SBC Summit Americas Miami & MAU Vegas 2025: Navigating Regulation, Innovation, and AI-Driven Marketing in Gaming

This spring, the gaming and marketing worlds came together at one of the biggest and most talked-about industry events: SBC Summit Americas in Miami and MAU Vegas. 

Representing Z2A Digital, our co-founder Raphael Green and Head of Business Development Jacob Karas gained useful insights from the discussions, from regulatory talks to AI marketing innovations.

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SBC Summit Americas: Smart Regulation and Market Growth Take Center Stage

With more than 10,000 industry professionals and over 400 exhibitors,  there was a lot to take in. However, SBC Summit Americas underscored one undeniable truth: states that want tax revenue can no longer ignore iGaming.

The black market’s untaxed presence looms large, and simple tax hikes won’t fix it. Instead, speakers agreed that smart regulation is the game-changer - protecting players, creating safe environments, and unlocking substantial, sustainable revenue streams.

Sessions were packed with crucial debates. One panel, “Pivoting to sweeps”, focused on the rise of sweepstakes betting as a potential catalyst for U.S. casinos. By providing free entries and prize opportunities within legal boundaries, sweepstakes models are reshaping user engagement while staying compliant with state laws. Currently, many app developers in the iGaming market are turning to this option as the model has a legal loophole, and it expands market access. Sports betting is legal in over 30 states, but some populous states still prohibit it, whereas sweepstakes apps can legally operate in these markets. The sweepstakes model offers a strategic avenue for casino and sports betting apps to expand in the U.S., especially in states with strict gambling laws.

However, as regulatory bodies catch up, these platforms may face new challenges including in user acquisition. This raises an important question: Could this hybrid approach be the solution for growing gaming markets without the challenges of traditional regulation?

The summit also zoomed in on how affiliates must evolve as bettors become increasingly sophisticated - mixing parlays and blending bets to boost their ROI. Transforming tech offerings to target acquisition and retention from all angles is now a must-have to stand out in a crowded market. 

On the international front, a lively panel titled “Bridging Opportunities: The Synergistic Links Between Spain and Latin America in the Gambling Industry” explored the growing ties between Spain and Latin America in gambling from cultural synergies to shared regulatory innovations. This cross-border collaboration promises exciting fiscal advantages and new growth pathways.

And with the recent surge in gaming sector M&A, the summit examined whether traditional mergers and acquisitions still serve as the best growth vehicle or if affiliates should pivot toward alternative, more flexible strategies in response to shifting market conditions.

All in all, SBC Summit Americas gave a solid snapshot of how the biggest gaming markets in the Americas are changing: juggling regulation, innovation, and new opportunities. What really stood out was the sense that those who stay flexible and think ahead won’t just keep up, but actually come out on top. 

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MAU Vegas: AI, Privacy, and Smarter Marketing Strategies for a New Era

At MAU Vegas 2025, the spotlight was on how marketing is evolving fast amid AI breakthroughs and tightening privacy rules. The conference laid out a roadmap for marketers ready to rethink their strategies and thrive in a landscape that’s anything but static.

From the very start, the MAU Clubhouse offered a private space to recharge and connect, setting the tone for two days packed with deep-dive discussions and hands-on learning. The new 1:1 Education Meeting Zone gave attendees a chance to engage in personalized sessions before the Expo Hall even opened (you could find us in Room 264).

The agenda made it clear that AI is reshaping marketing roles in fundamental ways. Sessions like “The Renaissance Reboot: Marketing in the Age of Artificial Intelligence,” led by AppsFlyer’s top executives, explored how AI is automating routine tasks while allowing marketers to focus on high-impact, brand-defining activities. Instead of replacing creativity, AI is amplifying it, enabling smarter decision-making and freeing teams to innovate.

Real-world case studies were a highlight. From Scopely’s record-breaking MONOPOLY GO! launch to insights from Mistplay on the new era of rewarded advertising, speakers showcased how authenticity combined with data-driven targeting wins in today’s crowded digital landscape.

Privacy was another critical theme throughout MAU. As third-party cookies fade away and iOS tracking becomes more restricted, sessions like “Maximizing iOS Potential: Understanding SKAN / AAK for User Acquisition and Re-engagement” and “Win on iOS With AppsFlyer and Google’s Latest Measurement Innovations” unpacked the new measurement models marketers must master. These discussions offered actionable strategies to future-proof campaigns while respecting privacy and compliance.

MAU also zeroed in on monetization and growth strategies with sessions on advanced app monetization, retail media playbooks, and subscription app trends. The rise of AI-native mobile app testing and agentic marketing highlighted how marketers can personalize at scale and rewrite the rules of user engagement.

The conference closed on a high note with inspiring talks about the future, from scaling growth in fintech and global apps to harnessing AI beyond ChatGPT for app development and marketing.

In short, MAU Vegas 2025 painted a clear picture: success in marketing now depends on blending cutting-edge AI, thoughtful creativity, and smart privacy strategies. If you’re interested in conference recaps and expert analysis, check out our blog.

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‍What This Means Going Forward

Both SBC Summit Americas and MAU Vegas reflected a shared industry ethos: success demands smart, adaptive strategies, whether dealing with complex regulations or using AI effectively in marketing.

At Z2A Digital, we’re excited to be at the forefront, helping partners integrate ethical, performance-driven approaches to gaming growth and marketing innovation. The conversations sparked here are already fueling new partnerships and pilot programs focused on responsible expansion and creative excellence.

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