SiGMA World 2026 completed its opening day at Fiera Roma this Tuesday, attracting a strong turnout of industry professionals across a significantly larger exhibition area than last year. Visitor traffic increased steadily throughout the morning, and by midday the nine exhibition halls were bustling with attendees moving between stands, business meetings and conference sessions.
The strong opening-day turnout was in line with organisers’ expectations of more than 30,000 visitors over the three-day exhibition.
From the entrance to the exhibition floor
Visitors arriving at Fiera Roma were greeted by a procession of flag-bearers and trumpeters in Renaissance costume, accompanied by drummers, stilt walkers and jugglers. The performers added a festive touch to the opening morning as delegates made their way into the exhibition halls.
Inside, operators, suppliers, affiliates and technology companies turned their attention to product demonstrations, scheduled business meetings and networking opportunities.
The conference programme brought together senior industry representatives, regulators and public officials to examine developments affecting the gambling sector. Regulatory certainty, consumer protection, illegal gambling and the growing influence of emerging technologies featured prominently in the opening discussions.
Official opening ceremony highlights regulation and responsible gaming
The official inauguration took place on Tuesday at the Main SiGMA Stage in Hall 3, with Trudy Kerr hosting a series of addresses by Heathcliff Farrugia, Chief International Relations Officer at SiGMA Group; Hon. Tulia Ackson, President of the Inter-Parliamentary Union (IPU); and Antonello Aurigemma, the President of the Regional Council of Lazio. Their interventions covered regulatory oversight, the responsibilities of gambling businesses and cooperation between the industry and public institutions.
Opening the proceedings on behalf of SiGMA Group, Farrugia highlighted the international reach of the Rome gathering, which brings together the organisation’s global network rather than focusing on a single regional market. The summit includes representatives from more than 65 regulatory authorities and government institutions, providing opportunities for dialogue between policymakers and companies operating in different jurisdictions.
Farrugia placed particular emphasis on the need for regulatory frameworks capable of protecting consumers without undermining the development of licensed businesses. He warned that prohibiting gambling does not necessarily eliminate consumer demand, potentially encouraging players to turn to unlicensed operators that are not subject to established compliance and consumer protection requirements.
“Good regulation is the foundation of sustainable growth,” he said, linking effective oversight with the industry’s ability to attract investment and operate within clear legal frameworks. His remarks reflected the importance of balancing consumer safeguards with the commercial certainty required by legitimate operators, particularly as authorities across different markets continue to review their approaches to gambling regulation.
The SiGMA executive also addressed the growing connections between gaming and other technology-driven industries, including artificial intelligence, financial technology, digital payments, cybersecurity and blockchain. These sectors are increasingly represented in the event’s conferences, exhibition areas and workshops, reflecting their interaction with gaming businesses. Farrugia also referred to the event’s economic contribution to Rome, which organisers estimate will exceed €100 million in local economic activity.
Consumer protection and artificial intelligence draw attention
The social implications of gaming and the potential risks associated with emerging technologies were another major focus of the opening ceremony. Hon. Tulia Ackson, President of the Inter-Parliamentary Union, addressed the protection of children and young people as digital gaming becomes increasingly accessible through mobile devices and online platforms. Her intervention examined the responsibilities of policymakers and companies developing products for younger audiences.
Ackson raised concerns about gaming disorder, loot boxes, inappropriate content, and design mechanisms that may encourage excessive spending or prolonged engagement. She also acknowledged the educational and entertainment opportunities offered by gaming technologies, while stressing that their development should be accompanied by safeguards addressing the potential risks associated with their use.
Artificial intelligence featured prominently in her remarks, particularly its ability to analyse individual behaviour and personalise gaming experiences according to users’ preferences and engagement patterns. Ackson warned that AI-driven personalisation could create additional risks when used to encourage extended playing sessions or increased spending, especially when younger audiences are involved.
She urged policymakers to look beyond the question of whether children should have access to digital games and examine the design of those products, the companies responsible for them and the safeguards in place. Her intervention called attention to the relationship between technological innovation, commercial engagement strategies and the protection of vulnerable users.
Referring to regulatory approaches in Australia, Europe, South Korea and China, Ackson highlighted measures addressing online safety, age ratings and potentially harmful game design. She called for stronger age-appropriate standards, greater scrutiny of manipulative features and more effective oversight of digital gaming environments.
The IPU President also stressed the importance of involving industry representatives, mental health professionals, parents, children and international organisations in the development of effective policies. Her remarks emphasised that protecting younger audiences requires cooperation between governments, civil society and businesses, rather than regulatory action undertaken by public authorities alone.
Lazio authorities emphasise public-private cooperation
The institutional dimension of the event was further addressed by Antonello Aurigemma, President of the Regional Council of Lazio, who welcomed the international gathering to Rome and highlighted the opportunities it offers for businesses, professionals and government representatives to exchange knowledge and establish relationships.
