SBC Summit Adds Marketing & CX Track for Betting and Gaming in 2026

Standing Out in a Crowded Market: SBC Summit Adds Marketing & CX Track to 2026 Agenda

SBC Summit will explore how betting and gaming brands can cut through the noise with more distinctive, data-driven and effective marketing campaigns through its dedicated ‘Marketing & CX‘ conference track.

Taking place on Thursday, 1 October, 2026, at the Feira Internacional de Lisboa, the track will bring together CMOs, SEO and affiliate specialists, data experts and technology leaders to explore how gaming brands can build stronger connections with their audiences.

The Marketing & CX track will form part of the dedicated Technology & Innovation stage, alongside tracks covering Sports Betting Innovation (Tuesday, 29 September) and iGaming Product & Design (Wednesday, 30 September).

Across the day, sessions will explore how brands can sharpen their identity, improve acquisition strategies, scale creator partnerships and turn data and emerging AI technologies into measurable marketing results.

“Marketers have never known more about their audiences, yet knowing more doesn't necessarily make it easier to stand out,” said Rasmus Sojmark, SBC Founder and CEO.

“Data can tell you what worked, AI can help you move faster, and new channels can put your brand in front of more people. But your competitors have access to many of the same tools. The real advantage comes from how intelligently you use them, and that's the conversation this track will open up,” he added.

The track will open with the session, ‘Copycat Culture: Branding Beyond Visual Identity‘, examining how brands craft a recognisable brand identity. Hosting industry leaders David Jumper (CMO, ARB Interactive), Dawid Pożoga (CMO, Sts SA), James White (Co-Founder & COO, Hot Takes Sports), James White (Co-Founder & COO, Hot Takes Sports), alongside moderator Jo Kerr (Senior Brand Director, SBC), the session will explore what makes a brand genuinely recognisable and trustworthy as visual identities, promotions and player journeys become increasingly easy to replicate.

Attention will then turn to how data can be used to better understand past performance whilst also delivering stronger future outcomes in the session, ‘Designing Campaigns the Data Can Read‘. Experts Vanessa Arteaga (Head of Marketing, CRM, Customer Success and Customer Experience, Aposta Ganha), Deb Lee (Director AI & Data Operations, CILA, Entain), Tereza Tokmajyan (CMO, Totogaming), David Hardy (Professional Services, Optimove) and panel moderator Nikola Jellacic (CMO, Casumo) will explore how AI and data are becoming more important in decision-making and how operators are utilising data to make smarter, more informed marketing decisions.

The growing role of social media creators in marketing will take centre stage during ‘Influencer Tech: Platforms and Tools Powering Creator Partnerships‘. Experts Giorgi Nadaraia (CMO, Betlive), Leonardo Benites (COO, Propane), Mark Wilson (Head of Marketing Technology, Lottoland) and panel moderator Dmitry Belianin (iGaming investor) will examine how technology and data are changing the way operators discover creators, manage partnerships and measure their commercial impact.

The conversation will then shift to the economics behind player acquisition, during the session ‘Acquisition Mix: Search, Spend and the Cost of Growth‘. Speakers Emilio Takas (Head of SEO, Campeon Gaming), Natalia Roitonen (Head of SEO, HitGaming), Emmanuele Saroli (Affiliation Senior Manager, PokerStars Italy, Flutter), Vladislav Peshkov (Head of Performance (Search & App), Rank Group), Ben Holmes (Growth Director, Moloco) and moderator Scott Fulton (Marketing Manager, SBC), will assess how marketers can effectively allocate budgets across SEO, paid search, affiliates and media, and break down how these channels can work together to deliver sustainable growth.

As AI technology is given more freedom across marketing, the track will close with the forward-looking session ‘From Generative AI to Agentic Systems‘. Experts Michael Oziransky (Chief Product Officer, Vegangster), Lluis Mora (Chief Security Officer, Entain), Ketevan Potova (AI Ambassador, Data Scientist, Machine Learning Engineer, CROCOBET) and Nina Gulashvili (Project Manager, Coolbet) will address the ethical and operational challenges surrounding AI integration, whilst also highlighting where the technology delivers genuine value.

The track will also feature the presentation, “The Great AI Disruption: Game Over for the Old Rules of Advertising“. Presented by Valentina Giolo (Country Director, DoubleVerify), the session will examine how generative and agentic AI are creating new risks around ad fraud, non-human traffic and brand suitability, and how advertisers can strengthen verification to protect media investment and brand integrity.

Attendees looking to continue the conversation beyond the conference stage can also take advantage of a range of dedicated networking initiatives designed for marketing stakeholders. They can join the Marketing Tech & CRM Show Floor Tour, a guided networking experience led by the SBC team, introducing delegates to leading marketing providers and their latest solutions.

Exhibitors interested in taking part in the Marketing Tech & CRM Show Floor Tour can contact the sales team at sales@sbcgaming.com. Operators can reserve their place on their preferred tour here.

Taking place from 29 September to 1 October 2026, SBC Summit will welcome 40,000 industry professionals to the Feira Internacional de Lisboa (FIL) and MEO Arena for three days of networking, exhibition and education.

Access to SBC Summit's conference is included with Conference, Business and VIP Passes.

Delegates wishing to attend the conference sessions and marketing networking experiences will require a Business or VIP Pass.

FAQs

What is the Marketing & CX track at SBC Summit 2026?
The Marketing & CX track is a dedicated conference programme exploring how betting and gaming brands can improve branding, customer experience, acquisition, data use, creator partnerships and AI-driven marketing.

When will the Marketing & CX track take place at SBC Summit?
The Marketing & CX track will take place on Thursday, 1 October 2026, as part of the wider SBC Summit programme running from 29 September to 1 October.

Where will the Marketing & CX track be held?
The track will take place at the Feira Internacional de Lisboa in Lisbon and will form part of the Technology & Innovation stage.

What topics will be covered in the Marketing & CX track?
Sessions will address brand identity, data-driven campaigns, AI, creator partnerships, SEO, paid search, affiliate marketing, media spending, player acquisition, ad fraud and brand suitability.

How will AI be discussed at SBC Summit 2026?
Speakers will examine how generative and agentic AI can support marketing while also addressing operational and ethical challenges, non-human traffic, advertising fraud and brand suitability.

What will SBC Summit cover about player acquisition?
The Acquisition Mix session will examine how marketers can allocate budgets across SEO, paid search, affiliates and media while building more sustainable acquisition strategies.

Will influencer marketing be covered at SBC Summit?
Yes. A dedicated session will examine the technology and data used to discover creators, manage creator partnerships and measure their commercial impact.

Who will speak during the Marketing & CX track?
The programme includes executives and specialists from companies including ARB Interactive, STS, Aposta Ganha, Entain, Optimove, Casumo, Lottoland, Flutter, Moloco, Vegangster and DoubleVerify.

What networking opportunities are available for marketing professionals?
Attendees can participate in the Marketing Tech & CRM Show Floor Tour, which is designed to connect delegates with marketing technology providers and their solutions.

How many industry professionals are expected at SBC Summit 2026?
SBC Summit expects to welcome approximately 40,000 industry professionals to Lisbon for three days of exhibition, networking and conference sessions.