Exploring Smarter Onboarding, AI Game Design, and Omnichannel Consistency
The upcoming SBC Summit will feature a dedicated iGaming Product & Design track designed to examine how operators can craft smoother, smarter, and more engaging experiences for casino players. Taking place on Wednesday, 30 September on the Tech & Innovation Stage at the FIL & MEO Arena in Lisbon, the track brings together leading casino operators, game developers, and technology experts to discuss how to stand out in an increasingly competitive marketplace.
Across multiple panel sessions, delegates will trace the entire player journey, from initial registration through to long-term retention, exploring how smarter onboarding, AI-powered game design, seamless cross-platform functionality, and evolving loyalty strategies can drive both engagement and commercial performance.
Core Panel Sessions and Expert Insights
The track opens with the session RegTech: Is “invisible KYC” actually achievable or just another industry fantasy?, addressing sign-up drop-offs and whether seamless verification can satisfy operators, players, and regulators alike. Panellists Elen Barber (SkyCity), Matteo Iannucci (GeoComply), and Giorgi Tsamalaidze (Random Systems Georgia) will break down the underlying technologies.
Subsequent sessions will dive deep into game design and platform uniformity:
- The Art & Science of Game Design: UX, Data & Player Psychology: Featuring Ivan Korkin (Kanggiten), Tim Poole (Global Gaming Insider), and Marko Žulj (Koom Games), this panel explores how AI interprets player data to personalise experiences while balancing design with ethical boundaries.
- Cross-Platform Consistency: Designing Seamless Mobile, Web & App Experiences: David Evans (Buzz Bingo), William Hansen (Xtremepush), Alex Kozachenko (Turbo Stars), Ivan Ochoa (Grupo GELSA), and Francesco Postiglione (Casumo) will discuss how shared data and unified product decisions minimize friction.
- Gamification, Gen Z and the Rise of Social Play: Andrés Blanco (Gamanza Engage), Brett Calapp (Turnt Gaming), Anthony Gaud (Regulated Esports and Video Game Committee), Tero Holopainen (Coolbet), and Marion Ryan (Tombola) will analyze the shift toward crash games, live communities, and hybrid reward ecosystems.
Commenting on the initiative, Rasmus Sojmark, CEO and Founder of SBC, stated:
“Casino players judge a product by how simple, intuitive and entertaining it feels. They do not see the compliance systems, data infrastructure or commercial decisions operating behind the experience, but each of those elements influences whether players register, continue playing and remain loyal to a brand.”
Sojmark added:
“The iGaming Product & Design track will examine how those behind-the-scenes systems and decisions can work together to remove unnecessary friction, support more informed product development and create casino experiences that deliver genuine long-term value for both players and operators.”
Additional Learning and Networking Opportunities
Beyond the main conference sessions, participants can access specialised Education+ programming, including the Player Experience Academy, which focuses on gamification, loyalty, and responsible play, and the Electronic Gaming Academy Masterclass, which connects modern player behavior with product strategy.
On the exhibition floor, delegates can explore the dedicated iGaming & Casino zone, participate in guided Casino Games Show Floor Tours, and leverage the Smart Connect feature to arrange pre-qualified B2B meetings aligned with their strategic business goals.
