SBC Summit builds marketing track for Lisbon

• SBC Summit has added a Marketing & CX track to its 2026 agenda, running on Thursday, 1 October at the Feira Internacional de Lisboa.
• The track sits within the Technology & Innovation stage and features five sessions covering branding, data, creator partnerships, acquisition spend and AI.
• Rasmus Sojmark, SBC Founder and CEO, said competitive advantage now depends on how intelligently brands use shared data and AI tools.

SBC Summit has confirmed a dedicated Marketing & CX track for its 2026 Lisbon edition, bringing CMOs, SEO specialists, affiliate leaders and data experts together to examine how gaming brands can differentiate themselves.

The track runs on Thursday, 1 October at the Feira Internacional de Lisboa, forming part of the event’s Technology & Innovation stage.

Branding takes centre stage

The track opens with Copycat Culture: Branding Beyond Visual Identity, a session exploring how operators can build recognisable, trustworthy brands as visual identities and player journeys become easier to copy. David Jumper of ARB Interactive, Dawid Pożoga of STS SA and James White of Hot Takes Sports will speak, moderated by Jo Kerr, Senior Brand Director at SBC.

A second session, Designing Campaigns the Data Can Read, turns to how operators translate past performance data into future results. Speakers include Vanessa Arteaga of Aposta Ganha, Deb Lee of Entain and Tereza Tokmajyan of Totogaming, alongside David Hardy of Optimove.

Rasmus Sojmark, Founder and CEO of SBC, said the amount of audience data available to marketers has not made standing out any easier:

“Marketers have never known more about their audiences, yet knowing more doesn’t necessarily make it easier to stand out.”

He added that the tools available to brands are increasingly shared across the industry:

“Data can tell you what worked, AI can help you move faster, and new channels can put your brand in front of more people. But your competitors have access to many of the same tools. The real advantage comes from how intelligently you use them, and that’s the conversation this track will open up.”

AI enters the agenda

Creator partnerships get their own session, Influencer Tech: Platforms and Tools Powering Creator Partnerships, examining how operators are using technology to discover creators and measure commercial impact. Giorgi Nadaraia of Betlive and Mark Wilson of Lottoland feature among the speakers.

Acquisition Mix: Search, Spend and the Cost of Growth will assess how marketers should split budgets across SEO, paid search, affiliates and media. The track closes with From Generative AI to Agentic Systems, addressing the operational and ethical questions raised as AI takes on more autonomous marketing tasks, with speakers including Lluis Mora of Entain and Michael Oziransky of Vegangster.

A separate presentation from DoubleVerify’s Valentina Giolo will look at how generative and agentic AI are creating new risks around ad fraud and non-human traffic, and how advertisers can strengthen verification to protect their media spend.

Networking built in

Delegates can also join a guided Marketing Tech & CRM Show Floor Tour, introducing attendees to marketing technology providers exhibiting at the event. Access to the Marketing & CX track requires a Business or VIP Pass; exhibitors interested in the show floor tour can contact SBC’s sales team directly.

The addition follows a run of SBC Summit agenda updates this year, including a recently confirmed payment compliance track and an expanded startup programme for the Lisbon event. SBC has also built out its AI-focused training for delegates ahead of September.

With SBC Summit expecting 40,000 industry professionals across three days, the new track signals how central AI and data literacy have become to marketing conversations across the betting and gaming sector. Operators weighing where to invest their marketing budgets in 2027 will be watching closely for takeaways on measurable returns from creator and search spend.