With gamification emerging as a driving force in the casino industry, SBC Summit introduces the Gamification Academy, an initiative designed to tackle challenges in engagement, retention, loyalty, and differentiation by exploring what truly keeps players coming back.

Launched in partnership with leading iGaming turnkey solutions provider Soft2Bet, the Gamification Academy will take place on Tuesday, 16th September, at the Sala Tejo, MEO Arena.

This program is part of SBC’s newly introduced Tech Academies, a series of immersive learning streams aimed at equipping summit attendees with practical knowledge in AI, marketing, Web 3.0, blockchain and gamification. 

Delegates can look forward to discussions that examine the role of personalization in driving loyalty, strategies for balancing gamified features with brand authenticity, and candid reflections on both the successes and challenges of gamification in the industry.

“Gamification has transformed how people interact with digital products across industries, and iGaming is no exception,” said Rasmus Sojmark, SBC Founder and CEO.

“Players now expect fun, engaging, and rewarding experiences, and that’s exactly what gamification delivers. The Gamification Academy will show the industry how to apply these proven principles to build deeper connections, keep players returning, and create more meaningful player journeys,” he added.

Kicking off the Academy, Yoel Zuckerberg, the Chief Product Officer at Soft2Bet, will lead the workshop titled ‘Introduction to Gamification & Player Engagement’. This session will provide a comprehensive overview of gamification’s power and its impact on the industry in recent years.

A panel discussion on player retention will feature Toni Jermaniš (SofaScore), Josh Jones (Rise & Hustle), and Alec Gehlot (Optimove), moderated by Soft2Bet’s Chief Business Development Officer, Martin Collins. This session will explore how tailored offers, customizable interfaces, and personalized recommendations empower players and strengthen loyalty and long-term value.

Following a networking break, two case studies will spotlight real-world lessons from gamification, dissecting what works, what doesn’t, and how to measure success. The first case study, titled “Baking in Gamification During Design,” will be led by Alexis Wicen (CEO, Scatters Group).

This session will teach delegates how to integrate gamification into their products without sacrificing brand authenticity. Drawing on real-world examples, it will highlight both successful and unsuccessful integrations of gamification into games and platforms, offering insights for more effective approaches.

The second case study, ‘The Metrics of Gamification,’ will focus on where the impact of gamification is most evident and how brands can measure it effectively. Featuring Uri Admon (CEO, Captain Up), this session will cover key metrics such as retention, loyalty, engagement, revenue, and player enjoyment, helping delegates understand how to balance player needs with company goals.

The Academy will conclude with ‘The Five Steps of Gamification,’ a panel hosted by Soft2Bet’s Head of Sales, Alon Eshed, joined by Helen Walton (Founder & CCO, G Games), David Olim (CEO, FootAR), and Tom Jang Lemke (CEO and Founder, SavageTech). This session will break down the fundamental building blocks of gamification rewards, progression, competition, and storytelling highlighting how these principles create more engaging and personalized player experiences.

The Gamification Academy will be featured at the upcoming SBC Summit 2025, SBC’s global flagship event, taking place at the Feira Internacional de Lisboa and MEO Arena from 16–18 September. The summit will also host a six-track conference, a 135,000 square meter exhibition, the Affiliate Leaders Summit, the Payment Expert Summit, and a full schedule of evening networking events.

Participation in the Tech Academies is exclusively for VIP Event Pass and Expo+ holders. You can RSVP to attend our tech academies here.

VIP Event Pass: Grants access to the show floor, all networking areas and conference sessions, complimentary food and drink from the summit’s food festival, and entry to exclusive evening networking sessions and parties.

Group VIP Event Pass: Offers passes for just €400 each when purchased for three or more people, (a saving €200 per ticket!) ideal for team attendance.

Expo+ Pass Provides access to the show floor, conference sessions, and daytime networking only.

Expo Only Pass: is a free option that allows access to the show floor only, perfect for individuals from outside the gaming industry looking to explore potential partnerships. However, it does not include access to the academies.

Operator and Affiliate Passes: are available for operators and affiliates, who are eligible for a free VIP event pass by simply applying.