SBC Summit will add a dedicated Marketing & CX track to its 2026 agenda, bringing together marketing, data and technology specialists to examine how betting and gaming brands can improve customer engagement and build more effective campaigns.
The track, scheduled for Oct. 1 at the Feira Internacional de Lisboa, is part of the Technology & Innovation stage, which runs alongside tracks focused on sports betting innovation and iGaming product and design.
Sessions will cover branding, data-driven marketing, creator partnerships, customer acquisition and the use of artificial intelligence, with speakers from operators, technology companies and marketing specialists.
“Marketers have never known more about their audiences, yet knowing more doesn’t necessarily make it easier to stand out,” SBC Founder and CEO Rasmus Sojmark said.
“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,” he added.
The track will open with “Copycat Culture: Branding Beyond Visual Identity”, examining how brands can develop recognisable identities as visual elements, promotions and player journeys become easier to replicate.
The session will feature David Jumper, CMO at ARB Interactive; Dawid Pożoga, CMO at Sts SA; and James White, Co-Founder and COO at Hot Takes Sports, with Jo Kerr, Senior Brand Director at SBC, serving as moderator.
Another session, “Designing Campaigns the Data Can Read”, will examine how data and AI can improve marketing decisions. Speakers will include Vanessa Arteaga, Head of Marketing, CRM, Customer Success and Customer Experience at Aposta Ganha; Deb Lee, Director AI & Data Operations at CILA, Entain; Tereza Tokmajyan, CMO at Totogaming; and David Hardy of Optimove. Nikola Jellacic, CMO at Casumo, will moderate.
The programme will also examine the growing role of social media creators in “Influencer Tech: Platforms and Tools Powering Creator Partnerships”. Speakers will include Giorgi Nadaraia, CMO at Betlive; Leonardo Benites, COO at Propane; and Mark Wilson, Head of Marketing Technology at Lottoland. Dmitry Belianin, an iGaming investor, will moderate.
Player acquisition economics will be addressed in “Acquisition Mix: Search, Spend and the Cost of Growth”. Speakers Emilio Takas, Head of SEO at Campeon Gaming; Natalia Roitonen, Head of SEO at HitGaming; Emmanuele Saroli, Affiliation Senior Manager at PokerStars Italy, Flutter; Vladislav Peshkov, Head of Performance (Search & App) at Rank Group; and Ben Holmes, Growth Director at Moloco, will join moderator Scott Fulton, Marketing Manager at SBC.
The session will examine how marketers can allocate budgets across SEO, paid search, affiliates and media and how the channels can work together to deliver sustainable growth.
The track will also include “From Generative AI to Agentic Systems“, examining the ethical and operational challenges of integrating AI into marketing and where the technology can deliver value. Speakers will include Michael Oziransky, Chief Product Officer at Vegangster; Lluis Mora, Chief Security Officer at Entain; Ketevan Potova, AI Ambassador, Data Scientist and Machine Learning Engineer at CROCOBET; and Nina Gulashvili, Project Manager at Coolbet.
The event will also feature “The Great AI Disruption: Game Over for the Old Rules of Advertising”, presented by Valentina Giolo, Country Director at DoubleVerify. The session will examine risks linked to AI-driven advertising, including ad fraud, non-human traffic and brand suitability.
SBC will also offer marketing-focused networking through its Marketing Tech & CRM Show Floor Tour, designed to connect delegates with marketing technology providers and their solutions.
SBC Summit will run from Sept. 29 to Oct. 1, 2026, at the Feira Internacional de Lisboa and MEO Arena, with organisers expecting 40,000 industry professionals to attend.
Access to the conference will be included with Conference, Business and VIP passes, while delegates seeking access to conference sessions and marketing networking initiatives will require Business or VIP passes.
Original article: https://www.yogonet.com/international/news/2026/08/19/125952-sbc-summit-adds-marketing-cx-conference-track-to-2026-agenda
