Exclusive Interview: SiGMA Group CEO Emily Micallef On Launching SiGMA North America

As SiGMA Group prepares to launch its first-ever North American summit, the company is taking another major step in its mission to connect the global gaming industry through world-class events and business opportunities. Taking place in Mexico City this September, SiGMA North America is set to bring together operators, suppliers, affiliates, regulators, investors and technology leaders from across the Americas and beyond.

In this exclusive interview with iGaming News, SiGMA Group CEO Emily Micallef shares the vision behind the launch, explains why Mexico City was selected as the host destination, and discusses the long-term strategy for expanding SiGMA's presence across the Americas. She also reveals how the event will deliver high-value networking for senior decision-makers, support innovation through its Startup Pitch competition, champion women in gaming, and create lasting opportunities for partnerships and investment.

From the future of the North American market to what delegates can expect from the inaugural summit, Emily offers an inside look at the ambitions driving SiGMA's newest global event.

SiGMA is expanding its global footprint. How does the launch of SiGMA North America in Mexico City fit into your wider international strategy?

SiGMA has always been focused on building meaningful regional ecosystems rather than simply adding more events to our calendar. The launch of SiGMA North America represents the next step in that strategy. It allows us to establish a dedicated platform for one of the world's most promising gaming regions while strengthening connections among North America, Latin America, Europe, Asia, Africa, and the Middle East.

Our objective is to create year-round opportunities for business, investment, and knowledge sharing. Mexico City provides an ideal base to bring together operators, suppliers, regulators, investors, affiliates, and emerging technology companies under one roof, strengthening our global network and addressing the unique opportunities in this market.

Why was Mexico City chosen as the debut host, and what makes it such a strategic gateway for North America and the broader Latin American market?

Mexico City is one of the most influential commercial centres in the Americas. It combines excellent international connectivity, a rapidly evolving gaming industry, and access to both North and Latin American markets. It is a natural meeting point where business leaders from across the continent can easily come together.

Beyond its location, Mexico offers enormous economic potential. The country has a vibrant technology sector, growing digital adoption, and an increasingly sophisticated gaming ecosystem. We wanted our first North American summit to be held in a city that reflects both ambition and opportunity, and Mexico City does exactly that.

 With Mexico's online gambling market projected to grow significantly in the coming years, how important is this region for SiGMA's long-term vision?

The region is extremely important. We are seeing increasing investment, greater consumer engagement, and growing interest from international operators looking to establish or expand their presence. As regulation continues to evolve across different jurisdictions, there is also a greater need for dialogue, education, and collaboration.

SiGMA's role is to facilitate those conversations. We want to provide a platform where stakeholders can exchange ideas, discuss responsible growth, explore technological innovation, and build partnerships that support sustainable development across the region. North America is not simply another destination for us. It is becoming one of the key pillars of our global portfolio.

 SiGMA North America is positioned alongside SiGMA South America to serve both Spanish- and Portuguese-speaking markets. How do you see these summits working together to drive regional growth?

The two summits complement one another perfectly. While each event focuses on the priorities and market dynamics of its respective region, together they create a continuous platform for business development throughout the Americas.

Many companies operate across multiple jurisdictions, and our events allow them to maintain momentum throughout the year. They can meet partners, explore new markets, stay ahead of regulatory developments, and strengthen relationships across both Spanish- and Portuguese-speaking communities. This interconnected approach helps create a much stronger regional ecosystem than any single event could achieve on its own.

 How are you ensuring SiGMA North America delivers real value for casino operators and top-tier decision-makers through VIP passes, concierge services, and curated networking experiences?

Senior executives value their time above everything else, so our focus is on delivering quality over quantity. Every element of the VIP experience has been designed to maximise meaningful business interactions.

From personalised concierge services and carefully curated introductions to dedicated meeting spaces and exclusive networking events, we are creating an environment where decision-makers can efficiently engage with the right people. Rather than leaving networking to chance, we actively facilitate introductions that align with each delegate's business objectives.

 Networking dinners, VIP lounges, and personalised support are central to the event experience. How important is hospitality in setting SiGMA apart as a global networking hub

Hospitality is one of SiGMA's defining strengths. Business relationships are built on trust, and trust develops through genuine human interaction. Some of the most valuable conversations happen outside the conference floor, whether over dinner, during an exclusive reception, or in a relaxed networking lounge.

We invest heavily in creating premium experiences because they encourage more authentic conversations and stronger business relationships. Our delegates consistently tell us that many of their most important partnerships began during one of our networking events rather than inside a meeting room.

 What can attendees expect from the official celebration event and the wider social programme in Mexico City?

The experience extends far beyond the exhibition floor. We invest heavily in creating world-class networking opportunities because we know that some of the industry's most valuable business relationships are built in more relaxed settings.

Alongside the summit from 1 to 3 September 2026, attendees can look forward to the SiGMA Awards, celebrating excellence across the industry, and our Golf Tournament, which offers senior executives another opportunity to connect. The week also ties into the wider SiGMA experience, with the SiGMA Poker Tour taking place from 27 August to 1 September, allowing delegates to begin networking before the summit even opens.

Together, these events create far more than a traditional conference. They offer an extended programme where business, networking, and memorable experiences come together, giving delegates multiple opportunities to build meaningful relationships throughout the week.

 The Startup Pitch competition is a key feature of SiGMA summits. How does it help connect emerging innovators with established operators and investors?

Innovation is one of the foundations of our events, and the Startup Pitch reflects that commitment. It gives emerging companies direct access to investors, operators, venture capital firms, and strategic partners who are actively looking for the next breakthrough idea.

For startups, it is an opportunity to gain visibility and accelerate growth. For investors and established businesses, it provides early access to innovative technologies that could shape the industry's future. The competition creates real opportunities for collaboration and demonstrates SiGMA's commitment to supporting innovation at every stage of business development.

Women in iGaming continue to grow in importance across the industry. How is SiGMA helping to create more visibility, opportunity, and leadership pathways for women in the sector?

For us, it's about action rather than simply talking about the issue. We believe the best way to increase visibility is to give women a platform to lead the industry's biggest conversations.

Our Mexico agenda already reflects that commitment, with leaders such as Diana Margarita Otalora Taylor, General Manager LATAM at Stake, Iliana María Pineda Echeverri, Chief Legal & Compliance Officer at Wplay, and Beatriz Melges, Regional Director at BetConstruct, sharing their expertise alongside other leading voices from across the sector.

Beyond the conference stage, we continue to create opportunities through networking, mentorship, and leadership initiatives that help women build meaningful connections and advance their careers. Our goal is to ensure that our events reflect the breadth of talent shaping the future of gaming, while creating an environment where the next generation of female leaders can thrive.

Looking ahead, what are your expectations for the conversations, partnerships, and outcomes that will emerge from SiGMA North America 2026?

I expect SiGMA North America to become a catalyst for long-term regional growth. We want to see new commercial partnerships established, investment opportunities unlocked, and productive discussions around regulation, innovation, responsible gaming, artificial intelligence, fintech, and emerging technologies.

More importantly, I hope delegates leave Mexico City with relationships that continue long after the summit ends. Success for us is measured not only by attendance numbers but by the deals signed, the businesses launched, the investments secured, and the collaborations that continue to shape the industry's future. If SiGMA North America becomes the place where those opportunities begin, then we will have achieved exactly what we set out to do.