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Interview with SBC Summit and ICE London organisers
SBC Summit and ICE London are iGaming's biggest build points. Here transactions are resolved, a agenda is set for the year, regulators, technologies and marketing are discussed. We talked to the organizers (generalized interview) about how they build the program, what gets "on the air" and how participants can squeeze a maximum of three exhibition days.
1) Mission and architecture of events
Q: Why does the industry need two big forums?
Organizers: The events have different accents, but the common denominator is business meetings + a high-quality agenda + a safe environment. We split the program into tracks (regulatory, platform, payments, content, marketing, RG/cybersecurity, data/AI), and the exhibition into clusters: bookmakers, B2C casinos, game/payment providers/CUS, platforms and infrastructure.
2) How the agenda is formed
Question: Who solves the topics?
Organizers: Supervised grid: editorial board of operators, providers, regulators and media. Each session must answer three "why":1. What will change in the product/processes tomorrow?
2. How will this affect compliance and RG?
3. How to measure the effect (SLO, uplift, ETA, LTV/CAC)?
Hype without metrics - in flight.
3) Selection of speakers and panels
Question: How to get on stage?
Organizers: Call for speakers with case, numbers and conflict of points of view. We are looking for practitioners: C-level/directors of areas, regulators, security leaders and data. We balance the sites between the operator, provider and independent expert. "Sales" presentations - only in the sponsored workshop format, clearly marked.
4) Startup zones and pitches
Question: How is the selection of young teams arranged?
Organizers: A jury of investors and operators looks at unit economics, compliance-by-design, security and a clear market problem. In the final - pitch with Q&A about metrics, not "vision." Winners receive mini stands and counter intro flow from mentors/partners.
5) Responsible marketing standards
Q. What is prohibited on site?
Organizers: Aggressive promises of "fast money," creatives without age/geo filters, small print conditions, promo that conflicts with RG signals. All materials pass pre-approval, and in the rules of participation - provisions on advertising, affiliates and data.
6) Security, privacy and compliance
Q: How do you provide "clean" space?
Organizers: Access control, security service, cyber-hygiene Wi-Fi, anti-harassment policy, rules for working with personal data on badge scanners (opt-in, processing goals, deletion on request). For delegations with crypto payments - separate sessions on Travel Rule and sanctions screenings.
7) Networking, meetings and ROI
Q: What helps convert a stand into trades?
Organizers: Matchmaking application with slots of 15-30 minutes, themed lounges, "market focus" round tables, closed C-level breakfasts. We recommend measuring meetings/day, lead stage, follow-up share of 7/30 days, contract speed, not "how many business cards collected."
8) Media and publicity
Question: How to work with the press?
Organizers: Priority for materials with methodology: control group, uplift/ETA/SLO, RG-KPI, quotes from those responsible. We do press briefings and "corridors" for signing partnerships (photo-op). We share editorial formats and sponsorship so as not to dilute trust.
9) Sustainability and inclusion
Question: What is on the ESG agenda?
Organizers: We minimize plastic, work with recycling sites, order local catering, make scenes and content available (subtitles/contrast/ramps). The agenda includes a separate block of D&I and Responsible Design.
10) Exhibitor errors
Question: What doesn't work most often?
Organizers:- Stand without clear message and demo.
- Scripts "about everything" without ICP and pain-points.
- Zero preparation for meetings: no calendar, no "one-pager."
- Lack of post-show discipline: leads "cool down" in 72 hours.
- Creatives in conflict with jurisdictions - minus reputation.
11) Advice to operators, providers and affiliates
Go with a narrow thesis of value and three cases with numbers.
Bring product owner + engineer + compliance - three looks at one question.
Create demo scripts: 5-min "elevator," 15-min flow, 30-min deep-dive.
Agree on guardrails: what can be promised and what - only after due diligence.
Include an RG check: How your decision reduces harm/friction.
12) 90-day SBC/ICE preparation roadmap
D-90...D-60 - Strategy and Materials
ICP and goals: meetings/day, MQL→SQL, partnerships.
One-pager, case deck, demo build, press kit.
Meeting grids in the application, target list of 50-100 contacts.
D-59...D-30 - Activations and Logistics
Scripts for demo/FAQ, prices/SLA/DPA templates.
Media pitches: 2 metric cases, 1 interview.
Stand team training (2 × role play/week).
D-29...D-1 - Warm-up and final
E-mail/LinkedIn/Telegram warm-up: "when and where to find us."
Calendar "market focus" tables/events.
Post-show plan: lead owners, deadlines 72 h/7 days/30 days
13) Checklists
Stand and demo
- Clear thesis of value (1-2 phrases).
- Demo for offline script (no Wi-Fi panic).
- Calendar of in-app appointments, QR on one-pager.
- NDA/DPA/SLA templates are at hand.
Marketing and Compliance
- Creatives with age/geo-filters, T&C in 2-3 lines.
- Separate RG/Responsible Design track.
- Press kit: photo, quotes, KPIs and methodology.
Post-show
- Lead parsing <72 h, segmentation and "next step."
- Workshop "what worked/not," updating scripts.
- Public recap with numbers (no NDA).
14) How to measure ROI of participation
Meetings/day and proportion of "target" ICPs.
SQL/contracts in 30/90 days.
Time-to-deal and average check vs benchmark.
Media reach and lead assist (attribution by campaign).
Lead quality: RG/compliance flags, return.
15) Trends 2026-2030 through the eyes of the organizers
More data on stage: cases with open methodology.
The growth of the role of micro-formats (workshops, grocery clinics).
Stricter requirements for responsible marketing and affiliates.
AI assistants for matchmaking and pavilion navigation.
Ecosystem partnerships: platform + payment + KYC + content in ready-made "launch packages."
16) Mini-FAQ from the organizers
Is it possible to perform "with sales"? Yes, in the format of sponsored workshops marked as such.
How to protect yourself from "reshooting" leads? Contracts, scan labeling, CRM deduplication, transparent vendor list rules.
Should you take a big stand? Only if there is a meeting plan/hour and a team to cover.
SBC Summit and ICE London are not a "booth fest" but tools to speed up deals and standardise the industry. On these sites, those who come with data, respect the rules of responsible marketing and are ready to talk about safety, compliance and benefits for the player win. Prepare as a grocery delivery - and the event will return with specific partnerships and predictable ROI.