SBC Summit will examine the role of player experience, engagement and responsible gamification at its Player Experience Academy in September, bringing together operators, product leaders and regulators to discuss how the industry can strengthen retention while protecting players.
The academy forms part of SBC Summit’s Education+ programme and will take place on Tuesday, September 29 from 13:30 to 17:00 at Sala Tejo, MEO Arena. It is aimed at professionals working in player engagement, product and 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 “2026 Update: As It Is Now and What’s Next?”, examining the current state of player experience and gamification and the direction of the sector.
A panel titled “Driving Innovation in Responsible Player Experience” will then explore how behavioural design and layered protection can support engagement while maintaining ethical responsibility. The session will also consider how operators can scale such approaches across multiple jurisdictions while balancing compliance, player wellbeing and sustainable growth.
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, will discuss the balance between behavioural design, retention and compliance.
An interactive presentation, “What iGaming Can Learn from Responsible Player Experience”, will examine lessons from video gaming, retail and hospitality. Arjan Korstjens, Principal and Trainer at Casino Marketing Academy, will look at how those sectors use rewards, progression and personalisation to build engagement and loyalty, and which practices could be adapted responsibly for gambling.
The programme will also feature a case study, “Responsible Player Experience: Managing Risk for Commercial Sustainability”, focused on the use of battle passes, seasonal mechanics and mission-based engagement in gambling.
Dr Colin Lawrence, a global risk management expert and former Senior Regulator and former Director of the Risk Specialist Division at the FSA/Bank of England, will examine where such models can drive retention and the risks operators need to manage to make them commercially sustainable.
The academy will close with an 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 workshop will explore how engagement differs across customer segments and how operators can tailor experiences to different behaviours, motivations and risk profiles. Attendees will consider how personalised missions, rewards, progression systems and other engagement mechanics can support retention, loyalty and safer play among groups ranging from casual users to high-value VIPs.
According to SBC, the speaker line-up will continue to expand, with further announcements expected.
Access to the Player Experience Academy is available exclusively through the Education+ Upgrade, priced at €249. Education+ passes can be purchased as an add-on to all SBC Summit and Affiliate Leaders Summit ticket types.
Original article: https://www.yogonet.com/international/news/2026/08/13/125853-sbc-summits-player-experience-academy-to-examine-engagement-and-its-limits
