SBC Summit Canada solidifies its role as the industry’s central meeting point amid Alberta’s momentum

(AsiaGameHub) –   SBC Summit Canada recently concluded in Toronto, serving as a crucial gathering for the industry during a significant period for the Canadian gaming sector. The impending launch of Alberta’s regulated market spurred extensive discussions on topics such as regulation, responsible gambling, advertising reform, cybersecurity, and future market expansion.

The event, held at the Metro Toronto Convention Centre from May 19-21, marked its debut under the new “SBC Summit Canada” branding, succeeding the former Canadian Gaming Summit.

Rasmus Sojmark, CEO & Founder of SBC, commented: “This year’s event underscored Canada’s growing significance within the global gaming industry dialogue. The depth of discussions, the caliber of participants, and the urgency surrounding issues like Alberta, regulation, and player protection clearly indicated a rapidly evolving market.”

Over three days, the summit convened a diverse array of stakeholders, including operators, suppliers, regulators, government officials, affiliates, sportsbooks, responsible gambling organizations, payment providers, and technology firms. Many attendees recognized it as the primary industry meeting point in Canada.

The timing of this year’s summit positioned Alberta at the forefront of industry conversations, highlighted by a keynote address from Alberta Minister of Service Alberta and Red Tape Reduction Dale Nally, titled “Launching Alberta’s Safe, Regulated iGaming Future.”

Alberta’s forthcoming market remained a central theme throughout the summit, with representatives from the Alberta iGaming Corporation (AiGC) and AGLC also present. Notably, Dan Keene, CEO of AiGC, participated in a live edition of The Safe Bet Show with Martin Lycka, where he discussed the province’s developing regulatory framework and its measured approach to market entry.

Keene stated that the event was instrumental in helping industry stakeholders prepare for launch-related discussions.

“Our objective isn’t to expand the gaming market; it’s to transition the illegal market into a legal and regulated environment,” he explained.

He further added: “If my schedule over the past two days is any indication, it’s been excellent. It’s been a continuous stream of meetings and engagements, very productive and rich with meaningful connections.”

The conference agenda extensively covered the regulatory and operational challenges influencing the industry’s next growth phase. Panels delved into advertising reform, AI, cybersecurity, compliance, player protection, payments, and evolving omnichannel strategies, alongside exploring opportunities presented by the 2026 FIFA World Cup.

Tom Burdakin, Marketing Vice President at FanDuel, remarked: “Everyone is genuinely enthusiastic about Alberta and the World Cup, and I believe that a year from now, when we reconvene at this summit, we will view those two events as pivotal moments that somewhat reshaped the industry.”

Burdakin also emphasized the event’s increasingly international appeal, observing: “It’s remarkable how many individuals are traveling from the US and Europe to attend this event in Toronto.”

While 64.6% of attendees were based in Canada, the summit also drew a substantial international audience, underscoring Canada’s growing prominence in global gaming discussions.

The exhibition floor showcased companies specializing in sportsbook technology, payments, compliance, marketing, AI, data, lottery, and casino solutions, reflecting the comprehensive nature of the Canadian gaming ecosystem and the industry’s increasing interconnectedness.

Tracy Parker, SVP, Accreditation, Advisory & Insights at the Responsible Gambling Council, noted that the event highlighted the Canadian industry’s increasingly collaborative spirit.

“The cross-sector collaboration is evident in the creative content and programs,” she said. “There’s a truly dynamic mix of land-based gaming, iGaming, charitable gaming, and lottery stakeholders present.”

Thomas Metzger, CEO of Lotto.com, commented: “You truly establish your presence, share your narrative, and engage in productive discussions about the industry’s direction with fellow CEOs.”

Paul Pellizzari, Vice President – Global Social Responsibility at Hard Rock International, stated: “It is the sole event in Canada that offers balanced representation from all types of industry participants.”

Nearly half of the attendees held senior decision-making roles, solidifying the summit’s reputation as a high-level business and policy forum for the Canadian market, where executives, regulators, and industry leaders engaged in strategic conversations and forged new partnerships.

Amanda Brewer, SVP Policy & Communications at the Canadian Gaming Association, observed: “When you consider the quality of networking events held here and the caliber of attendees, you definitely see a significant presence of C-suite, VIP, and higher-level individuals.”

Jeff Laniado, Director of Sales at Optimove, highlighted the broad industry representation, adding: “Earlier today, I met with a C-level executive from a tier-one operator, so truly everyone from operators of all sizes and every area of these companies appears to be represented.”

Mark Wrigley, Head of Betting at F1, emphasized the importance of attendee seniority to the event’s value: “It’s critical that we engage with those high-level decision-makers because that’s ultimately where we aim to have these dialogues, truly advance initiatives, and secure company-wide buy-in.”

“SBC Summit Canada has become the essential venue for the industry to convene and discuss future developments, and we are immensely proud to offer that platform,” Sojmark concluded.

With Alberta’s market launch on the horizon and increasing industry focus on Canada’s evolving regulatory landscape, the discussions and partnerships forged in Toronto are anticipated to shape the sector’s next growth phase well beyond the summit itself. SBC Summit Canada is scheduled to return to Toronto from June 15–17, 2027. For sponsorship and exhibition inquiries, please contact sales@sbcgaming.com