SIGMA Casino Group: Interview with Events COO
SiGMA Group built its profile in iGaming by connecting industry professionals and entrepreneurs through events and related initiatives. Emily Micallef, COO of SiGMA Events, played an important role in that work. During more than three years with the company, she helped plan and deliver its wide-ranging events program.
In this interview, Emily discusses her responsibilities at SiGMA, how the company responded to challenges over the previous two years, and its plans for the future.
Could you tell us about yourself and your role at SiGMA? When did you join, and how has your position evolved?
I joined SiGMA Group three years ago as Events Director. I’m grateful that the company recognized my contributions over those three years by promoting me to COO of SiGMA Events. I spend much of my time coordinating sales events, marketing, video projects, and conference production, among other responsibilities. This year’s calendar is packed, so things can get a little chaotic—but that comes with the events business, and I enjoy the pace.
SiGMA connects people in the iGaming industry. How many events do you hold each year?
Our plans for 2023 are especially ambitious. Over the coming months, we intend to stage six main events. Some are expected to be larger gatherings, including Dubai in March, Manila in July, and Malta in November. The planned regional events in Africa, Brazil, and Cyprus are intended to be more intimate.
Alongside iGaming, our program spans other emerging sectors—from blockchain and AI to digital health and affiliate marketing. Bringing these fields together can offer delegates added value as they explore business opportunities across industries.
What formats do your events use, and how do you select speakers?
Large expos and conferences are familiar features of SiGMA’s calendar, along with roadshows, online conferences, and networking dinners throughout the year.
When selecting speakers, we look for people with expertise and a clear perspective on what may come next. Specialist-led programming is important for events that want to contribute to discussions about emerging industries. We also want the conference to welcome fresh perspectives and ambitious ideas, so finding speakers who are ready to challenge established thinking and advance innovation remains a priority.
Covid disrupted live events for a couple of years. As activity seems to be returning to normal, how did SiGMA adapt during that time?
The previous two years brought serious challenges for many, as the industry worked to respond to rapidly changing circumstances. We used that time to reconsider our role and extend our reach. We moved into affiliation and opened offices in Cyprus and Belgrade, aiming to build recognition as a global authority on internet gambling. We also saw a broader website—with news, reviews, education, and events—as part of that strategy.
That change led us to rethink our former slogan, “The World's Gaming Festival,” which focused primarily on our events. We adopted “The World's Authority in Internet Gambling” to reflect a broader ambition.
With your experience in the industry, what do you see ahead for iGaming?
As more countries across several continents adopt regulated online gambling, the outlook seems promising for SiGMA Group and its international ambitions as an industry authority. In the years ahead, effective regulation will be important to iGaming’s development, especially in newer markets. We planned to explore the topic further during 2023, including at our first events in Brazil and Kenya.
What, in your view, makes SiGMA a world-class group?
We strive to deliver a strong experience and take care in everything we do. Our team brings together people with a range of skills, and we planned to continue growing it throughout 2023. Everyone contributes to the quality of our services and products, whether we’re hosting an intimate iGathering dinner, a 25,000 strong expo, or producing the latest issue of SiGMA magazine. Delegates should see that commitment in all our work.
You recently launched Sigma Play. What is the project, and how is it developing?
As our affiliation arm and digital products grow, we’re expanding the team. One of our priorities for 2023 was a new visual identity and an updated SiGMA website.
We’re working to strengthen SiGMA’s profile through quality products and promising partnerships. SiGMA Play aims to be a “one-stop-shop” for the iGaming industry. A key part of that vision is giving operators a clear presence and helping customers find best casinos that fit their needs.
Evan Carrington brings more than 12 years of experience in the iGaming industry, specializing in online casino reviews, slot game analysis, and player safety assessments. Their expertise includes casino licensing, RTP, volatility, bonus terms, and withdrawal policies. Combining hands-on reviews with independent research, Evan provides clear, evidence-based coverage to help players understand gambling platforms, their features, and possible risks.
