The SBC Summit 2026 will feature the return of Soft2Bet's educational initiative, the Player Experience Academy, on September 29. Now in its second year, the program will delve into the significance of user satisfaction and regulatory compliance in reshaping player experiences, promoting sustainable growth, and supporting responsible gaming practices.
Soft2Bet announced that the Academy is making its comeback following overwhelming demand for its inaugural session last year. This year, the Academy will offer a refreshed program aimed at equipping senior decision-makers with actionable strategies to enhance player experiences while ensuring alignment with compliance standards in a competitive landscape.
Scheduled for September 29, 2026, at Sala Tejo in MEO Arena, the Player Experience Academy is part of the SBC Summit’s Education+ program. This half-day event is expected to gather industry leaders and commercial stakeholders for sessions led by experts, focusing on research, behavioral science, and strategies that foster player engagement and retention.
The curriculum covers various aspects, including behavioral design, player psychology, personalization, and retention frameworks. Participants can expect to gain insights from expert discussions, panels, hands-on demonstrations, and workshops, all aimed at transforming strategic concepts into tangible business outcomes.
Rasmus Sojmark, the Founder and CEO of SBC, remarked on the influence of engagement techniques from outside the iGaming realm. He noted, “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 personalized rewards build stronger and more lasting customer relationships. This Academy will explore how operators can adapt those ideas while recognizing the industry’s regulatory responsibilities.” Delegates will evaluate ideas that can be adopted, required changes, and how gamification can enhance engagement without jeopardizing player protection.
David Yatom Hay, General Counsel at Soft2Bet, emphasized the Academy's focus on practical implementation, stating, “The second edition of the Player Experience Academy is designed to move beyond theory and focus on execution. It will provide the frameworks, insights, and strategies needed to create stronger player engagement, improve retention, and generate measurable commercial results.”
The Player Experience Academy returns with a strong emphasis on recent advancements in behavioral analytics, personalization, and retention technologies. By integrating commercial insight with product expertise, it aims to provide decision-makers with tangible strategies to boost engagement across both casino and sportsbook operations.
The iGaming sector continues to thrive, as evidenced by the substantial attendance at the SBC Summit, which grew from 25,000 participants in 2024 to over 30,000 in 2025. Achieving sustainable growth goes beyond mere operational expansion; it requires a dedication to mentoring future leaders and sharing knowledge to uplift the gaming industry.
This initiative stems from a commitment to transform behavioral design from a commercial tool into a collaborative framework that motivates industry veterans and newcomers alike. Through open discussions and research-driven insights, the Academy aspires to enhance player experiences, advocate for responsible gaming, and contribute to innovative developments in entertainment.
The Player Experience Academy is set to take place on Tuesday, September 29, 2026, from 1:30 PM to 5:00 PM at Sala Tejo, MEO Arena. Details regarding the program, speakers, and registration will be shared soon.
