SBC Summit Canada took place in Toronto last week, uniting the gaming industry at a crucial juncture for the Canadian sector, especially as Alberta prepares to launch its regulated market. The event, held at the Metro Toronto Convention Centre from May 19-21, was the inaugural gathering under the SBC Summit Canada name, having previously been known as the Canadian Gaming Summit.
Rasmus Sojmark, CEO and Founder of SBC, remarked, "This year’s event showed just how important Canada has become within the global gaming industry conversation. The level of discussion, the calibre of attendees and the urgency around topics like Alberta, regulation and player protection demonstrated a market that is evolving rapidly."
Over the course of three days, the summit served as a central meeting point for operators, suppliers, regulators, government representatives, affiliates, sportsbooks, responsible gambling organizations, payment providers, and technology companies.
The event's timing highlighted Alberta's significant role in industry dialogue, particularly with Alberta’s Minister of Service Alberta and Red Tape Reduction, Dale Nally, delivering a keynote address titled "Launching Alberta’s Safe, Regulated iGaming Future." Discussions around Alberta’s incoming market were prevalent, with representatives from the Alberta iGaming Corporation (AiGC) and AGLC in attendance. Dan Keene, CEO of AiGC, participated in a live edition of The Safe Bet Show alongside Martin Lycka, focusing on the province’s regulatory framework and responsible market launch.
Keene stated that the event was vital for aiding stakeholders in their preparations for upcoming discussions. "We’re not here to grow the gaming market, we’re here to channel the illegal market into the legal and regulated space,” he explained. He also noted, "If my schedule over the last two days has been any indication, it’s been great. It’s been back-to-back meetings and engagements. Very fulfilling and full of meaningful connections."
The conference agenda included extensive discussions on regulatory and operational challenges facing the industry’s growth. Panels tackled advertising reform, AI, cybersecurity, compliance, player protection, payments, and evolving omnichannel strategies, alongside opportunities linked to the 2026 FIFA World Cup.
Tom Burdakin, Vice President of Marketing at FanDuel, expressed enthusiasm about Alberta and the World Cup, remarking, "Everybody’s really excited about Alberta and the World Cup, and I think a year from now, when we’re all back at this summit, we’re gonna look back on those two moments as ones that transformed the industry a little bit."
Burdakin also observed the increasingly international presence at the event, noting, "It’s amazing how many folks are coming up from the US, from Europe, in order to attend this event in Toronto."
While 64.6% of attendees were Canadian, the summit drew a significant international crowd, underscoring Canada’s rising relevance in the global gaming dialogue. The exhibition showcased a variety of companies involved in sportsbook technology, payments, compliance, marketing, AI, data, lottery, and casino solutions, reflecting the diversity of the Canadian gaming landscape.
Tracy Parker, SVP of Accreditation, Advisory & Insights at the Responsible Gambling Council, highlighted the collaborative nature of the industry, saying, "The cross-sector collaboration is something that I see happening in the creative content and the programs. There is a really vibrant mix of land-based gaming, iGaming, charitable gaming, and lottery stakeholders here."
Thomas Metzger, CEO of Lotto.com, noted, "You really get your name out there, you get to tell your story, you get to have productive dialogue about where the industry is going with other CEOs.” Paul Pellizzari, Vice President of Global Social Responsibility at Hard Rock International, emphasized the summit's unique positioning as the only event in Canada with balanced representation from all industry segments.
Nearly half of the attendees held senior decision-making roles, highlighting the summit's stature as a high-level forum for business and policy in the Canadian market. Amanda Brewer, SVP of Policy & Communications at the Canadian Gaming Association, remarked, "When you look at the type of networking events that take place here and the caliber of people who are attending, you’re definitely seeing a lot of C-suite VIP level and above."
Jeff Laniado, Director of Sales at Optimove, commented on the broad representation, stating, "Earlier today, I met with a C-level executive from a tier-one operator, so really everybody from every size operator and every area of these companies seems to be represented.” Mark Wrigley, Head of Betting at F1, emphasized the event's value in connecting with high-level decision-makers, calling it crucial for driving progress and securing buy-in across organizations.
Sojmark concluded, "SBC Summit Canada has become the place where the industry comes together to discuss what happens next, and we’re incredibly proud to provide that platform." As Alberta's market launch nears and focus intensifies on Canada’s evolving regulatory environment, the discussions and collaborations initiated in Toronto are expected to influence the sector's growth trajectory long after the summit has concluded.
The next SBC Summit Canada is scheduled for June 15-17, 2027.
