LUCKLANDIA had a great chat with Chloe von Brockdorff, CCO of SiGMA, to know more about upcoming SiGMA World 2026 which will take place in Rome on November 2-5th.
In the interview with LUCKLANDIA, Chloe underlined the importance of the Italian betting market, announced some of the interesting topics and verticals that will be included in the panels and conferences, and mentioned the key goals of the event and the value of media support.
Interview with Chloe von Brockdorff CCO of SiGMA
Q: In 2026, SiGMA World will be held in the city of Rome. What does this location represent for the company, and what opportunities do you see in bringing the iGaming world to Italy?
Chloe: Rome is an important market for us, and we want to be part of the conversation around the future of regulated gaming in Italy. We launched this edition at the Campidoglio and have been working closely with Forbes Italia on initiatives such as Vision 2030 and the Top 50 Regulated Gaming Italy list.
For me, it's important that we recognise businesses that do things properly and operate within the legal framework. It's also important to have an open conversation with regulators and institutions. If we want a healthy, regulated industry, everyone needs to be part of that discussion.
There's also the impact an event of this size has on the city. Our first edition brought close to €100 million into the local economy, and that goes well beyond the exhibition halls. Hotels, restaurants, transport companies and local businesses all benefit. This year, we're expecting more than 30,000 delegates, around 85% of whom will be coming from abroad.
I'd like Rome to become a place where the industry regularly comes together to discuss regulated gaming. I think there's a real opportunity to build something lasting here.
Q: What are the main goals for this edition of SiGMA World, and what key themes will define the conference programme?
Chloe: We've built the programme around five stages and three days of workshops, covering everything from gaming and affiliate marketing to fintech and emerging technologies. These industries already overlap in so many ways, so it makes sense to bring them together.
On the Main Stage, we'll be looking at international regulation, new markets, sports betting and business strategies. We've also partnered with SAPAR on the Italy Stage, where the focus will be on the local gaming market, including legislation, licensing, products and distribution. Discussions will take place in both Italian and English.
The AGS Stage will cover affiliate marketing and traffic acquisition; AIBC will look at AI, blockchain, and emerging technologies; and the Global Finance Stage will focus on fintech, payments, and financial services.
We have some interesting speakers joining us, including Brett King and Tim Draper. I think it's important to hear from people outside gaming too. There's a lot we can learn from entrepreneurs and investors who have seen other industries go through major changes.
We're also expecting Adolfo Urso, Italy's Minister of Enterprises and Made in Italy, at the opening ceremony. Rosaria Tassinari, a Member of the Italian Parliament who has worked on AI regulation, will close the Italy Stage on 5 November. Fabio Angeli Bufalini, Country Director of Stake Italy, will also join a discussion on Italy's new online gaming licensing framework.
One thing we've put a lot of effort into is making the discussions more open. We don't want people simply sitting through presentations. Three full days of interactive, practical workshops are there to encourage questions and prompt debate. We'll have organisations including MDIA, MFSA, IBIA, IMGL, IAGA, CIBELAE and the Gaming Regulators Africa Forum involved, alongside authorities from Spain, Cyprus and Denmark leading the conversation.
Q: What new features or differentiating experiences will attendees have at this edition of SiGMA World?
Chloe: The biggest change this year is that we're bringing SiGMA World, AIBC, AGS and FX.world together at one event. That means nine exhibition halls, five conference stages, and a much wider mix of businesses and attendees.
We're also welcoming 65 regulators and representatives from regulatory authorities through our B2G initiative. Having that many regulatory voices in the same place is a rare opportunity for the industry to ask questions and have conversations that aren't always easy to arrange.
And of course, there's plenty happening outside of the conference halls. We'll have some familiar faces from sport joining us, including Marco Materazzi, Francis Ngannou and Giancarlo Fisichella.
We've also got four award ceremonies, startup pitch competitions, two padel tournaments, a golf tournament and our first SiGMA Karting Grand Prix. We put a lot into these activities because people don't always make their best connections sitting in a meeting room. Sometimes it's over good food and a glass of wine, or during a little friendly competition. Wherever you are during SiGMA week, we’ve worked hard to make sure you meet the people that matter to you.
