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29 September - 1 October 2026

The Greatest Show in Gaming

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40,000 Delegates
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600+ Speakers
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800+ Exhibitors
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29 September - 1 October 2026

CONNECT. CONVERT. SUCCEED

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30 September 2026

A celebration honouring the visionaries of the iGaming affiliate and operator communities.

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2 - 4 March 2027

Brazil's Premier Sports Betting & Gaming Event

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21 - 22 April 2027

Making iGaming Connections That Take You Further

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TBA

Connecting Worlds Through Gaming

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10,000 Delegates
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250 Speakers
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400 Exhibitors
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15 - 17 June 2027

Canada’s Premier Gaming and Betting Event

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3,000 Delegates
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150 Speakers
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75 Exhibitors
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Upcoming Events

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The Greatest Show in Gaming

29 September - 1 October 2026
Feira Internacional de Lisboa, Lisbon
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CONNECT. CONVERT. SUCCEED

29 September - 1 October 2026
Feira Internacional de Lisboa, Lisbon, Portugal
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A celebration honouring the visionaries of the iGaming affiliate and operator communities.

30 September 2026
MEO Arena , Portugal
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Recognizing and Rewarding Expertise and Innovation in the Sports Betting and Gaming Industries

1 October 2026
MEO Arena, Potugal
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The definitive one-day gathering on Prediction Markets

1 October 2026
Myriad Hotel, Lisbon, Portugal
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Brazil's Premier Sports Betting & Gaming Event

2 - 4 March 2027
Riocentro, Rio De Janeiro, Brazil
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Making iGaming Connections That Take You Further

21 - 22 April 2027
Rai, Amsterdam, Netherlands
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Connecting Worlds Through Gaming

TBA
Fort Lauderdale, Florida, USA
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Canada’s Premier Gaming and Betting Event

15 - 17 June 2027
Metro Toronto Convention Centre, Canada
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SBC Awards

Recognising and rewarding expertise and innovation in the betting and gaming industries.

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SBC AWARDS

News

SBC Summit will put player experience under the microscope this September, as its Academy brings together the operators, product leaders and regulators shaping how engagement is designed, and where its limits should sit. The Player Experience Academy forms part of the event's Education+ programme, and will explore how operators can strengthen engagement, retention and long-term player value alongside their responsibility to protect players. Taking place on Tuesday, 29 September from 13:30 to 17:00 at Sala Tejo, MEO Arena, the Academy is designed for professionals responsible for 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 opens with "2026 Update: As It Is Now and What's Next?", at the current state of player experience and gamification, and where the space is heading. The panel "Driving Innovation in Responsible Player Experience" will examine how behavioural design and layered protection can drive engagement while ensuring ethical responsibility, and how operators can scale these approaches across multiple jurisdictions while balancing compliance, player wellbeing and sustainable growth. Panellists 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) will discuss the balance operators must strike between behavioural design, retention and compliance. An interactive presentation follows on what gambling can learn from other industries about responsible player experience. Led by Arjan Korstjens (Principal, Trainer, Casino Marketing Academy), "What iGaming Can Learn from Responsible Player Experience" looks at how sectors such as video gaming, retail and hospitality use rewards, progression and personalisation to build engagement and loyalty, and which approaches could be adapted responsibly for gambling. The case study "Responsible Player Experience: Managing Risk for Commercial Sustainability" examines how battle passes, seasonal mechanics and mission-based engagement are being adapted from mainstream gaming for gambling. Dr Colin Lawrence, a pioneering expert in global risk management (Former Senior Regulator and Former Director of the Risk Specialist Division, FSA/Bank of England), will look at where these models drive retention, and the risks operators need to consider to make them commercially effective. The Academy closes 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). The session explores how player engagement varies by segment and how operators can tailor experiences to different behaviours, motivations and risk profiles. From casual users to high-value VIPs, attendees will examine how personalised missions, rewards, progression systems and engagement mechanics can improve retention, strengthen loyalty and support safer play. The speaker line-up is still growing. Stay tuned for more announcements. Access to SBC’s Player Experience Academy is available exclusively through the Education+ Upgrade priced at €249. Education+ Passes can be purchased as an add-on for all SBC Summit and Affiliate Leaders Summit ticket types. Get your ticket to SBC Summit here.

SBC Summit's Player Experience Academy Explores Engagement and Its Limits
11 Aug SBC Summit Cosmo Teare

SBC Summit will put player experience under the microscope this September, as its Academy brings together the operators, product leaders and regulators shaping how engagement is designed, and where its limits should sit. The Player Experience Academy forms part of the event’s Education+ programme, and will explore how operators can strengthen engagement, retention and long-term […]

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What our clients say about us

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"I always enjoy SBC, I think their panels are really well crafted to be both interesting and informative. I think the panel we did today on Diversity & Inclusion and environment ESG principles as it impacts the industry has a lot of resonance. People are beginning to pay more attention". (SBC Summit North America, 2021)
Jan-Jones Blackhurst, Caesars Entertainment Board Member
"We found it to be great for us and then so many people to interact with and network with. And this has been the most important thing for us to come here, show ourselves - what we do and meet and greet with people".
Bjorn Krantz, CEO, Yggdrasil Gaming Ltd
"Part of this week has been educational, and it's the 'what are other people doing?', 'what are we missing?', 'what do we need to be doing?' It's nice that SBC can bring together these figureheads and stakeholders to actually say: 'this is how we do it,' and you can learn from that. And it's an industry where you can only learn if you share ideas." (Betting on Sports Europe, 2021)
Elliott Banks, UK Regional Director for B2B operations, Betconstruct
"This is a great event, great conference. You've got a lot of people coming from all over the world to learn what is the state of the art of the industry and it's a great venue to network with colleagues". (SBC Summit North America)
Ezra Kucharz, Chief Business Officer, DraftKings
"I always think there are 2 sides to SBC, 1 is the education sessions, going to some of the panels - but also just to network as well to look for new opportunities. So yes, very excited to be here!" (SBC Summit Barcelona 2021)
Will Whitehead, Commercial Director, mkodo