As the clock struck past 11 a.m., a striking red car made its way through the halls of the Transamerica Expo Center in São Paulo, heading towards the stage. Behind the wheel was Rubens Barrichello, the legendary Formula 1 driver and current non-executive director at SOFTSWISS for Latin America. This moment encapsulated the vibrant atmosphere of the inaugural day of BiS SiGMA South America, a convergence of sports, entertainment, and business.
The event arrives at a pivotal time for Brazil's gaming sector. With the country now in its second year of a regulated online betting market, it is making strides in industry structuring while grappling with ongoing proposals for increased taxation—injecting both urgency and tension into discussions.
“In the coming days, this platform will host crucial debates regarding the future of the market in Brazil and globally,” remarked Alessandro Valente, co-founder of BiS SiGMA South America, during the opening ceremony.
“The corridors will be alive with significant deals. For years, Brazil was viewed as a land of promise, filled with potential yet clouded by uncertainty and misinterpretations. Today, that narrative has shifted: Brazil is no longer a mere expectation; it is a reality that calls for maturity, responsibility, and a long-term vision.”
Among the highlights of the conference was a well-attended panel featuring Plínio Lemos Jorge, president of the National Association of Games and Lotteries (ANJL); Fábio Macorin, deputy secretary of Monitoring and Enforcement at the Ministry of Finance; Giovanni Rocco Neto, secretary of Sports Betting and Economic Development of Sport; and Bárbara Teles, founder of the Association of Women in the Gaming Industry (AMIG). Their discussion centered on tackling the illegal market and match-fixing, providing both a current assessment of the issues and a forward-looking perspective on future challenges.
The event also introduced a significant initiative in sports integrity. Brazil’s Ministry of Sport, in collaboration with ANJL, unveiled an educational platform aimed at promoting integrity in sports.
This initiative seeks to educate athletes on identifying and preventing match-fixing, fostering a culture of transparency and fair play. The platform is set to launch in May and has been developed by Sportradar as a comprehensive training program to raise awareness among athletes about the dangers of match-fixing and corruption related to betting.
Its primary objective is to equip athletes with the knowledge to recognize, reject, and report any suspicious activities, thus safeguarding their careers and the integrity of sports.
The content has been crafted under the guidance of the Ministry of Sport and ANJL, adhering to standards commonly found in established regulated markets like the UK, Italy, and the US, while being specifically tailored to Brazil's unique context.
The first day of the event also featured notable sports personalities. Júlio César, a former goalkeeper for Brazil in two FIFA World Cups, was present and announced a collaboration with BGaming to launch a new game featuring his image.
He was joined by former players Diego Lugano, Aloísio Chulapa, and Zinho, who participated in a panel discussion.
Throughout the venue, a blend of Portuguese, Spanish, English, Russian, and other languages created a vibrant atmosphere. This linguistic diversity is more than a detail; it reflects the international nature of the event, bringing together companies and executives from across the globe in São Paulo.
“Our event not only benefits the gaming industry but also has a significant economic impact on São Paulo. Thousands of individuals contribute to making this exhibition a reality—carpenters, restaurants, hotels, and bars. It’s a whirlwind during SiGMA week,” stated Eman Pulis, founder of the SiGMA Group.