SBC Summit Malta Aids Sportsbooks in Preparing for the 2026 World Cup

(AsiaGameHub) –   As the 2026 World Cup draws near, SBC Summit Malta will place sports betting strategy at the core, assisting the industry in preparing for one of the most pivotal moments on the global betting calendar.

Running from 29 to 30 April, the event’s two-day conference program will convene 6,000 industry experts to explore the future of sports betting from both theoretical and practical angles. 

The program is organized across two formats. Day one will focus on sportsbook strategy via a series of panel discussions. Day two will transition to hands-on workshops, enabling delegates to convert those discussions into actionable frameworks applicable to their own operations.

Sessions will delve into topics such as the development of bet builders, the increasing trend of sportsbooks functioning as media platforms, and the marketing strategies and regions anticipated to influence the 2026 World Cup.

“With millions of viewers tuning into the World Cup, reaching players won’t pose a challenge for sportsbooks. The hurdle lies in retaining them,” said Rasmus Sojmark, Founder and CEO of SBC. “Competitive odds, game variety, and a strong user experience will be what sets the top performers apart.”

The session“Sports Product & Innovation: Beyond the Bet Builder” will examine how bet builders are evolving and reshaping the modern sportsbook experience. Featuring Tamazi Gambashidze (Head of Sports Brand Experience Department, Adjarabet), Hristo Ruslanov Spasov (Director of Sports Betting, Codere), Ivan Gojić (Chief Sportsbook Officer, Entain), and Nika Gigashvili (Managing Director/ Partner, SMH), the session will also explore how bet builders are being integrated with live betting and utilized to enhance fan engagement.

Attention will then turn to the tournament itself in the panel ‘World Cup 2026: Betting Predictions and Market Movers’. Here, C-level executives Txema Hermoso (COO, Doctor SEO), Dr Damir Boehm (CEO, TipWin) and Russell Yershon (Director, Connecting Brands ) will share data-driven forecasts on which markets and products are poised to drive the most betting activity during the tournament. They will also analyze the marketing strategies likely to stand out amid the competition and the impact of the tournament’s expansion on betting behavior. 

Day two shifts focus from discussion to implementation, with expert-led workshops designed to help attendees develop practical sportsbook strategies.

“Building a World Cup Tournament Model: From Ratings to Outrights” will guide sportsbooks on creating credible outright markets that can withstand heightened trading pressure. Led by Jonathan Smith (Founder of Sportsbook Training Services), the workshop will have attendees build a tournament simulation from scratch and learn to translate performance data into realistic tournament pricing.  

As the boundaries between sports betting, entertainment, and broadcasting continue to blur, the greatest opportunity lies with those who control the fan experience. “The Second-Screen Revolution: Betting Meets Broadcasting” will explore how sportsbooks are evolving into media hubs, using second-screen apps, live streaming, real-time data overlays, and content partnerships to capture attention beyond the match itself.

Alongside its focus on sports betting, SBC Summit Malta’s agenda will include dedicated tracks on marketing, regulation, and product, as well as two workshop rooms. Outside the conference, attendees can discover the industry’s latest technology and products on the exhibition floor and connect with peers through various evening and daytime networking opportunities.

Get Your Tickets to SBC Summit Malta

Secure your spot at SBC Summit Malta with our exclusive VIP Event Pass. Priced at €600, you’ll gain access to all that SBC Summit Malta offers, including three days of networking, conference sessions, and exhibitions.

Want an Expo+ Pass? It’s available for €150.
If you are an operator or affiliate, you can apply for a free pass! Operators can apply for a complimentary pass here. Affiliates can apply for complimentary passes here.