YEARS OF EXCELLENCE
Courtesy of Payment.Center
of excellence
As we celebrate SiGMA’s 10th anniversary, this commemorative book reflects on a decade of growth, innovation, and collaboration in the gaming and technology industries. We are deeply grateful to our dedicated team, loyal clients, and valued partners who have joined us on this remarkable journey. Your unwavering support and shared vision have been instrumental in shaping SiGMA into the global leader it is today.
Together, we have navigated challenges and celebrated successes, creating a vibrant community committed to progress and excellence.
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A message from SiGMA Group founder Eman Pulis
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Local teams - Global Impact
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SOFTSWISS revolutionizes iGaming marketing
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Mission Statement
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SiGMA Group A decade of excellence
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Stand out SiGMA
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Payment center: Thriving in the global ecommerce landscape
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Brand Evolution
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Digitain’s recipe for success
Alea - Vision beyond the slot reel
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Onwards and upwards The first team
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SiGMA Magazine A look back
C O N T E N T S Fold out - From Spark to Summit: SiGMA’s first decade
Fold out - Gaming Malta
As we gather to celebrate a remarkable milestone—our 10th anniversary—I want to take a moment to reflect on our journey. It’s hard to believe that a decade has passed since we embarked on this adventure with a commitment to excellence and a shared belief in our mission to innovate, inspire, and create lasting impact in our industry. From a modest startup to a leading force in the global gaming sector, our success is a testament to the passion, dedication, and resilience of every member of the SiGMA family. Our earliest roots were planted back in 2011, with ambitions to produce software as a white label marketing company. Those roots never quite took off. Loans loomed on the horizon and for a while it was hard to envision where the next road might lead. The Covid-19 pandemic also hit us especially hard. For an events company it was a bleak period, but to borrow from Dylan Thomas: we did not go gentle into that good night. Challenges often spur success though, and we emerged on the other side with a brand new vision and a way forward. This period pushed us to think bigger and bolder. It became a catalyst for growth and reinvention. We pivoted quickly, diversifying beyond just events. We launched Ikigai Ventures, a $20 million venture capital fund to support startups, and created SiGMA Play, an affiliate program that marked our expansion into the world of media. Dubai also became the location of our first event outside of Malta. What started as a necessary shift has now become
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the foundation for our continued expansion, making us stronger, more resilient, and adaptable than ever. People often ask why SiGMA still chooses to operate under the original company name - Viking PC Health Ltd. Back in 2013, I swore I’d never change the name. Till this day it serves as a constant reminder of the tough times and our very humble beginnings. This commemorative book captures not just the achievements we’ve celebrated but also the stories, memories, and relationships we’ve built along the way. It is a tribute to the hard work of our incredible team and the trust of our partners and clients, who have played an integral role in our journey - more often than not down the road less travelled. As we look to the future, I am excited about what lies ahead, and I am grateful to have each of you on this journey with me. Thank you for your unwavering commitment and support. Here’s to the next chapter of our story.
Founder, SiGMA Group GP, Ikigai Ventures
From Stigma to
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Mission Statement Developing a trusted, safe and responsible ecosystem for our industry, serving as the destination for education, regulation, innovation, and entertainment.
Thriving in the global eCommerce landscape:
The power of localized payments
As the eCommerce landscape continues to evolve, businesses are increasingly looking to expand their reach and cater to global audiences. However, one key factor that can determine the success of these international ventures is the ability to offer localized payment methods. Customers in different countries have their own preferred ways to pay, ranging from credit cards to digital wallets and bank transfers. This highlights the critical importance of offering local payment options to meet the diverse needs of customers across borders. For merchants looking to grow in the global eCommerce space, understanding and incorporating local payment methods is essential. Neglecting these preferences can lead to lost sales, customer frustration, and missed opportunities. In contrast, businesses that invest in a localized payments strategy can increase conversion rates, build trust with international customers, and enhance the overall user experience. As competition in PAGE 10
global markets intensifies, the ability to provide seamless and familiar payment experiences has become a powerful differentiator. To navigate the complexities of international payments, businesses must align with a payments provider that offers an extensive range of localized options, seamless integration across multiple acquirers, and the tools to simplify the entire payment process. By forming strategic partnerships with the right provider, merchants can enhance their market presence, foster credibility, and accelerate growth in new regions. This is where Payment Center stands out as a gamechanging partner for businesses aiming to expand globally. Payment Center’s cutting-edge global payment platform provides a versatile multi-acquirer configuration that allows businesses to process payments through a wide range of channels and local providers, ensuring customers can pay using their preferred methods.
