SiGMA’s Global Vision: CEO Emily Micallef Reveals Strategy, Growth and the Road to Rome

Sports Betting Operator speaks with SiGMA Group CEO Emily Micallef. By Peter White

 

SiGMA has grown from a Malta-born event into a truly global brand. Looking back, what key decisions or turning points allowed SiGMA to scale beyond its home base and achieve international recognition? You’ve described Covid-19 as both a crisis and an opportunity for SiGMA’s expansion. How did that period reshape your long-term strategy for global growth?

It was a do-or-die moment. The difficulties seemed almost insurmountable. We had just opened an office in the Philippines and announced our first international event in Manila when the pandemic hit. As the events industry ground to a halt, we chose to rethink our strategy – going all-in with a bold decision to hold a summit in Dubai.

Against all odds, it was a resounding success and the start of our global journey. We also launched a VC fund, SiGMA Play, an affiliate program that marked our expansion into media and the SiGMA Foundation – our charitable arm – that same year. While undoubtedly a challenging time, it was also a wake-up call, a reminder that complacency can lead to failure. Adaptability and resilience are key.

One of the most significant milestones for SiGMA has been taking our events global while maintaining a high level of quality for exhibitors and attendees. With over 340 experienced, skilled employees and offices in six locations, we’re confident we’re equipped to deliver excellence, no matter where we are. We’re excited to launch our World Tour next year, which includes events in eight strategic cities, as well as a number of exciting side events, such as the SiGMA Poker Tour, which includes stops in Malta, Sao Paulo, Manila, Cape Town and Mexico.

Image: SiGMA Group CEO Emily Micallef

What makes SiGMA different from other iGaming and tech summits around the world, and how do you plan to strengthen that positioning over the next few years?

Unlike other industry events that focus heavily on single areas of interest, SiGMA serves as a stage for multiple sectors – a trusted source that connects the B2B, B2C and now B2G industries. Our summits platform diverse verticals that generate plenty of cross-over opportunities, with space for both land-based and online operators on our expo floor. Our content is also localized for the markets we’re active in, with many of our conferences and media products produced in multiple languages. We also bring tech closer to the gaming industry through the AIBC brand, which specializes in frontier technologies such as AI, blockchain and Big Data.

Additionally, our events are also based on a unique formula that bridges high-level networking with business opportunities. Curated guest lists mean that each event feels personalized, bringing the right people together at the right place and time. From affiliate retreats to private dinners, the transition between entertainment and business is seamless.

This year’s SiGMA Central Europe takes place in Rome. Why was Rome chosen as the host city, and what unique opportunities does this location bring to the event and its delegates?

Italy represents Europe’s largest untapped online-gambling market, with only 25 percent of its €16 billion gambling revenue currently generated online. This leaves a €12 billion offline segment ripe for digital transformation. The country’s online-gambling industry is rapidly expanding, projected to grow to around €3.8 billion by 2029.

By hosting SiGMA in Rome, the event positions itself at the centre of Italy’s online-gambling revolution, offering delegates the chance to engage directly with one of Europe’s most promising and fastest-growing markets.

Beyond gaming, Rome is thriving when it comes to digital entrepreneurship and startup innovation. Italy leads Europe in venture-capital growth, supported by initiatives like the Houses of Emerging Technologies, which foster groundbreaking ideas in fintech and tech-driven industries.

Rome is a city that has a long-held legacy of shaping the next generation of ideas, making it a fitting backdrop for the discussions and collaborations that will influence the future of gaming. Additionally, its connectivity and accessibility – boosted by an efficient metro network, and two major airports, as well as its rich culture – create an ideal and beautiful meeting point for global delegates. The conference is expected to draw 30,000 delegates, 550 speakers and over 1,000 exhibitors and sponsors to the Fiera Roma, a state-of-the-art expo center.

What themes or topics will dominate the agenda in Rome, particularly around sports betting, gaming regulation and emerging technologies?

This year’s SiGMA agenda offers a powerful, three-day journey through the main forces shaping the global gaming landscape: regulation and emerging technology.

