SBC Summit Canada 2026 announced on Thursday it will explore how operators and affiliates can adapt their marketing strategies to stay competitive while meeting growing regulatory demands.
On May 20 at the Metro Toronto Convention Centre, the Affiliates & Advertising track will bring together the country’s 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 effect of Bill S-211, which proposes a national advertising framework, to how affiliates can diversify acquisition beyond search by leveraging social media.
“The way audiences engage with betting brands is becoming increasingly fragmented, with new platforms and channels constantly emerging,” SBC CEO and Founder Rasmus Sojmark said in a statement. “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 Canadian Gaming Association Senior Vice President, Policy & Communications Amanda Brewer; Sean Bianco, GainChanger Co-Founder; and Washington State University Associate Professor Kahlil Simeon-Rose, will explore whether proposed measures, such as limiting the frequency of ads and restricting their placement during sports broadcasts, risk going too far. The session also will examine what a balanced and sustainable regulatory framework would look like.
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. Matthew Showell, Snap Call CEO; The Parleh Strategic Partnerships Kevin Kennedy; and Fikayo Ola Ogunfuye, 22Bet Director/Country Manager, will break down the most effective strategies for reaching younger, social-native audiences, while addressing the regulatory considerations operators and affiliates need to adhere to when using them.
How affiliates can navigate Canada’s fragmented regulatory framework will be explored in Brick by Brick: The Construction of a New Affiliate Landscape. Hot Take Sports CEO Tyler Amirault; Andrew Garven, Bet99 Head of Affiliate Marketing; Calvin Konya, Linemate CEO; The Parleh Co-Founder Mark Silver; Game Lounge Director of Casino Keith Denis Geary: and Mark Harper, Rhino Entertainment Head of Canada, will offer guidance on navigating Canada’s complex landscape, reflecting on their biggest successes and challenges, and what the future of Canadian affiliation could look like.
Setting the Standard: Will the Code for Responsible Gaming Bring Success to Canadian Advertising? will examine the effect of the Canadian Gaming Association’s new Code for Responsible Gaming. Russel Mifsud, KPMG Director & Head of Gaming Europe and Canadian Gaming Association President and CEO Paul Burns will discuss how the initiative could shape advertising standards and improve transparency, while addressing potential risks during its early implementation.
Betting on Ads: The Future of Sports Betting in Canada will explore the growing debate around gambling advertising restrictions, after calls from 40 senators to ban all forms of sports betting advertising. Johnny Capo, Betstamps CEO; Stake Country Manager Kris Abbot; Max Levy, Bet99 Director of Marketing; and Gaming News Canada Editor-in-Chief Steve McAllister will examine how potential restrictions could affect marketing strategies and what a possible ban could mean for the industry.
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, examining 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 May 19-21, where 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.
