BiS SiGMA at Experience Expo: Dialogue with the Trade Show Industry

Brazil. – December 12, 2025 www.zonadeazar.com BiS SiGMA participated in Experience Expo (EEX), held on December 8 and 9 at Expo Center Norte, in two complementary formats: a booth at the fair for B2B networking and a panel at the Talks Stage in a chat with the audience with co-founder Alessandro Valente, moderated by Adauto Gudin, president of Associação Patrocínio Brasil (APBR). The action reinforces the strategy of partnerships with the events sector and institutional relationships, particularly, in this case, with organizers, venues, suppliers, and business media.

On the Talks Stage, the debate took a practical approach to how the gaming and betting sector in Brazil has been operating as a catalyst ecosystem for other industries, from sports and tourism to entertainment, highlighting transferable lessons for the trade show chain, but above all how new opportunities can be generated from partnerships with other sectors of economic activity in the country, many of them represented by leading trade shows. The “conversation with the audience” format allowed for in-depth discussion of cases and questions from the professionals in attendance.

“Our role is to take the industry out of its own bubble and put it in dialogue with other sectors that drive the economy. When we approach sector-specific trade shows such as Experience Expo, and the worlds of sports, tourism, entertainment, or retail, applicable innovations, new revenue streams, and partnership models emerge that add value and unlock untapped scalability,” comments Alessandro Valente, co-founder of BiS SiGMA.

“iGaming already plays a central role in the strategic expansion of the sponsorship market, bringing new models of media, data, and activation. BiS SiGMA South America strengthens this ecosystem by connecting technology, regulation, and business, driving the professional evolution of the sector in Brazil,” analyzes Adauto Gudin, president of APBR.

During the two days of the Experience Expo, the team of executive leaders from BiS SiGMA held meetings with organizers and promoters, executives from service providers, venues from other regions of Brazil, and the specialized press, mapping content synergies and collaborative agendas. The EEX brought together more than 100 exhibiting brands, including national and international organizers and suppliers from the trade show sector value chain, which broadened the scope of the discussions and integration with the 2026 calendar.

“It is important that BiS SiGMA positions itself as an organizer that honors and adds value to the trade show sector in Brazil. We are one of the largest betting markets in the world, with strong interest from international companies. BiS SiGMA South America, in São Paulo, is among the top 5 most important and largest in the world. As we approach UBRAFE and related strategic sectors, we want to act as a catalyst for alliances and cross-sector relationships.” In addition, Nuno Bispo adds: “At this time of expansion for BiS SiGMA, where we are expanding our portfolio with events in new formats and in other Brazilian states, it is very timely to meet local partners who can help us deliver a better regional experience,” concludes Nuno Bispo, Marketing Director at BiS SiGMA.

Participation in Experience Expo reinforces BiS SiGMA’s commitment to sector integration, applied innovation, and institutional dialogue, connecting the gaming and betting industry to the Brazilian trade show ecosystem.

Edited: @MaiaDigital www.zonadeazar.com