FootAR, a Portuguese start-up that transforms real-life sporting events into immersive digital
experiences in real time, was one of the standout participants at the SBC Summit Lisbon, which
took place from 16 to 18 September 2025. It was the world’s largest event dedicated to the
iGaming sector.
This start-up, which is actively seeking opportunities and investment within the iGaming industry,
has a proven track record in media. It has supported some of Portugal’s largest media companies
in engaging younger audiences and fostering loyalty through its proprietary tools. Among these
is the award-winning FootAR Widget, which generates 3D animations from live sports events.
Dubbed “The Greatest Show in Gaming”, the SBC Summit Lisbon brought together over 30,000
attendees from 134 countries, and featured 700 exhibitors, 500 speakers, and 8,000 operators at
the Lisbon International Fair and the MEO Arena. Organised by SBC Events, the summit was
recognised as the leading global forum for the betting industry, technology, payments, digital
marketing, and innovation.
The event was structured into thematic zones such as iGaming &
Casino, Sports Betting, Payment Expert Summit, Player Protection Zone, Technology Stage, and
the Super Stage, which hosted keynote speeches from renowned figures including Gary
Vaynerchuk, Randi Zuckerberg, Cafu, and Figo.
FootAR was nominated in the “Live Betting Product of the Year” category, alongside industry
giants such as SportRadar, Odin.gg, and EveryMatrix. Additionally, the start-up was invited to
take the stage at the Gamification Academy, a space dedicated to innovation in user experience.
Participation in the SBC Summit represented a strategic opportunity for FootAR to gain
international validation, exposure to investors and partners, networking with global operators, and
privileged access to content on AI, gamification, blockchain, and marketing. The nomination for
the SBC Awards Lisbon further reinforced the recognition of the Madeira-based start-up as a
benchmark in technological innovation.
According to the latest data from the EGBA – European Gaming & Betting Association, the
market was valued at €123 billion.
