SBC Americas: Industry Leaders Discuss the Future of Global Gaming
United States.- June 19, 2026 www.zonadeazar.com Zona de Azar attended SBC Summit Americas 2026, where leading figures from the gaming, technology, and regulatory sectors analyzed the challenges that will shape the industry’s next phase during the panel “The Big Picture: Steering the Future of Gaming,” one of the event’s most prominent sessions.
The discussion brought together Andrew Cochrane, Chief Commercial Officer at Soft2Bet; Ian Botts, Chief Technology Officer at Fanatics Betting & Gaming; Tomer Inbar, Senior Director of Sales at Optimove US Gaming; and Kevin Mullally, CEO and Managing Director of IAGR/The Mullally Group, who debated topics including regulation, artificial intelligence, technological innovation, prediction markets, sweepstakes, and market consolidation.
Technology and Regulation: Toward a More Collaborative Model
During the discussion, Kevin Mullally of IAGR/The Mullally Group stated that regulators need technological tools that provide a single source of shared information between operators, suppliers, and regulators, facilitating oversight and performance measurement.
He also explained that artificial intelligence already makes it possible to perform tasks that previously required significant human intervention. As an example, he highlighted systems capable of monitoring operators’ terms and conditions on a daily basis.
Panelists also agreed on the importance of collaboration among regulatory bodies and information sharing to address the challenges of an increasingly digital marketplace.
Regulation as an Opportunity
Meanwhile, Andrew Cochrane of Soft2Bet argued that regulation should be viewed as an opportunity rather than an obstacle. According to Cochrane, regulatory frameworks provide clarity, establish standards, and contribute to building more sustainable businesses.
He added that operators who place compliance at the center of their strategy are better positioned to adapt to regulatory changes as regulated markets continue to evolve.
Innovation and the Need for Speed
During the session, Ian Botts of Fanatics Betting & Gaming noted that one of the main challenges in the U.S. market is the existence of multiple regulators with different requirements, which can slow the adoption of new technologies.
In the same discussion, Kevin Mullally of IAGR/The Mullally Group defended the idea that technology should lead and regulation should adapt. He explained that many existing approval processes were designed for a land-based industry and do not always reflect the pace of innovation in the online sector.
Prediction Markets: A Growing Phenomenon
Another key topic was the growth of prediction markets in the United States.
Andrew Cochrane of Soft2Bet stated that part of their appeal lies in their simplicity compared to the complexity often associated with traditional sports betting products.
Meanwhile, Ian Botts of Fanatics Betting & Gaming explained that, from a technological perspective, prediction markets operate differently from traditional sportsbooks, functioning more like a participant-to-participant trading system than a classic bookmaker model.
For his part, Kevin Mullally of IAGR/The Mullally Group argued that the industry’s biggest challenge will be establishing an appropriate regulatory framework for a category that, in his view, is here to stay.
Sweepstakes and the Grey Market
The panel also addressed the evolution of sweepstakes in the United States.
Tomer Inbar of Optimove US Gaming observed that several companies have built sizeable businesses within this segment and now possess the resources to expand into new areas.
However, Kevin Mullally of IAGR/The Mullally Group expressed regulators’ concerns regarding operators that offer products without licenses or consumer protection measures equivalent to those required in regulated markets.
Consolidation in the U.S. Market
Toward the end of the panel, speakers discussed the consolidation of the online sports betting market in the United States.
Andrew Cochrane of Soft2Bet stated that operators that made the right technology choices, controlled costs, and developed sustainable business models will be best positioned for the future. Conversely, operators facing greater competitive challenges could become part of future consolidation processes.
The session concluded with a shared view among participants: the future of gaming will depend on the industry’s ability to balance technological innovation, effective regulation, and consumer protection in an environment of constant transformation.
Edited by @pererarte www.zonadeazar.com
