SBC Summit will explore how betting and gaming brands can stand out in an increasingly crowded market through more distinctive, data-driven and results-focused marketing campaigns with the launch of its dedicated Marketing & CX 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 examine how gaming brands can build stronger connections with their audiences.
The Marketing & CX track will form part of the dedicated Technology & Innovation stage, alongside sessions focused on sports betting innovation and iGaming Product & Design.
Throughout the day, sessions will explore brand positioning, acquisition strategies, creator partnerships, and the use of data and emerging AI technologies to deliver 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, Founder and CEO of SBC.
The track will open with “Copycat Culture: Branding Beyond Visual Identity”, examining how brands can build recognisable identities and establish trust in an environment where visual identities, promotions and player journeys are increasingly easy to replicate.
The session will feature David Jumper, CMO at ARB Interactive; Dawid Pożoga, CMO at Sts SA; James White, Co-Founder & COO at Hot Takes Sports; and moderator Jo Kerr, Senior Brand Director at SBC.
The agenda will then move to “Designing Campaigns the Data Can Read”, exploring how AI and data are becoming increasingly important to decision-making and how operators can use them to develop smarter and more informed marketing strategies.
Speakers will include Vanessa Arteaga, Head of Marketing, CRM, Customer Success and Customer Experience at Aposta Ganha; Deb Lee, Director AI & Data Operations at CILA, Entain; Tereza Tokmajyan, CMO at Totogaming; David Hardy, Professional Services at Optimove; and moderator Nikola Jellacic, CMO at Casumo.
The growing role of creators will take centre stage during “Influencer Tech: Platforms and Tools Powering Creator Partnerships”, where experts will examine how technology and data are transforming creator discovery, partnership management and commercial measurement.
The programme will continue with “Acquisition Mix: Search, Spend and the Cost of Growth”, focusing on how marketers can effectively allocate budgets across SEO, paid search, affiliates and media to deliver sustainable growth.
The track will close with “From Generative AI to Agentic Systems”, addressing the ethical and operational challenges surrounding AI integration while exploring where the technology can deliver genuine business value.
The programme will also feature “The Great AI Disruption: Game Over for the Old Rules of Advertising”, presented by Valentina Giolo, Country Director at DoubleVerify. The session will examine emerging risks linked to generative and agentic AI, including ad fraud, non-human traffic and brand suitability.
Attendees will also have the opportunity to take part in the Marketing Tech & CRM Show Floor Tour, a guided networking experience led by the SBC team, connecting delegates with leading marketing providers and their latest solutions.
SBC Summit 2026 will take place from 29 September to 1 October 2026 at the Feira Internacional de Lisboa (FIL) and MEO Arena, bringing together 40,000 industry professionals for three days of networking, exhibition and education.
Access to the conference sessions will be included with Conference, Business and VIP Passes.
