SBC Summit on Monday announced the introduction of three expert-led Masterclasses in 2026, giving delegates practical training in sportsbook trading, electronic gaming and responsible gaming marketing.
Running from September 29 to October 1 as part of the Education+ program at SBC Summit, the sessions are intended to give betting and gaming professionals skills they can apply to their roles.
SBC Summit will take place in Lisbon, Portugal, at Feira Internacional de Lisboa and MEO Arena.
Each Masterclass 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, the founder of Sportsbook Training Services; the Electronic Gaming Academy Masterclass, delivered by gaming consultant Lucien Wijsman; and the Responsible Gaming Marketing Masterclass, led by Arjan Korstjens, owner of Casino Marketing Academy.
All three Masterclasses 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,” SBC CEO and Founder Rasmus Sojmark said in a statement. “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 September 29. Led by Smith, this 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 September 30, the Electronic Gaming Masterclass explores how modern casino players behave and experience slot games. Led by Wijsman, it examines player motivations, behavioral archetypes and the differences between land-based, hybrid and online-first audiences.
Attendees also will be 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 October 1 and looks at how operators can integrate player protection across acquisition, retention and customer communication. Led by Korstjens, the session challenges the idea that responsible gaming should sit apart from wider commercial strategy.
Through practical exercises and real-world examples, attendees will explore how clearer communication, customer education and proactive monitoring can support earlier intervention and more sustainable player relationships.
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.
