SBC Summit will place player experience firmly under the spotlight this September as its Player Experience Academy brings together leading operators, product specialists and regulators to discuss the future of player engagement, gamification and responsible innovation.
Part of SBC Summit’s Education+ programme, the Academy will explore how operators can strengthen retention, engagement and long-term player value while balancing their responsibility to protect players in an increasingly regulated environment.
The Player Experience Academy will take place on Tuesday, 29 September, from 13:30 to 17:00 at Sala Tejo, MEO Arena, and is designed for professionals responsible for player engagement, product development and growth strategies.
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.”
The programme opens with “2026 Update: As It Is Now and What’s Next?”, a session examining the current state of player experience and gamification, along with the trends and innovations expected to shape the sector in the years ahead.
A panel discussion titled “Driving Innovation in Responsible Player Experience” will then explore how behavioural design and player protection measures can work together to drive engagement while meeting ethical and regulatory obligations. The session will also address how operators can scale these approaches across multiple jurisdictions while balancing compliance, player wellbeing and sustainable growth.
Joining the panel are Justin Muscat Galán, Senior Product Manager, Player Rewards & Gamification at Betsson Group; Chris McGowan, CEO of Scatters Group; Christoffer Gronland, CEO of Mindboogle Affiliate Marketing & Growth; and David Nardaia, CEO of Lambda Gaming. Together, they will discuss the balance operators must strike between behavioural design, retention strategies and regulatory compliance.
The Academy will also feature an interactive presentation, “What iGaming Can Learn from Responsible Player Experience”, led by Arjan Korstjens, Principal and Trainer at Casino Marketing Academy. The session will examine how industries including video gaming, retail and hospitality leverage rewards, progression and personalisation to strengthen customer loyalty, while considering how these approaches can be responsibly adapted for gambling.
Further insights will be provided through the case study “Responsible Player Experience: Managing Risk for Commercial Sustainability.” Delivered by Dr Colin Lawrence, a pioneering expert in global risk management and former Senior Regulator and Director of the Risk Specialist Division at the FSA/Bank of England, the session will explore how battle passes, seasonal mechanics and mission-based engagement models are being adapted from mainstream gaming. It will also examine the associated risks and the considerations operators must address to ensure these tools remain commercially effective and sustainable.
Closing the Academy is the interactive workshop “Know Your Player: Building Player Experience for Different Customer Segments,” led by Helen Walton, Chief Commercial Officer and Co-Founder of G Gaming. The session will focus on how player engagement varies across different customer segments and how operators can tailor experiences to specific behaviours, motivations and risk profiles.
From casual players to high-value VIP customers, attendees will explore how personalised missions, rewards, progression systems and engagement mechanics can enhance retention, build loyalty and contribute to safer play.
By bringing together diverse perspectives from across the industry, the Player Experience Academy aims to provide attendees with practical insights into designing engaging player experiences that support both commercial objectives and responsible gaming outcomes.
