SBC Summit has unveiled the agenda for its dedicated Marketing & CX conference track, bringing together leading marketers, data specialists and technology experts to explore how betting and gaming brands can drive growth, strengthen customer engagement and stand out in an increasingly competitive market.
Taking place on Thursday, 1 October 2026, at the Feira Internacional de Lisboa, the track will feature CMOs, SEO specialists, affiliate experts, data professionals, and technology innovators examining the latest developments shaping marketing strategy in the gaming sector.
The Marketing & CX track forms part of the broader Technology & Innovation stage, which also includes dedicated tracks on Sports Betting Innovation and iGaming Product & Design across the three-day event.
Throughout the day, delegates will gain insights into brand differentiation, acquisition strategies, influencer marketing, AI adoption, and data-led decision-making, with sessions designed to help operators navigate an increasingly crowded marketplace.
“Marketers have never known more about their audiences, yet knowing more doesn’t necessarily make it easier to stand out,” said Rasmus Sojmark, Founder and CEO of SBC. “Data can tell you what worked, AI can help you move faster, and new channels can put your brand in front of more people. But your competitors have access to many of the same tools. The real advantage comes from how intelligently you use them, and that’s the conversation this track will open up.”
Building Brands Beyond Visual Identity
The track opens with ‘Copycat Culture: Branding Beyond Visual Identity’, where industry leaders will discuss what makes a brand recognisable and trusted in a landscape where visual identities, promotions and customer journeys are increasingly easy to imitate.
The panel features David Jumper (ARB Interactive), Dawid Pożoga (STS SA), and James White (Hot Takes Sports), moderated by Jo Kerr (SBC).
Leveraging Data for Smarter Marketing Decisions
Attention then shifts to the role of analytics and AI in the session ‘Designing Campaigns the Data Can Read’, where marketing and data specialists will examine how operators are using customer insights and AI-driven analysis to improve outcomes and make more informed decisions.
Speakers include Vanessa Arteaga (Aposta Ganha), Deb Lee (Entain), Tereza Tokmajyan (Totogaming) and David Hardy (Optimove), with moderation from Nikola Jellacic (Casumo).
Influencers, Acquisition and Emerging Technology
Creator partnerships will be explored during ‘Influencer Tech: Platforms and Tools Powering Creator Partnerships’, while acquisition strategies will be the focus of ‘Acquisition Mix: Search, Spend and the Cost of Growth’.
Together, these sessions will examine how operators can identify the right creators, measure campaign performance and allocate resources effectively across SEO, paid search, affiliates and media channels to achieve sustainable growth.
AI Takes Centre Stage
The day will conclude with a forward-looking discussion on AI, beginning with ‘From Generative AI to Agentic Systems’, where experts will explore both the opportunities and challenges surrounding AI adoption across marketing operations.
Adding to the discussion, Valentina Giolo, Country Director at DoubleVerify, will present “The Great AI Disruption: Game Over for the Old Rules of Advertising”, focusing on the implications of generative and agentic AI for ad fraud, non-human traffic and brand safety.
Beyond the conference sessions, attendees can continue discussions through dedicated networking initiatives, including the Marketing Tech & CRM Show Floor Tour, which connects marketing stakeholders with leading technology providers and emerging solutions.
Access to the Marketing & CX track is included with Conference, Business and VIP Passes. Delegates wishing to attend the Marketing & CX sessions and associated networking activities will require a Business or VIP Pass.
