SBC Summit Canada 2026 to Tackle Country’s Shifting Advertising Landscape

With increased scrutiny on gambling advertising across Canada, SBC Summit Canada 2026 will explore how operators and affiliates can adapt their marketing strategies to stay competitive while meeting growing regulatory demands.

Taking place on Wednesday, 20 May at the Metro Toronto Convention Centre, the Affiliates & Advertising track will bring together the country’s leading affiliates, operators, and regulators to discuss how the industry can adapt to evolving advertising structures to build effective and compliant acquisition campaigns.

Sessions will explore the key issues shaping Canada’s marketing and advertising landscape, from the potential impact of Bill S-211, which proposes a national advertising framework, to how affiliates can diversify acquisition beyond search by leveraging social media.

Rasmus Sojmark, CEO and Founder of SBC, said: “The way audiences engage with betting brands is becoming increasingly fragmented, with new platforms and channels constantly emerging. Understanding how these shifts impact acquisition strategies is critical for any business looking to stay relevant in the Canadian market.”

The track will open with the panel Passing the Bill: A Misguided Attempt to Reinsert Federal Oversight of Gambling in Canada, which will discuss the possibility of Bill S-211 creating a national framework for gaming adverts in Canada. Speakers Amanda Brewer (SVP, Policy & Communications, Canadian Gaming Association), Sean Bianco (Co-Founder, GainChanger), and Khalil Simeon-Rose (Associate Professor, Washington State University) will explore whether proposed measures, such as limiting the frequency of adverts and restricting their placement during sports broadcasts, risk going too far. The session will also examine what a balanced and sustainable regulatory framework would look like.

The session Chasing the trend: Utilizing Social Media for New Players will explore how affiliates can move beyond search-driven acquisition by leveraging platforms such as Instagram, TikTok, and X. Speakers Matthew Showell (CEO, Snap Call Media), Kevin Kennedy (Strategic Partnerships, The Parleh) and Fikayo Ola Ogunfuye (Director/Country Manager, 22Bet) will break down the most effective strategies for reaching younger, social-native audiences, while also addressing the regulatory considerations operators and affiliates need to adhere to when using them.

The conversation will then shift to how affiliates can navigate Canada’s fragmented regulatory framework in Brick by Brick: The Construction of a New Affiliate Landscape. A homegrown panel consisting of Tyler Amirault (CEO, Hot Takes Sports), Andrew Garven (Head of Affiliate Marketing, Bet99), Calvin Konya (CEO, Linemate), Mark Silver (Co-Founder, The Parleh), Keith Denis Geary (Director of Casino, Game Lounge) and Mark Harper (Head of Canada, Rhino Entertainment) will offer guidance on navigating Canada's complex landscape, reflecting on both their biggest successes and challenges, as well as what the future of Canadian affiliation could look like. 

The panel Setting the standard: Will the Code for Responsible Gaming bring success to Canadian advertising? will examine the impact of the Canadian Gaming Association’s new ‘Code for Responsible Gaming’, coming into force on 1 January 2026. Speakers Russel Mifsud (Director & Head of Gaming Europe, KPMG) and Paul Burns (President and CEO, Canadian Gaming Association) will discuss how the initiative could shape advertising standards and improve transparency, while addressing potential risks during its early implementation.

The session Betting on ads: The future of sports betting in Canada will explore the growing debate around gambling advertising restrictions, following calls from forty senators to prohibit all forms of sports betting advertising. Speakers Johnny Capo (CEO, Betstamps), Kris Abbot (Country Manager, Stake), Max Levy (Director of Marketing, Bet99), and Steve McAllister (Editor in Chief, Gaming News Canada) will examine how potential restrictions could impact marketing strategies and what a possible ban could mean for the industry.

The panel Affiliates in the Spotlight: Navigating Canada’s Regulated iGaming Landscape will explore how affiliates can adapt to an increasingly structured market shaped by licensing, advertising restrictions, and compliance frameworks.

The discussion will be complemented by The rise of platform restrictions: How platform rules are reshaping gambling advertising, which will examine how platforms like Meta and Google are redefining access to audiences and how affiliates and operators can adjust their strategies to remain effective while meeting evolving requirements.

The Affiliates & Advertising track is one of several focused programs at SBC Summit Canada 2026. Taking place from 19-21 May, 3,000 attendees will have the chance to attend stages dedicated to Leaders in Sports Betting & iGaming, Leaders in Land-Based & Lottery, Payments & Compliance, alongside a dedicated Player Protection Symposium. 

Get Your Tickets for SBC Summit Canada now! 

VIP Event Pass – Access to the show floor, all conference sessions, and evening networking sessions for CA$995

Group VIP Pass – Get VIP Passes for just CA$795 each when you buy three or more passes – perfect for bringing the team!

Operators and affiliates can apply for complimentary passes.