“Our marketing strategy is unified by the overarching theme of each event”

Congratulations on being featured in the iGamingExpress Top 50 Marketing Professionals! How does this recognition reflect your work at SiGMA?

Being featured in the iGamingExpress Top 50 Marketing Professionals is an incredible honor that reflects not only my individual contributions but also the unwavering dedication of our entire team at SiGMA. Over the past two years, we have achieved record visibility statistics by continually questioning our content and processes. This journey has involved rigorous analysis and a commitment to learning from our experiences.

Marketing in the gaming industry is uniquely challenging; it’s a niche that requires specialized strategies tailored to its specific dynamics. Our team’s ability to stay ahead of industry trends, engage meaningfully with our audience, and deliver high-quality content has been crucial to our success. We also prioritize understanding and adapting to algorithms and Google’s requirements, which drive our efforts and influence our strategies on a daily basis.

This recognition serves as both validation and motivation for us to maintain our high standards and continue pushing boundaries in the industry. It inspires us to innovate further and strive for excellence in every campaign we execute.

SiGMA has grown into a global leader in hosting events for the iGaming and emerging tech sectors. What have been some of the key challenges in marketing these events?

As we solidify our position as a leader in the iGaming industry, hosting over 1,200 exhibitors and 80,000 delegates across seven summits and 30 side events annually, we encounter several unique marketing challenges. The public increasingly views us as a reference point in the gaming sector, which raises the bar for our marketing strategies.

To meet this expectation, we can no longer rely on conventional marketing practices. Instead, we must consistently provide our communities with high-quality, informative content while remaining objective and transparent in our communications. Our mantra, “The World’s Gaming Authority,” not only shapes our identity but also serves as a daily reminder of our responsibility to uphold this reputation.

Achieving and maintaining this recognition requires flawless execution in our marketing efforts. We are tasked with continuously engaging our audience with valuable insights and adapting to the rapidly evolving landscape of the industry. This constant adaptation is vital to our success and reinforces our commitment to excellence.

SiGMA’s events cover a broad spectrum of industries, from gaming to blockchain. How do you manage to integrate diverse sectors into cohesive marketing campaigns that resonate with attendees across industries?

Integrating diverse sectors into cohesive marketing campaigns is essential for the success of our events. By bringing together a wide array of stakeholders—operators, suppliers, affiliates, gamers, regulators, and influencers—all under one roof, we create a unique opportunity for collaboration and knowledge sharing.

Our marketing strategy is unified by the overarching theme of each event, emphasizing the value of cross-industry dialogue. We also make significant translation efforts and tailor our marketing strategies to align with the local culture of each region where we host our events. This involves utilizing the main communication channels specific to each country and ensuring that our marketing is inclusive, allowing us to reach a broader audience.

Additionally, we recognize the need for specialized attention for certain audiences. For instance, our Land-based Retreat specifically caters to physical casinos, allowing us to develop targeted marketing strategies that address the unique needs of that sector.

By creating tailored side events and specialized content, we ensure that all attendees feel represented and engaged. This adaptability not only enhances the overall experience but also reinforces our commitment to providing value to every participant, regardless of their specific industry focus.

With digital summits and virtual conferences becoming more prominent, how has SiGMA adapted its marketing approach to attract and engage a global virtual audience?

In response to the rise of digital summits and virtual conferences, we have invested significant effort into creating a comprehensive online platform that caters to diverse audiences. Our website features a robust B2B section for gaming professionals, alongside a dedicated B2C interface that appeals directly to players. This dual approach enhances engagement by ensuring that both industry professionals and consumers find relevant resources and information.

Moreover, we provide players with valuable tools, such as reviews and our new Alternative Dispute Resolution (ADR) solutions, which help resolve issues with online casinos efficiently. This initiative reflects our commitment to player welfare and enhances our credibility in the market, especially given our official association with the Chartered Institute of Arbitrators.

By focusing on user-friendly interfaces, engaging content, and interactive elements, we ensure that our virtual audience remains connected and informed. This fosters a sense of community and belonging, even in a digital environment, which is critical for maintaining engagement and building lasting relationships with our audience.

How important is sustainability and corporate responsibility in SiGMA’s brand messaging, and how do you incorporate these values into your marketing campaigns?

Corporate responsibility plays a crucial role in SiGMA’s brand messaging, particularly through the work of the SiGMA Foundation, our charity arm. Founded in 2019 and registered with the Commissioner for Voluntary Organizations in Malta, the foundation is dedicated to empowering those in need through fundraising events, charity work, education programs, and skills training.

The SiGMA Foundation has undertaken several impactful projects, such as the construction of a 3-in-1 school for 1,000 children in Ethiopia, which provides access to education in a region where it is greatly needed. In the Philippines, we supported the construction of a multi-sensory hall in Bataan. Additionally, we funded 60 reconstructive surgeries for cleft lip and palate patients in Cartagena, Colombia, directly improving the quality of life for these individuals.

Looking ahead, we are excited about upcoming projects in 2025, including hospital extensions in Iquitos, Peru, which will enhance healthcare access for local communities. We are also planning to establish a community center in Batiawan, Philippines, and an MMA Youth Sports Centre in Rio de Janeiro, aimed at promoting sports and youth engagement.

With many gaming companies eager to engage in corporate social responsibility, the SiGMA Foundation is leading the charge. By blending physical challenges with fundraising initiatives, we aim to create a global impact and encourage a participatory approach to philanthropy. This commitment to social good resonates deeply with our audience and strengthens our brand identity, showcasing our dedication to making a difference in the communities we serve.

What future trends do you foresee in the iGaming and tech sectors that will significantly influence how events like SiGMA’s are marketed and executed?

Looking ahead, I anticipate a growing focus on personalization and data-driven marketing strategies. These approaches will allow us to tailor experiences to the individual preferences of attendees, enhancing engagement and satisfaction.

The integration of advanced technologies, such as AI and predictive marketing, will play a crucial role in shaping our marketing efforts. These tools enable us to analyze attendee behavior and preferences more effectively, allowing us to deliver targeted content and optimize our marketing strategies.

To further embrace these technological advancements, we have recently opened an office in Noida, India, with over 50 new employees. This expansion allows us to stay up to date with the latest trends and innovations in the industry, ensuring we are equipped to meet the evolving needs of our audience.

As we continue to innovate and adapt, these trends will significantly influence how we market our events and enhance the overall attendee experience. By staying ahead of the curve and leveraging these advancements, we can create more meaningful interactions and ensure that our events remain relevant and impactful in a rapidly changing landscape.