As SiGMA continues to expand its footprint across multiple regions, 2025 has marked a year of consolidation and recalibration for the group’s global strategy. With events spanning Europe, the Americas, Africa, and Asia, the focus has increasingly shifted toward how an international platform can remain relevant across diverse regulatory, commercial, and cultural environments.
In an exclusive interview with Yogonet, SiGMA founder Eman Pulis discusses the strategic lessons drawn from that expansion, the rationale behind launching SiGMA World in Rome, and how the group is positioning itself as a year-round events and media brand heading into 2026.
2025 has been another milestone year for SiGMA’s global expansion. Looking back, what do you consider the most important strategic lesson from scaling SiGMA across so many diverse markets this year?
One of the most important lessons from 2025 has been that global scale only works when it is balanced with strong local relevance. As SiGMA has expanded across Europe, the Americas, Africa, and Asia, it has become clear that success doesn’t come from applying a single event model everywhere. Each market has its own regulatory environment, business culture, and set of influential stakeholders, and understanding those differences is critical.
Another key takeaway is the importance of involving the right people on the ground. Ensuring the presence of respected local leaders, including operators, regulators, affiliates, and innovators, has proven essential in shaping agendas that feel authentic and valuable to each region. This approach has allowed SiGMA to grow internationally while still delivering events that remain closely connected to the markets they serve.
The SiGMA World event in Rome marks a significant step in the group’s global strategy. What does success look like for this inaugural Rome edition, and how do you see it shaping SiGMA’s global positioning going forward?
For the inaugural SiGMA World event in Rome, success goes far beyond attendance numbers or exhibitor demand. While scale is already a defining characteristic—SiGMA World is one of the largest events in the global iGaming industry—the real measure of success lies in the quality of the experience it delivers.
That means bringing together senior leaders from across multiple regions for relevant, forward-looking discussions, strong participation at every level, and an environment where real business can take place. Rome provides a unique and globally accessible setting that reinforces the event’s status as a true international meeting point.
Looking ahead, SiGMA World, taking place in November 2026 in Rome, will set a high standard for content, participation, and overall experience. It will play a key role in defining how SiGMA continues to position itself as the global gaming authority.
Looking ahead to 2026, with an even broader global tour planned, what do you see as the biggest opportunity—and the biggest challenge—for SiGMA as a global events and media brand?
Looking toward 2026, the biggest opportunity for SiGMA lies in deepening its role as a year-round platform rather than just a series of events. By connecting education, content, networking, and social impact through initiatives such as iGaming Academy, SiGMA Play, B2G, and the SiGMA Foundation, SiGMA can engage its community well beyond the event floor.
At the same time, the biggest challenge is attention. As calendars become more crowded and audiences more selective, it’s essential to deliver clear value at every stage of the journey. This means focusing on quality over volume, curating experiences that are genuinely useful, and using digital tools like SiGMA Match to enhance how delegates, sponsors, and partners connect before, during, and after events.
By continuing to invest in relevance, personalization, and long-term relationships, SiGMA can maintain its leadership position in an increasingly competitive global landscape.
