SBC Summit will introduce a dedicated Marketing & CX track in Lisbon on October 1, 2026, focusing on data-driven strategies and AI for betting and gaming brands seeking to improve audience engagement and campaign effectiveness
SBC Summit has confirmed the addition of a new Marketing & CX track to its 2026 agenda, aiming to address how betting and gaming operators can differentiate themselves in an increasingly competitive market. The track is scheduled for October 1, 2026, at the Feira Internacional de Lisboa in Portugal, and will bring together industry leaders to discuss the latest developments in marketing, customer experience, and technology for the gambling sector.
Focus on Data, AI, and Brand Identity
The Marketing & CX track will be part of the Technology & Innovation stage, joining other sessions on Sports Betting Innovation and iGaming Product & Design. The agenda includes panels and presentations on how operators can use data analytics, artificial intelligence, and emerging technologies to refine their marketing strategies and build stronger connections with players. Sessions will cover topics such as brand identity in a market where visual elements and promotions are easily replicated, and how to leverage data for smarter campaign design.
Key Sessions and Industry Participants
Confirmed sessions include 'Copycat Culture: Branding Beyond Visual Identity,' which will examine what makes a gaming brand recognizable and trustworthy. Industry executives from ARB Interactive, Sts SA, Hot Takes Sports, and SBC will participate. Another session, 'Designing Campaigns the Data Can Read,' will focus on the role of AI and data in marketing decision-making, featuring experts from Aposta Ganha, Entain, Totogaming, Optimove, and Casumo. Additional panels will address influencer partnerships, acquisition strategies, and the impact of generative AI on advertising standards and verification.
Networking and Access Details
Attendees interested in marketing technology can join the Marketing Tech & CRM Show Floor Tour, a guided networking event introducing delegates to leading providers and solutions. The SBC Summit will run from September 29 to October 1, 2026, at the Feira Internacional de Lisboa and MEO Arena, with an expected attendance of 40,000 industry professionals. Access to the Marketing & CX track is included with Conference, Business, or VIP passes, but participation in certain networking activities may require a Business or VIP pass.
Industry Context and Practical Implications
The addition of the Marketing & CX track reflects the growing importance of data-driven marketing and customer experience in the gambling industry. As operators face increased competition and regulatory scrutiny, the ability to use analytics, AI, and innovative partnerships to reach and retain players has become a key differentiator. The track is designed to provide actionable insights for operators, affiliates, and technology providers navigating these challenges.
Understanding the role of data and AI in gambling marketing is essential for both operators and regulators. Data-driven campaigns rely on collecting and analyzing player behavior to optimize acquisition and retention, while AI tools can automate and personalize marketing at scale. However, these technologies also raise questions about privacy, transparency, and compliance with advertising standards, making it important for industry stakeholders to stay informed about best practices and regulatory expectations.