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The platform also features automated reconciliation capabilities, which simplify the complex process of managing and balancing payments across different markets, currencies, and systems. Furthermore, Payment Center integrates advanced fraud prevention mechanisms that leverage machine learning technology to detect and prevent fraudulent transactions in real time. This not only protects businesses from financial losses but also instills confidence in customers, who increasingly expect secure, hassle-free online transactions. With Payment Center’s robust fraud detection systems, businesses can maintain the trust and loyalty of their global customer base while ensuring the highest level of security. Beyond its technical capabilities, Payment Center’s global reach and comprehensive support empower businesses to unlock new growth opportunities in emerging and established markets alike. By offering
localized payment solutions in regions as diverse as Europe, Asia, and the Americas, Payment Center helps merchants tap into new audiences, increase customer satisfaction, and drive sustained growth in the competitive eCommerce landscape. Collaborating with Payment Center enables enterprises to take full advantage of the booming global eCommerce trend. Their innovative platform is designed to support businesses in overcoming the challenges of international expansion by making payment processes seamless, secure, and scalable. For companies looking to capture market share and grow their international footprint, Payment Center provides the tools and technology necessary to succeed in a rapidly evolving digital economy. Payment Center has consistently demonstrated its industry leadership with notable achievements and involvement in key events across the globe, particularly
SiGMA Eurasia 2024 Awards: Payment Center – Best Online Payment Services 2024
Left to right: Payment Center Cookery Annex: sponsors of the SiGMA Foundation Women Empowerment Project in Ethiopia SiGMA Asia 2024 Auction, Payment Center - Queen’s Gambit by Angela Nikolau
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through its ongoing participation in major SiGMA expos and initiatives, with their participation spanning major global events from Malta and Belgrade to Dubai, Budapest, and the Philippines. At the SiGMA Malta 2021 event, the company gained significant recognition with a formal visit from the Prime Minister, marking a key moment in their journey. Their continued accolades culminated in receiving the prestigious “Best Online Payment Services” award at the SiGMA Eurasia 2024 Awards. With a cover story in the Budapest 2024 edition of SiGMA Magazine, Payment Center’s legacy is set in stone as a frontrunner in online payment services and global financial technology. Their commitment to social responsibility is also evident through their sponsorship of the SiGMA Foundation’s Women Empowerment Project in Ethiopia and their
acquisition of “Queen’s Gambit,” a painting by renowned artist Angela Nikolau, during the SiGMA Asia 2024 Auction. These initiatives reflect their dedication to both industry excellence and global causes. As SiGMA commemorates its 10-year anniversary, the role of partners like Payment Center in driving global commerce cannot be overstated. Over the years, Payment Center has played a pivotal role in helping businesses navigate the complexities of international payments, contributing to the growth and success of countless enterprises worldwide. By continuing to push the boundaries of payment technology and innovation, Payment Center is positioned to remain a key player in the future of global eCommerce, helping businesses thrive in the interconnected marketplace of tomorrow.
In this industry, change is an inevitable part of the landscape. In what has been a journey of learning, the SiGMA Group brand has continued to evolve and adapt balancing the brand’s core values with a fast-changing industry, while still ensuring the company retains its unique identity and heritage. In 2019, the Malta Blockchain Summit rebranded as AIBC (Artificial Intelligence & Blockchain Conference) to better capture its broader focus on emerging technologies, and later, in 2024, to incorporate a broader goal that aligned with the company’s new vision - to bridge the tech and gaming worlds. Additionally, SiGMA East Europe - formerly SiGMA CIS & Balkans - has also refocused its direction, and will relocate to Malta as SiGMA Euro-Med. The evolution of a brand is a testament to its ability to stay relevant in changing markets.10 years into our story, the essence of who we are remains, but the language has been tweaked, with a visual refresh subtly shifting to resonate with our changing needs as a global brand, and embodying a commitment to innovation. After all, in the words of Maya Angelou, “If you don’t know where you’ve come from, you don’t know where you’re going.”
