The keynote will open the first day of the conference (22 September) at Fira de Barcelona Montjuïc, and Nygaard-Andersen will then join fellow CEOs from international operators for a special leaders panel focused on innovation.

In January of this year, Nygaard-Andersen was appointed to the top job at a company that is at the forefront of the technological and strategic change that is shaping the future of the industry in multiple markets around the world. 

The in-depth media experience and new thinking that Nygaard-Andersen brought to Entain has seen her quickly established as one of the most influential figures in the betting and gaming industry. It also makes her the ideal person to set the tone for the SBC Summit Barcelona conference and its wide-ranging agenda. 

Her keynote, 'Entain to Entertain: Building a Customer-Led Entertainment Business', will detail how technological innovation and customer demands are driving the operator's goal to become the leading interactive entertainment operator in the industry. 

Immediately after the keynote, Nygaard-Andersen will be part of the 'Innovation in a New Era of Accelerated Change' leaders panel. It will examine how far betting can evolve to match the requirements of new types of customers, how leaders can adapt their strategies to acquire players from new segments, and what the key innovations for the industry are. 

Nygaard-Andersen said: "Technology, innovation and a customer-centric approach are three of the key elements that will dictate future success in our industry in a world where competition for consumers' entertainment spend is becoming increasingly diverse. I'm looking forward to sharing my thoughts on the power of customer engagement and how to create better entertainment experiences with the audience at SBC Summit Barcelona." 

Rasmus Sojmark, the CEO of event organiser SBC, said: "Jette's keynote and leaders panel promise to be hugely valuable for our delegates at SBC Summit Barcelona. Entain is at the heart of driving innovation in the betting and gaming industry, and it will be fascinating to hear the insights of the executive leading that winning approach to business."

SBC Summit Barcelona takes place on 21-24 September, with the conference element on the middle two days. It features an agenda that will examine the overarching issues faced by operators, including the impact of competition from low-cost forms of entertainment such as streaming services, the need to change product offerings to engage new customer segments, how to best utilise the ever-evolving available technology, and the opportunities in emerging markets. 

The 250 expert speakers from the sports betting, casino gaming, affiliate marketing, payments, and safer gambling sectors will also share insights about what those big issues mean for day-to-day operations in their vertical.

Away from the conference rooms, the event includes an exhibition at which 100 leading suppliers will showcase their latest innovations, and a programme of evening networking events.  

Passes for SBC Summit Barcelona are now available via the event website.