Sigma 2025 was held in Rome and was a significant event for the global online gaming and marketing industry. Hosting the game in such a historic city has brought together everyone from tech experts to business leaders from all over the globe. Amidst all the buzz and excitement, Jeremy Castillo, Head of Sales at Affnook caught up with Michaela Checchi,Senior Commercial Manager at SiGMA World. They discussed how she got started in the industry, what’s currently happening in the Italian market and what modern businesses actually need to succeed today.
Michaela’s Journey with SIGMA
Michaela’s journey started with SIGMA back in 2021, right in the heart of Malta. It was a challenging time when global uncertainties were happening in the industry. However, Michaela was right there, she hasn’t just grown with the company but became a core part of the Sigma
For the last four years, her major focus was building the affiliate side of the business working hand-in-hand with partners and operators across various markets. Before working for SIGMA, Michaela was working for Condor Gaming, a company well-known for being a great training ground for people in the gaming world. This experience served as a pivotal point to her career. It gave her a front-row seat to know how operators work, which helps her truly understand the needs of everyone she works with today.
Launch of SIGMA Italy: A New Chapter
Michaela shared some exciting news that Sigma is officially launching a dedicated Italian site.This is a big step forward and shows just how committed the company is to growing in markets that are both well-regulated and full of potential.
Italy has long been known for its strict gaming regulations, but the landscape is shifting. However, Today the Italy market is opening up offering fresh growth potential for operators and partners. Michaela noted that Sigma Italy currently collaborates with many of the country’s most respected brands. At the same time, we are eager to help new businesses find their footing in this evolving space.
Our mission at Sigma Italy is to act as a bridge. We specialize in connecting operators with the right affiliates and audiences, ensuring that every brand can grow both responsibly and successfully within the Italian community.
Insight into the Italian iGaming Market
Michaela highlights how Italian players strike a perfect balance between sports betting and casino games. With the country’s unrivaled love for football, it’s no surprise that casino staples and slots hold their own as enduring favorites.
Leading brands in Italy give both segments equal weight, crafting a seamless, well-rounded experience for their players. In sports betting, football reigns supreme, trailed by the adrenaline rush of Formula 1 and the sharp focus of tennis.
Global Reach with a Local Touch
Based in the heart of Milan, Michaela acts as a vital link for Sigma. By working remotely, she is able to blend her deep understanding of the Italian market with our global vision, ensuring that Sigma stays culturally connected while thinking big.
The Sigma Rome edition was a particularly special milestone for her. Michaela described it as the moment she had been waiting for—seeing a world-class gaming event come to life in her own country. The contrast of Rome’s ancient history against a high-tech exhibition backdrop created an atmosphere that was not just professional, but truly memorable for everyone who attended.
What Affiliates Value in Modern Tracking Platforms
To wrap up, Michaela shared some practical thoughts on what affiliates and managers actually need from their tracking tools today. She believes the best platforms succeed by keeping things clear and simple, giving users the accurate, real-time data they need without burying it under useless features.
In an industry where everyone is busier than ever, being able to check performance metrics at a glance has become a necessity. We’re also seeing Artificial Intelligence become a real helping hand, taking over the repetitive “busy work” so teams can focus on what matters.
Lastly, Michaela reminded us that security is the foundation of a good partnership. She pointed out that strong fraud detection shouldn’t be an afterthought—it should be built right into the platform. When these protections are part of the system, it creates a much safer and more confident environment for both affiliates and operators to grow together.
