AI Concierge Bruna: SBC Summit 2026 Partners with InsightPlay.ai for Digital Solutions

The landscape of gaming industry conferences is undergoing a technological shift that extends far beyond simple chatbots. When the global industry elite meets from 29 September to 1 October 2026 at the FIL and MEO Arena in Lisbon, a digital persona named Bruna will take center stage. The partnership between SBC and InsightPlay.ai makes Bruna the official AI solution for the SBC Summit 2026. This initiative aims to massively increase efficiency in managing thousands of delegates while maintaining a personalized touch.

Bruna is not a mere database query tool. She acts as a hybrid agent, becoming active weeks before the actual event. In the preparation phase, she serves as an AI Sales Agent, answering questions about ticket options and guiding prospective attendees through the purchase process. Once the doors open in Lisbon, she transforms into a real-time concierge. Through WhatsApp and voice commands, she provides information on speakers like Michael Jordan or the CEOs of Sportradar and DraftKings, finds stand locations on the exhibition floor, and offers tips for the numerous networking parties.

“Both Rio and SBC Summit Americas allowed us to demonstrate how conversational AI could transform attendee support. Lisbon takes that concept further: Bruna is now part of the journey before attendees even reach the venue.” - Cristian Barbosa, COO and Co-Founder of InsightPlay.ai

Numbers and facts

SBC Summit 2026 promises to be a landmark event. Running for three days from 29 September to 1 October, the event covers all aspects of business, networking, and innovation. A special highlight is the “Leadership in Sports Business” keynote featuring basketball icon Michael Jordan, Sportradar Founder and CEO Carsten Koerl, and DraftKings Co-founder and CEO Jason Robins. Bruna will play a key role in channeling delegate interactions. She is accessible via WhatsApp at +13527680805 and provides 24/7 support.

Another significant feature is the educational offering: The AI Academy takes place on Tuesday, 29 September, from 13:30 to 17:00 in the Sala Tejo at the MEO Arena. Access costs €249 and includes hands-on masterclasses. During these sessions, Javier Troncoso, CEO of InsightPlay.ai, will discuss the future of interaction, exploring how AI agents are moving from assisting to representing human users.

Background

The decision to select InsightPlay.ai as the official partner follows successful pilot projects in Rio de Janeiro and at the SBC Summit Americas. There, Bruna was first deployed as an event concierge to relieve pressure on local information desks. In Lisbon, this model is being scaled up. The deployment demonstrates how companies in the gambling industry can use AI to manage the entire customer lifecycle, from initial acquisition and ticket sales to real-time support during the event. SBC Marketing Director James Shanahan noted that expanding Bruna's role was a natural progression after the technology proved effective in Brazil and the Americas. The strategy focuses on using familiar interfaces like WhatsApp that do not require additional app downloads.

Why it matters for German players

For the average German player active in online casinos with a GGL license (Gemeinsame Glücksspielbehörde der Länder), a conference in Lisbon might seem remote. However, the technologies presented there often arrive in German frontends faster than one might expect. The GlüStV 2021 sets strict rules for player protection, including a monthly deposit limit of €1,000 and a stake limit of €1 per spin on slots. AI agents like Bruna could be used by German providers in the future to communicate more efficiently regarding LUGAS or the OASIS blocking system. If an AI like Bruna can answer complex regulatory questions in real-time, it could significantly improve support in German legal casinos, where players often face long waits for verification queries.

What it means for GGL-licensed casinos

German operators on the whitelist must deal with high requirements for customer service and player protection. Implementing AI agents that do not just provide blunt standard answers but could proactively respond to gaming behavior is the next major goal. The SBC Summit shows a path for balancing automation and utility. However, providers operating in Germany must ensure that such AI systems comply with strict data protection regulations and do not generate prohibited advertising under the State Treaty on Gambling. While MGA or Curacao providers often have fewer qualms about using AI for aggressive customer retention, GGL casinos must primarily use these tools for education and support.