Flávio Figueiredo
Co-founder of BiS & CEO of iGaming Brazil
Flávio Figueiredo is Co-founder of BiS and CEO of iGaming Brazil, one of the country’s leading B2B news and insights platforms dedicated to the gaming and sports betting industry. Known for his deep understanding of Brazil’s regulatory landscape and digital ecosystem, he regularly contributes strategic analysis on market trends, localisation and industry growth.
In this Global Gambling News exclusive, Flávio underlines the significance of this month’s BiS SiGMA South America event within one of the world’s key developing gaming territories.
Global Scale & Authentic Local Intelligence
BiS SiGMA South America stands apart because it operates at the intersection of global scale and authentic local intelligence. Since the 2023 merger between BiS and the SiGMA Group, we have been able to connect Brazil and the wider LatAm market directly to Europe, Asia, Africa and the Middle East through one unified ecosystem. This global bridge is critical at a time when Brazil’s regulated market is attracting unprecedented international attention.
Additionally, the strategic depth distinguishes the event. It attracts over 18,500 delegates and over 250 speakers with operators, regulators, investors, affiliates, platform providers and payment specialists all present. The curated exhibitor mix also ensures the right balance between established global brands and regional players, creating a marketplace where real business gets done.
Three dual-language stages reflect the bilingual reality of the region and make discussions accessible to both local and international stakeholders.
BiS SiGMA South America is the main meeting point for a region entering a new regulatory and commercial era. It provides credibility and connection at a moment when Latin America and Brazil in particular are reshaping the global gaming narrative.
C-level executives and direct decision makers
C-level executives and senior decision makers with direct purchasing authority account for approximately 32% of total attendance. As Brazil and several wider LatAm jurisdictions move through critical phases of regulatory implementation and market maturation, the conversations taking place at the event are highly strategic. Whether it is licensing applications, market-entry structuring, payments integration, platform migration or compliance alignment, delegates arrive with defined commercial objectives.
This strong senior representation fundamentally changes the landscape on the show floor. Exhibitors and sponsors are engaging directly with founders, CEOs, regional directors and heads of compliance, individuals empowered to make investment decisions and formalise partnerships.
In emerging and newly regulated markets, timing is everything and access to decision-makers significantly accelerates deal cycles. That level of executive concentration ensures that BiS SiGMA South America remains a results-driven business environment.
LatAm market representation
Brazil leads in representation, reflecting the scale and momentum generated by its newly regulated federal betting framework. We also see strong participation from Mexico, Colombia, Peru, Argentina and Chile.
Internationally, participation from Europe and Asia is particularly strong. For many global companies, Brazil is viewed as the gateway to Latin America and a launchpad that can unlock broader regional expansion. As a result, BiS SiGMA South America has evolved into a convergence point where local operators meet global capital and technology, reinforcing its position as the region’s primary strategic hub.
Establishing measurable ROI
Measuring ROI is a priority for us and we recognise that visibility alone is no longer enough. While brand presence remains important, particularly in a competitive and newly regulated market like Brazil, our model has evolved to focus on tangible commercial outcomes rather than impressions alone.
We facilitate structured networking sessions, curated introductions and hosted buyer programmes that connect sponsors directly with pre-qualified decision-makers aligned to their target markets and verticals.
Our data-driven matchmaking tools help identify relevant prospects in advance, allowing companies to schedule strategic meetings before they even arrive onsite. In addition, many exhibitors use Brand Ambassadors at their stands, host live Q&As, product demos and thought leadership sessions to actively engage high-value traffic.
Supporting companies entering or scaling
We welcome companies in an open and structured way, providing direct access to the information that truly matters for those entering or expanding in the Brazilian market. Our goal is to create an environment where everyone, operators, suppliers, investors and new entrants, can find clarity, guidance and practical pathways to move forward.
To achieve this, we bring together legal experts, regulators, compliance consultants, local service providers, recruitment firms and established industry players to share real, applicable knowledge on licensing, operational requirements, payments, AML, taxation and best practices.
We also offer guided networking opportunities, strategic presentations, thematic sessions and bilingual content that make the entire regulatory landscape easier to understand.
