Sarah Blackburn – Founder and Director at GameOn
Last week I had the chance to attend SBC Lisbon, and it’s safe to say it lived up to its reputation as one of the biggest events in the sports betting and iGaming calendar. The first thing that struck me was just how polished it was. You could really see the investment companies had poured into their stands. It’s clear SBC is now rivalling ICE when it comes to size and the slickness of its delivery.
For me, though, the event really shines as an exhibition. I didn’t dip into any of the panels this time around, but walking the floor was more than enough to get a sense of where the industry is heading and how brands want to be seen. The scale of it all was impressive, but I couldn’t help but feel that the bigger these shows get, the harder it becomes to hold onto that “community” feel. It can sometimes feel overwhelming and less personal, though bumping into old friends and familiar faces always makes it worthwhile.
One of the highlights for me was spending time with my own team. Getting to hang out with Sarah Mortimer and Michela Pace was a real treat, and it was brilliant to see Lizzie Thomas in action – working the show floor and creating content for one of our clients. These moments are what keep the event from feeling like just another massive trade show; they’re the bits that make it feel human and fun.
We also got to catch up with the brilliant teams at Golden Whale, Bgaming, Octoplay, Fincore, Elantil, Gaming Corps and Neosurf.
And of course, no trip to Lisbon would be complete without indulging in a daily dose of pastel de nata. It became a ritual that I think may have been just as memorable as the show itself – well my waistline has certainly remembered.
