SBC Summit Tbilisi 2026: Everything iGaming Operators Should Know Before Visiting Georgia

Over the last few years, if you have been following the development of the iGaming industry in Eastern Europe as well as Central Asia, you will know that Tbilisi has become one of the most critical cities on the industry map. If you haven't been following this region, that is why you should be attending SBC Summit Tbilisi in July.

Tbilisi will present another SBC Summit in 2026 and will be taking place from July 15 - 16 at the Sheraton Grand Tbilisi Metechi Palace. It may be the best focusing, most regional and highest value gathering that the industry has evolved to date. After three years of growth at the SBC Summit Tbilisi, it has progressed from a relatively small newcomer event to a large-scale global event with more than 2000 delegates coming from 44 countries in 2025 and with over 2500 expected in 2026.

At Groove, we believe that preparations are the number one thing that determines whether a trip will produce benefit or produce transformation. We created this guide to inform you about SBC Summit Tbilisi, why it is important now, and how to leverage your time and resources to maximize your attendance and return on investment.

Why Eastern Europe and Central Asia Are Impossible to Ignore in 2026 

Here is the context: The markets within Georgia, Romania, Bulgaria, Kazakhstan, Serbia and the Baltic States shouldn’t be considered as emerging because the term has been so misused to describe developing economies. They are also developing markets with proper regulations in place, and a good amount of demand from players, which means there is a growing need for more professional operators and reputable technology partners. 

The pace at which new regulations are being introduced makes this area very interesting at present. Licensing structures in all the countries that make up the Balkans, Caucasus, and Central Asia appear to be transitioning towards structured licensing frameworks. They are aligning more with European standards and looking for reputable, well-capitalized operators to enter their respective countries. 

The brands that get into those markets now, create local connections/relationships, take the time to learn the regulatory environment, and develop specific market knowledge will likely dominate for the upcoming decade. SBC Summit Tbilisi is created to grant those brands an opportunity to gain valuable knowledge and build relationships that would typically take them years to establish.

What SBC Summit Tbilisi Is and What Makes It Different 

The leading event planning company in the worldwide iGaming community (the SBC, or Sports Betting Community), once they decide on a market, it typically indicates that that market is ready to do serious business. This event will be hosted in partnership with SMH Global; It is a focused industry gathering that is focused on the CEE and Central Asia markets. 

Practically, this means that the conversations you are having at the Tbilisi summit are based upon the reality of the CEE and Central Asia markets. Everyone is already knowledgeable with respect to Georgia being an attractive market and the regulatory framework of Romania. Therefore, the meetings are quicker, candid, and more productive, as a result.

For 48 hours, the Tbilisi summit provides an opportunity for the following industries to participate: 

•  Operators interested in or currently operating in the CEE and Central Asia markets; 

• Regulators from CEE, the Caucasus and Central Asia;

• Affiliates who are currently driving traffic and/or establishing partnerships in the CEE and Central Asia markets; 

• Suppliers and technology companies that offer solutions that are already developed and suited to the CEE and Central Asia markets;

• Sports stakeholders - clubs, broadcasters, rights holders exploring the potential of a betting partnership.

All five of these different industry categories will be represented with body representatives only once during a two-day period, in one building and representing all the various parts of the business.

The 2026 Edition: What’s New and Why It Matters 

Each year, the SBC Summit Tbilisi has grown significantly larger than it was the previous year. The 2025 version had an astounding 40% increase in attendance over the 2024 edition. That figure is remarkable for any type of professional conference. The 2026 edition isn’t resting on that momentum. It’s building on in some genuinely interesting ways. 

The SBC Regulators Forum Is Taking Off

One of the most standout updates this year will be the regulators’ forum’s expansion. It’s based on the knowledge that the discussion about obtaining a license, how to comply with regulations, and how to develop a regional standard are evolving too quickly to be of any use to anyone outside of the regulatory process.

These new subjects that will be presented at the forum will be written by individuals who are intimately involved with the industry. Moreover, the participants will receive first-hand accounts from the officials and regulatory agencies that write the rules.

This type of access will be beneficial to all operators who are in the process of obtaining their first license or trying to ensure compliance in multiple jurisdictions - you won't learn about the regulations from someone else's account. You'll learn from those who write them. 

Sports are Getting Their Own Spotlight

Betting on sports has historically been at the core of this area’s gaming industry, and that is why it will be such a large part of our focus at the 2026 summit.  The specific agenda sessions around fan engagement strategies, our sponsorship/commercial partnership/co-branding efforts with the media, our media rights, club partnerships, and our sports betting partnerships.