Day One opens with the Regulatory Briefing Stage, featuring panels such as “License to Launch: Winning Strategies for Entering Regulated Markets,” “Italy’s Grand Gaming Reform – Where Do We Stand?” and “Voices of Authority: Inside Europe’s Regulatory Roundtable.” These sessions set the tone for a program that places compliance, responsible growth and cross-border cooperation at the heart of industry dialogue.
Day Two deepens the focus with “Navigating Europe’s Betting Regulations: Compliance in the Age of AI” and “Betting on Tomorrow: The Power of Prediction Markets.” Discussions around the cashless revolution, the illegal gambling epidemic, and the future of slot machines highlight innovation within structured regulation, while sessions like “AI and the Future of Sports & Tech” showcase how data, automation, and fan insights are transforming engagement.

By Day Three, attention turns to sports betting integrity and AI-driven transformation, with panels such as “Tipster Economy: How Italy Turned Sports Betting into a Community” and “Growing Sport-Integrity Challenges.” Meanwhile, Frontier Tech sessions like “AI Solutions for iGaming,” and “Building with AI” confirm that technology and regulation now move hand-in-hand, ensuring that innovation evolves responsibly across the gaming ecosystem.

You’ve said that within SiGMA, “no one is more than anyone else.” How do you instill that culture across a growing, international team?

At SiGMA, we’ve built a culture where hierarchy doesn’t outshine value. As our founder, Eman Pulis, always says, “Leave your ego at the door,” and that’s something we truly live by. SiGMA has a long history of empowering its staff. We maintain an open-door policy at every level. Whether you’re a brand-new intern fresh out of college or a part of the leadership team, there’s always room for your ideas to be heard and respected, and for talented, hard-working people to thrive.

As we grow internationally, we encourage cross-team projects, open feedback, and regular touch points between global offices, cultivating a tight-knit, family feeling. All our employees also benefit from opportunities to travel and work from any of our offices, which allows our teams to feel more connected, to learn more about the different cultures of the places we’re active in, and to broaden their perspectives. We recognize the great responsibility that comes with being an international organization.

SiGMA brings together C-suite executives, startups, regulators and innovators under one roof. How do you balance the voices of these diverse stakeholders?

Balancing the voices of such a diverse audience is all about creating the space for meaningful dialogue. This year, we’ve gone all out to ensure everyone has a platform by building four dedicated stages at the Fiera Roma, each one focused on its own specific niche: Regulatory Briefing, Affiliate Leaders, People Partners & Performance, and Frontier Tech & Payment Experts.
We’ve designed the program around the industry’s real priorities: regulation, investment, AI, ESG and market expansion. With over 550 speakers leading the conversation across these stages, we’re making sure every perspective – from startups to regulators and C-level leaders – is heard.

Beyond the exhibition floor, SiGMA has built a reputation for side events: training, charity initiatives, networking retreats. How do these elements support your mission of promoting regulated and responsible gaming globally?

Industry events like SiGMA play a pivotal role in addressing concerns about responsible gaming by fostering transparent dialogue and promoting safe gaming practices. SiGMA’s events serve as important platforms where stakeholders – including operators, regulators, and technology providers – can collaborate, share insights, and develop strategies to enhance player protection and ethical conduct within the gaming sector.
On the business-to-government side, we host a number of dedicated events that bring together regulators, policymakers and industry leaders to ensure regulation remains at the forefront of every discussion. These sessions create a space where stakeholders can exchange ideas and knowledge, align on best practices and strengthen frameworks for safer, more transparent markets.
Our training workshops, charity initiatives and networking retreats all support the same goal: building a community that values responsibility as much as innovation. By connecting the right people in the right environments, we’re helping shape a global gaming industry that grows sustainably and ethically

The SiGMA Awards have become a key highlight of the summits.Could you share more about the new Hall of Game category and why now was the right moment to introduce it?

Hall of Game was created to honor individuals who have driven meaningful change, visionary leaders whose influence has shaped the gaming and tech landscape in profound ways, guiding it through its formative years, setting global standards and building regulatory frameworks that continue to define it today. The industry has reached a level of maturity where reflection and recognition are as vital as innovation. As gaming and technology continue to evolve at an unprecedented pace, Hall of Game serves to inspire the next generation of leaders to carry that legacy forward.

 

Sports Betting Operator would like to thank Emily Micallef and the SiGMA PR Team for all their help and cooperation with this interview.

*** This exclusive interview was originally published in Sports Betting Operator Magazine Issue 019 October 2025***