On a recent episode of The Manesh Palli Show, Eman Pulis, founder of SiGMA Group, SiGMA Foundation, and Ikigai Ventures, sat down with host Manesh Palli (aka Surya) for an intimate and insightful conversation on entrepreneurship, leadership, and the next frontier for the globally renowned iGaming conference brand.

From a €16,000 debt to leading an empire of global summits, Pulis’s journey is rooted in grit, adaptability, and social impact. Yet one announcement stood out as the highlight of the episode: SiGMA’s upcoming expansion into Mexico.

Mexico: the bridge to North and Latin America

In a groundbreaking revelation, Pulis confirmed that Mexico will host SiGMA’s inaugural North America summit in 2026. While SiGMA already dominates the South American market with its flagship São Paulo summit, now the largest of its kind in the Americas, this strategic pivot positions Mexico as a linchpin for both the US and LATAM gaming industries.

“It’s not in the US, it’s not in Canada, it’s in the North American country of Mexico,” Pulis announced. “It will be run in English and Spanish, and we will be gunning on all fronts to attract the Latin American market, the Spanish-speaking market.”

Multiple strategic considerations drove the decision. Mexico’s geography makes it a natural bridge between the two continents, offering convenient access from both coasts of the United States. As Pulis noted, flying from California to Miami is a long haul, but Mexico sits within closer reach for both East and West Coast delegates.

Beyond logistics, there is cultural synergy. Mexican audiences are deeply engaged with American sports, the NBA, NFL, and hockey, making the region a hotbed for sports betting growth. With iGaming regulations advancing across LATAM and North America, Mexico is poised to become a convergence point for regulated gaming, investment, and affiliate networks.

A proven formula for market entry

SiGMA’s formula for expansion is rooted in listening to the industry, building trust with governments, and deploying a local-first strategy. With permanent offices in São Paulo, Manila, Serbia, Malta, Cyprus, and Noida, SiGMA has long embraced the mantra: think global, act local.

“We don’t pontificate from an office in Europe,” said Pulis. “We respect cultural norms and have boots on the ground shaping agendas and aligning with local communities.”

Mexico will be no different. The show will serve as a convergence hub for Latin American operators, North American affiliates, and global stakeholders. Regulatory bodies and B2G (business-to-government) efforts will be a core focus, consistent with SiGMA’s mission to foster responsible, regulated iGaming ecosystems.

Regulating for impact

Pulis was clear in separating SiGMA from the operators it brings together: 

“We’re not in the gaming business. We’re in the events business,” he stated. “Our revenues come from promoting regulated, responsible gaming worldwide.”

That positioning has allowed SiGMA to work with governments to introduce licensing frameworks, push for player protections, and set regulatory standards across jurisdictions. The move into Mexico comes as several Latin American nations are mulling new legislation or tightening existing regulations.

“We’re speaking to governments that don’t believe gambling should be regulated, and to those that are embracing it. Our job is to be the trustworthy partner to all sides,” he said.

Mexico and the redefinition of success

In the same conversation, Pulis reflected on his shifting metrics of success. While his thirties were about financial milestones, today, success is measured in lives impacted.

“My dream now, in my early 40s, is to become a millionaire again, not in monetary terms, but in social impact. If I can help lift a million people out of poverty, then I have become a genuine millionaire.”

The SiGMA Foundation, now a cornerstone of his mission, is channeling the financial power of the gaming industry into tangible social development, particularly in underserved regions. Pulis sees the industry not just as a commercial ecosystem but as a global platform for change, and Mexico could be its next frontier for both profit and purpose.

What this means for the iGaming industry

SiGMA’s expansion into Mexico is more than a geographic milestone. It signals a strategic escalation of the group’s global footprint into a bilingual, binational marketplace with rich cultural roots and explosive commercial potential. With the Americas divided into distinct North and South markets, the new Mexican summit offers unprecedented opportunities for operators, affiliates, suppliers, and policymakers to meet under one roof.

For an industry at the intersection of regulation, innovation, and community, Mexico isn’t just the next venue. It’s the next chapter.