Soft2Bet Brings Player Experience Academy Back To SBC Summit 2026

Soft2Bet will return with its Player Experience Academy at SBC Summit 2026, with the half-day programme scheduled for 29 September from 13:30 to 17:00 at Sala Tejo, MEO Arena.

The second edition of the Academy forms part of SBC Summit’s Education+ programme and is aimed at senior decision-makers across the iGaming industry.

Soft2Bet said the programme follows demand for its inaugural edition last year and will focus on practical strategies for improving player experience while maintaining compliance across competitive regulated markets.

Player Experience Academy Returns

The programme will bring together industry leaders and commercial decision-makers for sessions examining the research, behavioural science and commercial strategies behind player engagement and retention.

Topics will include behavioural design, player psychology, personalisation and retention frameworks.

The programme will use expert presentations, panel discussions, demonstrations and practical workshops to examine how product strategies can be applied to commercial objectives.

Soft2Bet said the second edition would focus on combining commercial insight with product expertise across casino and sportsbook operations.

Rasmus Sojmark, founder and chief executive officer at 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.”

Sojmark added:

“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.”

Focus On Practical Application

David Yatom Hay, general counsel at Soft2Bet, said:

“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 programme is positioned within the wider Education+ track at SBC Summit, with a focus on applying behavioural and product insights to player experience.

SBC Summit 2026

Soft2Bet also highlighted the growth of SBC Summit, with attendance increasing from 25,000 in 2024 to more than 30,000 in 2025.

The company said sustainable growth requires more than scaling operations, pointing to mentoring and shared industry knowledge as part of that process.

Further details on speakers and the programme are expected to be announced.