New Gamification Academy at SBC Summit to Showcase Innovative Approaches to Player Loyalty and Retention

With gamification becoming a key driver in the casino industry, SBC Summit is launching the Gamification Academy, an initiative designed to tackle some of the industry’s biggest challenges around engagement, retention, loyalty, and differentiation, while exploring what truly keeps players coming back.

Organized in collaboration with Soft2Bet, a leading provider of turnkey iGaming solutions, the Gamification Academy will take place on Tuesday, September 16, at Sala Tejo, MEO Arena.

The program is part of SBC’s newly introduced Tech Academies — a series of immersive learning streams created to equip attendees with hands-on knowledge in areas such as artificial intelligence, marketing, Web 3.0, blockchain, and gamification.

Delegates can expect in-depth discussions on the role of personalization in building loyalty, strategies for balancing gamification features with brand authenticity, and candid insights into both the successes and challenges of applying gamification across the sector.

“Gamification has transformed how people interact with digital products across industries, and iGaming is no exception. Players now expect fun, immersive, and rewarding experiences, and that’s exactly what gamification delivers,” said Rasmus Sojmark, Founder & CEO of SBC.

“With the Gamification Academy, we’ll show the industry how to apply these proven principles to foster stronger connections, encourage repeat engagement, and create more meaningful player journeys,” he added.

The academy will open with the workshop “Introduction to Gamification & Player Engagement”, led by Yoel Zuckerberg, Chief Product Officer at Soft2Bet, who will provide a comprehensive overview of gamification’s impact and its evolution in the iGaming sector in recent years.

Next, the panel “Why Personalisation is the Key to Retention”, moderated by Martin Collins, Chief Business Development Officer at Soft2Bet, will bring together Toni Jermaniš (SofaScore), Josh Jones (Rise & Hustle), and Alec Gehlot (Optimove). The session will explore how personalized offers, customizable interfaces, and tailored recommendations empower players, ultimately boosting loyalty and long-term value.

Following a networking break, two case studies will deliver practical lessons from real-world gamification projects:

“Baking in Gamification During Design”, presented by Alexis Wicen (CEO, Scatters Group), will show how brands can successfully integrate gamification into products while maintaining authenticity, drawing from real industry examples.
“The Metrics of Gamification”, led by Uri Admon (CEO, Captain Up), will analyze where gamification has the greatest impact and how to measure success effectively, focusing on retention, loyalty, engagement, revenue, and player satisfaction.

The program will conclude with the panel “The Five Steps of Gamification”, hosted by Alon Eshed (Head of Sales, Soft2Bet), alongside Helen Walton (G Games), David Olim (FootAR), and Tom Jang Lemke (SavageTech). Together, they will break down the essential building blocks of gamification — rewards, progression, competition, and storytelling — to highlight how these principles lay the foundation for more engaging and personalized player experiences.

The Gamification Academy will be featured at the SBC Summit 2025, SBC’s flagship global event, taking place from September 16–18 at the Feira Internacional de Lisboa and MEO Arena. The summit will also host a six-track conference, a 135,000 m² exhibition, the Affiliate Leaders Summit, the Payment Expert Summit, and an extensive schedule of evening networking events.

Participation in the Tech Academies is reserved exclusively for VIP Event Pass and Expo+ Pass holders.