Speaking in Italian, Aurigemma discussed Lazio’s potential in innovation and technology, particularly as emerging technologies continue to influence the development of gaming and related industries. He emphasised the importance of cooperation between public institutions and private companies in establishing clear rules, strengthening professional expertise and promoting lawful commercial activities.
Aurigemma also reaffirmed the Regional Council’s commitment to supporting initiatives that encourage collaboration across strategically important economic sectors. His remarks focused on the role of institutions in creating conditions for innovation and business development while maintaining appropriate regulatory standards.
The opening programme included a presentation highlighting the SiGMA Foundation’s international community support initiatives, which were acknowledged by the participating speakers. Following the addresses, the speakers joined Eman Pulis and Heathcliff Farrugia for the official photograph, before Trudy Kerr formally declared SiGMA World 2026 open.
Sports stars bring added attention to the exhibition floor
Tuesday’s opening day also featured several prominent sporting figures taking part in activities organised by exhibitors. Former Italy goalkeeper Gianluigi Buffon visited the N1 Partners stand, where he met attendees and participated in a penalty challenge, while former Formula 1 driver Giancarlo Fisichella also appeared at the exhibition. Conor McGregor, the former UFC champion, attended as a special guest of 1xBet, adding to the programme of appearances arranged by companies during the event.
Former UFC heavyweight champion Francis Ngannou was also present on Tuesday, appearing at Solidicon’s stand to promote Punchinator: Francis Ngannou Edition, the company’s crash game associated with the fighter. His participation formed part of the gaming industry’s wider use of sporting personalities in promotional activities, product presentations and meetings with visitors during the exhibition.
The sporting programme continues on Wednesday, with former Inter players Javier Zanetti and Marco Materazzi among the scheduled attractions. Zanetti is due to meet visitors at Betsson Group’s stand, while Materazzi is expected to participate in activities surrounding the Bloko Padel Tour finals in Hall 9. Former France international Djibril Cissé is scheduled to appear at LINEBET’s stand for an autograph session, while former Brazil midfielder Hernanes is expected to attend with DAZN Bet.
Combat sports and entertainment will also feature in Wednesday’s activities, with Ngannou scheduled to return to Solidicon’s stand. SPRIBE has organised a meet-and-greet with Jacob Arabo, founder of Jacob & Co., alongside brand ambassadors Merab Dvalishvili and Nina Drama. Ukrainian boxing champion Oleksandr Usyk is also expected to attend a separate, invitation-only GR8_TECH event for selected partners.
European regulation and illegal gambling feature on Wednesday’s agenda
The exhibition continues on Wednesday, 4 November, with further conferences, workshops, product presentations and business meetings at Fiera Roma. Regulatory fragmentation across Europe is among the main subjects scheduled for discussion, with panels examining the challenges created by differing national gambling frameworks and the prospects for stronger cooperation between regulatory authorities.
The programme includes discussions on coordination against illegal gambling, information sharing between regulators, payment restrictions and the use of technology to identify regulatory risks. Participants will examine how authorities can strengthen enforcement while maintaining competitive conditions for licensed gambling businesses operating across European jurisdictions.
Another panel will focus on the economics of illegal gambling, including the factors enabling offshore operators to attract players despite increasingly restrictive regulatory environments. The discussion will consider the commercial characteristics of unlicensed offerings and the challenges facing authorities seeking to channel gambling activity towards regulated markets.
Consumer confidence and transparency in gambling products will also feature on the agenda, with discussions covering return-to-player information, game mechanics and the presentation of odds. These subjects are particularly relevant to operators, software suppliers and regulators working to establish standards for product information and consumer protection.
Latin America will also have a place in Wednesday’s workshop programme. CIBELAE will lead a session on lotteries, social impact and illegal gambling, examining the contribution of official lotteries to education, healthcare, culture and community development, as well as the challenges posed by unlicensed gambling and cross-border digital distribution.
The workshop will address enforcement measures, including restrictions on access to illegal websites, action against unlawful advertising and efforts to prevent financial transactions linked to unlicensed gambling. It will also examine opportunities for cooperation between Latin American regulatory authorities, taking into account the different legal frameworks operating across the region.
Further workshops will cover licensing requirements, anti-money laundering, data protection and technical certification, alongside the practical implications of regulatory compliance for online gambling businesses. The use of artificial intelligence in performance marketing will also be examined as part of the wider programme, which brings together gaming, affiliate marketing, technology and financial services across five conference stages.
SiGMA World 2026 continues at Fiera Roma through Thursday, 5 November, with additional conference sessions, exhibition activities and networking opportunities scheduled over the remaining two days. The complete programme, including session times, speakers and conference locations, is available on the official SiGMA World 2026 agenda.