SBC Summit iGaming Track to Focus on Invisible KYC and AI-Driven Design

Overview of the iGaming Product & Design Track

The upcoming SBC Summit will dedicate a full day to exploring how casino operators can build more engaging and friction-free player experiences. Scheduled for Wednesday 30 September on the Tech & Innovation Stage, the iGaming Product & Design track brings together operators, developers, and tech experts to analyse what makes a casino product successful in today’s crowded market.

Attendees will follow the complete player journey, from initial registration through to long-term loyalty, examining how smarter onboarding, AI-powered game design, cross-platform seamlessness, and evolving retention strategies can boost both engagement and commercial performance.

Invisible KYC and Onboarding Friction

The opening panel, titled RegTech: Is “invisible KYC” actually achievable or just another industry fantasy?, tackles one of the biggest pain points for players: sign-up drop-off. Panellists Elen Barber (Managing Director – Online, SkyCity), Matteo Iannucci (Business Dev Europe, GeoComply), and Giorgi Tsamalaidze (CLO, Random Systems Georgia) will assess whether invisible KYC can speed up registration without weakening compliance requirements.

Data-Driven Game Design and Cross-Platform Consistency

A second session, The Art & Science of Game Design: UX, Data & Player Psychology, will examine how behavioural data and AI can inform personalised experiences. Speakers Ivan Korkin, Tim Poole, and Marko Žulj will explore the fine line between enhanced game design and potential manipulation.

The discussion then turns to unified customer experiences in Cross-Platform Consistency: Designing Seamless Mobile, Web & App Experiences. Featuring David Evans, William Hansen, Alex Kozachenko, Ivan Ochoa, and Francesco Postiglione, the panel will address how shared data and consistent design across channels can reduce friction for players.

Gamification and Social Play

Another key session, Gamification, Gen Z and the Rise of Social Play, brings together Andrés Blanco, Brett Calapp, Anthony Gaud, Tero Holopainen, and Marion Ryan. They will explore how AI, adaptive UX, and community-driven entertainment are pushing operators beyond traditional casino formats, including crash games, live communities, and rewards ecosystems.

Commercial Challenges and AI in Product Development

The track will also address how operators can manage rising taxes, tariffs, and operating costs without losing players. Speakers will discuss the growing role of AI in product development and daily operations, including smarter loyalty strategies and autonomous AI tools that could transform how casino products are built and run.

SBC’s Founder on the Track’s Purpose

Rasmus Sojmark, CEO and Founder of SBC, commented: “Casino players judge a product by how simple, intuitive and entertaining it feels.” He noted that while players don't see the underlying compliance, data, or commercial systems, those elements determine whether they register, stay, and remain loyal. The track is designed to help operators align these behind-the-scenes components to remove friction and deliver long-term value.

Additional Learning and Networking Opportunities

Delegates can extend their learning through two Education+ sessions. The Player Experience Academy focuses on gamification for engagement and responsible play. The Electronic Gaming Academy Masterclass examines how modern player behaviour can inform stronger casino product decisions.

On the exhibition floor, a dedicated iGaming & Casino zone will feature game studios, platform providers, live casino suppliers, and player engagement specialists. A Casino Games Show Floor Tour and the Smart Connect meeting-matching service are available to facilitate partnerships.

Ticket Options

SBC Summit offers three pass levels. The Conference Pass (€599) provides access to the exhibition floor and conference stages. The Business Pass (€799) adds a structured networking programme. The VIP Pass (€999) includes all access plus complimentary food at the Food Festival and entry to all evening networking events. The Education+ Upgrade can be added for the Electronic Gaming Academy Masterclass.