Following record attendance at last year’s debut, Soft2Bet is bringing its Academy back to SBC Summit 2026. The new agenda focuses on empowering senior decision-makers with the practical tools needed to boost user satisfaction without compromising on rigorous compliance standards.
The Player Experience Academy will take place on 29 September 2026 at Sala Tejo, MEO Arena, as part of SBC Summit’s Education+ programme. The half-day programme will bring together industry leaders and commercial decision-makers for expert-led sessions exploring research, behavioural science and commercial application strategies behind player engagement and retention.
From theory to practice
The programme covers behavioural design, player psychology, personalisation, and retention frameworks. Through expert talks, panels, demos and practical workshops, participants will learn how to convert product strategy into real business impact.
Commenting on the initiative, Rasmus Sojmark, Founder and CEO of SBC, said: “Some of the most effective engagement mechanics in iGaming came from outside the industry. Video games, retail and entertainment have shown how missions, progression systems, battle passes and personalised rewards build stronger and more lasting customer relationships.”
“This Academy will explore how operators can adapt those ideas while recognising the industry’s regulatory responsibilities. Delegates will look at what can be borrowed, what needs to change, and how gamification can support engagement without compromising player protection.”
David Yatom Hay, General Counsel at Soft2Bet, added: “The second edition of the Player Experience Academy is designed to move beyond theory and focus on execution. It will provide the frameworks, insights and strategies needed to create stronger player engagement, improve retention and generate measurable commercial results.”
Building an educational legacy
Following strong demand for its inaugural edition, the Player Experience Academy is returning to explore the latest advancements in behavioural analytics, personalisation, and retention technology. By bridging commercial strategy with deep product expertise, the programme equips decision-makers with actionable tools to boost engagement across both casino and sportsbook operations.
The iGaming sector is experiencing rapid expansion, a trajectory clearly reflected in the SBC Summit’s remarkable growth—from 25,000 attendees in 2024 to upwards of 30,000 in 2025. However, true sustainable growth requires more than simply scaling operations; it demands a collective commitment to mentoring the next generation and sharing industry knowledge.
The Player Experience Academy is rooted in this exact philosophy. By evolving behavioural design from a mere commercial tactic into a collaborative framework, the initiative empowers both seasoned leaders and industry newcomers. Through open dialogue and research-driven insights, the Academy aims to elevate the player experience, advocate for responsible gaming, and shape the future of innovative entertainment.
The Player Experience Academy will take place on Tuesday, 29 September 2026, from 13:30 to 17:00 at Sala Tejo, MEO Arena.
Further programme details, speakers and registration information will be announced soon.
