Putting the Player First: Player Protection at Lisbon

Over the past two decades, the gambling and sports betting industry has undergone a dramatic transformation, marked by the rise of online gaming, shifting player behaviours, and a surge in new gaming formats.

On one hand, these technological, cultural, and gaming innovations have pushed the industry in bold new directions—unlocking fresh revenue streams and delivering more engaging, immersive experiences than ever before. On the other hand, they’ve also introduced new risks for vulnerable players, prompting the industry to not only evolve its safer gambling frameworks but also remain vigilant to the latest tools, research, and services emerging in the player protection space.

With every global market governed by distinct regulatory frameworks, gaming preferences, and cultural attitudes, ensuring player safety while maintaining a competitive edge remains one of the industry’s greatest challenges, whether operating in a single market or across multiple jurisdictions.

To help brands navigate this complexity, SBC Summit—taking place in Lisbon this September—will bring together over 30,000 global stakeholders for a deep dive into the most pressing challenges and exciting opportunities shaping the future of safer gambling.

Over the event’s three core days (16–18 September), delegates will gain access to a dedicated ‘Player Protection’ conference track, with each day curated around a critical vertical: Regulation (day one), Research (day two) & Technology (day three). 

To help you make the most of your time at the event, this blog highlights five must-attend safer gambling panels—complete with key logistical details, speaker lineups, and the reasons these sessions are set to make an impact.

The Regulatory Paradox: Are stricter rules fueling the Illegal market’s rise? 

Time: 12:00-12:45
Date: Tuesday, 16th September 2025
Location: Stage 5 (Player Protection – Regulation) 

Why This Panel is a Must-Attend: 

Over the past decade, financial risk checks have become an increasingly more prevalent weapon in operators’ fight against problematic gambling.

First introduced as a forward thinking approach by operators, allowing players to opt into financial checks, many markets are beginning to restructure their regulatory frameworks to incorptoate mandatory financial checks, such as the UK, who’s Gambling Act Review, released in April 2023, proposed mandatory financial risk checks for online gamblers, with trials beginning in late 2023.

Although many have viewed financial risk checks as an effective way to protect at-risk players, there is concern within the industry that the switch from voluntary to mandatory will push players to illegal and black markets to continue playing without financial scrutiny.

So, are financial risk checks the next step in player protection? Will the initiative help or hinder efforts to protect players? And does the industry need to rethink how it approaches financial security amongst its players?  

Key Questions This Panel Will Tackle:

• How can financial risk checks be implemented without compromising user privacy or pushing players to black markets? Examining the privacy concerns affecting players and how well-intentioned checks may unintentionally drive them toward unregulated alternatives.
• What technical solutions are available to operators to ensure financial checks are efficient while also being minimally invasive for players? Exploring new technologies and smart segmentation strategies that allow operators to tailor financial checks without disrupting the user journey.
• How can operators effectively identify players at risk of financial harm through scalable and ethical means? Assessing the data-driven approaches that balance compliance, player safety, and operational efficiency.

Panel Speakers: 

• David Foster, Head of Regulatory Affairs, Entain
• Rupert Ecker, Managing Director, Pasino.ch
• Savo Bakmaz, CEO, Maxbet
• Katie Reynolds-Jones, Chief Marketing Officer, GamStop
• Maarten Haijer, Secretary General, EGBA

Does player protection add to or subtract from the bottom line?

Time: 12:15-13:00
Date: Wednesday, 17th September 2025
Location: Stage 5 (Player Protection – Research) 

Why This Panel is a Must-Attend: 

With the digital age ushering in a new wave of gaming platforms—and regulatory and public scrutiny at an all-time high—player protection has evolved from a reputable ‘feature’ to a strategic ‘must-have’. Around the world, regulators, media, and the public now expect player welfare to sit at the core of business operations.

But investing in the tools, training, and technologies needed to identify and support at-risk players doesn’t come without cost. Meanwhile, operators continue to face intense pressure to maintain profitability and stay competitive, particularly in saturated and fast-moving markets.

This creates a complex, often conflicting challenge, leading to one critical question: Can doing the morally right thing also drive business success? Or does prioritising safer gambling risk reinforce negative industry perceptions, reduce player deposits, and create barriers for growth?

Key Questions This Panel Will Tackle:

• Can strong player protection measures support revenue growth, or do they limit profitability? Examining whether a focus on safer gambling practices enhances or hinders the bottom line in both the short and long term.
• Does investing in player protection build long-term brand loyalty without restricting new player acquisition? Exploring the relationship between trust, retention, and sustainable customer growth in a more regulated environment.
• Will increasing player protection requirements become a financial burden for operators? Assessing whether proactive protection strategies can be cost-effective, or if the risk outweighs commercial benefits.

Panel Speakers: 

• Dr Alexandra Koerner, Chief Legal & Compliance Officer, Grand Casino Baden AG
• Marcel Prioteasa, CEO, NetBet
• Eduards Jakubovs, Head of Safer Gambling, Betsson
• Lisa Corti, Head of Safer Gambling, BV-Group
• Peter Marcus, Director, The Marcon

Ethics of Advertising: Is It Wrong to Market Fun When You Know Some Will Lose Everything

Time: 14:00-14:45
Date: Wednesday, 17th September 2025
Location: Stage 5 (Player Protection – Research)

Why This Panel is a Must-Attend: 

In an industry where acquisition reigns supreme, the impact of a well-crafted marketing campaign cannot be overstated. But as operators ramp up their marketing efforts to attract new players, a critical question emerges: Who is actually seeing these messages?

