SBC Summit 2026 Tech Academies: A Hands‑On Learning Blueprint for Betting & Gaming Professionals
SBC Summit 2026 Tech Academies: A Hands‑On Learning Blueprint for Betting & Gaming Professionals
Introduction: Beyond the Conference Hall
Industry conferences often excel at delivering high‑level insights and networking, but turning those insights into actionable skills can be a challenge. SBC Summit 2026 addresses this gap with its dedicated Tech Academies – immersive, two‑day workshops that move far beyond passive listening. Scheduled for Tuesday, 29 September, and Wednesday, 30 September, at Sala Tejo, MEO Arena in Lisbon, the Academies combine expert‑led sessions, live demonstrations, real‑world case studies, Ask‑Me‑Anything (AMA) panels, and hands‑on workshops. The goal is simple: equip delegates with practical tools they can immediately apply in their day‑to‑day roles.
This guide unpacks each of the four Academies, explains why they matter in today’s betting and gaming landscape, and provides everything you need to know about participating – from pricing and pass options to speaker highlights and CPD accreditation.
How the Tech Academies Work
A New Way to Learn at SBC Summit
The Tech Academies are structured as add‑on experiences to the main SBC Summit 2026 event (which runs from 29 September to 1 October at Feira Internacional de Lisboa and the MEO Arena). To attend, you need two things:
- An SBC Summit ticket – Choose from Expo, Conference, Networking, Business, or VIP Passes. Operators, affiliates, and regulators may be eligible for complimentary passes (apply via the event’s official registration page).
- An Academy add‑on – Priced at €249 per Academy, purchasable through SBC Connect, the official event app.
Once registered, you gain access to three hands‑on masterclasses within your chosen Academy, each designed to tackle practical challenges across trading, casino operations, and responsible marketing. The Academies are CPD‑accredited, meaning attendance contributes to your Continuing Professional Development portfolio – a valuable credential in an industry where staying current is non‑negotiable.
Why Hands‑On Learning Matters
Rasmus Sojmark, Founder and CEO of SBC, highlights the thinking behind the format:
“The Academy format allows us to get more specific, dig into the details and create the kind of collaboration, knowledge exchange and active participation that is rarely found at industry events. Attendees won’t just leave with a better understanding of their chosen subject; they’ll leave with skills and strategies they can actually put into practice.”
In an era of rapid technological change – from AI‑driven sports modelling to blockchain‑based provably fair gaming – theoretical knowledge alone is no longer enough. The Academies turn learning into doing.
Academy 1: AI Academy – From Hype to Real‑World Implementation
Sponsored by CreateFuture and BetConstruct AI
Context: Where AI Creates Genuine Value
Artificial intelligence is no longer a futuristic promise; it is reshaping data analysis, personalisation, fraud detection, and customer support in real time. However, many operators struggle to separate genuine breakthroughs from overhyped trends. The AI Academy digs into where AI is already delivering measurable outcomes – and equally important, where human oversight remains critical.
Key Topics Covered
- Sports data and autonomous AI agents – How AI can process vast streams of live match data to inform odds, in‑play betting, and dynamic pricing.
- AI‑enabled fraud detection – From bonus abuse to account takeovers, machine learning models that flag suspicious behaviour in milliseconds.
- Building and refining your own AI tools – Tackling the practicalities of training models, choosing the right frameworks, and integrating AI into existing workflows.
Featured Sessions
| Session Title | What You’ll Learn |
|---|---|
| Build Your Own AI Decision Assistant | Step‑by‑step guidance on creating a lightweight AI tool to support daily decision‑making (e.g., risk assessment, customer prioritisation). |
| Accelerating AI Adoption | Strategies to overcome internal resistance, align AI projects with business goals, and scale from pilot to production. |
| Trust Test: Deepfakes, AI Fraud and the New Era of Impersonation | Live demonstrations of deepfake detection and how to protect your brand and players from AI‑powered identity fraud. |
Example in Practice
Imagine a sportsbook operator that wants to reduce manual review time for flagged bets. The “Build Your Own AI Decision Assistant” session could help you design a model that automatically classifies bets by risk level, freeing your trading team to focus only on high‑value or ambiguous cases.
