SiGMA North America 2026 to Debut in Mexico City with 4,000 Delegates and Expanded Regional Focus

SiGMA Group has confirmed the launch of SiGMA North America 2026, a new annual summit set for September 1–3 at Centro Banamex in Mexico City. The event is designed as a counterpart to BiS SiGMA South America in Brazil, with the two conferences scheduled roughly six months apart to allow delegates to engage with both the North and Latin American markets. Organisers expect 4,000 delegates, including 1,000 operators, more than 150 speakers, and over 200 exhibitors and sponsors, with nearly half of attendees holding C-suite titles.

Strategic Location and Market Potential

Mexico City was chosen for its geographic position bridging the United States, Canada, and Latin America, offering a natural hub for cross-border business development. The Spanish-speaking market is a key focus, complementing the Portuguese-speaking emphasis of the Brazil event. Market data cited by SiGMA from Horizon Databook projects Mexico’s online gambling sector could reach $3.61 billion by 2033, with the online casino segment nearly doubling from $441.5 million in 2024 to $943.7 million by 2030. DGJS data indicates over 350 licensed land-based casinos and more than 30 digital operators holding SEGOB licences under the ".mx" domain.

Conference Agenda and Networking

The two-day conference programme tackles market entry, regulation, AI, affiliate performance, fraud, and KYC. Day 1 includes a panel on the role of global operators in Mexico, featuring Victor Arias (ARRISE), Cristhian Gomez Villa (Betsson), and Germán Sarmiento (Betcris), and an interactive “Regulatory Escape Room” for LatAm operators eyeing U.S. and Canadian expansion. A session on AI personalisation will feature Mauricio Soto (Optimove) and Javier Troncoso (InsightPlay.ai). Day 2 focuses on affiliates with a keynote by Fernanda Figueroa (1win Partners) on predictive modelling and automation, followed by a panel on fraud and KYC challenges in a market of 8 million players. Beyond sessions, the summit offers the SiGMA North America Awards on September 1, a startup pitch competition on September 3 with six finalists presenting to investors, and a VIP lounge with networking drinks for Platinum ticket holders. An exclusive premium activity for Platinum delegates is planned for September 1, with details to follow; past SiGMA experiences have included cruises and safaris.

Post-Summit Affiliate Retreat in Cancun

The event extends beyond Mexico City with the SiGMA Affiliate Retreat in Cancun from September 4–6, limited to 50 top affiliates. The package includes a private jet transfer from Mexico City, two nights at a luxury resort, Michelin-starred dining, and activities such as cenote swimming, ziplining, and a catamaran tour to Isla Mujeres. This retreat flows directly into Affiliate World Americas in Cancun on September 7–8, creating a concentrated September schedule for iGaming and affiliate marketing professionals.

Event Details and Registration

The summit targets audiences across online gaming, affiliate marketing, and land-based gaming. Tickets are now available, with additional panelists and activities to be announced in the lead-up to September.