SIGMA Casino Group: Interview with the Events COO
SiGMA Group established its presence in iGaming by connecting industry professionals and entrepreneurs through events and related projects. Emily Micallef, COO of SiGMA Events, has played a central role in this work. During more than three years with the company, she helped plan and deliver its extensive events programme.
In this conversation, Emily discusses her responsibilities at SiGMA, the company’s response to challenges over the previous two years and its plans for what came next.
Could you introduce yourself and describe your role at SiGMA? When did you join, and how has your position changed?
I joined SiGMA Group three years ago as Events Director. I’m grateful the company acknowledged my work during those years by promoting me to COO of SiGMA Events. My time is largely spent coordinating sales events, marketing, video projects and conference production, among other responsibilities. This year’s calendar is full, so it can feel like organised chaos—but that’s part of events work, and I enjoy the pace.
SiGMA connects people in the iGaming industry. How many events do you plan each year?
Our plans for 2023 are especially ambitious. In the months ahead, we intend to hold six main events. Some are expected to be larger gatherings, including Dubai in March, Manila in July and Malta in November. The regional events planned for Africa, Brazil and Cyprus are intended to feel more intimate.
Alongside iGaming, our programme spans other emerging sectors – from blockchain and AI to digital health and affiliate marketing. Bringing these areas together can offer delegates added value as they explore business opportunities that cross industry boundaries.
What kinds of events do you hold, and how do you select your speakers?
Large expos and conferences are regular fixtures on SiGMA’s calendar, alongside roadshows, online conferences and networking dinners throughout the year.
When choosing speakers, we look for knowledgeable people with a clear perspective on what may be coming next. Specialist-led programming is important for events that want to contribute to discussions about emerging industries. We also make room for new viewpoints and bold ideas, so we prioritise speakers willing to challenge conventional thinking and foster innovation.
Covid disrupted in-person events for a couple of years. As activity seems to be returning to normal, how did SiGMA respond during that period?
The previous two years were difficult for many, as the industry adjusted to rapidly changing conditions. We took the opportunity to reconsider our role and broaden our reach. We moved into affiliation and opened offices in Cyprus and Belgrade, aiming to build recognition as a global authority on internet gambling. A broader website covering news, reviews, education and events was also part of that strategy.
That change prompted us to revisit our former slogan, “The World's Gaming Festival”, which focused mainly on our events. We adopted “The World's Authority in Internet Gambling” to reflect a wider ambition.
Based on your experience in the industry, what do you see ahead for iGaming?
As more countries across several continents adopt regulated online gambling, the outlook seems promising for SiGMA Group and its international ambitions as an industry authority. Effective regulation will be important to iGaming’s growth in the coming years, particularly in emerging markets. We planned to explore the subject further in 2023, including at first-time events in Brazil and Kenya.
What do you think sets SiGMA apart as a world-class group?
We strive to deliver an excellent experience and take care in how we work. Our team brings together people with a range of skills, and we planned to continue expanding it throughout 2023. Everyone contributes to the quality of our services and products, whether we’re hosting an intimate iGathering dinner, a 25,000 strong expo or publishing the latest SiGMA magazine. Delegates should see that commitment in everything we do.
You recently launched Sigma Play. What is the project, and how is it coming along?
As our affiliation arm and digital products grow, we’re expanding the team. One priority for 2023 was a new visual identity and an updated SiGMA website.
We’re building SiGMA’s profile through quality products and promising partnerships. SiGMA Play aims to be a ‘one-stop-shop’ for the iGaming sector. A key part of that vision is giving operators a clear presence and helping customers discover top casinos that meet their needs.
Evan Carrington brings more than 12 years of experience in the iGaming industry, with a focus on reviewing online casinos, assessing slot games and examining player safety. Their work covers casino licensing, RTP, volatility, bonus terms and withdrawal policies. Drawing on practical testing and independent research, Evan provides clear, evidence-based reviews to help players understand gambling platforms, their features and possible risks.
