The days of attending a conference, taking pages of notes, and hoping to apply them later are over.
SBC Summit’s new Masterclasses have been created for professionals who want to learn by doing.
Available exclusively through the Education+ Upgrade, these expert-led sessions combine practical exercises, real-world frameworks, and direct instruction from industry specialists, giving delegates the skills to make an immediate impact back in the workplace.
This year, delegates can choose from three Masterclasses covering sportsbook trading, electronic gaming, and responsible gaming marketing:
- Trading Masterclasses– Learn how sportsbooks create and price odds, build trading models, and use data to make better pricing decisions.
- Electronic Gaming Masterclasses – Learn how to better understand player behaviour, modernise casino product strategy, and create gaming experiences that reflect today’s players.
- Responsible Gaming Marketing – Learn how to integrate responsible gaming into your marketing strategy, improve player communication, and build a more sustainable customer journey.
Trading Masterclasses
Tuesday, 29 September 2026 | 12:00-17:30
Our Trading Masterclass has been designed to take attendees through the complete odds-making journey, from understanding the fundamentals of sportsbook trading to creating, evaluating, and refining their own betting models.
Led by Jonathan Smith (Veteran Oddsmaker & Founder of Sportsbook Training Services), attendees will learn directly from an industry expert with decades of experience building and managing sportsbook trading operations.
Across three expert-led sessions, attendees will develop the practical skills needed to understand sportsbook pricing, build robust betting models, and make more informed trading decisions.
By attending the Trading Masterclass, you’ll learn how to:
- Understand how the sports betting industry works, from odds and probability to sportsbook products, data, and bookmaker profitability.
- Build a strong foundation in odds-making, learning how prices are created, evaluated, and refined using market data and trading techniques.
- Create your own sportsbook odds by applying practical pricing methodologies and identifying value in existing market prices.
- Develop sports-specific pricing models for NBA moneyline, spread, totals, player proposition markets, and tournament winners.
- Apply Excel and Python to real sportsbook trading scenarios that can be adapted to your own trading environment.
Sessions include:
Session One: What is Sports Betting and How Does it Work?
The opening session lays the foundations of sportsbook trading, exploring how bookmakers create odds, use data, predict sporting outcomes, and ultimately generate profit.
Session Two: Odds-Making Fundamentals
Next, attendees will put theory into practice, learning the techniques behind creating, evaluating, and refining sportsbook odds using market data and industry methodologies.
Session Three: Predicting Outcomes in the NBA
The final session applies those principles to NBA betting, teaching attendees how to build pricing models for moneyline, spread, totals, player proposition markets, and tournament winners using Excel and Python.
Who are these sessions ideal for?
- Aspiring & Junior Sportsbook Traders – Build a strong foundation in sportsbook operations, odds compilation, and pricing methodologies through hands-on learning.
- Sportsbook Traders & Trading Analysts – Strengthen your ability to create, evaluate, and refine sportsbook odds using practical modelling techniques and industry-standard tools.
- Trading Managers – Gain a deeper understanding of pricing workflows, model development, and trading decision-making to improve sportsbook performance.
- Product & Sportsbook Operations Teams – Better understand sportsbook pricing, evaluate trading suppliers, and collaborate more effectively with trading teams.
Electronic Gaming Masterclass
Wednesday, 30 September 2026 | 12:00-17:30
Our Electronic Gaming Masterclass explores how today’s casino players interact with slot games, introducing modern approaches to player segmentation, behaviour, and game performance that can help operators make better product and customer engagement decisions.
Led by Lucien Wijsman (Gaming Consultant), the Masterclass draws on more than three decades of casino operations and consultancy experience. Wijsman has trained casino managers, advised operators and suppliers around the world, and founded the Electronic Gaming Academy.
By attending the Electronic Gaming Masterclass, you’ll learn how to:
- Develop modern player segmentation frameworks by understanding the behavioural differences between land-based, hybrid, and online-first players.
