The SBC Summit's iGaming Product & Design track will zero in on how AI, behavioural data, and design choices can cut player drop-off and build longer-term casino loyalty on 30 September. Product developers watching registration numbers dwindle and costs rise will find a full-day agenda that maps the player journey from sign-up to retention, with practical sessions on removing friction and making smarter product decisions.
"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," said Rasmus Sojmark, CEO and Founder of SBC. "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."
Invisible KYC and the registration bottleneck
The opening session tackles one of the biggest pain points in the player journey: the sign-up process. The panel RegTech: Is "invisible KYC" actually achievable? will ask whether faster identity checks can really coexist with strong compliance. Elen Barber (SkyCity), Matteo Iannucci (GeoComply), and Giorgi Tsamalaidze (Random Systems Georgia) will break down the technology behind onboarding innovation and whether it can satisfy players, operators, and regulators without adding risk.
AI reads the player, not just the game
Behavioural data and player psychology are reshaping how casino games get built. The session The Art & Science of Game Design will feature Ivan Korkin (Kanggiten), Tim Poole (Global Gaming Insider), and Marko Ε½ulj (Koom Games) discussing how AI interprets player signals to personalise experiences. The conversation will also draw the line between better design and manipulation - a distinction that matters for product teams building AI-powered features. This kind of applied machine learning sits squarely inside AI for Product Development.
One product, many screens
Delivering a consistent experience across mobile, web, and app environments remains a hard problem. David Evans (Buzz Bingo), William Hansen (Xtremepush), Alex Kozachenko (Turbo Stars), Ivan Ochoa (Grupo GELSA), and Francesco Postiglione (Casumo) will show how shared data, unified design patterns, and joined-up product decisions can reduce the friction that comes from fragmented platforms. The focus is on practical steps product leads can take to align teams and technology stacks.
Gamification, Gen Z, and social play
A panel on gamification and social-first design will examine how AI, adaptive UX, and creator-driven entertainment are pulling operators beyond traditional casino formats. AndrΓ©s Blanco (Gamanza Engage), Brett Calapp (Turnt Gaming), Anthony Gaud (New Jersey regulatory committee), Tero Holopainen (Coolbet), and Marion Ryan (Tombola) will explore crash games, live communities, and hybrid reward ecosystems. The session also looks at how rising costs and tax pressures are forcing operators to rethink loyalty and player engagement without hurting margins.
The track rounds out with sessions on AI tools that can plan and execute complex tasks, changing how casino products are built and run day-to-day. Two Education+ programmes - the Player Experience Academy and the Electronic Gaming Academy Masterclass - offer hands-on deep dives into gamification and player behaviour. On the show floor, a dedicated iGaming & Casino zone connects studios, platform providers, and engagement specialists.
Why this matters for product development professionals
The sessions map directly to the metrics product teams live by: registration conversion, time-to-value, cross-platform engagement, and churn. Invisible KYC can plug a leaky funnel without sacrificing compliance. AI-driven personalisation - if done ethically - can lift retention. And tools that automate complex product operations free developers to focus on player experience. For product managers building these capabilities, AI Learning Path for Product Managers provides a structured way to turn summit insights into daily practice.
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