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“Gaming has truly become global. Our mantra is to go global but always act local”
Vision beyond the slot reel Alex Tomic’s remarkable journey from affiliate marketer to iGaming visionary has left an enduring mark on the industry. As the founder of Alea, Tomic didn’t just make waves—he redefined the landscape with revolutionary projects like SlotsMillion. SlotsMillion was a pioneering platform that gained recognition as an innovative casino. It featured the first and most comprehensive filtering system for slot searches, an industry-leading tool praised for its exhaustiveness by operators and players alike. His innovative spirit has propelled Alea from a B2C operator to a leading B2B platform, recognized for its cutting-edge PAGE 22
technology and seamless game aggregation solutions, resulting in many awards. Tomic’s influence is closely tied to SiGMA, where he’s been a constant presence, even starring on the cover of its magazine three times. Over the years, SiGMA has provided a global stage for many leaders in the industry. One of which is Tomic, showcasing his bold ideas, from the VR revolution to mobile gaming advancements. Despite the industry’s challenges, including the global pandemic that tested even the most established companies, Tomic’s resilience
and forward-thinking approach have kept him at the forefront. He often reflects on his entrepreneurial journey with a touch of humility, famously quoting, “Nobody really knows what they’re doing. Some are just better at pretending like they do,” a sentiment that resonates deeply with the dynamic nature of the iGaming industry. As SiGMA celebrates its 10th anniversary, Tomic’s story stands as a testament to the power of perseverance, vision, and continuous innovation, cementing his journey as a key figure in the iGaming world.
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Forging the Gaming Future together
November 2024 marks the tenth SiGMA anniversary, and what a journey it has been. As BetConstruct, we have seen SiGMA flourish into what it is today, a platform that continues to foster innovation and creativity in the iGaming sector and beyond. Together, we continue our mission of bringing various projects to life, shaping industry trends, and building bridges across different regions through SoftConstruct’s offerings, particularly products and solutions that we introduce under our BetConstruct brand.
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Celebrating Continued Success SiGMA has never shied away from celebrating the success of its partners. Over the past decade, our BetConstruct brand has set the benchmark for excellence by winning multiple awards within the framework of SiGMA events. A notable highlight is the Platform of the Year award, which we have taken home five times over three consecutive years. BetConstruct’s Sportsbook has also earned multiple accolades, while we have been acknowledged as an award-winning multi-product and multi-channel provider. Furthermore, we have earned praise for our outstanding contribution to the industry. SiGMA’s contribution goes beyond merely featuring our success. They have applauded us as we have applauded them.
A Global Approach We have participated in SiGMA events across multiple continents. This is a testament to SiGMA’s universal approach, which is a value we also share at BetConstruct. Working together, we aspire to introduce solutions that are simultaneously global and localised. In an ever-expanding industry, it is crucial to support local economies and expose regulated markets to exciting opportunities. As BetConstruct, we continue to advocate for this by tailoring our offerings such as the Casino Suite and Sports Betting products to each market and region. SiGMA has also been instrumental in shining the spotlight on this, as evident by their prestigious events in Europe, Eurasia, Africa, Asia, East Europe, South Asia, and the Americas.
A Hub for Innovation SiGMA events go beyond showcasing existing products and services. By bringing together the best minds in the industry, these events are a catalyst for new ideas and concepts. Attracting thousands of delegates at each event, SiGMA opens up opportunities for pushing boundaries and leading in an ever-changing industry. Being a champion for innovation, we fit in perfectly within this sphere.
