ONE-ON-ONE
Keep building connections RASMUS SOJMARK , FOUNDER AND CEO OF SBC EVENTS, TALKED TO EDITOR-IN CHIEF SIMON PLANZER ABOUT HIS COMPANY'S PARTNERSHIP WITH IMGL AND IAGR, AND SHARED SOME OF THE SECRETS OF HIS STAR PULLING POWER.
Simon Planzer: We’re talking on the eve of the SBC Lisbon Summit where the partnership between IMGL, IAGR and SBC will be announced. How did that partnership come about? Rasmus Sojmark: I think the partnership with IMGL is a very natural one for SBC because regulation and legal expertise have become such an important part of the global gaming industry. SBC brings the platform. We bring together tens of thousands of people from across the global industry — operators, suppliers, affiliates, regulators, associations, investors and many other stakeholders. IMGL brings an incredible network of some of the most respected gaming lawyers and regulatory experts in the world. It was successfully wrapped up by Andrew McCarron on our side, Marc Dunbar, IMGL president, and IAGR’s CEO Kevin Mullaly. They were able to build on the good relationship maintained between former president Quirino Mancini and Ben Haden, IAGR president. SP: From your perspective, what do you think the relationship will achieve?
RS: There are two parts for me: a back end part and a public part. The back-end part is where IMGL’s expertise, advice and relationships contribute to how our events come together. For us, that's very valuable because we don't just want our conferences to be big. We want them to be credible and genuinely useful to the people running the industry. And regulation has never been more important. We're operating in an industry where markets are opening, regulations are changing, new technologies are emerging, and there are major discussions around things like AI, prediction markets, responsible gambling, advertising, affordability and player protection. That's where organisations like IMGL are so important. They can help us make sure we're not just discussing what is exciting today, but also the difficult issues that will determine where this industry goes tomorrow. And I think SBC can give IMGL something equally important: a much larger stage and the opportunity to bring that legal and regulatory expertise into conversations with the wider industry.
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IMGL MAGAZINE | SEPTEMBER 2026
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