SiGMA North America Debuts in Mexico: CEO Emily Micallef Reveals SiGMA’s Vision and Strategy for North America
In this interview, Emily Micallef, CEO at SiGMA Group, explores the expanding of SiGMA in the appealing North America iGaming market through the 2026 edition of SiGMA North America exhibition, which will bring together leading professionals and companies from this Gaming industry, to showcase their latest trends, innovations and technologies for the future of this market.
Interview with Emily Micallef, CEO at SiGMA Group
Q: Hello Emily, as the SiGMA North America approaches, what are upcoming plans that will make the SiGMA event truly stand out in Mexico City?
Emily:SiGMA North America marks an exciting milestone for us as we bring our event to Mexico for the first time. Alongside the conference and exhibition, delegates can expect the full SiGMA experience, including the SiGMA North America Awards, our Startup Pitch competition, and the inaugural SiGMA Poker Tour in Mexico City, alongside a week of networking and celebrations. Together, these events showcase innovation, recognise industry achievements and create opportunities for delegates to connect while experiencing everything SiGMA has to offer.
Q: What will make SiGMA different from other iGaming summits in North America, and how do you plan to strengthen that positioning in this market over the next few years?
Emily:One of the things that sets SiGMA apart is how we approach networking. We create different settings for people to connect. Whether it's building relationships during the Golf Tournament, competing at the Mexico Padel Rally, connecting industry peers through our VIP experiences, or continuing conversations at the exclusive Affiliate Retreat in Cancun, each experience is designed to bring the right people together in a more laid-back setting. These moments often lead to genuine conversations and long-term partnerships. As we continue to grow in North America, we'll keep building an event that delivers valuable content, meaningful connections and lasting opportunities for our global community.
Q: SiGMA North America takes place in Mexico City. Why was Mexico City chosen as the host city, and what unique opportunities does this location bring to the event and its delegates?
Emily:Mexico City was a natural choice for our North American debut. Its strategic location makes it an ideal meeting point between North and Latin America, while its strong business environment and excellent international connectivity make it easy for delegates from across the region to attend. Just as importantly, hosting the event in a Spanish-speaking market allows us to better connect with delegates from across LATAM through a bilingual experience in both English and Spanish. We see Mexico City as the perfect place to bring together regional and international stakeholders, creating new opportunities for collaboration across the Americas.
Q: What themes or topics will dominate the SiGMA North America agenda, particularly around sports betting and gaming regulations?
Emily:Our agenda is built around the opportunities and challenges shaping the gaming industry across North and Latin America. Regulation and sports betting will naturally be key themes, alongside AI, affiliate marketing, payments, fraud prevention and KYC. We're also excited to welcome industry leaders including Javier Troncoso, Co-Founder & CEO of InsightPlay.ai; Cristhian Gomez Villa, Managing Director of Emerging Markets at Betsson; Stephen Crystal, Founder & CEO of SCCG Management; Iliana María Pineda Echeverri, Chief Legal & Compliance Officer at Wplay; and Fellipe Fraga, CBO of Stellar Gaming. Together, they'll bring valuable perspectives on topics ranging from AI-driven personalisation and market expansion to sports betting, regulatory compliance and the evolving LATAM market. Our goal is to provide delegates with practical insights and meaningful discussions they can take back to their businesses.
Q: What do you think are the main opportunities of the gambling industry in North America and how SiGMA can benefit from these?
Emily:North America is a mature market, but it continues to evolve. Today the biggest opportunities lie in innovation, from AI and online casinos to emerging segments like sweepstakes and social gaming. At the same time, the region's diverse regulatory landscape means businesses are looking for trusted insights, strong partnerships and opportunities to learn from one another. SiGMA's role is to bring together operators, suppliers, regulators and innovators, creating a platform where meaningful conversations lead to new ideas, stronger connections and long-term growth across the Americas.
Q: SiGMA WORLD has developed very fast around the world in the last few years. Geographically, what are the most important areas for SiGMA: Asia, North America, South America, Africa, Australia or Europe? Where is the most important potential of growth for SiGMA?
Emily:Every region has its own opportunities, and our strategy is to be present where our community wants to do business. The addition of Mexico strengthens our footprint in the Americas alongside our event in Brazil, allowing us to better serve two fast-growing regions with distinct opportunities. At the same time, we stay dedicated to growing across Europe, Asia and Africa as our global community continues to expand.
LL: Emily, LUCKLANDIA would like to thank you and to the SiGMA PR Team for all their help and cooperation with this interview. We wish you great success in Mexico!