Emerging trends dominate discussions
AI-driven risk management, fraud detection and player protection are central themes. Payments, especially PIX integration, compliance tech, AML systems and data-driven personalisation are also key topics. Crypto and blockchain also feature, but within a compliance-first framework as regulators prioritise transparency and responsible gaming safeguards.
Supporting long-term partnerships
We see ourselves as an ecosystem. While the São Paulo event is a major touchpoint, it forms part of a broader global network delivered by the SiGMA Group across Europe, Asia, Africa, the Middle East and the Americas.
This international calendar allows companies to continue conversations, expand into new markets and deepen partnerships throughout the year rather than limiting engagement to a single event cycle.
The 2023 merger between BiS and SiGMA significantly strengthened this continuity, enabling LatAm stakeholders to plug directly into a global platform and equally, allowing international operators and suppliers to maintain a consistent presence in the region.
Beyond the expo floor, partnerships are reinforced through our media arm, including magazine coverage and digital features that extend brand visibility year-round, as well as through initiatives led by the SiGMA Foundation that create shared purpose and community engagement.
Ultimately, our aim is to foster durable business relationships built on trust, visibility and repeated interaction. The live event may spark the introduction, but the wider SiGMA ecosystem is designed to sustain and scale those partnerships long term.
Making mistakes in Brazil
The most common mistake international operators make is underestimating Brazil’s complexity. On paper, it is an extremely attractive market. However, Brazil is culturally distinct, highly competitive and increasingly compliance-driven under its new federal regulatory structure.
Companies often miscalculate tax implications, licensing requirements, reporting obligations and the operational impact of local AML and responsible gaming standards. Another frequent oversight is assuming that strategies successful in Europe or Asia will translate directly. Brazilian consumers are digitally sophisticated and expect seamless mobile experiences, instant payments and culturally relevant communication.
Local partnerships are strategic necessities. Operators that invest in understanding the ecosystem tend to scale sustainably, those that treat Brazil as just another expansion market often struggle to gain traction.
The market is undeniably competitive, particularly with well-capitalised global brands entering Brazil at scale, so differentiation is essential. For many new entrants, a niche positioning strategy, whether focused on specific sports, esports, regional audiences, innovative betting formats or a superior mobile UX, can provide a more strategic and sustainable entry point than attempting an immediate full-scale launch.
Beyond Brazil…
Several LatAm markets now present compelling opportunities, each at a different stage of regulatory maturity. Peru is gaining significant momentum following its move toward a clearer regulatory framework, while Mexico remains one of the region’s largest and most commercially attractive markets due to its scale and established player base.
From a strategic standpoint, this growing regional importance is also reflected in SiGMA’s own expansion, including the launch of SiGMA North America in Mexico this September, further strengthening the bridge between LatAm and global stakeholders.
Companies should recognise that LatAm is not a single market but a collection of distinct regulatory and cultural environments, each evolving at its own pace and requiring a customised entry strategy.
The sentiment at BiS SiGMA South America continues to reflect strong long-term confidence in Latin America, particularly in Brazil as the region’s flagship regulated market. While new compliance requirements and higher operational costs have created more complexity for operators and investors, regulation has also brought greater market certainty, which is highly attractive to institutional capital.
Clear licensing structures, formalised taxation frameworks and improved oversight are helping to legitimise the sector and unlock larger-scale investment. As a result, despite some short-term caution during market transition phases, the overall outlook remains optimistic given the scale of the opportunity and the region’s rapidly growing digital and sports betting engagement.
Strategic Priorities
If I were advising a European or Asian operator entering Latin America in 2026, the priority would be building a foundation for sustainable, long-term growth rather than pursuing rapid scale.
The first and most critical step is ensuring full compliance readiness across each target jurisdiction, particularly as regulatory frameworks continue to evolve. Second, operators must prioritise seamless payment integration and advanced fraud prevention systems, given the importance of instant payment culture in markets like Brazil. Third, establishing strong local partnerships is essential.
Additionally, patience is key. Latin America rewards companies that commit to building trust, local presence and operational resilience over time rather than chasing immediate market dominance.
