Upcoming Conference Agenda in Lisbon Will Bring Together CMOs, Data Leaders, and Industry Experts to Tackle Modern Brand Differentiation
The upcoming SBC Summit has announced its dedicated ‘Marketing & CX’ conference track, designed to explore how betting and gaming brands can cut through market noise with distinctive, data-driven, and highly effective marketing campaigns.
Scheduled for Thursday, October 1, 2026, at the Feira Internacional de Lisboa (FIL) and MEO Arena in Lisbon, the track will unite chief marketing officers, SEO and affiliate specialists, data experts, and technology leaders. The sessions aim to address the complexities of building stronger audience connections in a crowded digital landscape.
Core Conference Themes and Agenda Highlights
The Marketing & CX track forms an integral part of the summit’s Technology & Innovation stage, running alongside specialized tracks covering Sports Betting Innovation on September 29 and iGaming Product & Design on September 30. Throughout the day, industry panels will focus on sharpening brand identity, optimizing acquisition channels, scaling creator partnerships, and transforming raw data and emerging artificial intelligence technologies into measurable results.
Key sessions featured on the agenda include:
- Copycat Culture: Branding Beyond Visual Identity: Examining how brands can craft recognizable, trustworthy identities in a space where promotions and player journeys are easily replicated.
- Designing Campaigns the Data Can Read: Exploring how operators utilize data and AI to analyze past performance and drive smarter, future-focused marketing decisions.
- Influencer Tech: Platforms and Tools Powering Creator Partnerships: Investigating how technology and data streamline creator discovery, partnership management, and impact measurement.
- Acquisition Mix: Search, Spend and the Cost of Growth: Assessing how marketers effectively allocate budgets across SEO, paid search, affiliates, and media mix models to achieve sustainable growth.
- From Generative AI to Agentic Systems: Addressing the operational and ethical realities of advanced AI integration, complemented by a special presentation from DoubleVerify on managing ad fraud and brand suitability risks.
Executive Commentary
Rasmus Sojmark, SBC Founder and CEO, emphasized the strategic focus of the track:
“Marketers have never known more about their audiences, yet knowing more doesn’t necessarily make it easier to stand out. Data can tell you what worked, AI can help you move faster, and new channels can put your brand in front of more people. But your competitors have access to many of the same tools. The real advantage comes from how intelligently you use them, and that’s the conversation this track will open up.”
In addition to conference sessions, attendees can participate in dedicated networking initiatives, including the guided Marketing Tech & CRM Show Floor Tour led by the SBC team to introduce delegates to leading marketing providers and cutting-edge software solutions.
