What SBC’s Ticketing Overhaul And Standalone Affiliate Summit Tell Us About The Future Of iGaming Events

(AsiaGameHub) –   Mark Jenkins, a 15-year veteran event strategist focused on the European iGaming sector, says this ticketing overhaul from SBC is way more than a minor logistical change. For years, big industry events have lumped all attendees into one or two broad ticket tiers, forcing people to pay for access they’ll never use just to get the one thing they came for. Splitting the Affiliate Leaders Summit into a standalone event makes total sense, too. Affiliate marketing has grown into a multi-billion dollar pillar of iGaming, and its professionals need a focused space to connect that doesn’t get lost in the noise of a massive general summit.

Let’s break down exactly what’s changing for anyone planning to attend this year’s gathering. This year’s SBC Summit runs from 29 September to 1 October, back at Lisbon’s Feira Internacional de Lisboa and MEO Arena. It has grown far past the basic conference and trade show model, pulling together every corner of the iGaming ecosystem from operators and affiliates to suppliers, payment providers, regulators, media, startups and investors, with an experience covering education, networking, business development and entertainment. Early bird pricing for all tickets ends 5 June, after which standard pricing kicks in.

The new structure offers five dedicated pass options tailored to different attendee goals. The free Expo Pass gets you onto the exhibition floor to explore products, services and innovations from leading companies across sports betting, casino, payments, technology and iGaming. The Conference Pass is priced at €419 through 5 June, rising to €599 after, and gives access to all conference programming including industry insights, educational sessions and keynote talks across multiple stages. The Networking Pass carries the same price point, built for attendees focused on business development, with access to all networking programming, evening events and upgraded features on the SBC Connect app for direct messaging and meeting booking, though it does not include entry to conference sessions. The Business Pass combines both conference and networking access for €559 during the early bird window, rising to €799 after the deadline. The top-tier VIP Pass delivers the full experience, with access to everything plus premium hospitality perks including complimentary food and drinks at the event’s Food Festival. Operators, affiliates and regulators are still eligible to apply for complimentary passes.

There are also premium add-ons available to enhance your experience. The Education+ add-on costs €249 and gets you into specialized Tech Academies covering Marketing, AI, Web 3.0 and Gamification, plus a range of hands-on practical workshops, and you can secure access by reaching out to upgrade@sbcgaming.com. A standalone Party Pass is available for €149 for ticket holders who don’t already get Infinity Lisbon entry in their package, granting access to one of the gaming industry’s largest networking celebrations. Infinity Lisbon access is included by default for Networking and VIP Pass holders.

The ticketing update lines up with a big evolution for the Affiliate Leaders Summit, which is now a fully standalone event focused exclusively on the affiliate and performance marketing ecosystem. It has its own separate ticketing system, so even main SBC Summit attendees need an extra pass to join. It uses a single VIP-style access tier, priced at €419 during the early bird window and €599 after 5 June. Affiliates keep their complimentary access, while all other groups including operators need to purchase a paid ticket.

The shift we’re seeing from SBC mirrors a broader change across B2B events in maturing tech and gaming sectors. Ten years ago, an industry summit could get away with a single ticket tier that lumped everyone together, because the ecosystem was smaller and attendees were less demanding about how they spent their time and budget. Today, every sub-sector like affiliate marketing has its own specific challenges, networking needs and content expectations. Attendees don’t want to pay a premium for a full pass when they only care about meeting new partners or only want to attend keynotes. This segmentation model will likely become the standard for large industry events over the next few years. It benefits attendees who get more control over their experience, and benefits organizers who can better serve different audience groups while building more sustainable revenue streams.