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Marketing Academy
Wednesday, 30 September 2026

13:30 - 17:00

Sala Tejo, MEO Arena

Marketing is evolving faster than ever. New platforms emerge, algorithms change overnight, creator ecosystems continue to mature, and AI is reshaping how campaigns are planned, created and optimised. The Marketing Academy is designed to help you navigate this complexity. By attending, you’ll be able to:

  • Build more effective marketing campaigns by understanding how strategy, creativity and execution work together from brief to launch.
  • Evaluate where platforms such as TikTok, Meta, YouTube and Spotify fit within your marketing mix, and how audience behaviour is changing across channels.
  • Develop stronger influencer and creator partnerships by understanding what drives successful collaborations beyond vanity metrics and engagement rates.
  • Make smarter budget allocation decisions across paid, owned and earned channels based on business objectives, audience behaviour and performance benchmarks.
  • Apply emerging marketing trends, technologies and AI-powered tools to improve campaign effectiveness and stay ahead of competitors.

Sessions
Live demo
Wednesday, 30 Sept.

1:30-14:00

Building a Campaign from Brief to Execution
Watch a campaign take shape live, from initial brief through to big idea, creative approach and strategy. Designed to unpack the process behind development and effective marketing.
Panel
Wednesday, 30 Sept.

14:00-14:45

Platform Discovery: TikTok, Meta, YouTube and Spotify
Bringing together the platforms dominating attention today, we discuss how brands should approach discovery, creator partnerships, cultural relevance and performance in 2027. From AI-powered tools to creator-led storytelling to social commerce and new content behaviours, what does the next era of relevance look like?
Fireside Chat
Wednesday, 30 Sept.

14:45-15:15

Beyond the Post
Go behind the scenes of a real influencer partnership. Explore how collaborations are structured, how key creative decisions are made, and which outcomes matter beyond engagement alone.
Workshop
Wednesday, 30 Sept.

16:10-17:00

Where Would You Spend $1M Today?
Where would you allocate a $1M marketing budget across channels in today’s landscape? As decisions are made live, expert facilitators will challenge the thinking behind each choice, compare different investment strategies and reveal how priorities shift depending on brand goals, all while unpacking real-world benchmarks along the way.
Who is the Marketing Academy for?
Marketing Leaders & Brand Strategists

Driving growth, brand positioning and customer acquisition across betting and gaming markets.

CRM, Retention & Player Engagement Teams

Looking to improve personalisation, lifecycle marketing and long-term player value.

Social Media & Content Marketers

Creating campaigns that capture attention, build communities and drive measurable results.

Affiliate, Acquisition & Performance Marketing Professionals

Optimising channel performance, partnerships and marketing spend across competitive markets.

Commercial Leaders & Growth Executives

Responsible for marketing investment, business growth and customer acquisition strategy.

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How You’ll Learn
Learn by seeing campaigns built in real time

Follow the journey from brief to execution and gain insight into the thinking behind successful marketing strategies.

Hear directly from the platforms shaping consumer attention

Gain practical insights from experts discussing how discovery, content and advertising continue to evolve.

Explore real-world creator and influencer partnerships

Understand how successful collaborations are structured, measured and optimised beyond surface-level metrics.

Test your decision-making in an interactive budget workshop

Compare your marketing investment strategy against peers and experts while learning the trade-offs behind every allocation decision.

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Education+ Upgrade
Only from
€249
Choose one:
Tech Academy

  • AI
  • Web3
  • Marketing
  • Gamification

Masterclass

  • Sports Betting
  • Electronic Gaming
  • Marketing

Simply email [email protected] with: your first and last name, company name, the SBC Summit pass you’ve already purchased and the chosen session. We’ll then send you a payment link to secure your Education+ Upgrade.
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