Centro Banamex, Mexico City, Mexico
Agenda I SiGMA North America
01 – 03 SEP 2026
17:30 – 20:00
Experience one of the city’s most distinctive venues. Co-hosted by SiGMA, this August’s Networking Reception invites you inside Google’s iconic Mexico City office. Enjoy an evening of drinks, networking, and spectacular city views on the terrace.
✨What to expect:
– Keynotes from SiGMA Group Founder, Eman Pulis and Yambot Aguilera – Google Mexico Sales Lead (Fintech and Gambling)
– Drinks on the Google office terrace
📌Good to know: By invitation only. Register your interest here.
👗Dress code: Smart Casual
00:00 – 23:00
Welcome to Mexico! Wondering how to spend your first day in the city? We’ve planned an exciting agenda that eases you gently into event mode. Enjoy plenty of networking, including a fun city activity and welcome reception, get a head start on registration by collecting your badge, and check in on your booth. It’s also awards season, which means we’ve pulled out all the stops for a glam night of charity and celebration.
✨What to expect:
– Pre-event ice breakers
– A taste of Mexico City’s ample charms
– Bid on your favourite painting at the SiGMA Awards art auction
🎟️Good to know: Be sure to check your ticket to find out which events you’re eligible to attend.
👗Dress Code: Many events have dress codes, keep an eye on the agenda or reach out to the team for more information.
08:00 – 15:00
Get to the green, not the grind. Join a C-level crowd for a day of high-level networking, leisure, and a little friendly competition. For business deals that break free of boardrooms, and a guest list that ensures conversations that convert, the SiGMA Nexus Elite Golf Tournament is your go-to networking event of the week. If you know, you know.
✨What to expect:
– Top-of-the-line courses, with stand-out features
– Champagne stops along the green
– Refuel with a sit down lunch.
– Great prizes, including a Rolex watch for first place.
🎟️ Good to know:
– This event is by invitation and open to Platinum ticket holders. Register your interest here.
– To make the most of the experience, participants should have some previous golfing experience.
🏌️ Dress code: Golf Attire with White Golf Shirt
09:00 – 14:00
Exhibiting in Mexico for the first time? To ensure you have the best experience we’ve opened registration early. Head over to the venue to familiarise yourself with the floor, check-in with booth builders on your stand, and collect your badge for yourself and your team ahead of time.
📌Good to know:
– Picking up your badge is easy, just bring a valid form of ID and your online ticket.
– Let your account manager know you’re coming so that they can meet you there.
– Don’t forget to pick up a copy of the official SiGMA Event Guide.
👟Dress Code: With last minute building still underway, close-toed shoes are mandatory when visiting the expo site.
10:00 – 18:00
Join us for the Mexico Padel Rally, a special one-day padel and networking experience created for the iGaming community during SiGMA North America.
This event brings together operators, providers, partners, and industry professionals in a dynamic setting outside the traditional conference floor. Whether you are playing or attending as a guest, the Mexico Padel Rally is designed to create real connections through sport, competition, and shared moments.
The day will begin with check-in and the first group stage matches from 10:00 to 11:00, followed by group stages from 11:00 to 13:00. Semifinals and finals will take place from 13:00 to 15:30, and the event will close with awards and networking from 15:30 to 18:00.
🎾 Dress Code: Players should wear padel or sport attire. If you have your own padel racket, we recommend bringing it with you.
We look forward to seeing you on court.
12:00 – 16:00
Not sure how to spend your first day in the city? Head to GoKartMania Carso for the most fun you’ll have all week. Take it slow and enjoy the drive, or speed up to compete in the final heat.
✨What to expect:
– Fuel up – choose from baguettes or pizza, a post-drive beer, and a hydration station with drinks and snacks.
– Each participant will run two ten-lap races. The seven fastest drivers from each group head to the final heat, where three finalists will be in line for trophies.
🎟️Good to know:
– This activity is open to Premium and Platinum ticket holders only. Register your interest here.
– The event will welcome 60 participants, split into 4 groups of 15–20 racers. Each group will enjoy an action-packed 30 minutes, featuring thrilling races on the track, time for a bite to eat, and a fun awards ceremony to celebrate the winners.
– To keep everything running smoothly, groups will arrive one hour apart, ensuring everyone has plenty of space to race, relax, and enjoy the experience without the venue becoming overcrowded.