So, if you are a business owner or product supplier that wants to integrate a sports partnership into your acquisition or retention strategy in your respective markets, that will be the topic being discussed at this event.

And yes, after the success of Alessandro Nesta’s appearance at the 2025 summit, SMH has already confirmed an arrangement to bring in another star athlete for a major appearance at the 2026 summit - details are tightly held till closer to the date of the summit. But based on what happened last year, it will be well worth arriving in time for this appearance.

70+ Speakers - No Filler

The agenda contains over 70 speakers covering regulations, operations, technology, affiliate marketing and partnerships across the industry. The quality of speakers presenting at this event has been established as one of its most positive attributes, providing you with C-level executives from the largest operators, regulators, and suppliers with a long-term connection to the local gaming market, not flying in for their standard keynote.

Making the Most Out of the Exhibition Floor

SBC Summit Tbilisi's exhibit space is home to more than 40 exhibitors, most of which either come from or have a significant presence in the region. The exhibit floor is not a great place to find standard products; it is instead a great place to meet companies that deeply understand the methods used for local payments, the preferences of local players, and the regulations within any specific market.

Here are a few practical suggestions:

Arrive with a short list. Before you go to the event, go through the list of exhibitors and select 5-8 exhibitors who will be genuinely relevant to your business at this time. Then let chance take care of the remaining selections - many people will find their best connections without pre-planning anything.

Use the SBC Connect App. The app is available to all registered attendees starting June 8 and offers pre-event business matchmaking, personalized scheduling, and push notifications. Attendees who schedule their meetings in advance have consistently found that they have a higher success rate compared to those who simply try to figure it out on the exhibit floor at the time of the event.

Think About Where You're Meeting. At these types of regional events, you will also find some of the best connections are with smaller vendors or regional operators who may not have prime spots. Be sure to look in the areas that are less populated as well.

Evening Events: Where Business Becomes Real

The opportunity to socialize during the evening at the 2026 SBC Summit is part of an amazing ongoing tradition for the SBC from their last Summit events. You can help contribute to that success by choosing to participate in the evening events. You will have an excellent chance to meet and create new relationships with colleagues, business associates, and other SBC members in a more laid-back setting than at a formal business luncheon or dinner.

Participating in the evening social events provides an opportunity for informal networking with people you met at the Summit. There is a dramatic difference in the environment under which these two types of networking occur. As Dainis Niedra (COO, Entain) pointed out after the 2025 SBC Summit - the formal agenda creates a business context to establish the relationships; the informal dinner atmosphere forms the basis for those relationships.

Please ensure you plan to attend both evening events and do not book a very early flight home from Tbilisi on the third day of the Summit.

On the Ground in Tbilisi: Few Honest Tips

Excellence is a genuine characteristic of this city. Tbilisi has a compact central downtown area that can be navigated easily on foot. In addition, the city's food and winning abilities go far beyond what most Western cities offer when compared internationally.

A short taxi ride from the Sheraton is the Old Town, which also has a quaint and welcoming environment that makes it ideal for a night out if your schedule allows.

The hospitality provided by locals - Georgia has a long-standing tradition of providing hospitality to guests. Therefore, at the event, you will feel and be treated with the utmost warmth by all of the locals involved in the business community, creating an uncommonly open environment.

The Sheraton Grand Tbilisi Metechi Palace is conveniently situated along the banks of the Mtkvari River, with easy access to the remainder of Tbilisi. As a practical note regarding travel to this area, summer (July) in Tbilisi can be very warm with temperatures averaging in the 20's to the low 30's Celsius. Therefore, you should bring appropriate clothing if you are coming from a cooler climate.

Make sure to try khachapuri and the natural wine. Georgia is among the oldest documented regions of the world producing wine, and the local varieties are very different from others produced around the world. 

Groove’s Perspective: Why We’re Watching This Event Closely 

For Groove, the SBC Summit Tbilisi reflects a market dynamic we've been looking at for quite a while. Eastern Europe and Central Asia are two of the most commercially exciting regions right now in the iGaming industry - not because they are easy markets, but because there are great rewards on offer for the operators and technology companies that put in the effort to operate there.

As we look forward to the 2026 summit, we expect there to be less focus on individual trends, and more focus on the regional direction we are witnessing - structured, experience-driven operating models as opposed to short-term acquisition strategies. The organised operators building sustainable businesses in these regions will be those that are investing into understanding the local market, and also into the appropriate technology partners that can help them execute.

That’s exactly the kind of conversation Tbilisi in July is built for and we’ll be waiting for you there!