Industry leaders will examine how betting, media and fan engagement models are converging ahead of football’s biggest commercial moment.
With the 2026 FIFA World Cup set to reshape the global sports and media landscape, SBC Summit Malta will position sportsbook strategy within a broader discussion around fan engagement, product innovation and commercial growth.
Taking place from 29–30 April, the event will bring together 6,000 industry professionals to examine how operators are adapting their offerings ahead of what is expected to be one of the most commercially significant tournaments in sport.
While the World Cup has traditionally been a major driver of betting activity, the focus in Malta will extend beyond volume alone. Instead, sessions will explore how sportsbooks are evolving into entertainment and media platforms, competing not just on odds but on user experience, content and retention.
“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 conference programme reflects this shift. Day one will centre on strategic discussions, while day two moves into applied workshops designed to translate those ideas into operational frameworks.
A key theme running throughout is the changing role of the sportsbook within the wider sports ecosystem. The session ‘Sports Product & Innovation: Beyond the Bet Builder’ will explore how features such as bet builders are evolving into core engagement tools, increasingly integrated with live betting and real-time fan interaction.
Bringing together executives from Adjarabet, Codere, Entain and SMH, the panel will assess how these products are shaping the modern viewing experience and contributing to deeper fan participation during live events.
Attention will then turn directly to the tournament itself. In ‘World Cup 2026: Betting Predictions and Market Movers’, industry leaders will present data-led forecasts on how the expanded tournament format could influence betting behaviour, regional activity and product demand. The session will also consider how marketing strategies are adapting to a more crowded digital environment, where sportsbooks must compete alongside broadcasters, rights holders and social platforms for fan attention.
This convergence of betting, media and sport is expected to be a defining theme of the 2026 tournament. As consumption habits continue to shift towards second-screen and multi-platform viewing, operators are increasingly positioning themselves within the broader content ecosystem.
The panel ‘The Second-Screen Revolution: Betting Meets Broadcasting’ will examine how sportsbooks are leveraging live streaming, real-time data overlays and content partnerships to extend engagement beyond the match itself, effectively operating as hybrid media platforms.
Day two of the event will move from theory to execution. Workshops such as ‘Building a World Cup Tournament Model: From Ratings to Outrights’ will provide practical insight into how operators construct pricing models capable of withstanding the increased volatility and volume associated with major tournaments.
Led by Jonathan Smith, Founder of Sportsbook Training Services, the session will guide attendees through building a tournament simulation and translating performance data into realistic outright markets.
Beyond betting-specific discussions, SBC Summit Malta will also feature dedicated tracks on marketing, regulation and product development, reflecting the increasingly interconnected nature of the sports business landscape.
The exhibition floor will showcase emerging technologies and services, while a series of networking events aims to facilitate partnerships across betting, media, and sports organisations.
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.
