SBC Summit 2026 Adds Dedicated Marketing & CX Track

Portugal.- 19 August 2026 | www.zonadeazar.com SBC Summit 2026 will introduce a dedicated Marketing & Customer Experience (CX) track examining how betting and gaming brands can differentiate themselves in an increasingly competitive market.

Taking place on 1 October at Feira Internacional de Lisboa, the programme will bring together CMOs, SEO and affiliate specialists, data experts and technology leaders to discuss acquisition, branding, artificial intelligence and customer experience.

Marketing in a More Competitive Market

The new track will address a central challenge for operators: access to more data and technology does not automatically translate into stronger differentiation.

Data, AI, automation and new channels allow brands to understand customers and execute campaigns more quickly, but competitors increasingly have access to the same tools.

The focus will therefore be on using technology intelligently to build recognisable brands and stronger customer relationships.

Branding Beyond Visual Identity

The day will open with “Copycat Culture: Branding Beyond Visual Identity”, exploring how brands can remain recognisable when visual identities, promotions and player journeys are increasingly easy to reproduce.

Speakers include:

  • David Jumper, CMO at ARB Interactive.
  • Dawid Pożoga, CMO at STS SA.
  • James White, Co-Founder & COO at Hot Takes Sports.
  • Jo Kerr, Senior Brand Director at SBC, as moderator.

The discussion will examine what makes a brand genuinely distinctive and trustworthy.

Data and AI-Driven Campaigns

The session “Designing Campaigns the Data Can Read” will examine how historical performance data and artificial intelligence can support stronger future marketing outcomes.

Participants include:

  • Vanessa Arteaga, Head of Marketing, CRM, Customer Success and Customer Experience at Aposta Ganha.
  • Deb Lee, Director AI & Data Operations, CILA, Entain.
  • Tereza Tokmajyan, CMO at Totogaming.
  • David Hardy, Professional Services at Optimove.
  • Nikola Jellacic, CMO at Casumo.

The panel will explore how operators can convert data into smarter and more measurable marketing decisions.

Technology Behind Creator Partnerships

Influencer marketing will also receive dedicated attention.

“Influencer Tech: Platforms and Tools Powering Creator Partnerships” will examine how technology and data are changing the way operators identify creators, manage partnerships and assess commercial impact.

The session will include representatives from Betlive, Propane and Lottoland alongside iGaming marketing and investment specialists.

Economics of Player Acquisition

Another session will focus on the economics behind customer acquisition.

“Acquisition Mix: Search, Spend and the Cost of Growth” will assess how marketing teams can allocate budgets across:

  • SEO.
  • Paid search.
  • Affiliates.
  • Media.
  • App acquisition.

Speakers will include executives from Campeon Gaming, HitGaming, PokerStars Italy, Rank Group and Moloco.

From Generative AI to Agentic Systems

The track will close with “From Generative AI to Agentic Systems”.

The session will examine both the opportunities and the ethical and operational challenges created as artificial intelligence is given greater autonomy within marketing workflows.

Experts from Vegangster, Entain, CROCOBET and Coolbet will take part.

New Advertising Risks from AI

The programme will also feature “The Great AI Disruption: Game Over for the Old Rules of Advertising”, presented by DoubleVerify Country Director Valentina Giolo.

The presentation will explore risks created by generative and agentic AI, including:

  • Ad fraud.
  • Non-human traffic.
  • Brand suitability.
  • Campaign verification.
  • Protection of media investment.

The session will focus on how advertisers can adopt emerging technology without losing control over brand integrity.

Statements

Rasmus Sojmark, Founder and CEO of SBC, said marketers have never possessed more information about their audiences, but greater knowledge does not necessarily make it easier to stand out.

He argued that competitive advantage will increasingly depend on how intelligently businesses use data, AI and emerging distribution channels.

Networking and Marketing Technology

Beyond the conference sessions, SBC will offer dedicated networking opportunities for marketing professionals.

These include the Marketing Tech & CRM Show Floor Tour, a guided experience designed to connect operators with providers specialising in marketing technology, CRM and customer engagement solutions.

Event Context

SBC Summit will take place from 29 September to 1 October 2026 across Feira Internacional de Lisboa and MEO Arena.

The event is expected to attract approximately 40,000 industry professionals for three days of networking, exhibition and education.

Marketing & CX will form part of the Technology & Innovation stage alongside Sports Betting Innovation and iGaming Product & Design.

Next Steps or Impact

The addition of Marketing & CX expands SBC Summit’s technology agenda into areas that are increasingly important to operator profitability.

The combination of AI, data, branding, acquisition and creator marketing reflects a broader shift towards integrated strategies where differentiation depends not only on product but also on how effectively brands understand and manage every stage of the customer journey.

Editó: @fonta

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