SiGMA Rome 2025 kicked off in the heart of the Eternal City, and there was a real buzz in the air. This was the first time the global iGaming crowd gathered in Rome, and Day 1 didn’t disappoint- energy, new ideas, and honest conversations pretty much set the vibe. Right out of the gate, Nook Talks’ own Jeremy Castillo jumped into a live chat with George Russell, Kirgo’s Head of Affiliates. It was the kind of talk that moves easily between sharp industry takes, real stories, and a few hints at what’s coming next.
You could feel the excitement straight from the exhibition floor. That first conversation set the pace for everything to come at SiGMA.
A Big First for Kirgo at SiGMA
For Kirgo, this was a big one: their first-ever SiGMA appearance. Their spot -Stand 509, didn’t scream for attention with flashy lights or giant screens. Instead, it was all about a clean, simple look that actually made them stand out from the usual trade show noise.
Honestly, that says a lot about where iGaming is heading. More and more, companies are ditching distractions and focusing on what matters: making things clear, usable, and actually enjoyable for players. George put it plainly that Kirgo’s all about keeping things accessible and straightforward, building a product that keeps people coming back, not just chasing the latest trend.
Sneak Peeks Without Spoilers
Now, George kept his cards close when it came to what’s next. There are launches and partnerships in the works, but he didn’t spill all the details—non-disclosure agreements and all that. Still, you didn’t have to read between the lines to get the message: Kirgo’s planning some pretty big moves.
He dropped hints about teaming up outside the usual iGaming bubble. Think sports, maybe even more. That kind of ambition got people talking on the show floor. Basically, Kirgo’s not content to play it safe, and anyone following the space should keep an eye on what they do next.
George’s 11 Years in the Game
One of the best parts of the conversation was hearing George talk about his own path through iGaming. He’s been in the industry for over a decade, and you could tell—he’s seen every corner of the business.
George started out in customer support, moved into VIP management, and then found his place in affiliate marketing about five years ago. That kind of path gives you a real sense for what players want, where the pain points are, and how growth actually happens—not just on paper.
From where we sat, that experience brought a lot of weight to the chat. There’s a reason why the best affiliate strategies come from people who know the whole player journey, not just the numbers game.
Talking Traffic and Opportunity
Naturally, affiliate marketing was front and center. George explained that Kirgo’s pretty open-minded when it comes to partners—SEO folks, PPC experts, streamers, influencers, you name it. He’s especially interested in crypto-driven traffic, which is only getting bigger as the market matures.
Zooming out a bit, the bigger picture is clear: affiliate marketing’s moving toward flexibility and collaboration. No more rigid playbooks—operators want partnerships that actually fit their long-term plans.
Geographically, Kirgo’s looking everywhere. Europe and Latin America are still top priorities, and they’re checking out North America where the rules make sense. Asia? That’s on the horizon, too—a lot of people at SiGMA seemed to agree.
What’s Next—Thinking Beyond Rome
Even with all the Rome excitement, George didn’t waste time looking ahead. He mentioned that Kirgo’s already thinking about major 2026 events like ICE Barcelona and iGB Live London. And if new markets or products open up, you’ll probably see them pop up at even more shows.
From Nook Talks’ side, that lines up with what we’ve been seeing: operators are planning further ahead, picking events that make sense for their bigger strategy, not just showing up for the sake of it.
Conversations That Matter
Beyond the business talk, there was a sense of real connection. Jeremy and George swapped stories about their early days in banking before jumping into iGaming, and the conversation had an easy, familiar feel. You get the sense that these relationships that are built over years, are what keep the industry moving forward. And honestly, that’s what makes events like SiGMA stand out: it’s not just about products or deals, it’s about people shaping the future, one conversation at a time.
