In September, SBC Summit in Lisbon will host the Player Experience Academy, focusing on modern approaches to player engagement and retention. The event will bring together operators, product leaders and regulators who shape player experience standards and define their appropriate boundaries.
The Academy forms part of the Education+ programme and will explore how operators can strengthen engagement, improve retention and increase long-term player value while maintaining a strong focus on player protection.
The event will take place on 29 September from 13:30 to 17:00 at Sala Tejo, MEO Arena. The Academy is aimed at professionals working in player experience, product management and business growth.
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 Academy will open with the session “2026 Update: As It Is Now and What’s Next?”, where participants will discuss the current state of player experience and gamification, as well as the key directions for their further development.
The panel discussion “Driving Innovation in Responsible Player Experience” will focus on the use of behavioural design and layered protection mechanisms to enhance engagement while upholding ethical standards. Particular attention will be paid to the potential for scaling such solutions across different jurisdictions while maintaining a balance between regulatory compliance, player wellbeing and sustainable business growth.
The discussion will feature Justin Muscat Galán (Senior Product Manager – Player Rewards & Gamification, Betsson Group), Chris McGowan (CEO, Scatters Group), Christoffer Gronland (CEO, Mindboogle Affiliate Marketing & Growth) and David Nardaia (CEO, Lambda Gaming). The experts will examine how operators can strike the right balance between behavioural design, player retention and regulatory compliance.
The programme will continue with an interactive presentation, “What iGaming Can Learn from Responsible Player Experience,” led by Arjan Korstjens (Principal and Trainer, Casino Marketing Academy). Participants will learn how the video gaming, retail and hospitality sectors use rewards, progression systems and personalisation to enhance customer engagement and loyalty. The session will also examine which of these tools can be responsibly adapted for gambling in line with responsible gaming principles.
As part of the case study “Responsible Player Experience: Managing Risk for Commercial Sustainability,” experts will examine how mechanics popular in the video gaming industry, including battle passes, seasonal mechanics and missions, are being adapted for gambling. Dr Colin Lawrence, a global risk management expert and former Senior Regulator and Director of the Risk Specialist Division at the FSA/Bank of England, will analyse the impact of these tools on player retention, as well as the potential risks for operators and the conditions required for their effective commercial implementation.
The Academy will conclude with an interactive workshop, “Know Your Player: Building Player Experience for Different Customer Segments,” led by Helen Walton (Chief Commercial Officer and Co-Founder, G Gaming). Participants will examine the behaviour of different player segments and ways to tailor player experiences according to their motivations, needs and risk profiles.
The workshop will focus on various audience segments, from casual users to high-value VIP customers. Experts will discuss how personalized missions, rewards, progression systems and other engagement mechanics can help operators improve retention, build loyalty and promote safer play.
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