SBC Summit 2026 brought the betting and gaming industry to Lisbon for three days of debate about where the business goes next. Across very different stages, one idea kept surfacing: the operators who keep players are the ones who design what happens after sign-up. A first deposit opens a relationship, and every message that follows can either strengthen that relationship or let it fade.
Player journey messaging is the coordinated set of messages a gaming operator sends across channels, triggered by what each player does, from registration through retention and reactivation. Done well, each message reaches the player at the right time and on the right channel, based on their history rather than a broadcast calendar.
What did operators at SBC Summit 2026 say about the player journey?
Operators said the player journey now matters more than the product, and that the hardest work starts after a player arrives. Veikkaus Chief Product Officer Kirsi Lagus urged lottery operators to focus on customer journeys instead of products. Her warning, as reported in SBC News live coverage, was blunt: “If you are not already building the customer journeys, you are already too late.”
Yoni Sidi, CEO of Mexican operator Winpot.mx, showed what that means in practice. For players acquired during the 2026 World Cup, Sidi watches their second and third day, not only a 90 or 180 day cohort. He wants to know whether they move on to other sports or products once the tournament ends. In his view, as SBC News reported, the real work starts after the final whistle.
Gaming leaders already treat retention as a messaging job more than other industries do. In the 2026 State of Digital Customer Communication Survey, 20% of gaming respondents named retention and loyalty as their primary use of messaging, nearly double the 11% across all industries.
Why does the player journey matter more when gaming advertising is under pressure?
Advertising is the main acquisition advantage a licensed operator holds, and that advantage is shrinking. On a Lisbon panel about advertising ethics, Savvy Hill Marketing CEO Peter Marcus called the right to advertise the core benefit of holding a license. Immense Group CEO Jesper Karrbrink disagreed, according to European Gaming: “Advertising can never protect players.”
The black market discussion pointed the same way. Panelists said players drift to illegal sites because those sites set no limits and ask for no personal data. A licensed operator shouldn’t compete on that kind of friction. You can compete on relevance and trust instead. A timely message from a verified sender gives a player a reason to stay that an unlicensed site can’t match, and every message to an opted-in player travels on a channel you own.
Which messaging channels should gaming operators use beyond the app?
In-app messaging and push notifications carry much of the player journeys today, but they only reach players who still open your app. The players you most want back are the ones who stopped. Gaming leaders lean on the app far more than other industries do.
In our industry survey, 92% of gaming respondents use in-app messaging or push notifications, compared with 71% overall.
| Channel | Best for in the player journey | Reach | Key capabilities |
| In-app and push | Active players during a session | Players with the app installed and notifications enabled | Real-time offers, odds and game updates |
| SMS | Reactivation, verification, urgent alerts | Any mobile number | High visibility, no app required, OTP delivery |
| Account support, , verification, and responsible gaming tools | Markets where WhatsApp has high penetration. | Interactive buttons, rich media, two-way chat | |
| Viber | Promotions and reactivation in Viber markets | Markets where players already use Viber daily | Branded sender, rich media, two-way chat |
| RCS | Branded promotions | All devices with RCS enabled | Verified sender, carousels, action buttons |
| Telegram | Community updates and alerts | Players who opt into a Telegram channel or bot | Bots, broadcast channels, rich media |
| Account updates and longer, more sensitive content | Any registered player | Detailed content, low cost, easy personalization |
How can business messaging help players understand new products like prediction markets?
Business messaging can explain a new product in a conversation, where a banner or a terms page would be ignored. Prediction markets packed the room on the final day in Lisbon. Matchbook Chief Growth Officer Alex Gowar said success in Europe depends on how the product is presented, and that operators will need to educate players who already trust a regulated sportsbook.
An interactive Viber message can walk a sportsbook player through how a prediction contract works. A chatbot in the same thread can then answer follow-up questions and point to deposit limit settings. Gaming leaders seem ready for that approach. In our industry survey, 75% of gaming respondents ranked chatbots or virtual assistants among their three most valuable AI features, compared with 66% overall.
Education works best before a player puts money on a new market. You can trigger a short explainer the first time a sportsbook player opens a prediction market, then follow up on the channel they use most, based on their history. A player who taps a button to view a sample contract or set a stake limit can learn the product in a low-risk setting and carry the trust they already place in your sportsbook over to the new product.
What does a well-designed player journey messaging program include?
A well-designed program connects player data, triggers, and channels so that each message responds to something the player did. The core building blocks are:
- Behavioral triggers: Messages fire when a player acts or goes quiet, such as after a first deposit or a silent second day.
- Connected data: Your messaging platform reads from your CRM, AI agents, or other management systems, so every channel works from one player profile. Only 12% of gaming respondents say their messaging is fully integrated with those systems today.
- Channel fallback: When a push notification goes unread, the journey can move to a messaging channel based on the player’s history.
- Real-time insight: You can see which messages bring players back while a promotion is still live. Gaming respondents cited missing real-time insights as a top challenge more than any other industry, at 57% compared with 44% overall.
- Responsible gambling built in: Limit reminders and support contacts sit inside the same journey as promotions.
If you already segment players in Optimove or Fast Track, MMDSmart MessageWhiz runs its full omnichannel suite inside the Optimove ecosystem. The segments behind your campaigns can trigger messages on Viber, WhatsApp, and SMS.
Frequently asked questions
What is player journey messaging?
Player journey messaging is a coordinated set of messages a gaming operator sends across channels, triggered by each player’s behavior. The messages follow the player from registration to retention and reactivation.
Which channel works best for reactivating lapsed players?
SMS has global reach and can be delivered to any mobile number without an app, which makes SMS a strong default for reactivation. In markets where WhatsApp or Viber is the everyday messaging app, an interactive WhatsApp or Viber message can earn more replies.
Why can’t gaming operators rely on push notifications alone?
Push notifications only reach players who keep your app installed with notifications enabled. Lapsed players often have neither, so reactivation needs channels outside the app.
What were the main themes at SBC Summit 2026?
Brazil’s betting ban and the future of prediction markets in Europe led the discussion in Lisbon. Speakers also pressed Big Tech to act on illegal gambling ads, and operators stressed building customer journeys over products.
How soon after sign-up should you message a new player?
The first few days after registration often decide whether a player comes back. Winpot.mx CEO Yoni Sidi said at SBC Summit 2026 that he watches a new player’s second and third day, not only longer cohorts. A welcome message at registration, followed by a triggered message if the player goes quiet on day two, can keep that early momentum going on the right channel.
How does responsible gambling fit into player journey messaging?
Responsible gambling messages belong inside the same journey as your promotions, not in a separate workflow. Deposit limit reminders, cool-off options, and support contacts can reach a player at the right time, based on their activity and history. An interactive WhatsApp message with buttons for limit settings can make those tools easier to find than a link on a terms page.
Where should you start with player journey messaging?
Start with the window Yoni Sidi from Winpot.mx described: the second and third day after a player signs up during a big event. Map which messages that player receives on those days, on which channel, and what happens when they don’t respond. Many operators will find a single push notification followed by silence.
MMDSmart MessageWhiz can help you fill that gap with journeys that reach players on SMS, WhatsApp, Viber, RCS, Telegram, and email, connected to the systems you already use. Explore messaging for gaming operators.