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SBC Summit Lisbon 2026: Brazil Betting Ban Sparks Heated Debate on Integrity, Regulation, and the Future of Sports Betting

By jili tutorial · September 30, 2026

SBC Summit Lisbon 2026: Brazil Betting Ban Sparks Heated Debate on Integrity, Regulation, and the Future of Sports Betting

Introduction: A Pivotal Day at the SBC Summit

The 2026 edition of the SBC Summit kicked off today in Lisbon, drawing together the most influential voices in sports betting, gaming, payments, and technology. The first day featured keynote speeches and panel discussions from industry titans, including CEOs of DraftKings, Sportradar, and Super Technologies, alongside basketball legend Michael Jordan and a wide array of legal, technology, and business experts. As the event unfolded, the SBC News team—Ted Orme-Claye, Patrick Killeen, and Ted Menmuir—provided live updates from the conference floor, capturing the critical conversations shaping the global betting landscape.

This guide offers a comprehensive breakdown of the day’s key discussions, providing deeper context, real-world examples, and actionable insights for stakeholders across the industry.

The Brazil Betting Ban: Integrity Voices Push Back

The Core Controversy: Why a Blanket Prohibition Is Under Fire

One of the most contentious topics at the summit was Brazil’s proposed betting ban. Emanuel Macedo de Medeiros, CEO of the Sport Integrity Global Alliance (SIGA), delivered a pointed critique of the Brazilian government’s approach. Speaking on the integrity stage, Macedo de Medeiros made it clear that SIGA—which represents sports leagues globally—does not support a blanket prohibition on Brazil’s regulated sports betting market.

Key quote: “We and the global community that we represent do not support a blank prohibition on Brazil’s regulated sports betting market. Dismantling the regulated market is not the answer.”

Why Regulated Markets Matter for Integrity

Macedo de Medeiros argued that a complete ban would likely drive betting activity into unregulated, black-market channels—where consumer protections are nonexistent and match-fixing risks multiply. He pointed to Brazil’s lack of engagement with major integrity organizations, including:

Context: Brazil’s betting market has grown rapidly in recent years, with estimates suggesting it could be worth billions annually. However, political pressure has led to calls for a full ban, despite warnings from industry experts that such a move would undermine the very integrity the government claims to protect.

The State’s Responsibility: A Call for Proportionality

Macedo de Medeiros emphasized that no industry should set its own rules, but the state must act with evidence and proportionality. He criticized the Brazilian government for failing to provide a credible transition plan or engage with integrity experts before pursuing a ban.

Example: In the UK, the Gambling Act 2005 and subsequent reforms have been praised for creating a regulated framework that balances consumer protection with industry viability. Brazil risks losing this balance entirely.

Horseracing’s Struggle: Why the Sport Is Stagnant—But Not Dead

The Product Problem: Three Key Areas for Revival

A panel titled “Racing Ecosystem: Scales for Future Growth” tackled the persistent decline of horseracing as a betting sport. While racing remains a major betting event in the UK, France, and Australia, it has failed to attract younger audiences. Panelists identified three critical areas requiring attention:

1. Data Supply: Too Rigid, Too Slow

Marty Tripp of BetMakers Technology highlighted the fragmented nature of horseracing data supply. Many niche suppliers handle just one or two fixtures, creating inefficiencies that stifle innovation.

Example: In contrast, football and tennis benefit from centralized data providers like Sportradar and Genius Sports, which offer consistent, real-time data feeds that enable advanced in-play betting products.

2. In-Play Betting: Racing Lags Behind Other Sports

Eugene Delaney of PA Betting Services pointed out that horseracing is far behind football and tennis when it comes to in-play (live) betting. While some operators offer it, it is not consistent across the board.

Context: In-play betting now accounts for over 70% of all sports betting in some markets. Without a robust in-play offering, racing risks being left behind.

3. Free-to-Play (FTP) Games: A Missed Opportunity

Josh Sparke of Podium noted that free-to-play games—which have successfully engaged new audiences in football, basketball, and other sports—are virtually nonexistent in horseracing.

Example: FanDuel’s free-to-play daily fantasy contests helped introduce millions of US users to sports betting. A similar model could attract younger demographics to racing.

The Image Problem: Why Younger Audiences Aren’t Engaged

Racing’s struggle isn’t just about product features—it’s about cultural relevance. Many younger consumers did not grow up watching horses race, and the sport lacks the digital-first storytelling that appeals to modern fans.

Proposed solution: Racing organizations could invest in short-form video content, influencer partnerships, and gamified apps that mirror the success of leagues like the NBA or Premier League in capturing younger audiences.

The World Cup: Biggest Betting Event Ever—But Not Without Problems

The Scale of the Challenge

Malachy Rooney, Head of Football Strategy and Pricing at Flutter, described the 2022 World Cup as “the biggest sporting and betting event ever seen.” However, the event also highlighted critical friction points for operators.

Key insight: Player prop betting and the growth of social media were fundamental drivers of the World Cup’s record betting volumes. But customers demanded flexibility—they wanted to bet on new, often untested markets.

Regulatory Lag and Customer Friction

Rooney emphasized that operators must work closely with compliance teams to determine what is permissible before offering new products. This is easier said than done in a fast-moving environment.

Example: During the World Cup, some operators faced delays in offering player props for emerging stars because regulations in certain jurisdictions had not been updated to cover new betting markets.

The Fragmentation Problem: Central and Eastern Europe’s Struggle

Michael Foster, Group Head of Gaming and Commercial Strategy at Fortuna Entertainment Group (FEG), pointed to a broader issue: inconsistent regulation across markets. FEG operates in several Central and Eastern European countries, each with its own regulatory framework.

