The SBC Summit’s Player Experience Academy is set to take place on Tuesday, 29 September from 13:30 to 17:00 at Sala Tejo, MEO Arena.
The Academy forms part of the event’s broader Education+ programme and is designed specifically for professionals working in player engagement, product development and growth.
Organisers say the session will explore how operators can strengthen engagement, retention and long-term player value while maintaining their responsibility to protect players.
Rasmus Sojmark, Founder and CEO of SBC, highlighted the cross-industry inspiration behind the Academy’s core themes and objectives.
“Some of the most effective engagement mechanics in iGaming came from outside the industry,” Sojmark said, pointing to video games, retail and entertainment as key reference points.
“Video games, retail and entertainment have shown how missions, progression systems, battle passes and personalised rewards build stronger and more lasting customer relationships,” he added.
Sojmark also said the Academy will help operators identify what ideas can be borrowed from other sectors and where adjustments are necessary.
“Delegates will look at what can be borrowed, what needs to change, and how gamification can support engagement without compromising player protection,” he stated.
The Academy opens with a session titled “2026 Update: As It Is Now and What’s Next?”, examining the current state of player experience and gamification across the industry.
A dedicated panel, “Driving Innovation in Responsible Player Experience”, will look at how behavioural design and layered protection can drive engagement while ensuring ethical responsibility.
The panel will also address how operators can scale their approaches across multiple jurisdictions while balancing compliance, player wellbeing and sustainable growth.
Confirmed panellists include Justin Muscat Galán, Senior Product Manager for Player Rewards and Gamification at Betsson Group, alongside Chris McGowan, CEO of Scatters Group.
Christoffer Gronland, CEO of Mindboogle Affiliate Marketing and Growth, and David Nardaia are also among the confirmed speakers for that session.
The Academy closes with an interactive workshop titled “Know Your Player: Building Player Experience for Different Customer Segments”, led by Helen Walton, Chief Commercial Officer and Co-Founder of G Gaming.
Walton’s session will explore how player engagement varies by segment and how operators can tailor experiences to different behaviours, motivations and risk profiles.
Attendees will examine how personalised missions, rewards, progression systems and engagement mechanics can improve retention, strengthen loyalty and support safer play across customer groups ranging from casual users to high-value VIPs.
Access to the Player Experience Academy is available exclusively through the Education+ Upgrade, priced at €249, available as an add-on for all SBC Summit and Affiliate Leaders Summit ticket types.