Every promotion, offer, and creative asset holds the power to convert, but it can also unintentionally reach individuals who are underage or vulnerable to gambling-related harm. This reality has prompted not only tighter regulatory restrictions but also a pressing need for brands to explore more innovative and socially responsible marketing strategies.

In an industry built on marketing fun against the odds, brands face growing challenges on multiple fronts. Operators must learn how to balance effective customer acquisition with genuine ethical responsibility, while marketing teams are tasked with expanding their reach and growing audiences, all while considering the broader impact of their messaging. The final result? A future-proof strategy to market ‘fun’ without risking harm to the very players they aim to engage.

Key Questions This Panel Will Tackle:

• What impact can engaging marketing have on at-risk or problem gamblers? Exploring how powerful messaging can influence vulnerable individuals and what steps marketers can take to reduce potential harm.
• How can operators effectively and ethically market their offerings while promoting healthy play? Assessing strategies that balance commercial goals with social responsibility, ensuring campaigns encourage safe and sustainable gambling behaviour.
• Do one-size-fits-all campaigns risk exacerbating harm across different communities and cultures? Looking at how broad messaging can miss cultural differences and lead to unexpected harm in different communities.

Panel Speakers: 

• Beka Papashvili, Compliance Director, Adjarabet
• Floris Assies, Founder and CEO, Better World Casino
• Fiona Palmer, Chief Executive Officer, GamStop
• Bernardo Chagas, Assistant Professor, University of Lisbon

Debate: Who’s really responsible for gaming? 

Time: 14:45-15:30
Date: Wednesday, 17th September 2025
Location: Stage 5 (Player Protection – Research)

Why This Panel is a Must-Attend: 

In an increasingly socially conscious world, the question of who holds the duty of care for responsible gambling has never been more pressing—or more complex. Operators, suppliers, and players each play a vital role in fostering a safer gambling environment, but determining where the ultimate responsibility lies remains a question without a clear answer.

Some argue that game suppliers should be more mindful of design elements that may encourage problematic behaviour. Others believe operators should bear the primary responsibility for player education, intervention, and protection tools. Meanwhile, some suggest the onus falls on players themselves to manage their behaviour and safeguard their own well-being.

Perhaps, though, the most effective path forward lies in collaboration among all three pillars of the industry—working together to create a more ethical, sustainable, and balanced gaming ecosystem.

Key Questions This Panel Will Tackle:

• Who holds the primary duty of care when it comes to responsible gambling—operators, suppliers, or players? Exploring the shared responsibilities across the industry and whether one group should be more accountable than others in protecting players.
• Should game suppliers take more responsibility for the potential risks embedded in their game design? Assessing the ethical obligations of suppliers to consider how features like volatility, reward systems, or visuals may impact player behaviour.
• Are operators doing enough to educate players about potential gambling risks and protect player well-being? Examining whether operators should play a more active role in harm prevention through player communication, game labelling, and support tools.

Panel Speakers: 

• Pedro Romero, Chief of Safer Gambling Partnerships, BetBlocker
• Miguel Luis, Head of Compliance, Lebull
• Andy Danson, Partner, Bird & Bird
• Simon Vincze, Head of Sustainable & Safer Gambling, Casino Guru

Right tech, right time: Monitoring player habits with next-gen technology

Time: 12:00-12:45
Date: Thursday, 18th September 2025
Location: Stage 5 (Player Protection – Technology) 

Why This Panel is a Must-Attend: 

Innovations in technology are continually reshaping the industry, offering brands new ways to enhance game experiences, enable seamless payments, and strengthen player protection.

As a result, it’s no longer enough for operators to respond to problematic gambling only after it occurs. Today, there is growing pressure to adopt a proactive, data-driven approach, demonstrating real-time awareness of player behaviour and intervening before risks escalate.

Emerging technologies, such as AI-powered monitoring systems, behavioural analytics, and machine learning models, are at the forefront of this shift. But with these advancements come critical questions: How accurate are these systems? Can they scale effectively? And where should human oversight still play a role?

Key Questions This Panel Will Tackle:

• What innovative solutions are shaping the future of player protection technology? Exploring the latest tools and platforms being developed to give operators a clearer, more actionable view of player behaviour.
• What measurable impact have these technologies had on improving player safety so far? Assessing real-world outcomes and performance data from current protection systems across different markets.
• Does human oversight deliver better results than automated systems when it comes to identifying at-risk players? Comparing the strengths and limitations of automation versus human judgment in detecting and responding to harmful gambling behaviour.

Panel Speakers: 

• Iris Den Boer, Consultant, Deal Me Out

Final Thoughts

At the heart of every successful gambling brand is a strong commitment to safer gambling.

But with a steady stream of new technology, changing regulations, and market-specific behaviours to consider, keeping up with the best ways to protect players isn’t always straightforward.

That’s why the upcoming SBC Summit is set to address these critical challenges through a carefully curated three-day educational agenda. Covering the latest research methods, technological solutions, and regulatory developments, the event will provide attendees with a comprehensive overview of the safer gambling sector and how to lead the way in building player trust and protection across the industry.