SBC Summit Lisbon Adds Marketing and Customer Experience Track

Portugal.- 20 August 2026 | www.zonadeazar.com SBC Summit Lisbon will introduce a new conference track dedicated to Marketing & Customer Experience (CX) as part of its 2026 agenda.

The track will take place on 1 October at Feira Internacional de Lisboa and will bring together marketing, data and technology specialists to examine how betting and gaming brands can improve customer relationships and build more effective campaigns.

Marketing Joins Technology & Innovation Stage

The new conference will form part of the Technology & Innovation stage.

It will run alongside tracks dedicated to sports betting innovation and iGaming product and design.

Its addition extends the Summit’s agenda into brand-building, acquisition, customer experience and emerging marketing technologies.

Branding in an Increasingly Similar Market

The day will open with “Copycat Culture: Branding Beyond Visual Identity”.

The panel will examine how companies can build recognisable brands as visual elements, promotions and player journeys become increasingly easy to replicate.

Speakers will include David Jumper, CMO at ARB Interactive; Dawid Pożoga, CMO at STS SA; and James White, Co-Founder and COO at Hot Takes Sports.

SBC Senior Brand Director Jo Kerr will moderate the discussion.

Data and Artificial Intelligence

“Designing Campaigns the Data Can Read” will examine how data and artificial intelligence can support better marketing decisions.

Representatives from Aposta Ganha, Entain, Totogaming and Optimove will participate.

The session will explore how operators can translate extensive customer data into relevant campaigns while still differentiating themselves from competitors using similar tools.

Technology for Influencers and Creators

Creator partnerships will also receive dedicated attention.

“Influencer Tech: Platforms and Tools Powering Creator Partnerships” will examine the technology used to manage influencer relationships and measure their commercial impact.

The panel will include executives from Betlive, Propane and Lottoland.

Cost of Player Acquisition

Player-acquisition economics will form another key part of the programme.

“Acquisition Mix: Search, Spend and the Cost of Growth” will examine how marketers allocate budgets across:

  • SEO.
  • Paid search.
  • Affiliates.
  • Media and advertising.
  • App and performance marketing.

Executives from Campeon Gaming, HitGaming, PokerStars Italy, Rank Group and Moloco will discuss how these channels can work together to deliver sustainable growth.

From Generative AI to Agentic Systems

The agenda will also feature “From Generative AI to Agentic Systems”.

The panel will examine the move from artificial intelligence tools primarily used to generate content towards systems capable of executing broader processes.

Ethical, operational and security challenges related to marketing automation will also be addressed.

Participants will include executives from Vegangster, Entain, CROCOBET and Coolbet.

Emerging Advertising Risks

Artificial intelligence will also be examined from a risk perspective.

“The Great AI Disruption: Game Over for the Old Rules of Advertising” will cover issues including:

  • Advertising fraud.
  • Non-human traffic.
  • Brand suitability.
  • Emerging risks associated with automated campaigns.

The session will be presented by Valentina Giolo, Country Director at DoubleVerify.

Specialised Networking

SBC will also run the Marketing Tech & CRM Show Floor Tour.

The initiative is designed to connect attendees with technology suppliers specialising in marketing, CRM, customer acquisition and related solutions.

Statements

Rasmus Sojmark, Founder and CEO of SBC, highlighted that marketers now have access to more information about their audiences than ever before.

However, he noted that widespread access to data, artificial intelligence and new channels means competitors often have many of the same tools.

According to Sojmark, the real competitive advantage will come from how intelligently companies use those technologies and insights.

SBC Summit Lisbon 2026

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

Organisers expect approximately 40,000 industry professionals to attend.

Conference access will be included with Conference, Business and VIP passes, while selected marketing networking initiatives will require Business or VIP access.

Next Steps or Impact

Adding Marketing & Customer Experience expands SBC Summit’s focus towards one of iGaming’s central commercial challenges: converting data, technology and artificial intelligence into differentiated customer experiences.

The new track will bring operators, marketers and technology suppliers together to discuss acquisition, retention, brand identity and automation.

The programme also reflects the growing role of artificial intelligence in the industry’s commercial and player-engagement strategies.

Editó: @fonta

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