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Digital Marketing & CRM 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 Digital Marketing & CRM 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.
When you purchase access to the Digital Marketing & CRM Academy (€249), you’ll also receive access to three hands-on Masterclasses covering sportsbook trading, slots and responsible gaming marketing.
Sessions
Live demo
Wednesday, 30 Sept.

13:30-14:00

Built, Sent, Reported: An Agentic Campaign From Start to Finish
A real campaign brief taken from audience discovery through creative, compliance, execution and reporting, shown on stage by XpertOS, Xtremepush’s Agentic Operating System for CRM teams.
Speakers:
  • Lucy Neylin, Head of Client Solutions, Xtremepush
Case Study
Wednesday, 30 Sept.

14:00-14:30

Case study: Practical principles for modernising a brand across markets
How do established brands stay relevant as technology, culture and customer expectations change? Allwyn’s Chief Brand Officer will teach attendees how to juggle global consistency and local relevance, leverage sports partnerships, and give local teams room to create while protecting a clear brand platform.
Speakers:
  • Tatiana Vivienne Jouanneau, Group Chief Brand Officer, Allwyn
Panel
Wednesday, 30 Sept.

14:30-15:00

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?
Speakers:
  • Mert Babayigit, Client Services Partner, EMEA Gaming
  • James Fox, Senior Industry Manager, Google
  • Scott Fulton, Marketing Manager, SBC Media
Fireside Chat
Wednesday, 30 Sept.

15:00-15:30

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.
Speaker:
  • Ben Jeffries, CEO, Influencer
Case Study
Wednesday, 30 Sept.

15:45-16:10

A guide to applied AI in digital advertising
In this session, Rikard Bildsten, former RVP at Microsoft Advertising and current Head of New Product Solutions at Havion Media, will guide you through the key megatrends that drive the unprecedented pace of change in the digital advertising industry today. More importantly, the session will explore practical use cases and tools to help you form your own action plan for a marketing strategy capable of navigating the new, complex, and fragmented digital landscape.
Speakers:
  • Rikard Bildsten, Partner and Head of New Product Solutions, Havion Media
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.
Speakers:
  • Joseph Sancio, Director of Affiliate Partnerships, Hard Rock Digital
  • Hebert Luiz T Crespin Gaban, CMO, KBET and DEBET
  • Dawid Pożoga, CMO, STS
  • Dean Akinjobi, CEO, Football Media
Speakers and Presenters
speaker photo
Ben Jeffries
CEO
Influencer
speaker photo
Hebert Luiz Terra Crespin Gaban
Head of Marketing LATAM
Lottoland
speaker photo
Rikard Bildsten
Partner and Head of New Product Solutions
Havion Media
speaker photo
Mert Babayigit
Client Services Partner
EMEA Gaming
speaker photo
James Fox
Industry Manager
Google
speaker photo
Lucy Neylin
Head of Client Solutions
Xtremepush
speaker photo
Tatiana Vivienne Jouanneau
Group Chief Brand Officer
Allwyn
speaker photo
Dawid Pozoga
Chief Marketing Officer
STS Gaming
Load More
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.

Purchase Add-on
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.

Purchase Add-on
Education+ Upgrade
Per Academy
€249
Already have your SBC Summit ticket? You can purchase available Education+ upgrades and add-ons directly through our official event app, SBC Connect.

  1. Go to sbcconnect.com and log in to your account.
  2. Open SBC Summit.
  3. Select Upgrades & Add-ons.
  4. Choose the Education+ add-ons you want and complete your purchase.

Please note: Upgrades and add-ons are only available to attendees with a valid event ticket.

Choose Your Add-ons