🚌Shuttle Bus Service: A complimentary shuttle bus service will be available from the main entrance of the Hyatt Regency, starting at 11:00 AM. The shuttle will operate throughout the event, which runs from 12:00 PM to 3:30 PM. The last shuttle departure from the Hyatt Regency will be at 3:00 PM. We recommend arriving early to ensure you have enough time to reach the venue before the event begins.
👗Dress code: Casual and comfortable. Expect pleasantly warm weather with the occasional rain shower. Temperatures cool after sundown, so we recommend light layers that can take you easily from day to night.
14:00 – 18:00
1st Floor Residencia 1 & 2 – Hyatt Regency
For a smooth start to your SiGMA North America experience, head to our pre-registration and welcome reception. Pick up your badge early and beat first day crowds, followed by a little light networking with other delegates ahead of tomorrow’s conference and expo.
✨What to expect:
– Stay ahead of the game and meet delegates before things get busy
– Have a relaxed drink with colleagues before heading off to dinner
– Chat with the team about tomorrow’s event – they know everything there is to know about SiGMA North America
🎟️Good to know: This event is open to all ticket holders.
👗Dress code: Come as you are!
20:00 – 23:00
2nd Floor Regency Ballroom A & B – Hyatt Regency
We like to start out as we mean to go on. And nothing says SiGMA, like the SiGMA Awards. We’re cheering the industry on with plenty of awards, good food, and plenty of fun. From an opening reception and sit down dinner to a big-prize quiz and charitable auction, you’ll want a seat at the table.
✨What to expect:
– Many of you took part in the nomination process, find out who scored big
– Enjoy a custom three-course menu, created specially for the night
– Try your luck in the SiGMA quiz – big prizes are up for grabs
– Pay it forward – bid on a painting in a charity auction benefitting SiGMA Foundation projects
🎟️Good to know: This event is open to Premium and Platinum ticket holders, table sponsors, and paid seat guests. Not on the guest list? Upgrade your ticket to ensure your seat on the night.
👗 Dress code: Go all out. Lounge/Suit is recommended.
10:00 – 18:00
It’s all go this morning as things kick off with the first day of the SiGMA North America expo. Find your way around by visiting our online floor plan, or read up on exhibitors in the official Event Guide.
✨What to expect:
– Meet over 200 exhibitors and sponsors
– Head to the VIP lounge and food court for meetings or a quick pit stop to refuel
11:00 – 16:00
Created alongside industry experts, the SiGMA North America conference is the perfect stage for hot topic discussions, workshops, and live demos.
✨What to expect:
– Over 150 expert speakers share their thoughts on the Latam gaming scene
– Intense panel discussions, live demos, intriguing keynotes – there’s plenty to get stuck into
🎬Good to know: Missed something? You can find all of our panels and keynotes on our youtube channel after the event.
Global operators are entering Mexico’s iGaming market with powerful brands, advanced tech, and aggressive acquisition strategies that are reshaping competition. Explore how international giants are localising for Mexican players, adapting to regulatory uncertainty, and what their expansion means for market maturity, investment, and industry growth.
Cristhian Gomez Villa
Managing Director, Emerging Markets
Betsson Group
Germán Sarmiento
Country Manager, Mexico
Betcris
Ana Elizabeth Chung
Country Manager in Mexico
Novibet
Eduardo Santoyo
Chief Online Operations Officer
Big Bola Casinos
From regulatory fragmentation and payment infrastructure to marketing channels and player expectations, success in LATAM requires rethinking the European operating model from the ground up. This session breaks down 5 key strategic differences shaping cross-regional expansion and offers a practical guide for operators, affiliates, and suppliers looking to enter or scale in Latin America.
Carlos Fernando Portilla
Founding Partner
Portilla, Ruy-Díaz y Aguilar
Alonso Ramirez Castañon
Partner
Ramirez Uvalle & Asociados
Alfredo Lazcano
partner
Lazcano Sámano
Edgar Pagan
Deputy Director
Puerto Rico Gaming Authority
Gonzalo Perez
CEO
Apuesta Total
Cynthia López Castro
Senator
Mexico
Genaro Lozano
Ambassador of Mexico to Italy and Malta
For LATAM operators, entering North America means dealing with fragmented U.S. state laws, Canada’s provincial systems, and strict entry requirements. In this interactive “escape room,” speakers put the audience through real expansion scenarios: from licensing and local partnerships to marketing under tight compliance rules. Get each decision right to enter the U.S. and Canada, or get locked out.
