Global Tech Giants to Drive Innovation Debate at SBC Summit 2026

Portugal.- 23 September 2026 | www.zonadeazar.com SBC Summit 2026 will bring executives from some of the world’s largest technology companies to Lisbon to discuss how artificial intelligence, cloud computing, digital advertising and consumer platforms are reshaping gaming.

Representatives from Amazon Web Services, Google, Meta, OpenAI, Snapchat, TikTok and Tinder will participate in panels, presentations and practical sessions between 29 September and 1 October.

Technology Beyond Traditional Gaming

Their participation broadens the traditional scope of the event.

Alongside specialist betting and iGaming operators and suppliers, SBC will bring in companies leading areas including:

  • Artificial intelligence.
  • Cloud computing.
  • Search.
  • Social media.
  • Digital advertising.
  • Consumer applications.
  • Automation.

OpenAI on AI Adoption

Stephen Denver, GTM at OpenAI, will participate in the AI Academy.

He will join “Accelerating AI Adoption”, a session examining how businesses can implement artificial intelligence across their organisations.

Productivity and Automation

Discussion will cover AI applications relating to:

  • Productivity.
  • Automation.
  • Internal operations.
  • Product development.
  • Data analysis.
  • Team efficiency.

The focus will be on moving artificial intelligence from experimentation towards practical commercial deployment.

AWS on AI Infrastructure

Dimitrios Papageorgiou, Senior Specialist Solutions Architect, Betting & Gaming at Amazon Web Services, will also contribute to the AI adoption session.

His contribution will focus on the technical foundations required to introduce AI into existing businesses.

Cloud as the Technology Foundation

AWS will address areas including:

  • Cloud infrastructure.
  • Scalability.
  • Data processing.
  • System integration.
  • Artificial intelligence.
  • Operational performance.

These technologies are becoming increasingly relevant as betting and iGaming operators manage larger datasets and more personalised customer experiences.

Shayan Sanyal on Player Experience

AWS Global Games Industry Business Development Leader Shayan Sanyal will also take part in the Player Experience Academy.

He will deliver “Scale Fast, Know Your Player: The Technology Behind the Next Generation of iGaming.”

Scaling With Personalisation

The session will explore how cloud and AI can support growth while maintaining more personalised player experiences.

Areas of focus include:

  • Cost reduction.
  • Peak-demand management.
  • Player understanding.
  • Personalisation.
  • Scalability.

Google and Customer Acquisition

Google Industry Manager James Fox will participate in the Digital Marketing & CRM Academy.

He will join a session examining how Meta, Google, TikTok and Snapchat are changing the way gaming brands discover and acquire customers.

Search, YouTube and AI

Google’s contribution will examine changes driven by:

  • Search.
  • YouTube.
  • Artificial intelligence.
  • New content formats.
  • Evolving search behaviour.

These developments are changing how consumers discover gaming brands.

Meta and Digital Marketing

Alex Savage, Gaming Client Solutions Manager at Meta, will also participate in the platform discussion.

His background covers both affiliate marketing and social advertising, two major channels for customer acquisition.

Facebook and Instagram

The discussion will examine how Facebook and Instagram can work alongside broader marketing strategies.

Key areas will include:

  • Social campaigns.
  • Affiliates.
  • Measurement.
  • Acquisition.
  • Creative strategy.

Creator Marketing

Bhavna Gupta, Client Services Manager EMEA Gaming at Meta, will appear in a session dedicated to Influencer Tech.

The panel will consider the platforms and tools used to build and manage creator partnerships.

Measuring Influencer Performance

A major challenge will be understanding how gaming brands can more accurately measure creator campaigns.

Relevant metrics include:

  • Reach.
  • Conversion.
  • Engagement.
  • Return on investment.
  • Long-term customer value.

TikTok and Brand Discovery

Jake Adams, Client Partner – RMG & FinServ at TikTok, will join the digital-platform academy.

His contribution will examine how short-form video and creator ecosystems are changing brand discovery.

Reaching Users Before Search

Unlike traditional search, TikTok can reach consumers before they actively look for a specific brand.

That changes acquisition strategy and requires businesses to rethink content, creative style and format.

Snapchat and Interactive Content

Snapchat Client Partner Sadie Hollis will discuss the relationship between interactive content, audience engagement and advertising performance.

Her experience includes gaming campaigns using generative AI and interactive creative technology.

New Creative Formats

Snapchat will provide insight into technologies that can support:

  • Promotional campaigns.
  • Engagement.
  • Activations.
  • Personalised experiences.
  • Branding.

Tinder and Leaner Teams

Tinder Senior Product Manager Manish Chhabra will participate in a session examining how AI could change organisational structures.

The session is titled “How AI Is Replacing Entire Departments: Building Lean Teams That Scale.”

AI and Organisational Design

The discussion will explore the effects of automation on:

  • Task allocation.
  • Team size.
  • Responsibilities.
  • Productivity.
  • Scalability.

The focus will be on how companies can grow without continually increasing headcount.

Technology and AML

Mike Reaves, Head of Worldwide Solutions, Betting & Gaming at AWS, will also participate in a session on anti-money laundering.

The discussion will consider how technology can support smarter AML frameworks.

Data for Risk Detection

Machine learning and large datasets can help identify anomalous behaviour and financial risks.

Applications can support:

  • Compliance.
  • Monitoring.
  • Fraud prevention.
  • Anti-money laundering.
  • Player protection.

Tech Academies

SBC’s technology programme will include dedicated academies designed around practical learning.

Sessions will use:

  • Workshops.
  • Live demonstrations.
  • Masterclasses.
  • Q&A sessions.
  • Applied exercises.

AI Across the Agenda

Artificial intelligence will be a recurring theme throughout the programme.

Its influence already extends into:

  • Marketing.
  • Product.
  • Compliance.
  • Trading.
  • Customer service.
  • Personalisation.
  • Security.
  • Operations.

More Than 600 Speakers

SBC Summit 2026 will feature more than 600 speakers across its different stages and educational formats.

The programme combines gaming executives with experts from technology, media, sport, regulation and finance.

More Than 40,000 Professionals

Organisers expect more than 40,000 industry professionals to attend over the three days.

The event will take place at Feira Internacional de Lisboa and the MEO Arena.

Industry Context

Gaming businesses are increasingly dependent on technology developed outside the traditional sector.

Cloud computing, AI, algorithmic advertising and social platforms directly influence customer acquisition, risk management and product design.

The participation of major technology groups reflects that convergence.

Next Steps and Impact

SBC Summit 2026 will use its Tech Academies and conference sessions to connect gaming executives with specialists from global technology businesses.

The emphasis will be on practical applications rather than technology trends alone.

The participation of OpenAI, AWS, Google, Meta, TikTok, Snapchat and Tinder will highlight how tools developed across the wider digital economy are beginning to shape the next stage of betting and iGaming.

Editó: @fonta

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