The academies will offer practical sessions on artificial intelligence, player experience, digital marketing and CRM, as well as Web3 and cryptocurrencies, with a strong focus on applying knowledge in real-world professional settings.
SBC Summit 2026 will strengthen its educational offering with four Tech Academies, designed to provide attendees with practical knowledge in some of the areas transforming the global betting and gaming industry.
The sessions will take place on 29 and 30 September at Sala Tejo, MEO Arena, as part of the event programme. Unlike traditional conference formats, the academies will combine expert-led sessions, live demonstrations, practical case studies, Q&A sessions and workshops, with the aim of helping participants apply what they learn to their professional activities.
Access to each academy is available through an add-on purchased via SBC Connect, the event’s official app. In addition, the Tech Academies are part of SBC Summit’s CPD-accredited educational programme, meaning that attendance will also contribute to participants’ continuing professional development.
Rasmus Sojmark, Founder and CEO of SBC, highlighted that the format is designed to take learning a step further by offering more specialised content, knowledge sharing and active participation.
A Practical Approach to Artificial Intelligence
The AI Academy, sponsored by CreateFuture and BetConstruct AI, will explore current applications of artificial intelligence in betting and gaming, as well as its limitations and the areas where human oversight remains essential.
Topics will include sports data, autonomous AI agents and the use of the technology in fraud prevention. Attendees will also have the opportunity to explore tools that can be applied to their professional activities.
Sessions will include Build Your Own AI Decision Assistant, Accelerating AI Adoption and Trust Test: Deepfakes, AI Fraud and the New Era of Impersonation.
Player Experience and Personalisation
The Player Experience Academy, powered by Soft2Bet, will focus on how operators can develop more engaging and personalised experiences while maintaining player protection and commercial sustainability.
The programme will cover topics such as behavioural design, gamification, rewards and player segmentation, as well as responsible engagement strategies adapted to different markets and regulatory environments.
New Strategies for Marketing and CRM
The Digital Marketing & CRM Academy will examine the decisions shaping today’s marketing strategies, from campaign planning and platform selection to creator partnerships and budget allocation.
The programme will also explore changes in audience behaviour and the balance between global strategies and local relevance, together with the impact of marketing investment.
Announced sessions include practical case studies on brand modernisation, discovering platforms such as TikTok, Meta, YouTube and Spotify, as well as a session focused on how to allocate a one-million-dollar marketing investment in today’s environment.
Web3 and Cryptocurrencies: From Potential to Practical Application
The Web3 and Crypto Academy will explore concrete applications of blockchain, cryptocurrencies and digital assets within betting and gaming companies.
The programme will examine opportunities related to payments and transparency, as well as the regulatory considerations surrounding the adoption of these technologies and their integration with existing platforms.
Sessions include Trust on the Chain: Does Blockchain Really Make Gaming Fair?, Provably Fair Live Demo: Can Players Really Verify Every Outcome? and Building Hybrid Gambling Platforms: Where Web2 Meets Web3.
Industry Experts and Specialised Access
Across the four academies, professionals from companies including Sportradar, Entain, Casumo, Soft2Bet, Google, OpenAI, Meta and Ztudium, among others, will take part. Announced speakers include Behshad Behzadi, Lluis Mora, Francesco Postiglione, Andrew Cochrane, James Fox, Stephen Denver, Alex Savage and Dinis Guarda.
Each Tech Academy is priced at €249 and includes three practical masterclasses covering trading, casino and responsible marketing. Attendees must also hold a ticket to SBC Summit 2026 to access the academies.
SBC Summit 2026 will take place from 29 September to 1 October at Feira Internacional de Lisboa and MEO Arena, with more than 40,000 industry professionals expected to attend three days of conferences, exhibition and networking.
