Former Formula 1 driver Rubens Barrichello, Non-Executive Director of SOFTSWISS, opened the BiS SiGMA South America 2026in São Paulo. The event takes place at a time when Brazil is advancing in the consolidation of its regulated betting market, attracting growing international interest from operators and investors.
Held at the Transamerica Expo Center, the meeting brings together public policy makers, executives and investors to analyze the impacts of regulation and the evolution of the sector, as the betting industry in the country undergoes a rapid transformation driven by sport, technology and digital entertainment.
The opening ceremony was also attended by Eman Pulis, founder of SiGMA Group; Alessandro Valente and Carlos Cardama, co-founders of BiS; Luis Otavio Verissimo Teixeira, president of the Superior Court of Sports Justice; and John Aquilina, ambassador of Malta to Brazil.
Sport and betting: an increasingly closer relationship
During the opening, Barrichello highlighted the growing integration between sport and digital platforms, highlighting how technology is transforming the way the public interacts with competitions.
“In the automotive universe, there are many situations in which the car is in perfect condition, but the driver’s body is not keeping up. In these cases, the power is reduced to ensure safety. The same principle must be applied to iGaming”, he stated.
Participants also had the opportunity to experience a virtual simulation of the Interlagos Autodrome circuit next to Barrichello, highlighting the increasing integration between live sports and digital platforms within the betting ecosystem.
Football names reinforce connection with the industry
The first day of the event was attended by big names in football, highlighting the transversal appeal of the sector between different sports:
- Julius Caesar
- Zinho
- Diego Lugano
- Aloísio Chulapa
The participation of these athletes reinforces the central role of sport as a driver of engagement and growth in the digital betting industry. The presence of high-profile figures also increases the sector’s visibility and strengthens its connection with different modalities.
During the opening ceremony, Luis Otavio Verissimo Teixeira stated: “It is essential that betting is part of the dialogue with football. The central value of sport, especially football, is integrity. We need to treat the betting sector as a partner and move forward together for the benefit of sport.”
Regulation at the center of discussions
The regulatory agenda dominated the first day of the event, marking one year since the implementation of the new betting regulatory framework in Brazil. Adapting to the rules continues as a continuous process, essential to guarantee stability and growth in the market.
The panels covered topics such as:
- Impacts of taxation
- Combating the illegal sector
- Implementation Challenges
Competitiveness of the regulated market
Eman Pulis highlighted: “By 2030, we want SiGMA to be the most trusted source for players, ensuring access to regulated platforms. Our aim is to act as a shield for rule-abiding operators across the industry.”
Industry experts pointed out that, although Brazil has made progress in creating a regulated environment, it still faces challenges related to the tax burden and competition from unlicensed operators. Continued progress will depend on overcoming these obstacles to sustain market growth.
Economic and social impact
The discussions also highlighted the economic potential of the regulation, with expectations of an increase in tax collection, job creation and strengthening international investment.
The size of the event reflects this growth: around 18,500 participants are expected, including more than 4,100 operators.
The social impact of the industry was also addressed. During the opening, Eman Pulis reinforced the importance of regulatory compliance:
“We will continue to promote the principle that regulated gambling is the only possible path, not just in Brazil, but throughout South America.”
He also highlighted initiatives by the SiGMA Foundation: “We created the first sports school in a favela in São Paulo, which has already received more than a thousand young people in sports activities and night-time educational programs. Our plan is to open a second unit in Rio de Janeiro and a third in Brasília.”
Perspectives for the regulated market in Brazil
Closing the session, Alessandro Valente stated: “BiS SiGMA South America represents the construction of a future that is already solid, consistent and authentic”.
With continuous advances in regulation and technology, Brazil is consolidating itself as one of the main emerging markets for digital entertainment and regulated betting.
About SiGMA
SiGMA Group is a global media and events company for the gaming, emerging technology and affiliate marketing sectors. Its platform is focused on regulation, education and innovation.
Since its inception in 2014, SiGMA has quickly evolved from a small, niche event to a global powerhouse. The brand redefined itself through rebranding initiatives, strategic acquisitions and the establishment of new pillars, such as the SiGMA Foundation, Business-to-government and SiGMA Play.
The SiGMA Group currently hosts eight international summits, as well as more than 100 ancillary networking events annually, including poker tournaments, retreats and iGatherings. SiGMA Group’s global presence is supported by offices in Malta, Limassol, Belgrade, Yerevan, São Paulo and Manila.
Fonte: Gaming365 – Brasil