Rory Dilweg
Chairman
Buena Vista Rancheria Tribal Gaming Commission
Brian Rockey
Director
Nebraska Lottery and Charitable Gaming Division
Van J. Billops
CPA Member & State Gaming Representative at New Mexico Gaming Control Board
Director & Treasurer at North American Gaming Regulators Association (NAGRA)
From semi-automated officiating and real-time match data to AI-driven integrity monitoring, football in Latin America is entering a new era of connected competition. Discover how leagues, sportsbooks, and technology partners are using data to improve decision-making, protect competitions from betting-related corruption, and unlock new commercial opportunities across fast-growing markets like Mexico.
Matthieu Sahakian
iGaming Consultant & Advisor
Guilherme Buso
VP Latam
Genius Sports
Enrique Romero
Director
Golden Bet México
Prediction markets have surpassed $2 billion in sports trading volume, while sportsbooks are bringing betting into AI-powered conversational experiences on WhatsApp, Telegram, and other messaging platforms. Discover how operators are adopting prediction market mechanics and using conversational AI to reshape acquisition, engagement, and the future betting experience.
Jeremy Groves
COO
EvenBet Gaming
Stephen Crystal
Founder & CEO
SCCG Management
Aviv Sher
CEO
Codere online
VIP Managers operate under constant commercial pressure while being expected to build authentic, trust-based relationships. This panel unpacks the tension between empathy and targets and how top performers reconcile this paradox without burning out or compromising integrity.
Beatriz Melges
Regional Director
BetConstruct AI
Rodrigo Ripol
Business Development Officer
AHIS
Erick Sapien
Country Manager
BC.GAME
AI is reshaping player experience, with ~82% of users favouring AI-driven recommendations and operators tailoring lobbies, bonuses, and pacing in real time. The next phase is hyper-personalisation: AI predicting needs before players act. Meanwhile, 45% already use AI for responsible gambling, reporting ~15% reductions in harm indicators. As precision grows, can AI balance growth with duty of care or will regulators set the limits?
Nathan Wolf
Strategic International Advisor & AI Trainer
–
Mauricio Soto
Head of Expansion – LATAM
Optimove
Javier Troncoso
Co-Founder & CEO
InsightPlay.ai
Regulatory shifts, customs delays, and tighter import controls are creating growing challenges for casino operators and gaming suppliers in Mexico. Examine how the industry can balance enforcement with commercial growth through clearer import frameworks, regional certification standards, and stronger cooperation between regulators and operators.
Pamela Gutierrez
Sales Director Mexico
EGT
Mariano Hernandez Castillo
Product Director
Caliente Corporation
David Fica
Co-Founder
Land Vegas Group
Crises across LATAM escalate fast, driven by regulation shifts, payment friction, and affiliate pressure. This session reviews real incidents and puts a clear lens on female leadership in sports and gaming – how women executives, athletes, and advocates shape crisis response, integrity, and player trust.
Rosa Ochoa
Founder & Strategic Advisor
Blue Global Gaming
Iliana María Pineda Echeverri
Chief Legal & Compliance Officer
Wplay
Iraid Rosales
Country Manager Mexico
Amusnet
Elizabeth Maya Cano
Executive President
CORNAZAR
15:00 – 18:00
Catch up with new acquaintances over a few end-of-day drinks. The perfect place to carry on with conversations, the VIP Lounge at the Centro Banamex will host a relaxed standing reception.
✨What to expect: A custom cocktail menu adds to the vibe.
🎟️Good to know: This event is open to Platinum ticket holders only.
16:00 – 16:15
Meet some of North America’s leading influencers and streamers, alongside prominent international creators, during an exclusive 15-minute networking session in the Platinum VIP Lounge. Connect with some of the industry’s most influential digital personalities, take professional photos with our official photographers and enjoy a unique opportunity to network in a relaxed VIP setting.
✨ What to expect: Exclusive access to top creators, professional photo opportunities and elite networking.
🎟️ Good to know: This experience is exclusively available to Platinum ticket holders and takes place during Networking Drinks.
17:00 – 19:15
Supported by UNICO.IO and held during the inaugural edition of SiGMA North America, the 57th AIEJA Assembly (Members Only) brings senior stakeholders from across the regulated gaming sector for high-level discussion on the evolution of Mexico’s gaming market, regulatory developments, and emerging opportunities across Latin America. The AGM will be followed by a networking reception.
✨What to expect:
– An evening of networking and strategic discussions
– Meet AIEJA members and top-tier industry leaders
– Good food, even better conversation
🎟️ Good to know: This event is strictly by invitation only.
