Day two of SBC Summit Tbilisi 2025 will gather 2,000 professionals to look at how sports partnerships, creative engagement, and emerging talent are redefining iGaming in Eastern Europe and Central Asia.
The event, held in partnership with SMH Global, will take place at the Sheraton Grand Tbilisi Metachi Palace on 15-16 October. Through two days of networking, exhibition, and content, the summit will highlight how the region is making its mark on the global iGaming industry.
On its second day, the conference will dive into sports betting and ambassador partnerships, examining how they can spark stronger player engagement and open doors to new markets.
The day’s sessions will cover everything from choosing the right athletes and sports organisations for partnerships to using gamification and new betting formats to reach different audiences. Speakers will also highlight how Eurasian companies are going global by tapping into the region’s skilled workforce.
Rasmus Sojmark, CEO and Founder of SBC, said: “The success of iGaming in Eastern Europe and Eurasia is built on three pillars: strong sports partnerships, creative innovation, and an exceptional talent pool. Day two of the summit will take a closer look at how these factors are shaping the industry’s future and, most importantly, what lessons and challenges operators need to keep in mind.”
The session, The Influence of Sports Icons in Gaming & Entertainment, will feature Italian football legend Alessandro Nesta, who will share his perspective on how athletes can shape responsible fan engagement and strengthen brand credibility. He will be joined by Dr Matthias Kirschenhofer (Former Co-CEO, Sport1 Medien), Zurab Magalashvili (Marketing Director, Flutter Entertainment), Simon Westbury (Strategic Advisor, 1xBet) and moderator Lasha Machavariani (Founder, SMH Global), to discuss how gaming companies can identify and partner with elite athletes, with case studies on successful collaborations and insights on ensuring meaningful engagement while maintaining responsible gaming standards.
Building on this theme is the session Game Changers: How Betting Sponsorships Are Powering the Sports Industry, featuring Chris Bird (Former Manchester City COO), Aelita Chilingaryan (PR and Communication Manager, Totogaming), Costin Mega (Commercial and Marketing Director, Farul Constanta) and Nikoloz Nadaraia (Partnerships Manager, betlive.com). The panellists will draw on their experience working on both sides of major sports betting partnerships and share strategies for identifying new and profitable partnerships with clubs and organisations, particularly in emerging markets.
The session Big Games, Bigger Bets – The Power of Sports Broadcasting in Fan Engagement & Betting will explore strategies to heighten player engagement during widely watched sporting events such as the Olympics, World Cup and continental football championships. Here, experts Dati Japaridze (Chief Commercial Officer, Setanta Sports), Baki Lortkipanidze (Sales & Marketing Director, SMH Global), Tamazi Gambashidze (Head of Sports Brand Experience Department, Adjarabet.com) and Tom Waterhouse (Chief Investment Officer, Waterhouse VC) will discuss how operators can capitalise on global sporting events through effective sponsorships, athlete activations and working with broadcasters.
Day Two will also spotlight innovation, with sessions on how gamification and the rise of niche sports are reshaping betting and changing the way players engage with the experience.
The panel Gamification in iGaming: Creating Engaging & Rewarding Player Experiences will see Shahar Attias (Founder, Hybrid Interaction), Viktorya Harutyunyan (Head of Product Marketing, Totogaming), Vakhtang Mdivani (Co-Founder, Promofy.ai), and Giorgi Nadaraia (CMO, Betlive) explore how operators can use gamification mechanics such as leaderboards, achievements, and missions to strengthen engagement and build both player communities and player loyalty.
Building on this theme, The Rise of Esports and Fantasy Sports in Betting – A New Era of Engagement will feature Sam Cooke (Co-Founder, GSE, The Insights Group & Playmakers), Denis Matusovskiy (Partnerships Manager, Esports Charts), Imeda Imedashvili (Co-Founder, Heropicks Games), Elie Honain (CEO, NES), and Tsotne Mdivani (Head of Product Management, Beter). The panel will discuss how younger demographics are embracing skill-based betting experiences, and why operators need to innovate beyond traditional formats to remain relevant.
Day two of SBC Summit Tbilisi will also feature a dedicated ‘Regulatory’ track, showcasing expert-led panels and workshops on safeguarding markets, balancing economic growth with responsible regulation, and fostering collaboration between regulators and operators.
SBC Summit Tbilisi attendees can also attend the day-one conference programme, where industry experts will share insights on tailoring marketing to local audiences, navigating compliance across multiple jurisdictions, and leveraging cutting-edge AI applications to create more engaging and personalised player experiences.
Secure Your Ticket for SBC Summit Tbilisi now!
Full Event Pass – Provides access to the exhibition floor, all conference sessions, and both the opening and closing networking parties. The pass also includes free breakfast, lunch, hot and cold drinks throughout the event, plus complimentary drinks at the networking parties.
Bringing the team? Get a $50 discount per ticket when you buy three or more passes with our Group Ticket.
Operators and affiliates are eligible for complimentary tickets, simply apply via the link.
Ted Orme-Claye
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