Barrichello Opens BiS SiGMA South America
São Paulo – 08 de Abril de 2026 www.zonadeazar.com Former Formula 1 driver Rubens Barrichello, Non-Executive Director at SOFTSWISS, opened BiS SiGMA South America 2026 in São Paulo. The event takes place at a time when Brazil is advancing in consolidating its regulated betting market, attracting growing international interest from operators and investors. Held at the Transamerica Expo Center, the meeting brings together policymakers, executives, and investors to analyse the impacts of regulation and the evolution of the sector, as the country’s betting industry undergoes rapid transformation driven by sports, technology, and digital entertainment.
The opening ceremony also featured the presence of:
Eman Pulis, founder of SiGMA Group
Alessandro Valente and Carlos Cardama, co-founders of BiS
Luis Otavio Verissimo Teixeira, president of the Superior Court of Sports Justice (STJD)
John Aquilina, Malta’s ambassador to Brazil
Sports and betting: an increasingly close relationship
During the opening, Barrichello highlighted the growing integration between sport and digital platforms, emphasising how technology is transforming the way audiences interact with competitions.
“In motorsport, there are situations where the car is in perfect condition, but the driver’s body does not keep up. In such cases, power is reduced to ensure safety. The same principle should be applied to iGaming,” he stated.
Participants also experienced a virtual simulation of the Interlagos circuit alongside Barrichello, showcasing the increasing integration between live sports and digital platforms within the betting ecosystem.
Football figures reinforce industry connection
The first day of the event featured major football personalities, highlighting the sector’s cross-sport appeal:
Júlio César, former Brazil national team goalkeeper
Zinho, former midfielder and 1994 World Cup champion
Diego Lugano, former captain of Uruguay’s national team
Aloísio Chulapa, former striker and Club World Cup champion with São Paulo
Their participation reinforces sport’s central role as a driver of engagement and growth in the digital betting industry.
Luis Otavio Verissimo Teixeira stated:
“It is essential that betting becomes part of the dialogue with football. The core value of sport, especially football, is integrity. We must treat the betting sector as a partner and move forward together for the benefit of sport.”
Regulation at the centre of discussions
Regulatory issues dominated the first day, marking one year since the implementation of Brazil’s new betting framework. Adapting to the rules remains an ongoing process essential for ensuring market stability and growth.
Panels addressed topics such as:
- Taxation impacts
- Combating illegal operations
- Implementation challenges
- Competitiveness of the regulated market
Eman Pulis stated:
“By 2030, we want SiGMA to be the most trusted source for players, ensuring access to regulated platforms. Our goal is to act as a shield for compliant operators across the industry.”
Experts noted that while Brazil has progressed in creating a regulated environment, challenges remain regarding tax burden and competition from unlicensed operators.
Economic and social impact
Discussions also highlighted the economic potential of regulation, including increased tax revenues, job creation, and strengthened international investment.
The scale of the event reflects this growth: around 18,500 participants are expected, including over 4,100 operators.
The social impact of the industry was also addressed. Eman Pulis emphasised regulatory compliance and added:
“We will continue promoting the principle that regulated gaming is the only viable path, not only in Brazil but across South America.”
He also highlighted initiatives by the SiGMA Foundation:
“We created the first sports school in a São Paulo favela, which has already welcomed over a thousand young people into sports activities and evening education programmes. Our plan is to open a second unit in Rio de Janeiro and a third in Brasília.”
Outlook for Brazil’s regulated market
Closing the session, Alessandro Valente stated:
“BiS SiGMA South America represents the construction of a future that is already solid, consistent, and authentic.”
With continued progress in regulation and technology, Brazil is consolidating itself as one of the leading emerging markets for digital entertainment and regulated betting.
About SiGMA
SiGMA Group is a global media and events company for the gaming, emerging technology, and affiliate marketing sectors. Its platform focuses on regulation, education, and innovation.
Since its creation in 2014, SiGMA has rapidly evolved from a small niche event into a global powerhouse. The brand has redefined itself through rebranding initiatives, strategic acquisitions, and the establishment of new pillars such as the SiGMA Foundation, Business-to-Government, and SiGMA Play.
Today, the Group hosts 8 international summits and more than 100 networking events annually, including poker tournaments, retreats, and iGatherings. Its global presence is supported by offices in Malta, Limassol, Belgrade, Yerevan, São Paulo, and Manila.
Photo credit: Alisson Gustavo de Souza/BiS