Q: In terms of industry trends, what verticals or technologies do you expect to gain the most attention at this year's event?
Chloe: I expect AI, blockchain, fintech and regulation to generate a lot of discussion this year. AI, in particular, is something businesses across almost every sector are trying to understand, both where it can help and what challenges it brings.
We'll be covering these topics across our five stages. AIBC will focus on AI, blockchain, and emerging technologies, while the Global Finance Stage will focus on fintech and payments. Affiliate marketing, traffic acquisition, sports betting and expansion into new markets will also be important parts of the programme.
Italy's new online gaming licensing framework will naturally be a major talking point too, particularly for operators and suppliers working in or looking to enter the market.
I'm also interested in what we can learn from outside the gaming industry. Having someone like Tim Draper involved brings a different perspective, especially when it comes to investment and technology. I think those conversations will be particularly valuable.
Q: What do you expect to be the most outstanding aspects of SiGMA World 2026?
Chloe: One addition I'm particularly excited about this year is the Positive Impact Village, which we're launching together with the SiGMA Foundation.
We've given it a dedicated space right on the exhibition floor because I think the social-impact work happening across our industries deserves more attention. There are businesses, charities and individuals doing some genuinely good work, but you don't always hear about it at industry events.
The idea is to give foundations, NGOs, social enterprises and companies with active CSR programmes a place to show what they're doing and meet people who might want to support them.
And it's not just for registered charities. Businesses across gaming, technology, affiliate marketing and financial services can get involved if they're running initiatives that make a positive difference.
For me, it's important that as SiGMA grows, we also make room for this side of the industry. We have thousands of people coming together at our events, and that's a great opportunity to give these projects the visibility they deserve.
Q: How will SiGMA World foster networking and business development opportunities for both startups and established companies?
Chloe: Mentorship is a hugely important part of your business journey, and when someone gives you an opportunity before you've really made a name for yourself, you remember it.
That's why we make a point of supporting newcomers. Our Startup Pitch competition gives entrepreneurs a chance to present their ideas to investors and industry leaders, get feedback, and, hopefully, find people who can help take their businesses forward.
For established companies, SiGMA is a unique opportunity to meet potential partners and explore new verticals - not just within your comfort zone but in other areas of industry too. Some of our earliest clients are still with us today, and I think that shows our method works.
We've always taken a very people-first approach to networking. Not every important conversation happens at a stand or during a conference session. Sometimes it happens over dinner, at one of our networking events or during something as simple as a round of golf.
We try to create as many of those opportunities as possible because, at the end of the day, business is still about people.
Q: LUCKLANDIA did coverage for previous SiGMA events. What does it mean to you to have ongoing media partners supporting the visibility and impact of your events?
Chloe: For us, having long-term media partners like LUCKLANDIA is incredibly valuable. It's always good to see media partners coming back year after year. What we particularly appreciate about ongoing partnerships is the relationship and trust we build over time. For me, it shows that they see value in what we're doing and want to continue being part of it.
A lot happens during a SiGMA event, and not everyone can be there to experience it firsthand. Having partners like LUCKLANDIA covering the event means those conversations, announcements and industry developments can reach people well beyond the exhibition floor.
I also think there's value in working with media partners who have followed SiGMA across several editions. They've seen how the event has changed, they understand the industry and they bring their own perspective to the coverage.
We've built SiGMA through relationships, and our media partners are part of that. When people continue supporting what you're doing over the years, you appreciate it. At the end of the day, we don't see media partnerships as simply an exchange of exposure. We see them as long-term relationships where we work together to bring valuable industry stories, insights, and opportunities to a wider audience. That's exactly the kind of collaboration we want to continue building.
LL: Chloe, thank you for your time. It’s always inspiring to see the passion and energy behind one of the biggest iGaming gatherings! We wish you success in the SiGMA World 2026!
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