SBC Summit 2026 will introduce a new series of Masterclasses designed to deliver practical, hands-on training for betting and gaming professionals, helping delegates gain skills they can immediately apply in their day-to-day roles.
Taking place from 29 September to 1 October as part of the event’s Education+ programme, the three Masterclasses will focus on key industry disciplines: sportsbook trading, electronic gaming, and responsible gaming marketing. Each session will be led by a recognised specialist and built around interactive workshops rather than traditional conference presentations.
Delegates can choose from the Sportsbook Trading Masterclass led by Jonathan Smith (Founder, Sportsbook Training Services), the Electronic Gaming Masterclass delivered by Lucien Wijsman (Gaming Consultant, Electronic Gaming Academy), or the Responsible Gaming Marketing Masterclass hosted by Arjan Korstjens (Owner, Casino Marketing Academy). All sessions contribute towards CPD-certified learning hours.
Rasmus Sojmark, CEO and Founder of SBC, said: “Conferences are an excellent place to discover new ideas, but the next challenge is turning those ideas into something people can use when they return to work.That is exactly what these Masterclasses are designed to do. They give attendees the time, expert instruction and practical environment needed to work through important industry challenges in far greater depth.”
Building Expertise in Sportsbook Trading
Opening the programme on 29 September, the Sportsbook Trading Masterclass provides a structured introduction to the principles that underpin successful sportsbook operations.
Under the guidance of Jonathan Smith, participants will explore pricing models, probability and odds compilation before examining how market intelligence and predictive modelling influence modern trading strategies. Delegates will then apply these concepts through practical exercises using Excel and Python to create models for a range of NBA betting markets.
The session is designed for junior traders, analysts, sportsbook managers, and professionals seeking a stronger understanding of trading operations and risk management.
Understanding Player Behaviour in Electronic Gaming
The Electronic Gaming Masterclass, taking place on 30 September, focuses on player behaviour and the factors shaping engagement with modern slot products.
Led by Lucien Wijsman, the session examines player motivations, behavioural archetypes, and the distinctions between land-based, hybrid, and digital-first player audiences. Delegates will also be introduced to the concept of Expected Session Volatility, providing a fresh perspective on how players experience game mathematics during real-world play sessions.
The insights gained can support decision-making across product strategy, marketing, CRM, customer communications, and responsible gaming initiatives.
Integrating Responsible Gaming into Commercial Strategy
Closing the programme on 1 October, the Responsible Gaming Marketing Masterclass challenges traditional perceptions of player protection by demonstrating how responsible gaming principles can be embedded throughout the customer journey.
Led by Arjan Korstjens, the workshop explores how operators can align acquisition, retention, and customer communication strategies with sustainable player engagement goals. Through practical scenarios and real-world case studies, attendees will learn how clearer messaging, player education, and proactive monitoring can contribute to more effective interventions and stronger customer relationships.
Participants will leave with a practical framework for developing a responsible gaming marketing strategy that balances commercial success with player well-being.
Available on Education+
The Masterclasses are tailored for professionals working across sportsbook operations, trading, casino product, CRM, marketing, compliance, and responsible gaming.
Access is available via the Education+ Upgrade, which can be added to any SBC Summit ticket for €249 and provides entry to either a Masterclass or Tech Academy session of the delegate’s choice.
Delegates interested in enhancing their SBC Summit experience can secure the Education+ Upgrade and gain direct access to industry specialists, practical learning opportunities, and CPD-certified training designed to deliver lasting value beyond the event itself.
