With the 2026 World Cup on the horizon, SBC Summit Malta will put sports betting strategy front and centre, helping the industry gear up for one of the biggest moments in the global betting calendar.
Taking place from 29 to 30 April, the event’s two-day conference programme will bring together 6,000 industry professionals to explore the future of sports betting from both theoretical and practical perspectives.
The programme is structured across two formats. Day one will focus on sportsbook strategy through a series of panel discussions. Day two will shift to hands-on workshops, giving delegates the chance to turn those discussions into practical frameworks they can apply within their own operations.
Sessions will explore topics such as the evolution of bet builders, the growing shift towards sportsbooks operating as media platforms, and the marketing strategies and regions expected to shape the 2026 World Cup.
“With millions of people watching the World Cup, reaching players isn’t going to be a problem for sportsbooks. It’s retaining them,” said Rasmus Sojmark, Founder and CEO of SBC. “Competitive odds, game variety and good UX will be what separates the best from the rest.”
The session“Sports Product & Innovation: Beyond the Bet Builder” will look at how bet builders are evolving and reshaping the modern sportsbook experience. Featuring Tamazi Gambashidze (Head of Sports Brand Experience Department, Adjarabet), Hristo Ruslanov Spasov (Director of Sports Betting, Codere), Ivan Gojić (Chief Sportsbook Officer, Entain), and Nika Gigashvili (Managing Director/ Partner, SMH), the session will also examine how bet builders are being integrated with live betting and used to enhance fan engagement.
Attention will then shift to the tournament itself in the panel ‘World Cup 2026: Betting Predictions and Market Movers’. Here, C-levels Txema Hermoso (COO, Doctor SEO), Dr Damir Boehm (CEO, TipWin) and Russell Yershon (Director, Connecting Brands ) will share data-led forecasts on which markets and products are set to drive the most betting activity during the tournament. They will also explore the marketing strategies likely to cut through the noise and the impact of expanding the tournament on betting behaviour.
Day two moves the focus from discussion to application, with expert-led workshops designed to help attendees develop practical sportsbook strategies.
“Building a World Cup Tournament Model: From Ratings to Outrights” will show sportsbooks how to construct credible outright markets that hold up under increased trading pressure. Led by Jonathan Smith (Founder of Sportsbook Training Services), the workshop will see attendees build a tournament simulation from the ground up and learn how to translate performance data into realistic tournament pricing.
As the lines between sports betting, entertainment and broadcasting continue to blur, the biggest opportunity lies in who controls the fan experience. “The Second-Screen Revolution: Betting Meets Broadcasting” will explore how sportsbooks are evolving into media hubs, leveraging second-screen apps, live streaming, real-time data overlays and content partnerships to capture attention beyond the match itself.
Alongside its sports betting focus, SBC Summit Malta’s agenda will feature dedicated tracks on marketing, regulation, and product, as well as two workshop rooms. Away from the conference, attendees can explore the industry’s latest tech and products on the exhibition floor and connect with peers through a variety of evening and daytime networking opportunities.
Get Your Tickets to SBC Summit Malta
Secure your spot at SBC Summit Malta with our exclusive VIP Event Pass. Priced at €600, you’ll gain access to everything SBC Summit Malta has to offer, including three days of networking, conference, and exhibition.
Want an Expo+ Pass? It’s yours for €150.
If you are an operator or affiliate, you can apply for a free pass! Operators can apply for a complimentary pass here. Affiliates can apply for complimentary passes here.