SBC Summit Canada reaffirms its role as the industry’s key meeting hub amid Alberta’s momentum

(AsiaGameHub) –   SBC Summit Canada recently concluded in Toronto, uniting the industry at a critical juncture for the Canadian gaming sector. The impending launch of Alberta’s regulated market spurred extensive discussions on regulation, responsible gambling, advertising reform, cybersecurity, and future market expansion.

The event, held from May 19-21 at the Metro Toronto Convention Centre, marked the inaugural edition under the SBC Summit Canada name, following its rebrand from the Canadian Gaming Summit.

Rasmus Sojmark, CEO & Founder of SBC, commented: “This year’s event clearly demonstrated Canada’s growing importance within the global gaming industry dialogue. The depth of discussions, the caliber of attendees, and the urgency surrounding topics like Alberta, regulation, and player protection highlighted a rapidly evolving market.”

Over three days, the summit convened operators, suppliers, regulators, government representatives, affiliates, sportsbooks, responsible gambling organizations, payment providers, and technology companies. Many participants described it as the industry’s primary meeting point in Canada.

The timing of this year’s summit placed Alberta firmly at the forefront of industry conversations, with **Dale Nally**, Alberta Minister of Service Alberta and Red Tape Reduction, delivering a keynote address titled “Launching Alberta’s Safe, Regulated iGaming Future.”

Alberta’s forthcoming market remained a central theme throughout the summit. Representatives from Alberta iGaming Corporation (AiGC) and AGLC were present, and **Dan Keene**, CEO of AiGC, joined Martin Lycka for a live edition of The Safe Bet Show to discuss the province’s developing regulatory framework and its responsible approach to market entry.

**Keene** stated that the event played a vital role in preparing industry stakeholders for launch discussions.

“We are not here to expand the gaming market; we are here to channel the illegal market into the legal and regulated space,” he explained.

He added: “If my schedule over the last two days is any indication, it has been excellent. It’s been back-to-back meetings and engagements, proving very fulfilling and rich with meaningful connections.”

The conference agenda extensively covered the regulatory and operational challenges shaping the industry’s next growth phase. Panels explored advertising reform, AI, cybersecurity, compliance, player protection, payments, and evolving omnichannel strategies, alongside opportunities presented by the 2026 FIFA World Cup.

**Tom Burdakin**, Marketing Vice President at **FanDuel**, remarked: “Everyone is genuinely excited about Alberta and the World Cup. I believe that a year from now, when we return to this summit, we will look back on those two moments as having somewhat transformed the industry.”

Burdakin also highlighted the event’s increasingly international profile, observing: “It’s remarkable how many individuals are traveling from the US and Europe to attend this event in Toronto.”

While **64.6% of attendees were based in Canada**, the summit also attracted a significant international audience, reinforcing Canada’s growing importance in global gaming industry discussions.

The exhibition floor showcased companies offering solutions in sportsbook technology, payments, compliance, marketing, AI, data, lottery, and casino, reflecting the broad scope of the Canadian gaming ecosystem and the industry’s increasing interconnectedness.

**Tracy Parker**, SVP, Accreditation, Advisory & Insights at the **Responsible Gambling Council**, noted that the event demonstrated the Canadian industry’s increasingly collaborative nature.

She observed: “The cross-sector collaboration is evident in the creative content and programs. There is a truly vibrant mix of land-based gaming, iGaming, charitable gaming, and lottery stakeholders present.”

**Thomas Metzger**, CEO of **Lotto.com**, stated: “You truly get to establish your presence, share your story, and engage in productive dialogue with other CEOs about the industry’s future direction.”

**Paul Pellizzari**, Vice President – Global Social Responsibility at **Hard Rock International**, commented: “It is the only event in Canada where you will find balanced representation from all types of industry participants.”

With nearly **half of attendees holding senior decision-making positions**, the summit solidified its standing as a premier business and policy forum for the Canadian market. Executives, regulators, and industry leaders utilized the event to foster strategic conversations and forge new partnerships.

**Amanda Brewer**, SVP Policy & Communications at the **Canadian Gaming Association**, said: “Considering the networking opportunities and the caliber of attendees, you definitely see a strong presence of C-suite, VIP, and higher-level individuals.”

**Jeff Laniado**, Director of Sales at **Optimove**, emphasized the wide industry representation, adding: “Earlier today, I met with a C-level executive from a tier-one operator, indicating that individuals from operators of every size and every area of these companies seem to be represented.”

**Mark Wrigley**, Head of Betting at **F1**, stated that the seniority of attendees was crucial to the event’s value: “It’s essential that we engage with those high-level decision-makers because that’s ultimately where we want to foster dialogues, drive initiatives forward, and secure company-wide buy-in.”

“SBC Summit Canada has become the central forum where the industry convenes to discuss future developments, and we are immensely proud to provide that platform,” **Sojmark** concluded.

As Alberta’s market launch approaches and industry attention increasingly focuses on Canada’s evolving regulatory landscape, the discussions and partnerships formed in Toronto are expected to shape the sector’s next phase of growth well beyond the summit itself. **SBC Summit Canada is scheduled to return to Toronto from June 15–17, 2027. For sponsorship and exhibition inquiries, please contact** sales@sbcgaming.com**.