Soft2Bet brings its Academy back to SBC Summit
The question guiding the second edition of the Player Experience Academy is how far the iGaming industry can copy the engagement mechanisms that work in video games, retail, and entertainment without clashing with its own regulatory obligations. Rasmus Sojmark, founder and CEO of SBC, argues that several of the sector's most effective engagement mechanics came from outside, citing missions, battle passes, progression systems, and tailored rewards as examples of more lasting customer relationships. The program, he says, will put on the table what can be borrowed, what needs to be modified, and at what point gamification ceases to be compatible with player protection.
Soft2Bet is organizing the activity within the Education+ program of the SBC Summit 2026. It is a half-day event, on Tuesday, September 29, from 1:30 PM to 5:00 PM, in the Sala Tejo at MEO Arena.
The agenda covers player psychology, personalization, behavioral design, and retention schemes, and is divided into specialist talks, panels, demonstrations, and workshops. The target audience is senior management, not technical staff. The stated idea is for product decision-makers to take away something applicable to casino and sports betting operations, with a focus on the latest developments in behavioral analytics, personalization, and retention technology.
David Yatom Hay, General Counsel at Soft2Bet, stated that this edition is designed to move from theory to execution, and that the aim is to deliver frameworks and strategies capable of moving concrete indicators of engagement, retention, and commercial results.
The context helps explain the format. The SBC Summit grew from 25,000 attendees in 2024 to over 30,000 in 2025, a jump that the organization itself interprets as a sign that the sector's growth can no longer be solved solely by scaling operations. Hence, the Academy is conceived as a space for shared knowledge rather than a commercial showcase, with behavioral design becoming a common framework and not a tool for a single company.
The initiative returns after a first edition that sold out, and details of the program, speakers, and registration mechanics are still to be confirmed.
Tags: Soft2Bet, Player Experience Academy, SBC Summit, Rasmus Sojmark, David Yatom Hay, Platforms, PAM & Core