Academy 2: Player Experience Academy – Crafting Journeys That Engage and Protect
Powered by Soft2Bet
Context: The Balancing Act of Modern Player Engagement
Operators today face a delicate challenge: how to create personalised, gamified experiences that drive loyalty and revenue, while simultaneously embedding responsible gambling tools and regulatory compliance. The Player Experience Academy addresses this tension head‑on.
Key Topics Covered
- Behavioural design and gamification – Using psychology to encourage positive play patterns without crossing into harmful exploitation.
- Player segmentation – Tailoring rewards, communications, and user interfaces to different demographics, risk profiles, and lifecycle stages.
- Responsible engagement across markets – Adapting strategies for jurisdictions with varying regulatory frameworks (e.g., UKGC, MGA, KSA).
Featured Sessions
| Session Title | What You’ll Learn |
|---|---|
| Know Your Player: Building Player Experience for Different Customer Segments | Practical frameworks for segmenting players by behaviour, value, and risk – then designing distinct journeys for each group. |
| Player Experience Academy 2026 Update: As It Is Now and What’s Next? | A forward‑looking panel discussing emerging trends (e.g., AI‑powered personalisation, sustainability in rewards) and their impact. |
| Driving Innovation in Responsible Player Experience | Case studies on how operators have increased player protection measures without hurting engagement or revenue. |
Real‑World Takeaway
A casino operator entering a newly regulated market could use sessions from this Academy to design a welcome journey that balances a tempting bonus offer with mandatory cooling‑off periods and deposit limits – all while keeping the user experience smooth and transparent.
Academy 3: Digital Marketing & CRM Academy – Maximising ROI in a Fragmented Channel Ecosystem
Context: The New Rules of Marketing
Digital marketing for betting and gaming is no longer just about SEO and affiliate networks. Today’s landscape includes TikTok, Spotify, Meta, YouTube, creator partnerships, and programmatic TV. The challenge is knowing where to invest your budget and how to maintain a consistent global brand while adapting to local cultures and regulations.
Key Topics Covered
- Campaign planning and platform selection – Evaluating reach, cost, and compliance for each major ad platform.
- Creator partnerships – Working with influencers in a way that builds trust and meets advertising standards.
- Balancing global strategy with local relevance – Avoiding one‑size‑fits‑all messaging that fails to resonate in diverse markets.
Featured Sessions
| Session Title | What You’ll Learn |
|---|---|
| Case Study: Practical Principles for Modernising a Brand Across Markets | A deep dive into a real operator’s rebranding journey – what worked, what didn’t, and how they navigated regional differences. |
| Platform Discovery: TikTok, Meta, YouTube and Spotify | A head‑to‑head comparison of each platform’s strengths for customer acquisition, retention, and brand building. |
| Where Would You Spend $1M Today? | Interactive budgeting exercise where attendees allocate a hypothetical marketing budget and defend their choices in a group discussion. |
Example in Practice
If you’re a marketing director planning a campaign for a new sportsbook app, the “Where Would You Spend $1M Today?” session could help you justify a larger slice of budget for short‑form video on TikTok versus traditional search ads – based on audience demographics and conversion data shared during the workshop.
Academy 4: Web3 and Crypto Academy – Blockchain Meets Betting, Without the Hype
Context: Moving from Potential to Practical Application
Blockchain, cryptocurrencies, and non‑fungible tokens (NFTs) have been buzzwords in gaming for years, but genuine use cases remain niche. The Web3 and Crypto Academy focuses on where these technologies are already delivering value – in payments, transparency, and decentralised verification – while acknowledging the regulatory hurdles and integration challenges.
Key Topics Covered
- Cryptocurrency payments – Reducing transaction fees, speeding up deposits/withdrawals, and reaching unbanked players.