Key quote: “The hinge has always been the lack of consistency in regulation for us. We simply can’t offer products at times we’d like to as regulation moves more slowly. We want to offer a competitive product, not defraud customers.”

Context: Foster called for a “consistent set of regulations both in sports and gaming for all of our markets in Central and Eastern Europe.” This echoes a broader industry push for harmonized standards that reduce compliance costs and enable faster innovation.

Broadcasting and Betting: The Death of Linear TV?

The Extinction of Traditional Sports Broadcasting

Sam Sadi, CEO of LiveScore Group, delivered a provocative take: “I think we can conclude that the traditional linear broadcasting of sport is extinct.”

Why it matters: Younger viewers increasingly consume sports through YouTube, TikTok, and streaming platforms like DAZN and Amazon Prime. This shift has profound implications for betting operators, who rely on broadcast partnerships for in-play data and branding opportunities.

A Counterargument: Broadcasters Are Adapting

Pavel Krbec, CEO of Flashscore, offered a more nuanced view. He acknowledged that traditional broadcasters like ESPN and Disney are building their own digital platforms, adapting to the new reality.

Example: ESPN’s integration with ESPN BET in the US is a prime example of how broadcasters and betting operators can collaborate in a digital-first environment.

What This Means for Operators

Operators must diversify their content strategies, extending into social media, YouTube, and other digital channels. The days of relying solely on traditional TV partnerships are over.

Australia’s Gambling Reform: No One Is Happy

The New Zealand Online Casino Auction

The biggest news from the Oceania region was New Zealand’s auctioning of 15 online casino licenses, set to go live next July. This marks a significant step toward regulated online gambling in the country.

Australia’s Advertising Clampdown: A Mixed Reaction

The main talking point, however, was Australia’s recent advertising clampdown under Prime Minister Anthony Albanese. The measure falls short of an outright ban, but industry insiders are far from satisfied.

Key quote from Jamie Nettleton, Partner at Addidons (IMGL): “No one’s happy.”

The Squeeze on Smaller Operators

Nettleton explained that while larger operators may absorb the costs of compliance, smaller companies will feel the strain.

Example: A smaller Australian operator might need to overhaul its marketing strategy, invest in new compliance software, and hire additional legal staff—all while facing reduced revenue from advertising restrictions.

Predicted outcome: Consolidation is likely, with only the biggest operators able to afford the new regulatory environment.

Evenbeter Gaming Rebrand: More Than Just a Name Change

The Transformation Explained

Evenbet rebranded to Evenbeter Gaming in August 2024. CEO Dmitry Starostenkov clarified that the change goes far deeper than a new logo.

Key quote: “We didn’t just change the name and logo. The whole idea behind rebranding is to transform how we develop products.”

Growth and Expansion

The Malta-based poker software provider has tripled its headcount to over 260 people across 20 countries. The “er” in Evenbeter signals a commitment to continuous improvement: “Whatever we do for the industry, we are doing better.”

Poker as a Foundation for Broader Casino Offerings

Poker remains the core of Evenbeter’s business, but the company is building a broader casino offering around it. Its OneClick Poker product integrates poker directly into casino lobbies, simplifying the traditionally complex poker interface.

Geographic expansion: Evenbeter has secured new supply licenses in Denmark and Sweden and is pushing into regulated US states.

A Tough Year for the Industry

Starostenkov acknowledged that 2024-2025 has been a difficult period for operators, with rising costs and more complex regulation. Yet the company’s ambitions remain high: to become the “go-to partner” for operators at every stage of growth.

Central and Eastern Europe: Retail vs. Digital

The Value of Retail Betting

Bojan Scekic, CEO of Balkan Bet, defended the importance of retail betting in CEE markets. He argued that retail estates offer more than just cash collection—they build brand presence and enable personal interactions at the point of sale.

Key quote: “The question nobody can answer now is the importance of retail. Having a retail estate is not just cash related, it’s brand related, things like having interactions at the point of sale.”

A Counterview: Convenience Wins

Irakli Asanishvili, CEO of Flutter CEE (which owns Adjarabet), offered a more balanced perspective. While retail still has a role, he believes that convenience is the ultimate driver.

Key quote: “The question is whether there is still a chance to win in areas where retail is still big. However, I fully believe that humans operate on convenience. If you can build something that customers think is more convenient, there’s going to be more demand for it.”

What This Means for CEE Operators

Operators in CEE must strike a balance between maintaining physical retail networks and investing in digital platforms. Building brand trust and offering a variety of payment channels are essential, regardless of retail presence.

Key Takeaways for Industry Stakeholders

  1. Regulation must be evidence-based: The Brazil betting ban debate underscores the risks of hasty, blanket prohibitions. Engaged, proportional regulation is essential for market integrity.
  2. Racing needs a product overhaul: Data consistency, in-play betting, and free-to-play games are critical for attracting younger audiences.
  3. The World Cup revealed operational friction: Customer flexibility and regulatory speed are essential for maximizing major event opportunities.
  4. Broadcasting is dead—long live digital content: Operators must pivot to social media and streaming platforms.
  5. Australia’s reform will drive consolidation: Smaller operators face an uphill battle in the new regulatory environment.
  6. Rebrands can signal real change: Evenbeter’s transformation shows that a name change can be part of a deeper strategic shift.
  7. Retail and digital can coexist: In CEE, the key is balance, not choosing one over the other.