SIGMA Casino Group - Interview with the Events COO
SiGMA Group built its profile in iGaming by bringing industry professionals and entrepreneurs together through events and related initiatives. Emily Micallef, COO of SiGMA Events, has been a key part of that work. During more than three years with the company, she helped plan and deliver its extensive programme of events.
In this conversation, Emily describes her responsibilities at SiGMA, how the company adapted to difficulties over the previous two years, and what it hoped to do next.
Could you tell us about yourself and your position at SiGMA? When did you join, and how has your role developed?
I joined the SiGMA Group three years ago as Events Director. I’m grateful that the company recognised my work over those three years by promoting me to COO of SiGMA Events. Much of my time goes into coordinating sales events, marketing, video work and conference production, among other tasks. The calendar is packed this year, so things can be organised chaos, but that comes with working in events—and I enjoy the pace.
SiGMA brings people in the iGaming industry together. How many events are on your annual schedule?
Our plans for 2023 are particularly ambitious. Over the months ahead, we intend to stage six main events. Some are expected to be larger gatherings, including Dubai in March, Manila in July and Malta in November. The regional events planned for Africa, Brazil and Cyprus are intended to have a more close-knit feel.
Alongside iGaming, our programme covers other developing sectors – from blockchain and AI to digital health and affiliate marketing. Bringing these fields together can give delegates added value as they consider business opportunities that cross industry lines.
What formats do your events take, and how do you choose the speakers?
Large expos and conferences are a familiar part of SiGMA’s calendar, alongside roadshows, online conferences and networking dinners held during the year.
For speaker line-ups, we seek out people with expertise and a clear view of what may lie ahead. Strong, specialist-led programming matters to events that aim to contribute to conversations about emerging industries. We also want the conference to make room for new perspectives and ambitious ideas, so finding speakers ready to challenge established thinking and advance innovation remains a priority.
Covid disrupted live events for a couple of years. As activity appears to be returning to normal, how did SiGMA adapt during that period?
The previous two years brought real difficulties for many, while the industry worked to adjust to rapidly changing circumstances. We used that period to reconsider our role and widen our reach. We moved into affiliation and opened offices in Cyprus and Belgrade, with the aim of building recognition as a global authority on internet gambling. We also saw a broader website—covering news, reviews, education and events—as part of that direction.
That shift led us to rethink our former slogan, “The World's Gaming Festival”, which spoke mainly to our events. We adopted “The World's Authority in Internet Gambling” to express a wider ambition.
Given your experience in this industry, what do you think lies ahead for iGaming?
As more nations across several continents adopt regulated online gambling, the outlook appears promising for SiGMA Group and its international ambitions as an industry authority. In the coming years, effective regulation will be important to iGaming’s development, particularly in newer markets. We planned to examine that topic further during 2023, including at first-time events in Brazil and Kenya.
In your view, what distinguishes SiGMA as a world-class group?
We aim to deliver a strong experience and put care into how we work. Our team brings together people with varied skills, and we planned to keep growing it throughout 2023. Everyone has a part in maintaining the standard of our services and products, whether we’re hosting an intimate iGathering dinner, a 25,000 strong expo or producing the latest issue of SiGMA magazine. Delegates should see that commitment across the work we do.
You recently introduced Sigma Play. What is the project, and how is it progressing?
As our affiliation arm and digital products expand, we’re adding to the team. For 2023, one priority was a new visual direction and a refreshed SiGMA website.
We’re working to build SiGMA’s standing through quality products and promising partnerships. SiGMA Play aims to serve as a ‘one-stop-shop’ for the iGaming sector. A central part of that idea is giving operators a clear presence and helping customers find best casinos suited to their needs.
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