Former Formula 1 driver and legend of the sport, Rubens Barrichello, Non-Executive Director at SOFTSWISS, officially opened BiS SiGMA South America 2026 yesterday in São Paulo.
The event took place as Brazil consolidated its regulated betting market and attracted growing international interest from operators and investors.
The Transamerica Expo Center hosted the event, convening policymakers, executives, and investors to assess regulatory impact and sector evolution as Brazil’s betting industry rapidly transformed through sport, technology, and digital entertainment.
The Opening Ceremony was also attended by:
- 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
- John Aquilina, Ambassador of Malta to Brazil
Sport and betting: an increasingly close relationship
During the opening, Rubens Barrichello highlighted the growing integration of sport and digital platforms, noting that technology was reshaping how audiences engaged with sport.
“In motorsport, there have been many occasions where the car was performing perfectly, but the driver’s body could not keep up. In those cases, power is reduced to ensure safety. The same principle should apply to iGaming,” he said.
Attendees participated in a virtual simulation of the Interlagos circuit with Barrichello, illustrating the growing integration of live sport and digital platforms within the betting ecosystem.
Football figures expanded industry engagement at event
The opening day featured prominent football representatives, highlighting the sector’s cross-sport appeal:
- Jùlio Cèsar – former Brazilian goalkeeper
- Zinho – former Brazil international midfielder and 1994 FIFA World Cup winner
- Diego Lugano – former Uruguay captain with a career spanning South America and Europe
- Aloísio Chulapa – former striker and FIFA Club World Cup winner with São Paulo
Their participation underscored that sport remained a primary driver of engagement and growth in the digital betting industry. A key takeaway was that involvement from high-profile athletes boosted the sector’s visibility and cross-sport appeal.
During the opening ceremony, Luis Otavio Verissimo Teixeira stated:
“Betting must be part of the conversation with football. The core value of sport, particularly football, is integrity. We must consider the betting sector as a partner and move forward together to support sport.”
Regulation remained central to industry discussions
Regulatory issues dominated the first day’s agenda, marking one year since Brazil introduced its new betting framework. Adapting to regulation was an ongoing process, central to market stability and growth.
Panels focused on the impact of taxation, tackling illegal gambling, implementation challenges, and the competitiveness of the regulated market.
Eman Pulis said:
“By 2030, we want SiGMA to be the most trusted source for players, ensuring access to regulated platforms. We aim to act as a shield for compliant operators across the industry.”
Industry experts noted that Brazil had advanced in establishing a regulated environment but faced challenges related to tax burdens and unlicensed competition. Continued progress depended on addressing these hurdles to sustain a market.
Economic and social impact
Panel discussions highlighted the economic potential of regulation, with expectations for increased tax revenues, job creation, and stronger international investment. The event’s scale reflected sector growth, with around 18,500 participants attending, including over 4,100 operators.
The social impact of the sector was also addressed, with Eman Pulis at the Opening Ceremony underscoring the importance of regulatory compliance:
“We will continue to promote the principle that regulated gaming is the only way forward, not only in Brazil but across the entire South American region.”
He also highlighted the work of the SiGMA Foundation:
“We have established the first sports school in a favela in São Paulo, which has already welcomed over a thousand young people for sports activities and evening education programmes. We plan to open a second school in Rio de Janeiro and a third in Brasília.”
Outlook for Brazil’s regulated betting market
Closing the session, Alessandro Valente said:
“BiS SiGMA South America is about building a future that is already proving to be solid, consistent and authentic.”
With ongoing regulatory and technological developments, Brazil emerged as a key market for digital entertainment and regulated betting.
