Master the Mechanics Behind Player Engagement
The upcoming SBC Summit is set to examine player experience closely this September by hosting an Academy that brings together key regulators, product leaders, and operators to shape how engagement is designed and determine where its limits should be placed.
Exploring Engagement and Responsibility
As part of the event’s Education+ programme, the Player Experience Academy will focus on how operators can effectively strengthen player retention, engagement, and long-term value while simultaneously maintaining their core responsibilities to protect players.
The Academy is scheduled for Tuesday, 29 September, running from 13:30 to 17:00 at Sala Tejo within the MEO Arena, and is tailored specifically for professionals working in product, growth, and player engagement.
Rasmus Sojmark, Founder and CEO of SBC, emphasized the cross-industry inspiration behind modern engagement methods:
“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.”
Agenda and Key Sessions
- Opening Session: The event kicks off with “2026 Update: As It Is Now and What’s Next?”, reviewing the current landscape of player experience and gamification alongside future projections for the space.
- Driving Innovation Panel: The panel titled “Driving Innovation in Responsible Player Experience” explores how behavioral design and layered protection can successfully scale across various jurisdictions while balancing compliance, sustainable growth, and player wellbeing. Panellists include:
- Justin Muscat Galán (Senior Product Manager – Player Rewards & Gamification, Betsson Group)
- Chris McGowan (CEO, Scatters Group)
- Christoffer Gronland (CEO, Mindboogle Affiliate Marketing & Growth)
- David Nardaia (CEO, Lambda Gaming)
- Interactive Presentation: Arjan Korstjens, Principal and Trainer at Casino Marketing Academy, leads “What iGaming Can Learn from Responsible Player Experience”, looking at how sectors like hospitality, retail, and video gaming utilize rewards and personalization to build loyalty, and how those approaches can be adapted responsibly for gambling.
- Risk Management Case Study: Dr. Colin Lawrence, a global risk management pioneer and former Senior Regulator and Director of the Risk Specialist Division at the FSA/Bank of England, presents “Responsible Player Experience: Managing Risk for Commercial Sustainability”. The session examines the adaptation of mainstream gaming mechanics—such as seasonal mechanics, battle passes, and missions—for gambling, analyzing commercial effectiveness alongside associated risks.
- Closing Workshop: The Academy wraps up with an interactive workshop titled “Know Your Player: Building Player Experience for Different Customer Segments”, led by Helen Walton, Chief Commercial Officer and Co-Founder of G Gaming. This session investigates how engagement varies across segments, helping attendees tailor personalized experiences, rewards, and progression systems for audiences ranging from casual users to high-value VIPs to support safer play and stronger loyalty.