20:00 – 00:00
Join us for a fun-filled cocktail evening at Terraza Cha Cha Chá, a laid-back rooftop venue with stunning views overlooking Mexico City’s Avenida de la República. Spend the evening enjoying live mariachi music, an open bar, and plenty of delicious food as you soak up the atmosphere and celebrate all things Mexico. With great drinks, good company, and an unforgettable setting, it’s the perfect way to enjoy the city after dark.
✨What to expect:
– Traditional Mexican dishes and drinks
– Local Mariachi band
– City skyline views, including Plaza de la República and the world’s tallest triumphal arch, the Monument to the Revolution.
👗Dress code: Smart Casual
🎟️Good to know: This event is by invitation only.
Brought to you by:
10:00 – 18:00
It may be day two, but there’s no sign of things slowing down. Build on first-day conversations, discover booths you may have missed yesterday, or head to the VIP Lounge to double down on deals.
✨What to expect:
– High energy that builds on yesterday’s successes
– A carefully curated selection of top tier exhibitors
– The LatAm industry at your feet: Unparalleled on the floor networking
📌Good to know: Things keep going until 18:00, plenty of time to close things off before tonight’s party.
11:00 – 16:00
A busy second day brings fresh discussions and some compelling keynotes to the stage.Don’t miss the popular Startup Pitch – a live competition that sees six companies pitch their best ideas in front of a panel of judges.
✨What to expect:
– Topical panel discussions, expert-led keynotes
– Startup Pitch competition winner reveal
📌Good to know: Follow the agenda or browse our speaker line up by visiting the website
Commercial growth depends on people as much as products. Business leaders discuss how they recruit talent in new markets, upskill existing teams, transfer knowledge across regions, and prepare the next generation of iGaming leaders without slowing expansion.
Hebert Gaban
CMO Global
KBET
Dario Leiman
Head of Business Development – Latam
SOFTSWISS
Rahul Dua
CEO
Playvium
Examine why gaming expansion matters, connecting regulatory choices to jobs, tax revenue, and local investment. Regulators and policymakers will discuss how to structure markets so economic gains extend beyond operators and into the wider public.
Dr. Miguel Ángel Ochoa Sánchez
Executive Presidente
AIEJA
Evert Montero
President
Fecoljuegos
Jorge Ricardo Pérez Sosa
National Coordinator
SINTOLED
Karina Morales
Director General
Lotería del Niño, Guatemala
Tania Palacios Kuri
Federal Deputy, Mexican Chamber of Deputies
President, Tourism Committee
Major sporting events drive record betting traffic across LATAM – but for most affiliates, the spike disappears as fast as it arrives. Drawing on real campaign experience in the region’s hottest GEOs, this session breaks down which tools, sources, formats and funnels convert around major sporting events, what happens to event-driven traffic once the hype is over, and how to turn one-off spikes into stable long-term revenue through retention offers and reactivation.
Fernanda Figueroa
Affiliate Manager
1win Partners
The U.S. and Canadian iGaming markets now account for over $10 billion in annual regulated revenue, while Mexico adds a high-volume, fast-growing audience operating under a different, semi-regulated framework. Yet more than 85% of affiliates remain unclear on compliance requirements across U.S. states, Canadian provinces, and Mexico’s federal permit system. This panel explores how regulation impacts affiliate marketing, advertising access, and revenue growth, including licensing requirements, Google Ads certification, tracking, and scaling campaigns across North America’s fragmented markets
Christopher Guzman Reyes
Head of Affiliates
Logrand Entertainment Group
Guga Júnior
Influencer & Slots Expert
Scalar Partners
Athos Alexandre
Co-Founder & CIO
Click Hunters Tech
Andrés Gómez
Go-To-Market Lead- LATAM
Admattic
Yambot Aguilera
Sales Principal, Gambling & Finance
Operators have spoken – anonymously. Now it’s the regulators’ turn. Expect candid answers, differing opinions across jurisdictions, and a rare opportunity to hear regulators address the industry’s toughest feedback directly.
Rodrigo Cigliutti
Executive Director
CIBELAE – Ibero-American Corporation of Lotteries and State Betting
Marcelo Visconti
National Director
Loterías y Quinielas de Uruguay
Carlos Moyano
President
IAFAS Entre Ríos, Argentina
Heidi Hernández Olivo
Assistant Secretary
Puerto Rico Lottery
Lissa Mencía
General Administrator
Lotería Nacional de Beneficencia, Panama
With over 75% of iGaming traffic in Latin America coming from smartphones, mobile is now the primary betting channel. Learn how operators are optimising mobile UX, PWAs, and instant payments like Pix and SPEI to capture the next wave of players. Gain tactics to improve conversion, speed up live betting, and engage tens of millions of mobile-first users across the region.
