SiGMA World 2026: Emily Michallef on Advancing Regulated Gaming, Sector Convergence, and Elevating the Delegate Experience

Melvin Simba October 21, 2026

4 minutes read

As SiGMA World prepares to return to Fiera Roma from 2 to 5 November 2026 under the theme “Advancing Regulated Gaming,” Emily Michallef, CEO of SiGMA Group, speaks exclusively to iGaming AFRIKA about what delegates can expect from this year’s edition.

In this interview, Emily discusses how bringing together four core sectors, SiGMA World, AIBC, FX World, and AGS, reflects the growing connections between iGaming, emerging technology, financial markets, and affiliate marketing. She highlights operational improvements, including live shuttle tracking on the SiGMA Match app, as well as initiatives such as the GRAF-led Africa regulatory workshop and Startup Pitch competitions. She also explains that event success depends not on attendance but on business conversions and lasting partnerships.

SiGMA World returns to Rome from 2–5 November 2026 under the theme “Advancing Regulated Gaming.” What does this edition aim to achieve for the global gaming industry, and how has the theme shaped its priorities?

Our ambition for Rome is to bring the people of the global gaming industry into the same room and make those connections productive, helping businesses expand with a clearer understanding of licensing, compliance and player protection. That means creating commercial opportunities whilst giving regulators, operators, suppliers, and investors space to discuss how markets can develop responsibly. You can see that emphasis in the regulatory participation and specialist workshops.

We want delegates to leave with a better overview of the markets they operate in, the challenges they face, and the partners who can help them move forward. Growth, innovation, and player protection all need to be part of that conversation. “Advancing Regulated Gaming” is now our brand positioning, and Rome gives us an opportunity to put that commitment into practice through direct dialogue and practical learning. We expect 65 regulators and regulatory representatives, and the programme includes workshops on cross-border operations, betting integrity, and jurisdiction-specific requirements.

This year’s event brings together SiGMA World, AIBC, FX World and AGS at Fiera Roma. What does this convergence reveal about how the gaming industry is evolving, and what opportunities will participating businesses gain from access to all four sectors?

Bringing gaming, emerging technology, financial markets, and affiliate marketing together reflects how those businesses actually operate in 2026. SiGMA World, AIBC, FX World, and AGS bring all these sectors together at the same venue. Gaming companies are buying technology, managing payments, and finding customers across different markets every day.

By participating in this year’s event, an operator can meet a game supplier, explore a new product, and discuss a campaign with an affiliate during the same trip. A startup can meet investors and potential customers. We’re giving delegates more opportunities to find partners who can help them build and grow their businesses.

With 30,000 delegates and more than 1,200 sponsors and exhibitors expected, what lessons from the 2025 Rome edition have informed this year’s planning, particularly around the delegate experience and return on participation?

This year, we’re introducing a new section on our SiGMA Match app specifically for shuttles with live updates and tracking, making it easier for delegates to see where their shuttle is, which route they need, and when the next service is running. More broadly, the first edition gave us a very clear understanding of how people actually move through the event and the city, what they need, where they need information, and when they need it. We’ve used those insights to build the second edition around a much more connected delegate experience, with clearer communication, better coordination, and a stronger focus on making the practical side of attending as seamless as possible.

We will have 60 shuttle buses this year, running across five routes, connecting the airport, hotel, and city with Fiera Roma between 7:00 and 19:00. Delegates will be able to use the transports section of the SiGMA Match app to find the nearest stop, check service info, and follow live updates. Additionally, a free shuttle will operate from the Fiera train station to the main entrance for those who choose to travel from the City Center directly to the Fiera by train. We are also pleased to announce that for the first time, three well-known taxi companies will come together to coordinate a better service for delegates – a dedicated taxi rank will be located inside the venue. This means that approximately 4000 taxis will be on call during the event.

The GRAF-led Africa workshop will address licensing, anti-money laundering, illegal gambling, and player protection. Why was it important to give African regulatory issues a dedicated platform in Europe, and what would meaningful progress look like for the regulators and businesses taking part?

Holding the workshop in Rome puts African regulators in direct contact with international businesses serving or considering their markets. GRAF’s session on 5 November, from 11:00 to 15:00, will address licensing, anti-money laundering, illegal gambling, and player protection through regional examples and audience discussion. GRAF already works to strengthen regulatory cooperation and knowledge-sharing across Africa.

I’d want participants to leave with answers to specific questions regarding iGaming in Africa – what a licence requires, where compliance is falling short, and where regulators and businesses need to work together. African markets have different rules and challenges. Progress means understanding those differences and agreeing on practical next steps with the right people.

With three Startup Pitch competitions planned, what support will participating founders receive beyond their presentations, and how can African startups use the platform to secure investment and lasting commercial partnerships?

For the SiGMA World Pitch, selected Startup Village businesses receive one Premium Pass, four Standard Passes, company visibility, Startup Lounge access, and networking opportunities. Six finalists present to judges. The winner’s prize options include a €21,300 marketing package and €20,000 in AWS credits, subject to partner terms.

Participation is free for selected startups, but travel and accommodation remain their responsibility. African founders should bring evidence of demand in specific markets and a defined investment or pilot proposal. That gives potential partners something concrete to evaluate and pursue after Rome.

Finally, Emily, beyond attendance figures, what would make this year’s Rome edition a success for you?

I would look at what happens after the event in terms of actual conversions, for example, exhibitors turning contacts into business, founders having further conversations with investors or potential partners, and regulators following up on issues raised in the workshops. I would also want delegates to find the right people and sessions without losing valuable time. A strong outcome would be that participants leave with someone to follow up with, an agreed next step, and a reason to stay in touch.