We recently had the fantastic opportunity to sit down with Eman Pulis, the founder of SiGMA, often called “the mother of all conferences.” This chat happened right in the middle of the SiGMA Cape Town 2025 event, where the energy and connections were truly incredible. Mukul Kaushik, our Chief Revenue Officer at Affnook, spoke with Eman about his huge plans for 2025 and how SiGMA is becoming much more than just a place for iGaming companies to meet.
SiGMA is Growing, and the World is Noticing
Eman started by sharing how much the Cape Town event itself is growing. He mentioned it was their second time in Cape Town and their third event in Africa overall, and the show has been getting “steadily and robustly” bigger. He’s confident that by March 2026, the event could even double or triple in size. For us, being there for the first time, the quality of connections we made truly spoke volumes.
Then, Eman laid out SiGMA’s ambitious plans for 2025. It’s a massive undertaking, with seven summits planned across the globe: Dubai, Cape Town, São Paulo, Malta, Rome, Manila, and Colombo in Sri Lanka.
His strategy is simple: SiGMA wants to be at the forefront of all the emerging markets. Whether it’s South Asia, Southeast Asia, Africa, or Latin America (Latam), SiGMA wants to be there, not just hosting a show, but “in the driver’s seat.” Their goal is to bring together both government regulators and the business community. Why? So that the gaming industry can thrive in a way that is stable, sustainable, and properly regulated.
The Dubai Innovation: Merging Gaming and Affiliates
Mukul asked about the new things SiGMA is doing, especially the big changes seen at SiGMA Dubai. Eman explained that every SiGMA show is unique, but Dubai is special because they run it alongside Affiliate World (AW).
This partnership is a smart move. By bringing SiGMA and Affiliate World together, they are able to introduce a “fresh bloodline of affiliates” directly to the gaming world. Operators, platform providers, and game companies have all been asking for more affiliates to attend, and this collaboration with AW is working “beautifully” to meet that demand.
What also makes Dubai unique is its focus on frontier technology. Dubai is quickly becoming a worldwide hub for cutting-edge tech. So, at the show, you see everything from AI and blockchain to GameFi, DeFi, FinTech, and Big Data. Eman described the show as a place where the “intersection of frontier technology” meets gaming, all while attracting a fresh wave of affiliates. For us, working in both iGaming and other affiliate marketing verticals, having these two major shows at the same time adds huge value.
The Biggest Challenge: Working with Governments
Mukul then asked about the challenges of managing such large, flawless conferences in seven different cities across different continents. Eman didn’t focus on logistics or venue issues. Instead, he pointed to one key challenge that excites them every morning: business-to-government relationships.
SiGMA’s primary mission is to promote regulated gaming. Eman explained that they are talking to many governments around the world, making the case that the only sustainable path forward is proper regulation. Their mantra is clear: “Regulate, regulate, regulate iGaming.”
Positive feedback is being seen everywhere. Some governments are even bidding to host a SiGMA show in their cities. This shows how SiGMA is more than an iGaming event; it is an event that assists governments in economic development and promotes tourism.
Eman backed this up with a powerful example. SiGMA engaged one of the ‘Big Four’ accounting firms, KPMG, to study the impact of their Malta show. The study found that the SiGMA Malta event leaves more than 100 million euros in the local economy. These figures are “significant” for a small economy like Malta, helping to create jobs as more companies decide to set up offices there. Eman stressed that SiGMA wants to “replicate this success formula” everywhere they go, viewing it as a “noble social cause.”
It’s clear that Eman Pulis and SiGMA are committed to not only hosting massive events but also driving responsible global growth, economic impact, and strategic collaboration between governments and the iGaming industry.