Fellipe Fraga
Chief Business Officer
Stellar Gaming
When rankings crash, traffic disappears, or Google strikes overnight, what separates a good SEO from a great one? Three experts go head-to-head to diagnose real-world SEO disasters live on stage, presenting their alternative strategies while you decide who has the winning approach.
Vasilii Gamov
CEO
Peaky Ads LLC
Nestor Vazquez
Founder
igamingseoconsulting.com
Michael Merlino
Founder
Merlino AI & Merlino Marketing
Nicole Diena Dobernig
Founder
Data Insight
A leadership-focused keynote exploring how mindset and resilience can help professionals overcome personal and professional barriers, with practical insights on building sustainable success in high-pressure industries.
Thomas Corona
VP of BD for South LATAM
ATFX.com
Mexico’s online gambling base is growing fast, while fraud in LATAM has risen by roughly 30%+ year-on-year, increasing identity abuse and AML pressure alongside mobile-first adoption. Recent enforcement actions, including casino suspensions tied to suspicious flows, are forcing operators to rethink KYC beyond compliance. Explore how fast onboarding can coexist with stronger fraud controls, how deepfakes and synthetic identities are changing verification, and how continuous monitoring is reshaping acquisition and retention under tighter regulation.
We´re championing up-and-coming startups with the exciting Pitch competition. Held live on stage, it’s your chance to connect with investors and VCs—don’t miss this golden opportunity!
15:00 – 18:00
Wrap up a great second day with drinks in the VIP Lounge before heading off to this evening’s party.
✨What to expect: Great networking in a relaxed setting.
🎟️Good to know: This event is open to Platinum ticket holders only.
21:30 – 02:00
Presidential Suite at Hyatt Regency (Polanco)
Wrap up the week with us at the VIP Closing Party at the Presidential Suite at the Hyatt Regency Polanco. Join us for an elegant evening of drinks, great food, and even better company. This is the perfect opportunity to unwind, celebrate the week’s highlights, and enjoy one last evening of conversation and connection before we say goodbye.
✨What to expect: Drinks, light nibbles, and background music to set the mood
🎟️Good to know: This event is by invitation only.
👗Dress code: Lounge
00:00 – 23:00
As the SiGMA North America summit concludes, take the connections, insights and unforgettable memories with you. We look forward to welcoming you to the next SiGMA global event, our mother of all the conferences: SiGMA World in Rome. Ci vediamo presto!
07:00 – 22:30
Recharge your batteries after a busy week at SiGMA North America with a trip to the coastal paradise of Cancun. We’re gathering 50 top tier affiliates for a networking-meets-relaxation retreat. Fly in on a private flight for three unforgettable days filled with beachfront cocktails, spa treatments, and a trip out across the clear turquoise waters aboard a yacht. The evenings are no less memorable, with Mexican flavours contributing to custom-made menus, and a really great night out at top club Coco Bongo. Visit our retreat page for full details.
SiGMA Match App
SiGMA Match is a powerful tool designed to elevate your event experience and keep you connected. Crafted to seamlessly complement the event calendar, the free app enhances your experience by offering quick access to essential information right at your fingertips.
Packed with features like Quick Links and intuitive search tools, SiGMA Match simplifies networking and makes it easier than ever to engage with other delegates. From scheduling meetings to browsing the interactive floor plan, the app ensures you make the most of every opportunity. Stay informed with real-time updates, explore event details on the go, and access essential information effortlessly.
Smart Networking
Discover who’s attending – from high-profile exhibitors and keynote speakers to influential industry professionals. Use the app to connect directly, spark conversations, explore potential partnerships, or send invitations to build meaningful relationships before the event even begins. Maximize your visibility by building a compelling profile: highlight your products, services, and goals, and let others know exactly where to find you. Share your personal QR code for extra visibility.
Personal Agenda
With networking at its heart, SiGMA has lined up plenty of engaging activities throughout the year, from retreats and tournaments to its standout main summits. SiGMA Match lets you craft a tailored agenda that fits your goals. Pencil in panels, browse the interactive floor plan, book a meeting with any of your connections and plan your trip – all within one streamlined platform.
Live Events Updates
SiGMA Match ensures you’re always in the know. Get instant updates on newly announced speakers or discover podcasts and workshops taking place live on the expo floor. From exciting MMA weigh-ins, to Startup Pitch competitions there’s never a dull moment at SiGMA – don’t miss a moment of it.