SBC’s Marketing Director Dennis Algreen speaks up on the upcoming SBC Summit event in Lisbon and tells GBC Time readers the exclusive details of the event.
Regulatory landscapes can be challenging when operating in this industry. How important is it to trust your suppliers and clients?
Trust is vital in this industry, especially given the complex regulatory landscapes. The personal connections you make at events are crucial, and that’s why these events play such an important role. For example, global events like the SBC Summit in Lisbon facilitate cross-learning across different markets and geographies. Companies operating in or entering hot markets like Brazil can learn from more experienced companies or even find partners to help them seize opportunities.
What are some of the key roles these events play?
These events serve multiple roles. For instance, with 25,000 attendees expected in Lisbon, there’s a concentrated learning opportunity over just three days. You can meet thousands of companies, which would otherwise take months. Moreover, there’s a significant branding opportunity. With new companies constantly emerging, staying aware of the landscape in a concentrated environment like this is essential.
Could you tell our readers more about the specific elements that make an event like SBC Summit effective for networking?
Absolutely. SBC Summit has a concept of zones, which helps attendees connect with the right people. For example, if you’re an operator focusing on payments, you should be at the Payment Experts Summit within the event. There’s a dedicated conference stage, exhibition area, and clearly marked zones so that you can easily find and engage with the people you need to talk to. This is especially important for large-scale events spread over huge venues like this one, which spans over 100,000 square meters.
Entertainment seems to be a significant part of these events. Could you tell us more about that?
When attendees walk into an SBC event, they shouldn’t need to leave. We ensure everything is on-site, from food and hospitality to seating areas for networking. Our evening networking parties and dinners are renowned for their spectacular settings and entertainment, like live performances from well-known digital music artists. We want people to have fun because a lively environment fosters better networking and more meaningful connections.
How do you balance promoting companies’ products at these events without making them feel too sales-driven?
It’s all about understanding the purpose of the event. Everyone is there for business, so the environment is naturally conducive to networking and potential deals. Having a booth on the exhibition floor allows companies to showcase their products and differentiate themselves through direct conversations, which is often more effective than traditional marketing. Our team ensures the right people—like heads of payments or casino products—attend so that exhibitors meet their ideal buyers.
What goals have your team achieved after each conference, and have there been any internal changes in your approach?
We’ve seen incredible growth, from 2,000 attendees in our first major event in 2021 to 25,000 this year. Moving the event to Lisbon allowed us to expand further, with over 600 sponsors and exhibitors. Internally, we’ve grown our team significantly to manage this scale, from nine people eight years ago to 130 now. Our biggest achievement is the satisfaction and value our clients find in the event, which drives us to keep improving.
Were there any challenges or failures your team faced during the preparation or execution of these large-scale events?
Keeping an overview of such a large event is challenging. We’re extremely detail-oriented because we know details matter. For instance, as I said before, we’ve added and expanded on a user-friendly “zones” concept to help attendees navigate the vast venue. We also think about the entire attendee experience, from the moment they arrive at the airport to when they leave. However, as we scale up, maintaining this attention to detail becomes more difficult, but it’s crucial for a successful event.
How have the conferences evolved since last year? Have you noticed significant differences?
The most noticeable change is the scale. This event has been growing over the past four years, and this year, it has reached the scale we originally envisioned—a flagship event with a strong exhibition focus. We’ve combined several smaller events into this one, allowing us to offer attendees concentrated value. The goal is to create fewer but more impactful events on the industry calendar.
What would you like to see at the next SBC event? Is there anything you’d like to change or add?
We always let the market guide us, gathering feedback through post-event surveys and direct client conversations. Personally, I’d like to see more engagement from regulators. They need to understand the industry to set and enforce regulations effectively. This year, we’re introducing a Global Markets Lounge to facilitate smaller, focused networking sessions with regulators from various markets, which I believe will be valuable.
It sounds like a lot of thought goes into making these events successful. What are you most looking forward to at the upcoming event in Lisbon?
I’m eager to see how people respond to our move to Lisbon. We’ve worked hard to make this event a success, bringing in more prominent keynote speakers and adding new elements like the Global Markets Lounge. We also continue to focus on diversity and inclusion, with specific networking opportunities for underrepresented groups in the industry. Overall, I’m looking forward to seeing how all these efforts combine to create a memorable experience for everyone involved.
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