AI integration in products and discussions on trends in affiliate marketing and product development amid large-scale competition.

Audience and Opportunities for Providers

SPARK 2026 is aimed at product executives, payment teams, affiliate managers, and compliance officers operating in Southeast Europe. For technology and service providers, the summit presents an opportunity to showcase conversion solutions through payments, revenue-oriented affiliate platforms, and on-site optimization tools linked with search and AI.

Attendees can expect practical sessions and strategic discussions connecting daily operations with regulatory considerations in EU-governed markets. For sponsorship or exhibition inquiries, the contact person is Lou-Mari Burnett, Chief Operating Officer of Eventus International, at [email protected].

What to Watch Following the Event

Key topics to monitor after SPARK 2026 include the adoption of AI-driven search techniques in organic acquisition, the evolving role of affiliates into strategic product partners, and proactive compliance practices in multi-jurisdictional markets. The agenda suggests that practical discussions will arise in sessions on live ops, payments, and compliance, with outcomes having immediate applicability for operators and providers in the regional bloc.

For regulatory context and broader analysis on how regulations impact operators, please check the editorial coverage in our regulation section. For readings focusing on conversions and payment methods, see our coverage at payments.