SiGMA World, trailblazers and motivators, a frank conversation with Eman Pulis
SiGMA World has moved beyond the idea of being just another iGaming event. Speaking on the PeachMarathon podcast hosted by Aziz Akylbekov, SiGMA World Founder Eman Pulis outlined how the brand has positioned itself as a global platform built around timing, geography, and long-term industry needs.
Reflecting on the recent Rome event, Pulis said the decision to rebrand from SiGMA Central Europe to SiGMA World was deliberate. “We decided to rebrand our show in Rome to SiGMA World because we believe that brand better reflects our mandate to reach out far outside Europe,” he explained. Rome, he added, was symbolic. “All roads lead to Rome. We want the gaming industry from Latin America, North America, Africa, and Asia to see Rome as a global summit they can relate to.”
According to Pulis, the Rome show marked SiGMA’s largest conference to date, achieved “against all odds”, and laid the groundwork for further expansion in 2026, including eight pavilions and a broader focus beyond iGaming.
A trailblazer in emerging markets
Pulis said that SiGMA’s reputation as a trailblazer is rooted in its willingness to enter markets early, often before the industry widely accepts them. “I take pride in SiGMA being able to go to places where no one else dares to go so early,” Pulis said.
He pointed to Dubai, Brazil, Africa, and Manila as examples of markets where SiGMA moved ahead of the curve. “When we went into Dubai five years ago, people thought we were crazy. Look at the region now,” he noted. “Brazil was still an echo in people’s minds when we launched there. Now everyone wants to go to Brazil.”
The same strategy underpins upcoming plans in Mexico. “Come 2026, when we’re launching the show in Mexico City, people will recognise our efforts. I believe Mexico is going to become the next craze, just like Brazil became a few years ago,” Pulis said.
For him, the logic is clear. “SiGMA is all about timing. It’s about launching in emerging markets where the industry truly needs us to be.”
Beyond iGaming: Affiliates and frontier technology
Pulis also confirmed that SiGMA World is widening its scope. In Rome, future editions will include a dedicated affiliate brand and a pavilion for frontier technologies. “We will not focus exclusively on iGaming,” he said. “We’ll open pavilions for new streams of affiliation. So, we will launch an affiliate brand, Slam, a dedicated pavilion for affiliates from outside gaming. Why? Because we want a fresh bloodline of traffic coming into SiGMA.”
“And, we’ll also open a pavilion dedicated to frontier technology, artificial intelligence (AI), blockchain, crypto, Internet of Things (IoT), DeFi (decentralised finance), gamify, quantum computing, big data, FinTech, all of that, even that from outside gaming.”
The goal, he explained, is to bring “fresh bloodlines of traffic” into the ecosystem and encourage cross-industry learning.
Motivation and doing what you love
While Pulis has previously spoken openly about money as a motivator, he used the podcast to clarify what that means in practice. “To me, I was motivated by financial freedom,” he said. “When you do not have something, when that something is preventing you from reaching your full potential, then you want more than anything else.”
That motivation, he said, has evolved. “Now that I have it to a certain extent, my motivation has grown with it. It’s not about financial freedom anymore. It’s about positive impact.”
At the same time, Pulis rejected the idea of work-life balance as a strict divide. “If you really love doing what you do, you don’t really have to work a single day in your life,” he said. “I look more at work-life integration.”
Mentoring, talent, and giving back
A recurring theme in the discussion was people, both within SiGMA and across the industry. Pulis emphasised the value of strong teams, noting that more than 250 people now work across the SiGMA Group.
He also encouraged younger professionals to seek guidance. “Something I wish I started before was surrounding myself with mentors,” he said. “A lot of people who have achieved something in life don’t mind passing it forward.”
Pulis observed that motivations among younger generations are changing. “Recruits would choose one company over another because of its CSR (corporate social responsibility) efforts and positive impact,” he said. “This was unheard of 30 or 40 years ago.”
That shift, he believes, aligns with SiGMA’s own evolution, particularly through SiGMA Foundation and broader social initiatives.
Building for the long term
Moreover, Pulis reflected on purpose beyond business. “If you are pursuing an entrepreneurial journey, go for it,” he said. “But make sure it doesn’t come at the cost of missing important chapters in the lives of the people you love.”
For SiGMA World, that outlook mirrors its broader strategy: building early, building globally, and building with intent — not just for the next event, but for the next phase of the industry itself.
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