SBC Summit will examine how casino operators can improve player experiences through AI-powered game design, frictionless onboarding and cross-platform product strategies at its dedicated iGaming Product & Design track during this year’s Lisbon event in September.
The track, scheduled for Sept. 30 on the Tech & Innovation Stage, will bring together casino operators, game developers and technology experts to discuss product development, player acquisition and retention strategies in an increasingly competitive iGaming market.
Sessions will follow the player journey from registration to long-term retention, covering topics including AI-powered game design, invisible know-your-customer (KYC) processes, gamification, loyalty programmes and seamless experiences across mobile, web and app platforms.
“Casino players judge a product by how simple, intuitive and entertaining it feels,” SBC Chief Executive Officer and Founder Rasmus Sojmark said. “They do not see the compliance systems, data infrastructure or commercial decisions operating behind the experience, but each of those elements influences whether players register, continue playing and remain loyal to a brand.”
The opening panel, titled RegTech: Is “Invisible KYC” Actually Achievable or Just Another Industry Fantasy?, will explore whether technology can streamline customer onboarding without compromising regulatory compliance. Speakers include Elen Barber (managing director of online at SkyCity), Matteo Iannucci (business development Europe at GeoComply), and Giorgi Tsamalaidze (chief legal officer at Random Systems Georgia).
Another session, The Art & Science of Game Design: UX, Data & Player Psychology, will feature Ivan Korkin (head of account management at Kanggiten), Tim Poole (editor of Global Gaming Insider), and Marko Žulj (chief executive officer and co-founder of Koom Games). The panel will examine how AI and behavioural data can be used to interpret player signals and personalise casino experiences, while debating where better game design ends and player manipulation begins.
The Cross-Platform Consistency: Designing Seamless Mobile, Web & App Experiences panel will bring together David Evans (chief product officer at Buzz Bingo), William Hansen (sales team lead at Xtremepush), Alex Kozachenko (chief executive officer of Turbo Stars), Ivan Ochoa (board member at Grupo GELSA), and Francesco Postiglione (chief executive officer of Casumo). The experts will examine how shared data, consistent design and joined-up product decisions can reduce friction across the customer journey.
Another session, Gamification, Gen Z and the Rise of Social Play, will include Andrés Blanco (managing director and chief product officer at Gamanza Engage); Brett Calapp (chief executive officer and co-founder of Turnt Gaming); Anthony Gaud (chair of the Regulated Esports and Video Game Committee in New Jersey); Tero Holopainen (head of product for casino and games at Coolbet); and Marion Ryan (managing director of Tombola).
The panel will examine how AI, adaptive UX, creator influence and community-driven entertainment are pushing operators beyond traditional casino formats, from crash games and live communities to rewards ecosystems and hybrid play.
The track will also look at how operators can cope with rising taxes, tariffs and running costs without losing players, and at the growing use of AI in product development and daily operations. Speakers will discuss how smarter loyalty strategies and AI tools that can plan and carry out complex tasks might change the way casino products are built and run.
“The iGaming Product & Design track will examine how the behind-the-scenes systems and decisions can work together to remove unnecessary friction, support more informed product development and create casino experiences that deliver genuine long-term value for both players and operators,” Sojmark said.
Attendees will also have access to two Education+ sessions, including the Player Experience Academy on gamification and responsible play and the Electronic Gaming Academy Masterclass on player behaviour and casino product development.
Get your tickets for SBC Summit here.
Original article: https://www.yogonet.com/international/news/2026/07/31/125652-sbc-summit-to-spotlight-aipowered-design-invisible-kyc-in-igaming-product-track
