Watch: Is decentralised growth the future of iGaming partnerships?
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During SiGMA Central Europe 2025 in Rome, SiGMA News reporter Cyrielle Delmas spoke with Sam, Chief Revenue Officer (CRO) at Fidel Partners, to explore how the company is redefining partnerships, leadership, and growth across the iGaming ecosystem. Speaking from the Fidel Partners booth, Sam outlined a model built not around traditional affiliate structures but focused on entrepreneurship, decentralisation and long-term collaboration.
From the outset, Sam made it clear that Fidel Partners’s presence at the event was about people, not just deals. “We’re looking for people who can be partners of the group, who can become great leaders with us, with our support,” he said. “If there are ambitious people out there who want to start their own company, who want to find a new business with great support and resources, you can come and join us here.”
Building businesses
Asked what makes Fidel Partners stand out in the iGaming ecosystem, Sam was quick to distance the company from conventional affiliate or B2B models. “When we say partners, that means we’re looking for partners who can start new businesses with us. It’s not about the affiliate scheme. It’s about new business and new opportunities,” he explained.
At the heart of this approach is a decentralised operating model designed to empower entrepreneurs. Fidel Partners supports co-founders at every stage of the journey, from launch to scale. “We built a decentralised system of operations and we help entrepreneurs start their own businesses, supporting them with everything we can at every stage of the project,” Sam said.
Speed is another defining feature. Thanks to internal frameworks and operational playbooks, Fidel Partners can bring new ventures to market quickly. “We developed a special scheme of new business launching operations that helps us make things fast,” he added.
Technology, trust and compliance
Operating at the intersection of technology, marketing and partnerships requires true trust. According to Sam, operational excellence and strong relationships are what hold Fidel Partner’s growth system together. “It’s always about trust, first of all,” he noted, highlighting the importance of long-term, transparent collaboration with co-founders and partners.
That philosophy extends into regulated markets, where growth must be carefully balanced with compliance. “We combine our international experience with local expertise. We always look for the boundaries of local operations and think as a team about how to overcome them and be more effective,” Sam explained.
Rather than imposing a one-size-fits-all model, Fidel Partners prioritises local knowledge. “When we start new projects with local operations, we look for local expertise first,” he said. This blend of global perspective and on-the-ground understanding allows the group to scale while staying within regulatory frameworks.
Leadership and long-term vision
When it comes to market potential, Sam rejected the idea that opportunity is limited to specific regions. “Every market has a potential. It always depends on the local expertise,” he said. While Tier 1 markets remain attractive, Sam pointed to Asia and parts of Africa as regions with strong upside, particularly where licensing and regulation are clearly defined.
Before entering any market, Fidel Partners conducts deep research followed by strategy sessions with its CEOs. “There are no markets without potential, only different approaches,” Sam emphasised.
To conclude the interview, Sam spoke about leadership culture within a decentralised organisation. “We build trust relationships with our CEOs and we provide the culture that we build in the main company,” he said. Through coaching and ongoing support, Fidel Partners aims to ensure that each leader can operate independently while still reflecting the group’s shared values. “Our leaders should be leaders of the market and the best in every direction.”
As Fidel Partners continues to expand, its model suggests that decentralised, trust-driven growth may be one of iGaming’s most compelling paths forward.
Keep up to date with the latest in-depth conversations with industry leaders as SiGMA continues its global 2026 calendar of events, where the future of gaming and technology takes centre stage.
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