Exhibitors emphasise human connection at SiGMA Africa
Beyond the impressive displays by exhibitors on the expo floor, SiGMA summits emphasise the importance of human connection, and SiGMA Africa exemplifies this focus perfectly. As I walked around the expo floor during the busy conference agenda of panels, keynotes, and workshops, I spoke to some exhibitors about their experience at the summit.
Ramon Glieneke, COO at Alea, said it was their first time exhibiting at SiGMA Africa. “We entered the market in Africa over a year ago, and we’ve been increasing our presence here. We see big potential in the region.” For Alea, attending SiGMA Africa was driven by the opportunity to meet face-to-face with existing clients and to engage with potential new clients. “There’s a lot of buzz here on the booth about Alea’s aggregator. Unlike Europe and LatAm, where Alea has a strong presence, Ramon said the concept is new for the region. Was it a positive experience for Alea? “We’re definitely coming back next year for sure.”
Alexandra Kavelich, Head of PR & Events at SOFTSWISS, commended the hard work that the team puts in. “Being here is strategic for us, as Africa is one of the target regions for SOFTSWISS at the moment, and we see a lot of opportunities here. SiGMA Africa is a great chance to meet operators and partners, and I see how hard our team works here. The event itself is very busy. It’s a real community of people, unique to this region.”
The impact of SiGMA Africa
Jamie Debono, CEO of iGaming Academy, spoke of the SiGMA Africa show’s impact on the region. “SiGMA Africa has really hit all expectations. Considering that this is the third year running, the show has cemented itself as an authority for bringing the African Gaming market under one roof and giving the industry the recognition it deserves.”
Phoebe W., Associate Marketing Director at SA Gaming, said their presence at SiGMA Africa is about strengthening their connections with the African market. For one of the promoters on the SA Gaming stand, Oma Williams, it is about exposing attendees to what the brand stands for and represents. It is about connecting with new people and catching up with familiar faces. She added, “The event is much better and bigger this year.”
Meaningful connections
I spoke with another exhibitor, Andreia Mendes, onboarding manager for WA Technology, and Irina Naumova, Regional Director at BetConstruct, and the narrative is similar. Irina was very optimistic of the connections made during the summit, which enabled otherwise logistically complex face-to-face connections. Andreia added, “The experience has been really good. SiGMA Africa has grown since last year; it’s been busier. We hope next year will be even bigger. It has been really successful; many operators attended, and we have had many interesting leads. It’s something that we definitely want to renew for next year.”
For Alexandra D., Payments Manager at 1xbet, the event’s proximity to their African partners was key. “I think SIGMA Africa is great. I work with the African market, and several of our partners could fly here, whereas in the other SiGMA regions, it’s more difficult for them to attend. We have had very productive meetings here. Overall, I found the event really cool. I am very happy that the company chose me to attend.”
SiGMA Africa, a cornerstone for the industry
SiGMA Africa has become a cornerstone event for the gaming industry on the continent and a dynamic platform fostering business growth and community connections. The event’s success is reflected in participants’ enthusiasm and positive feedback, ranging from first-time exhibitors to seasoned attendees. As businesses expand their reach and strengthen their presence in Africa, SiGMA Africa remains an indispensable forum for networking, exploring new opportunities, and celebrating the region’s market potential. With its focus on human connection and industry innovation, SiGMA Africa 2025 has cemented SiGMA Africa’s impactful role in shaping the future of gaming on the continent.
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