SBC Summit will examine how operators can craft smoother, smarter and more engaging experiences for casino players through its dedicated iGaming Product & Design track.
Taking place on Wednesday, 30 September on the Tech & Innovation Stage, the track will bring together leading casino operators, game developers and technology experts to explore what makes a casino product stand out in an increasingly competitive market.
Across the sessions, delegates will follow the player journey from first registration through to long-term retention, examining how smarter onboarding, AI-powered game design, seamless cross-platform experiences and evolving loyalty strategies can improve both player engagement and commercial performance.
Rasmus Sojmark, CEO and Founder of SBC, said: “Casino players judge a product by how simple, intuitive and entertaining it feels. They do not see the compliance systems, data infrastructure or commercial decisions operating behind the experience, but each of those elements influences whether players register, continue playing and remain loyal to a brand.
“The iGaming Product & Design track will examine how those behind-the-scenes systems and decisions can work together to remove unnecessary friction, support more informed product development and create casino experiences that deliver genuine long-term value for both players and operators.”
The track will open with RegTech: Is “invisible KYC” actually achievable or just another industry fantasy?. With the sign-up process remaining one of the biggest points of player drop-off, the session will examine whether invisible KYC can deliver a faster, smoother onboarding experience without weakening compliance standards. Panellists Elen Barber (Managing Director – Online, SkyCity), Matteo Iannucci (Business Dev Europe, GeoComply) and Giorgi Tsamalaidze (CLO, Random Systems Georgia) Will break down the technology driving onboarding innovation, and whether it can truly satisfy the needs of players, operators and regulators
Attention will then shift to how behavioural data and player psychology is reshaping game design in the panel The Art & Science of Game Design: UX, Data & Player Psychology. Experts Ivan Korkin (Head of Account Management, Kanggiten), Tim Poole (Editor, Global Gaming Insider) and Marko Žulj (CEO & Co-Founder, Koom Games) will examine how using AI to interpret player signals can inform personalised experiences, while asking where better game design ends, and manipulation begins.
Discussions will then focus on how operators can deliver a more unified experience across platforms in the panel Cross-Platform Consistency: Designing Seamless Mobile, Web & App Experiences. David Evans (Chief Product Officer, Buzz Bingo), William Hansen (Sales Team Lead, Xtremepush), Alex Kozachenko (CEO, Turbo Stars), Ivan Ochoa (Board Member, Grupo GELSA) and Francesco Postiglione (CEO, Casumo) will examine how shared data, consistent design and joined-up product decisions can reduce friction across the customer journey.
The track will also explore how gamification and social-first product design are reshaping player engagement in Gamification, Gen Z and the Rise of Social Play. Andrés Blanco (Managing Director and Chief Product Officer, Gamanza Engage), Brett Calapp (CEO and Co-Founder, Turnt Gaming), Anthony Gaud (Chair, Regulated Esports and Video Game Committee, New Jersey), Tero Holopainen (Head of Product, Casino & Games, Coolbet) and Marion Ryan (Managing Director, Tombola) will examine how AI, adaptive UX, creator influence and community-driven entertainment are pushing operators beyond traditional casino formats, from crash games and live communities to rewards ecosystems and hybrid play.
The track will also look at how operators can cope with rising taxes, tariffs and running costs without losing players, and the growing use of AI in product development and daily operations. Speakers will discuss how smarter loyalty strategies and AI tools that can plan and carry out complex tasks might change the way casino products are built and run.
Attendees looking to build further on the conference discussion can also access two relevant Education+ sessions, designed to provide practical, expert-led learning that can be applied directly within their own businesses. The Player Experience Academy will explore how gamification can strengthen engagement and loyalty while supporting responsible play. The Electronic Gaming Academy Masterclass will examine how modern player behaviour can inform stronger casino product decisions.
On the show floor, a dedicated iGaming & Casino zone will bring together game studios, platform providers, live casino suppliers and player engagement specialists. Delegates can explore potential partners through the Casino Games Show Floor Tour. Operators and suppliers looking to connect can also take advantage of the conference’s Smart Connect feature, which arranges pre-qualified meetings between buyers and suppliers based on their business goals.
Get your tickets for SBC Summit now.
Conference Pass (€599) – Access the exhibition floor and conference stages, including the full iGaming Product & Design track.
Business Pass (€799) – Includes conference and show floor access, alongside SBC Summit’s structured networking programme.
VIP Pass (€999) – Enjoy full access to the conference, exhibition and networking programme, plus complimentary food at the Food Festival and entry to all evening networking events.
Delegates can also add the Education+ Upgrade to access the Electronic Gaming Academy Masterclass. To upgrade, email [email protected] or click here.
