Rubens Barrichello, a former Formula 1 driver and current Non-Executive Director at SOFTSWISS, inaugurated the BiS SiGMA South America 2026 event in São Paulo. This gathering occurs as Brazil strengthens its regulated betting market, attracting significant international attention.
The event, held at the Transamerica Expo Center, convenes policymakers, executives, and investors to discuss regulatory advancements and the rapid evolution of Brazil's betting industry, which is being transformed by sports, technology, and digital entertainment.
The opening ceremony saw notable attendees, including Eman Pulis, the SiGMA Group Founder; Alessandro Valente and Carlos Cardama, Co-Founders of BiS; Luis Otavio Verissimo Teixeira, President of the Superior Court of Sports Justice; and John Aquilina, Malta's Ambassador to Brazil.
Barrichello emphasized the growing intersection of sports and digital platforms, highlighting how technology is changing audience engagement with sporting events. He remarked, “In motorsport, there have been instances where the car was performing flawlessly, but the driver could not keep pace. In such cases, power is reduced for safety. This principle should also apply to iGaming.”
Participants engaged in a virtual simulation of the Interlagos Circuit alongside Barrichello, showcasing the blend of live sports and digital experiences within the betting landscape.
The first day featured prominent football personalities such as Júlio César, Zinho, Diego Lugano, and Aloísio Chulapa, underscoring the cross-sport appeal of the sector. Their involvement signifies the ongoing importance of sports in fostering engagement and growth within the digital betting arena.
During the ceremony, Teixeira stressed the necessity for collaboration between football and the betting industry, stating, “Betting must be integrated into discussions with football. The essence of sports, especially football, lies in integrity. We need to view the betting sector as a partner and progress together to support the sport.”
Regulatory matters were a focal point on the first day, marking a year since Brazil implemented its new betting framework. Discussions revolved around taxation, illegal gambling, implementation hurdles, and the competitiveness of the regulated market.
Pulis stated, “By 2030, we aspire for SiGMA to be the most reliable source for players, ensuring access to regulated platforms. Our goal is to protect compliant operators within the industry.”
Experts noted that while Brazil has made strides in creating a regulated environment, challenges persist, particularly concerning tax burdens and competition from unlicensed operators.
Panel discussions also highlighted the economic advantages of regulation, including increased tax revenues, job creation, and enhanced international investment. The event is anticipated to draw around 18,500 participants, including over 4,100 operators.
Pulis further emphasized the broader social responsibility of the industry: “We will continue to advocate that regulated gaming is the only viable path forward, not just in Brazil but throughout South America.”
He also mentioned that the SiGMA Foundation has initiated a sports school in a São Paulo favela, with plans to expand to Rio de Janeiro and Brasília.
Concluding the session, Valente remarked that the event reflects the sector's long-term vision: “BiS SiGMA South America is about constructing a future that is already demonstrating itself to be solid, consistent, and authentic.”