Eman Pulis Assesses Success of SiGMA North America in Mexico

SiGMA North America 2026 Brings Markets Together

SiGMA North America 2026 marked the event’s first edition in Mexico, bringing together industry professionals from across North and Latin America in Mexico City. Held from September 1–3 at Centro Banamex, the summit focused on artificial intelligence (AI), innovation, public-private collaboration and the adaptation of global strategies to local markets.

The event provided a meeting point for operators, affiliates, suppliers, investors, regulators and other industry leaders, with discussions addressing regulation, market development, technology and opportunities across the Americas.

Assessing the outcome of the Mexico edition, Eman Pulis, founder of SiGMA Group, said the event exceeded expectations, particularly in terms of the quality of the conversations and business opportunities generated among participants.

Quality Connections Across Markets

After three days of conferences, networking, and business meetings, what is your overall assessment of SiGMA North America? Did the event meet your expectations?

Yes, and in several respects, it exceeded them. Mexico City proved to be an ideal setting for bringing together the different sides of the Americas’ gaming and technology ecosystems. We saw a good mix of operators, affiliates, suppliers, investors, regulators and industry leaders, and importantly, there was a real willingness to do business and have meaningful conversations.

For me, the success of an event is not just measured by how many people walk through the doors. It is about the quality of the connections made and what happens afterward. From what we saw over the three days, there was a strong appetite for collaboration and relationship-building across markets. That is a very positive signal for SiGMA and for the region.

Regulation and Market Development Defined the Edition

As Pulis assesses the event, he points to the convergence of different markets and perspectives as one of the defining aspects of SiGMA North America 2026, particularly in discussions around regulation, market development and emerging opportunities across Latin America and North America.

The Mexico City setting was also significant for the summit’s regional approach. Positioned between the North American and Latin American markets, Mexico provided a platform for companies and professionals to establish new connections and examine the differences between individual jurisdictions.

Different Markets, Shared Opportunities

If you had to highlight one or two moments that particularly defined this edition, which ones would you choose and why?

The strongest moments were when you could see different markets and perspectives coming together in the same room. The conversations around regulation, market development and the opportunities emerging across Latin America and North America really captured what we wanted this edition to achieve.

I would also point to the energy across the exhibition floor and networking programme. There was a genuine sense that people had come to Mexico City not simply to attend another industry event, but to meet potential partners, explore new markets and understand where the next opportunities are. That atmosphere is difficult to manufacture, and it was one of the summit's defining features.

Industry Sees Need for Greater Market Intelligence

Pulis also assesses the feedback from exhibitors, sponsors and attendees as evidence of a growing demand for more detailed knowledge of individual Latin American markets, rather than treating the region as a single market.

For Pulis, this was one of the clearest takeaways from the summit, with delegates looking for practical opportunities to enter new markets, develop existing operations and connect with relevant local partners.

Understanding Individual Latin American Markets

What feedback did you receive from exhibitors, sponsors, and attendees during the event? Was there any particular comment, trend, or need raised by the industry that especially surprised you?

The feedback was largely centred around the quality of the audience and the value of having the different markets represented under one roof. Exhibitors and sponsors were particularly interested in the level of engagement they were getting from attendees, while operators and other delegates were looking for practical opportunities to enter new markets and develop existing ones.

What stood out to me was how much interest there is in understanding the differences between individual Latin American markets rather than treating the region as one single market. Regulation, consumer behaviour and commercial opportunities can vary significantly from one jurisdiction to another. There is clearly a need for more education, better market intelligence and, above all, more opportunities for people to meet the right partners on the ground.

Mexico City Bridges North and Latin America

The regional connection was a central theme of the summit. As Pulis assesses the results of the Mexico edition, he emphasizes the potential of viewing the Americas as a connected ecosystem rather than as a collection of isolated markets.

The first Mexico edition sought to create a bridge between established North American businesses and emerging opportunities across Latin America, while giving industry stakeholders a space to exchange perspectives on regulation, market development and commercial expansion.

Creating New Meeting Points

SiGMA North America aimed to bring together the North American and Latin American markets in Mexico City. What do you think this edition demonstrated about the region’s potential and the need to create these kinds of meeting points?

It demonstrated that the Americas should not be viewed as a collection of isolated markets. There are strong commercial links between them, and there is a real opportunity for companies that understand how to navigate those differences.

Mexico City was particularly well suited to that conversation because of its position within the wider region. We brought together people who might not otherwise meet at the same events, creating a bridge between established North American businesses and the opportunities emerging across Latin America.

That is ultimately what SiGMA is about. We create meeting points where the industry can exchange ideas, build partnerships and identify opportunities before they become obvious to everyone else. The response in Mexico showed us that there is a genuine demand for this.

SiGMA Looks to Expand Its Presence Across the Americas

Looking ahead, Pulis assesses Mexico as an important part of SiGMA's broader strategy to strengthen its presence across the Americas. The response to the 2026 edition will inform how the event develops in future editions, with a focus on deeper market engagement and stronger participation from decision-makers.

Building on the Mexico Foundation

With this edition now concluded, what are your expectations for the next event?

The expectation is to build on what we have achieved rather than simply repeat it. We have a strong foundation in Mexico, and the feedback from this edition gives us plenty of insight into where we can take the event next.

I expect the next edition to go deeper into the markets, bring an even stronger mix of decision-makers to the table and create more opportunities for business between North and Latin America. We will also be looking closely at what the industry is telling us now, because the best events evolve with their audience.

For SiGMA, Mexico is part of a broader strategy of strengthening our presence across the Americas. This edition has given us a very clear indication that there is room to grow, and we intend to do exactly that.