Soft2Bet will bring back its Player Experience Academy at SBC Summit 2026 on September 29, with the half-day educational program expected to focus on player satisfaction, regulatory compliance, retention, and the practical ways operators can improve the player experience.
The second edition of the Academy will take place at Sala Tejo, MEO Arena, as part of the SBC Summit Education+ program. It will bring together senior industry and commercial decision-makers for sessions covering player behavior, psychology, personalization, retention, and the technology behind player engagement.
The program is designed to give attendees practical ideas that can be applied to casino and sportsbook operations, with expert talks, panel discussions, demonstrations, and workshops forming part of the agenda.
From theory to practical strategies
The Player Experience Academy will look at how behavioral design and player psychology can be used to improve engagement while keeping responsible gaming and regulatory requirements in focus. The sessions will also examine how ideas from other industries can be adapted for iGaming and used to create stronger relationships with players.
Rasmus Sojmark, Founder and CEO of SBC, said:
“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 personalised rewards build stronger and more lasting customer relationships. This Academy will explore how operators can adapt those ideas while recognising the industry’s regulatory responsibilities. Delegates will look at what can be borrowed, what needs to change, and how gamification can support engagement without compromising player protection.”
David Yatom Hay, General Counsel at Soft2Bet, added:
“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.”
Building on last year’s edition
The return of the Academy follows strong demand for its inaugural edition. This year’s program will put greater attention on behavioral analytics, personalization, and retention technology.
By bringing together commercial knowledge and product expertise, the Academy aims to give decision-makers practical approaches for improving engagement for both casino and sportsbook operations.
The initiative also comes as the broader iGaming industry continues to grow. SBC Summit attendance increased from 25,000 people in 2024 to more than 30,000 in 2025. With the industry expanding, Soft2Bet sees knowledge sharing and professional development as an important part of its continued progress.
The Player Experience Academy was created around this idea. It aims to make behavioral design a useful framework for the industry while encouraging discussion between experienced professionals and those entering the sector.
Through research, open discussion, and practical examples, the Academy will explore ways to improve player experience, support responsible gaming, and develop new approaches to online entertainment.
Event details
The Player Experience Academy will take place on Tuesday, September 29, 2026, from 13:30 to 17:00 at Sala Tejo, MEO Arena. More program details, speakers, and registration information will be announced soon, and further information is available on the Player Experience Academy website.
