SBC Summit will introduce three expert-led Masterclasses in 2026, giving delegates practical training in sportsbook trading, electronic gaming and responsible gaming marketing.
Running from 29 September to 1 October as part of the Education+ programme, the sessions are built to give betting and gaming professionals skills they can take straight back into their roles.
Each is led by a specialist in the field and built around interactive exercises rather than lectures. Delegates can choose between the Sportsbook Trading Masterclass, led by Jonathan Smith (Founder, Sportsbook Training Services); the Electronic Gaming Academy Masterclass, delivered by Lucien Wijsman (Gaming Consultant, Electronic Gaming Academy); and the Responsible Gaming Marketing Masterclass, led by Arjan Korstjens (Owner, Casino Marketing Academy). All three count towards CPD-certified learning hours.
"Conferences are an excellent place to discover new ideas, but the next challenge is turning those ideas into something people can use when they return to work," said Rasmus Sojmark, CEO and Founder of SBC.
"That is exactly what these Masterclasses are designed to do. They give attendees the time, expert instruction and practical environment needed to work through important industry challenges in far greater depth."
The Sportsbook Trading Masterclass takes place on Tuesday, 29 September. Led by Jonathan Smith (Founder, Sportsbook Training Services), the Masterclass consists of three progressive sessions covering the fundamentals of sportsbook pricing, probability and odds compilation, before examining how trading teams use market data and predictive modelling to refine their prices.
Attendees will then put the theory into practice, using Excel and Python to build models across a range of NBA betting markets. The Masterclass is suited to junior traders, analysts and sportsbook managers, as well as professionals looking to strengthen their understanding of trading and risk management.
On Wednesday, 30 September, the Electronic Gaming Masterclass explores how modern casino players behave and experience slot games. Led by Lucien Wijsman, it examines player motivations, behavioural archetypes and the differences between land-based, hybrid and online-first audiences.
Attendees are also introduced to Expected Session Volatility, a framework for understanding how players experience game mathematics during real sessions. The insights can sharpen decision-making across product development, CRM, marketing, customer communication and responsible gaming.
The Responsible Gaming Marketing Masterclass takes place on Thursday, 1 October, and looks at how operators can integrate player protection across acquisition, retention and customer communication. Led by Arjan Korstjens, the session challenges the idea that responsible gaming should sit apart from wider commercial strategy.
Through practical exercises and real-world examples, attendees explore how clearer communication, customer education and proactive monitoring can support earlier intervention and more sustainable player relationships. Participants leave with a framework for building a responsible gaming marketing strategy across the full customer journey.
The Masterclasses are aimed at professionals working across sportsbook operations, trading, casino product, CRM, marketing, compliance and responsible gaming.
Access is available through the Education+ Upgrade, which can be added to any SBC Summit ticket for €249 and gives delegates entry to a Masterclass or Tech Academy of their choice.
Purchase your Education+ upgrade here.
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