Former Formula 1 driver Rubens Barrichello, Non-Executive Director at SOFTSWISS, officially opened BiS SiGMA South America 2026 in São Paulo, at a pivotal moment for Brazil’s regulated betting market and growing international interest from operators and investors.
Held at the Transamerica Expo Center, the event brings together policymakers, executives, and industry leaders to evaluate regulatory impact and sector evolution, as Brazil’s betting industry undergoes rapid transformation driven by sport, technology, and digital entertainment.
The Opening Ceremony also welcomed key figures including 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; and John Aquilina, Ambassador of Malta to Brazil.
Sport and betting: an increasingly integrated relationship
During his address, Barrichello highlighted the growing convergence between sport and digital platforms, emphasizing how technology is reshaping audience engagement.
Drawing from his motorsport experience, he noted that even when a car performs perfectly, the driver’s physical limits may require reducing power to ensure safety. He suggested that a similar principle should apply to the iGaming industry.
Attendees also experienced a virtual simulation of the Interlagos circuit alongside Barrichello, showcasing the deepening integration between live sport and digital environments within the betting ecosystem.
Football strengthens its role in the industry
The opening day featured prominent football figures, including former Brazilian goalkeeper Júlio César, 1994 FIFA World Cup winner Zinho, former Uruguay captain Diego Lugano, and former striker Aloísio Chulapa.
Their presence reinforced the role of sport as a key driver of engagement and growth in the digital betting industry, while also highlighting the importance of high-profile athletes in increasing the sector’s visibility.
During the ceremony, Luis Otavio Verissimo Teixeira emphasized the need to integrate betting into the broader football ecosystem, stressing that integrity must remain at the core while fostering collaboration to support the sport’s development.
Regulation at the centre of the conversation
Regulatory discussions dominated the first day’s agenda, marking one year since Brazil introduced its new betting framework. Adapting to this evolving landscape remains essential for market stability and growth.
Key topics included taxation impact, tackling illegal gambling, implementation challenges, and the competitiveness of the regulated market.
Eman Pulis outlined the organisation’s long-term vision, aiming for SiGMA to become a trusted source for players by 2030, ensuring access to regulated platforms and supporting compliant operators across the industry.
Industry experts agreed that while Brazil has made significant progress in establishing a regulated environment, challenges remain, particularly regarding tax pressure and unlicensed competition.
Economic and social impact
Panel discussions highlighted the economic potential of regulation, including increased tax revenues, job creation, and stronger international investment.
The scale of the event reflects the sector’s rapid growth, with approximately 18,500 participants expected, including over 4,100 operators.
The industry’s social impact was also addressed. During the Opening Ceremony, Eman Pulis reinforced the importance of regulatory compliance as the foundation for sustainable development.
He also highlighted the work of the SiGMA Foundation, which has already established a sports school in a São Paulo favela, benefiting more than a thousand young people through sports activities and evening education programmes. Expansion plans include new schools in Rio de Janeiro and Brasília.
Outlook for Brazil’s regulated betting market
Closing the session, Alessandro Valente stated that BiS SiGMA South America represents the construction of a future that is already proving to be solid, consistent, and authentic.
With ongoing regulatory and technological advancements, Brazil continues to emerge as a key market for digital entertainment and regulated betting in the region.