- Understand player psychology beyond traditional demographics, exploring the motivations and behaviours that shape today’s gaming experiences.
- Evaluate slot performance beyond RTP and traditional volatility, focusing on how players actually perceive and experience game mathematics.
- Apply the Expected Session Volatility (ESV) framework to better assess, model, and communicate game experiences for both players and operators.
Sessions include:
Session One: The Player Does Not Exist
The opening session challenges traditional approaches to player segmentation, introducing modern frameworks that help attendees better understand player behaviour, motivations, and expectations across land-based, hybrid, and online gaming.
Session Two: Beyond Volatility
The second session explores how players actually experience slot games, introducing the Expected Session Volatility (ESV) framework and showing attendees how it can be used to evaluate game performance, improve customer communication, and support more informed product decisions.
Who Should Attend?
- Casino Operators – Gain practical frameworks for designing gaming experiences, product strategies, and customer journeys that better reflect today’s player behaviours.
- Product & Gaming Teams – Learn how modern player segmentation and Expected Session Volatility (ESV) can inform game selection, portfolio management, and product development.
- CRM & Marketing Professionals – Better understand player archetypes to create more effective segmentation, personalised communications, and retention strategies.
- Land-Based & Online Gaming Professionals – Discover practical approaches to aligning products, player experiences, and responsible gaming initiatives with evolving customer expectations.
Responsible Gaming Marketing
Thursday, 1 October 2026 | 12:00-14:00
Our Responsible Gaming Marketing Masterclass takes a slightly different approach, comprising a single in-depth, two-hour session focused entirely on one of gaming’s most important business challenges.
Rather than treating Responsible Gaming as a compliance exercise, the Masterclass explores how operators can integrate player protection into their marketing strategies through clearer communication, customer education, and proactive player monitoring, helping to create a more sustainable customer journey that benefits both players and businesses alike.
Led by Arjan Korstjens (Owner, Casino Marketing Academy), attendees will gain practical frameworks for embedding Responsible Gaming across the customer lifecycle while balancing commercial objectives with long-term player wellbeing.
By attending the Responsible Gaming Marketing Masterclass, you’ll learn how to:
- Integrate Responsible Gaming into your marketing strategy, creating campaigns that balance commercial objectives with player protection.
- Improve customer communication and education, helping players better understand their gambling behaviour and make more informed decisions.
- Identify opportunities for earlier intervention by using player monitoring more effectively to detect potential signs of gambling-related harm.
- Build a more sustainable customer journey by embedding Responsible Gaming throughout the player lifecycle rather than treating it as a regulatory obligation.
- Develop a long-term Responsible Gaming marketing strategy that supports both business growth and customer wellbeing.
Who Should Attend?
- Marketing Professionals – Learn how to integrate Responsible Gaming into acquisition, retention, and CRM strategies while balancing commercial performance with player protection.
- CRM & Player Engagement Teams – Develop communication strategies that encourage healthier player behaviour while building stronger, longer-lasting customer relationships.
- Casino & Sportsbook Operators – Discover how Responsible Gaming can become a competitive advantage by supporting sustainable customer growth and long-term business success.
- Compliance & Responsible Gaming Teams – Learn practical ways to work alongside marketing teams to create player-first communication, education, and intervention strategies.
Unlock Access to Masterclasses and Tech Academies with Education+
All three Masterclasses are available exclusively through SBC Summit’s Education+ Upgrade, giving delegates the opportunity to move beyond traditional conference learning and develop practical skills through expert-led, hands-on training.
Alongside the Masterclasses, delegates also gain access to four Tech Academies covering AI, Marketing, Web3, and Gamification, offering interactive learning experiences designed to help attendees build practical knowledge they can apply as soon as they’re back in the workplace.
All ticket types can be upgraded to Education+ for €249.
To purchase an Education+ Pass, email [email protected] and include your current ticket type. You will then receive a dedicated payment link to complete your upgrade.
Purchase your ticket here.