- Provably fair gaming – How blockchain allows players to independently verify the fairness of every game outcome.
- Hybrid platforms – Combining traditional Web2 infrastructure with Web3 features (e.g., NFT‑based rewards, tokenised loyalty points) without disrupting core operations.
Featured Sessions
| Session Title | What You’ll Learn |
|---|---|
| Trust on the Chain: Does Blockchain Really Make Gaming Fair? | Critical examination of provably fair algorithms, common misconceptions, and real‑world audit examples. |
| Provably Fair Live Demo: Can Players Really Verify Every Outcome? | A live walkthrough where attendees test a provably fair game themselves – verifying hashes and seeds in real time. |
| Building Hybrid Gambling Platforms: Where Web2 Meets Web3 | Technical and operational blueprint for adding Web3 features to an existing casino or sportsbook platform – including compliance checkpoints. |
Real‑World Takeaway
A platform owner considering crypto integration can attend this Academy to learn exactly how to implement a provably fair slot game alongside traditional RNG titles, and how to explain the benefits to risk‑averse compliance teams.
Who Will Lead the Academies? Key Speakers
Across the four Academies, attendees will learn from some of the most respected names in the industry. Confirmed speakers include:
| Name | Role | Company |
|---|---|---|
| Behshad Behzadi | CPO, CTO & Chief AI Officer | Sportradar |
| Lluis Mora | Chief Security Officer | Entain |
| Francesco Postiglione | CEO | Casumo |
| Andrew Cochrane | CCO | Soft2Bet |
| James Fox | Senior Industry Manager | |
| Stephen Denver | GTM | OpenAI |
| Alex Savage | Gaming Client Solutions Manager | Meta |
| Dinis Guarda | CEO & Founder | Ztudium |
These experts bring a mix of technical depth, commercial insight, and regulatory awareness – ensuring that every session is grounded in real‑world experience.
How to Register and What to Expect
Step‑by‑Step Registration
- Choose your SBC Summit pass – Determine the access level you need (Expo, Conference, Networking, Business, or VIP). Check eligibility for a complimentary pass if you are an operator, affiliate, or regulator.
- Select your Tech Academy – Review the four Academy themes and decide which aligns best with your professional development goals.
- Purchase the add‑on – Each Academy add‑on is €249 and available via the SBC Connect event app.
- Plan your schedule – Academies run on 29–30 September. The main summit continues through 1 October.
What’s Included
- Three hands‑on masterclasses tailored to your chosen Academy.
- Access to all live demonstrations, case studies, and AMAs.
- Digital materials and resources to take home.
- CPD points for your professional record.
Pro Tip
Because Academy sessions are interactive and limited in size, early registration is recommended. Once the add‑on is sold out, walk‑up access cannot be guaranteed.
Why These Four Themes Matter in 2026
The betting and gaming industry is at an inflection point. AI is moving from experimental to essential. Player protection regulation is tightening globally. Digital marketing channels are splintering. And blockchain is slowly morphing from a niche curiosity into a compliance‑friendly payment option. The Tech Academies reflect these shifts, offering targeted, hands‑on training that prepares professionals for the next wave of industry evolution.
Whether you are a data scientist looking to build your first AI model, a CRM manager wanting to optimise player segmentation, a marketer deciding which platform to prioritise, or a C‑suite executive evaluating Web3 pilots – there is an Academy designed for you.
Final Thoughts: Learning That Sticks
Traditional conference education often leaves attendees with notebooks full of ideas they never implement. The SBC Summit 2026 Tech Academies break that cycle. By blending expert knowledge with active participation, they create a learning environment where skills are exercised, not just discussed. As Rasmus Sojmark put it: “Attendees won’t just leave with a better understanding; they’ll leave with skills and strategies they can actually put into practice.”
If you want to stay competitive in an industry that never stands still, the Tech Academies are your workshop. Reserve your spot, bring your curiosity, and leave ready to act.
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