On the Talks Stage, the discussion addressed in practical terms how Brazil’s gaming and betting sector has been operating as a catalytic ecosystem for other industries—from sports and tourism to entertainment. The panel highlighted transferable insights for the business fairs value chain and, above all, how new opportunities can emerge from partnerships with other segments of the country’s economy, many of which are represented by leading sectoral trade shows.
The “conversation with the audience” format allowed for deeper exploration of case studies and questions from attending professionals.
“Our role is to take the industry out of its own bubble and bring it into dialogue with other sectors that drive the economy. When we engage with sectoral trade shows like Experience Expo, and with the worlds of sports, tourism, entertainment, or retail, applicable innovations emerge, along with new revenue streams and partnership models that add value and unlock scalability that has yet to be explored,” says Alessandro Valente, co-founder of BiS SiGMA.
“iGaming already plays a central role in the strategic expansion of the sponsorship market, bringing new media, data, and activation models. BiS SiGMA South America strengthens this ecosystem by connecting technology, regulation, and business, driving the professional evolution of the sector in Brazil,” analyzes Adauto Gudin, president of APBR.
Throughout the two days of Experience Expo, the BiS SiGMA executive leadership team held meetings with organizers and promoters, service-provider executives, venues from other regions of Brazil, and specialized media, mapping content synergies and collaborative agendas.
EEX brought together more than 100 exhibiting brands, including national and international organizers and value-chain suppliers for the fairs sector, broadening the reach of conversations and integration with the 2026 calendar.
“It is important that BiS SiGMA positions itself as an organizer that honors and adds value to the business fairs sector in Brazil. We are one of the largest betting markets in the world, with strong interest from international companies. BiS SiGMA South America, held in São Paulo, ranks among the top five most important and largest events worldwide,” says Nuno Bispo, marketing director at BiS SiGMA.
“By strengthening ties with the Brazilian Union of Business Fairs and Events (Ubrafe) and related strategic sectors, we aim to act as a catalyst for alliances and cross-sector relationships.”
Bispo adds: “At this moment of expansion for BiS SiGMA, as we broaden our portfolio with new event formats and in other Brazilian states, it is extremely valuable to connect with local partners who can help us deliver a better regional experience.”
Participation in Experience Expo reinforces BiS SiGMA’s commitment to sectoral integration, applied innovation, and institutional dialogue, connecting the gaming and betting industry with Brazil’s business fairs ecosystem.
BiS SiGMA
BiS SiGMA is the result of a joint venture between the Brazilian iGaming Summit (BiS), created in 2021, and the SiGMA Group, headquartered in Malta. It is now an integral part of the SiGMA Group.
BiS SiGMA South America represents the South American edition of SiGMA’s global events portfolio, the world’s leading brand in gaming industry event organization, with eight regional editions across all continents.
Held annually in São Paulo, the event has become the largest business forum for the gaming and betting industry in Latin America, bringing together operators, technology suppliers, regulators, investors, and specialized media.
The most recent edition occupied 30,000 m², received more than 17,000 professionals, and featured 250+ exhibitors from 40 countries. In addition to the trade fair, BiS SiGMA offers panels, workshops, and awards that promote discussion on regulation, innovation, and iGaming responsibility. More information: https://www.bis-sigma.com.
Source: GMB
