What Does 'The Greatest Show in Gaming' Really Mean at SBC Summit?

Referring to SBC Summit as "The Greatest Show in Gaming" implies a promise beyond size or scale. The organization, led by its CEO and founder Rasmus Sojmark, has rethought the event by moving it from Barcelona to Lisbon and argues that real value is measured by the return attendees gain, not just by participation numbers or exhibitors.

From Barcelona to Lisbon: A New Phase for SBC Summit

The decision to relocate SBC Summit to Lisbon marked an opportunity to rethink the approach of the company's flagship event. Sojmark emphasizes that the aim was not simply to increase the size of the event, but to deliver real value to all participants. The figures for the Lisbon edition are remarkable: over 40,000 expected attendees, 135,000 square meters, and more than 800 confirmed exhibitors and sponsors. These numbers, according to the organization, only make sense if they translate into concrete opportunities for attendees.

Return on Investment: The Core of the Experience

Participating in an international event like SBC Summit involves significant investments in flights, accommodation, and especially time. Sojmark argues that performance is measured by practical results: finding a new supplier that reduces costs, forming partnerships to access emerging markets, or gaining insights that improve internal processes. The central criterion is how attendance impacts tangible changes for the represented companies.

Five Value Pillars at SBC Summit

The organization structures the event around five pillars:

1. Exhibition: Direct access to hundreds of partners and technological solutions, saving months of meetings and research.
2. Networking: Connects key players in the sector, from operators to regulators and international specialists. For example, those exploring the Brazilian market can contact experts from the country without multiple international trips.
3. Conference: Provides intelligence on regulatory trends, technological innovation, and consumer behavior evolution.
4. Education: Promotes concrete skills that attendees can implement in their organizations, transcending strategic analysis to reach practical application.
5. Experience: Fosters trust relationships through spaces for social interaction, dinners, or extracurricular activities, understanding that the most productive alliances often arise in informal contexts. Additionally, the experience includes providing essential logistical elements: credentials at the airport, orientation at the venue, and adequate services to make the most of the time.

Why Size Isn't Everything

For Sojmark, scale matters only insofar as it generates value. The concentration of hundreds of companies under one roof makes sense if it allows technologies or solutions to be compared in days, not months. Global networking and the opportunity to access knowledge from other markets make the event an investment in itself. In Sojmark's words:

"I don’t believe our work ends when 40,000 people walk through the doors. That’s when the important part begins."

The Experience as Part of the Business

The event also emphasizes the playful component and the general well-being of its participants. From simplifying registration to ensuring a pleasant environment, culminating this year with a performance by Tiësto at INFINITY Lisbon, the goal is for attendees to enjoy the event. According to SBC's leadership, the foundation is that business events must be useful but also stimulating.

Measuring Success Beyond Quantity

The standard that SBC sets is the capacity of each attendee and exhibitor to extract their own value from the event. For the organization, each edition is evaluated through the lens of what attendees manage to take home and how this impacts their business when they return to routine. Once the event concludes and after a brief respite, the team begins planning how to exceed expectations the following year.

For more information on regulatory trends and business expansion in the industry, you can check the regulation section, as well as news about partnerships and developments in the b2b vertical.