Soft2Bet launches “Player Experience Academy” initiative at SBC Summit

SBC Summit 2026 will host the return of Soft2Bet’s industry-focused educational programme on 29 September. Now in its second year, the initiative will explore how prioritising user satisfaction and regulatory compliance can shape the future of the player experience, drive sustainable growth, and support responsible gaming.

Soft2Bet announced that its Academy will return to the SBC Summit 2026. Following a record demand at the inaugural edition last year, the Academy makes a comeback with a new programme designed to give senior decision-makers practical strategies for improving player experience and keeping it aligned with compliance frameworks across highly competitive markets.

The Player Experience Academy will take place on 29 September 2026 at Sala Tejo, MEO Arena, as part of SBC Summit’s Education+ programme. The half-day programme will bring together industry leaders and commercial decision-makers for expert-led sessions exploring research, behavioural science and commercial application strategies behind player engagement and retention. 

From Theory to Practice 

The programme covers behavioural design, player psychology, personalisation, and retention frameworks. Through expert talks, panels, demos and practical workshops, participants will learn how to convert product strategy into real business impact.

Rasmus Sojmark, Founder and CEO of SBC, said: "Some of the most effective engagement mechanics in iGaming came from outside the industry. Video games, retail and entertainment have shown how missions, progression systems, battle passes and personalised rewards build stronger and more lasting customer relationships.

"This Academy will explore how operators can adapt those ideas while recognising the industry's regulatory responsibilities. Delegates will look at what can be borrowed, what needs to change, and how gamification can support engagement without compromising player protection."

David Yatom Hay, General Counsel at Soft2Bet, said: "The second edition of the Player Experience Academy is designed to move beyond theory and focus on execution. It will provide the frameworks, insights and strategies needed to create stronger player engagement, improve retention and generate measurable commercial results." 

Building an educational legacy

Following strong interest for its first edition last year, the Player Experience Academy returns with a focus on the latest developments in behavioural analytics, personalisation and retention technology. By combining commercial insight with product expertise, it will provide decision-makers with practical strategies to enhance engagement across casino and sportsbook operations.

The iGaming industry is booming, an evolution clearly mirrored by the impressive leap in participation at the SBC Summit that welcomed 25,000 attendees in 2024 to over 30,000 in 2025. True sustainable growth requires more than just scaling operations; it demands a commitment to mentoring the next generation and sharing collective wisdom to elevate the gaming community. 

The Player Experience Academy was born from this exact philosophy. By transforming behavioural design from a simple commercial tool into a shared framework, the initiative aims to inspire industry leaders and newcomers alike. Through open dialogue and research-led insights, this collaborative approach helps to enhance player experience, champion responsible gaming, and ultimately shape forward-thinking innovative entertainment.

The Player Experience Academy will take place on Tuesday, 29 September 2026, from 13:30 to 17:00 at Sala Tejo, MEO Arena.

Further programme details, speakers and registration information will be announced soon. Learn more on Player Experience Academy website: https://playerexperienceacademy.org/ 

About Soft2Bet

Soft2Bet is a leading iGaming turnkey solutions provider, delivering high-performance sportsbook and casino platforms to operators worldwide. Operating across multiple global markets, the company has a strong focus on compliance, localisation and responsible gaming. Through its Motivational Engineering Gaming Application (MEGA), Soft2Bet helps operators improve player engagement, retention and lifetime value while delivering measurable commercial performance.

About Player Experience Academy

The Player Experience Academy is an industry-focussed educational programme dedicated to advancing the future of player experience through research, innovation and responsible practices. Bringing together industry leaders, experts and decision-makers, the Academy explores the role of behavioural science, technology and commercial strategy in shaping sustainable and player-centric experiences. Through expert-led discussions, practical insights and collaborative learning, the initiative supports the continued evolution of the iGaming industry while promoting responsible growth and higher standards across the sector.