SiGMA Expands to North America: Mexico City Becomes Hub

The iGaming industry is increasingly focusing on the Americas. SiGMA, a leading organizer of gaming trade fairs, is strengthening its presence in this region. With the upcoming launch of the SiGMA North America summit in Mexico City, the company is strategically positioning itself at a key hub for North and Latin America.

Emily Micallef, CEO of SiGMA Group, highlights the vision behind this expansion. It's about not just adding new events but creating meaningful regional ecosystems. Mexico City is seen as an ideal base to bring together operators, suppliers, regulators, investors, and technology companies, thereby strengthening the global network. The event in Mexico City will take place from September 1 to 3, 2026, accompanied by a poker tournament from August 27 to September 1, 2026.

Numbers and facts

SiGMA is focusing on quality over quantity with the new summit, especially in the care of VIP guests. Personalized concierge services, tailored introductions, dedicated meeting spaces, and exclusive networking events are designed to enable efficient interactions for decision-makers. The Startup Pitch competition is also an integral part of SiGMA summits and aims to connect emerging innovators with established players and investors.

In 2021, SiGMA faced the challenge of finding new ways during the pandemic. Emily Micallef recalls this time as a pivotal moment for global expansion. She stated:

"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." - Emily Micallef, CEO of SiGMA Group

This success marked the beginning of the company's global journey. The annual SiGMA World Tour in 2026 includes events in eight strategic cities. SiGMA East Europe 2024 in Budapest attracted 10,000 attendees and over 200 exhibitors. The SiGMA East Europe Awards and Auction raised 83,500 Euros for charitable projects of the SiGMA Foundation.

Background

Mexico City was chosen as the debut host for several reasons. The city is considered one of the most influential commercial centers in the Americas with excellent international connectivity. At the same time, the country's gaming industry is experiencing rapid growth. This makes it a natural meeting point for business people. Mexico offers great economic potential, a dynamic technology sector, and an increasingly mature gaming ecosystem. Emily Micallef emphasizes that North America is not just another destination for SiGMA, but is becoming one of the main pillars of its global portfolio.

In parallel to SiGMA North America, there is SiGMA South America. These events are designed to complement each other. Companies operating in multiple jurisdictions can thus maintain contact with partners and stay informed about regulatory developments throughout the year. This creates a stronger regional ecosystem. The focus is also on promoting women in iGaming. Leaders such as Diana Margarita Otalora Taylor from Stake, Iliana María Pineda Echeverri from Wplay, and Beatriz Melges from BetConstruct will share their expertise. Platforms for mentoring and other initiatives will be created to support women in the industry.

Why it matters for German players

The expansion of SiGMA into North America initially has no direct impact on German players. The German online gambling market continues to be governed by the Glücksspielstaatsvertrag 2021 (GlüStV 2021). This treaty strictly regulates the licensing of online casinos and sports betting in Germany. Providers must hold a German license from the Joint Gambling Authority of the Federal States (GGL) to operate legally. Players can use the official whitelist of the GGL to find out about licensed providers. Only these are legal in Germany. If a casino does not have a GGL license, it is forbidden for German players.

The GlüStV 2021 also introduces important player protection measures. These include a stake limit of 1 Euro per spin on slot machines and a monthly deposit limit of 1,000 Euros across all providers. The central self-exclusion system LUGAS (National Gambling Authority System) is also a key component. It allows players to self-exclude from all licensed providers and simultaneously protects minors and individuals at risk of gambling addiction. Foreign licenses, such as those from the MGA in Malta or from Curacao, are not valid in Germany. Players should only choose casinos with a German GGL license to ensure they play in a regulated and protected environment.

What it means for GGL-licensed casinos

For online casinos with a GGL license in Germany, the global expansion of the SiGMA Group has indirect implications. Even though SiGMA North America primarily serves the American markets, it promotes the global exchange of industry knowledge and innovations regarding technology, artificial intelligence, fintech, and responsible gaming, provided that German regulations allow it. German licensees on the GGL whitelist can build on this international discourse and apply it to their own offerings. The focus on player protection and new technologies at SiGMA events could also provide new impetus for German providers to improve their offerings. This always happens within the strict German guidelines that focus on player protection. The development towards more transparency and responsible gaming, as discussed at such trade fairs, can contribute in the long term to strengthening the seriousness of the entire market – a goal also pursued by the GGL.

"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." - Peter White, Sports Betting Operator

Italy, with projected growth to around €3.8 billion by 2029 in the online segment, demonstrates similar potential to Mexico, underlining the importance of international markets for the iGaming industry.