Player Experience Academy at SBC Summit: Engagement and Limits

The Player Experience Academy at the SBC Summit will focus on player engagement this September, bringing together operators, product leaders, and regulators to discuss how it is designed and to what extent its limits should go. As part of the Education+ program, this initiative aims to strengthen engagement, retention, and the long-term value of the player while ensuring the necessary protection.

The event will take place on Tuesday, September 29, from 13:30 to 17:00 in the Tejo Room at the MEO Arena. It is designed for professionals responsible for player interaction, product, and growth. According to Rasmus Sojmark, founder and CEO of SBC: "Some of the most effective engagement mechanics in iGaming come from outside the sector. Video games, retail, and entertainment have shown how missions, progression systems, and personalized rewards create stronger and more lasting relationships with customers.

Innovations and Regulatory Responsibility

The Academy will open with a presentation titled "2026 Update: As It Is Now and What’s Next?" that will analyze the current state of the player experience and where it is heading. The panel "Driving Innovation in Responsible Player Experience" will examine how behavioral design and layered protection can drive engagement while ensuring ethical responsibility. Operators will discover how to scale these approaches across different jurisdictions, maintaining the balance between compliance, player well-being, and sustainable growth.

Industry Experts

Experts such as Justin Muscat Galán (Betsson Group), Chris McGowan (Scatters Group), Christoffer Gronland (Mindboogle Affiliate Marketing & Growth), and David Nardaia (Lambda Gaming) will participate. They will discuss the balance operators must maintain between behavioral design, retention, and compliance.

An interactive presentation led by Arjan Korstjens, "What iGaming Can Learn from Responsible Player Experience," will explore how sectors like video games, retail, and hospitality use rewards and personalization to retain customers and what approaches can be responsibly adapted to gaming.

Case Study and Sustainability

The case study "Responsible Player Experience: Managing Risks for Commercial Sustainability" will analyze how battle pass and mission mechanics adapt to gambling. Dr. Colin Lawrence, a risk management expert, will evaluate where these models drive retention and the risks operators need to consider.

The Academy will culminate in an interactive workshop led by Helen Walton (G Gaming) titled "Know Your Player: Building Experiences for Different Customer Segments." It will study how to customize missions, rewards, and engagement mechanics to enhance retention and promote safer gaming.

Additional Information and Access

More speakers will be announced. Access to the Player Experience Academy at SBC is available only through the Education+ upgrade at a price of €249. Education+ passes can be added to any type of entry for the SBC Summit and the Affiliate Leaders Summit.