SiGMA is entering the North American market with its first full-scale conference in the region.
The company, which hosts large gambling industry events across North America, Europe, Asia, Africa, South America, and Eurasia, will visit Mexico City September 1-3 for SiGMA North America.
“We deliberately chose Mexico City because it sits at the crossroads of North and Latin America,” says SiGMA Senior Sales Manager LATAM Juan Manuel Rodriguez. “While Spanish-speaking markets are certainly a major focus, the vision is much broader. We see Mexico as a gateway that naturally connects operators, suppliers, affiliates, regulators, investors, and technology providers from across the Americas.”
At SiGMA North America, topics pertaining to igaming and brick-and-mortar casinos will be covered. The setting will be Mexico City, where there are 96 casinos, and igaming is thriving.
Rodriguez says because the region is becoming increasingly connected, companies no longer view the region as a single entity.
“They are looking at cross-border opportunities, and Mexico provides the ideal meeting point for those conversations,” Rodrigez says. “Our goal is to create a platform where businesses from the United States, Canada, Mexico, Central America, and Latin America can meet under one roof and build meaningful partnerships.”
In April, SiGMA hosted BiS SiGMA South America in São Paulo, Brazil. Rodriguez notes the April event focused on the Portuguese-speaking Brazilian market.
“SiGMA North America, on the other hand, is designed as a truly international event,” Rodriguez says. “While Mexico is the host country, the summit has a much wider regional scope. You’ll see stronger participation from North America, Central America, the Caribbean, and Spanish-speaking Latin America, as well as European and global companies looking to establish or strengthen their presence in the region.”
The conference agenda also will reflect the diversity of the region’s markets. Regulation, payments, artificial intelligence, cybersecurity, affiliation, emerging technologies, investment opportunities, and market expansion strategies will be featured.
The strategy is to make sure every aspect of gaming in North and South America is covered.
“It’s about connecting multiple jurisdictions and helping businesses understand how they can grow across the region rather than focusing on a single market,” Rodriguez says.
There will be a concentrated focus on igaming at the conference. Calling igaming a growth driver across the Americas, Rodriguez says this facet of the gaming industry is “developing at its pace and under different regulatory frameworks.”
But the approach will be to examine what the future holds.
“The conversations won’t just focus on where the industry is today, but where it’s heading over the next several years,” he says.
Rodriguez expects the conference will draw from South and Central Americas, in addition to attracting gaming operators and attendees from U.S. Spanish-speaking markets including Miami, California, and Arizona.
Regional diversity is viewed as one of the bulwarks of SiGMA North America.
“We expect strong attendance from Mexico, Central America, and across South America, while also welcoming companies from the United States, particularly those already serving or planning to enter Latin American markets,” Rodriguez says. “Cities like Miami have long been strategic hubs for the gaming industry, so naturally we anticipate significant participation from there, alongside delegates from other U.S. states with close commercial ties to Latin America.
“The objective is to create an environment where decision-makers from across the Americas can network efficiently, exchange ideas, and establish partnerships that extend well beyond national borders.”