Fostering Growth BetConstruct is excited to stay at the forefront of SiGMA’s continued expansion of influence and reach. PAGE 28
Our collaboration with SiGMA has just begun. We have recently invested in Ikigai Ventures, a seedstage venture fund backed by SiGMA Group and run by professionals in the field who support innovative technology and gaming entrepreneurs. Wicked Games was the first project to emerge from Ikigai, even going on to win at the Ortak x B.F.T.H. Arena Awards ’24 with their Eye of Bahamut game. BetConstuct’s Co-Founder, Mr. Vigen Badalyan, has expressed excitement over this partnership, highlighting that this venture is the first of its kind in the industry and is sure to succeed given the talented individuals involved in the project.
Giving Back In an industry as expansive as ours, it is important to stay grounded and give back when we can. In keeping with this philosophy, Mr. Badalyan has donated charitable funds via the SiGMA Foundation to those in need in Africa. Such collaborations reflect an ethos shared by both BetConstruct and SiGMA.
Looking Ahead We would like to once again take this opportunity to congratulate SiGMA on their tenth anniversary. Moving forward, BetConstruct is eager to keep the momentum with SiGMA and continue to drive innovation and deliver solutions that engage players and surpass industry expectations. Here’s to another decade of mutual success!
ONWARDS & UPWARDS the fi rst team
In 2013, SiGMA’s journey began in the most humble of settings—Eman Pulis’ cosy one-bedroom apartment in Msida. With just a small team fuelled by ambition, they made cold calls and worked tirelessly to build something extraordinary. What started as a handful of dreamers sharing fellowship in that tight space quickly evolved into a global iGaming and tech powerhouse. SiGMA was born from the belief that with enough passion and persistence, even the smallest beginnings could spark global success.
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Meet Sophie Crouzet: Sophie’s journey with SiGMA began in the humblest of ways—cold-calling from Eman Pulis’ one-bedroom apartment in Msida as an intern. What was supposed to be a three-month stint turned into an eight-year adventure, as she quickly climbed the ranks, from account manager to Chief Operating Officer. Alongside Eman, Sophie helped transform SiGMA from a small startup into a global powerhouse with over 200 employees and offices worldwide. Now, Sophie’s story takes her across the globe. While finishing her MBA in Finance in the U.S., she’s still connected to the gaming industry as a consultant, helping businesses innovate and grow. With her love for gaming, tech, and newfound expertise in finance, Sophie is ready to dive into new ventures, blending her passions with strategic growth in the world of venture capital or private equity. Her mantra, “If there is a will, there is a way,” continues to drive her, reflecting both her personal success and the meteoric rise of SiGMA.
Meet Natasha Tikasz: Natasha started at SiGMA as one of the first hires, where she juggled multiple roles—from Account Manager at sister company SMS Warriors, to writing iGaming articles for SiGMA. When it first opened it was called “Gaming Hub” office, Natasha was entrusted with managing it, taking on a key role as Office Manager and Eman’s assistant. Her time at SiGMA left a lasting impression, teaching her valuable lessons about ambition and resilience. Inspired by Eman’s relentless drive, Natasha then took a leap of faith to pursue her passions. She explored acting, opened a retail store in Barbados, launched a brownie business, and now focuses on her lifelong dream of writing. Reflecting on her journey, Natasha says, “My time at SiGMA was the best first-hand experience one could ask for. Watching SiGMA grow so quickly and internationally made me believe that you could become and do anything because I was seeing it live.” Today, Natasha is living her purpose, fuelled by the belief that anything is possible.
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Meet Jarek Gorny: In August 2015, Jarek Gorny arrived in Malta as an Erasmus intern, stepping into a small, 3x3 metre office to be greeted by Eman Pulis, the founder of SiGMA. “Here’s your desk,” Eman said, but there was a catch—the desk was still in pieces. Assembling it himself, Jarek found that moment symbolic of his entire experience at SiGMA. From day one, he was given the tools, but it was up to him to build his own success. As SiGMA’s first employee, Jarek handled various tasks, from sales to organising events, all while learning and growing with the company. Working across three editions of SiGMA, Jarek gained invaluable experience in leadership, sales, and organisation. These early years proved to be a powerful foundation for his entrepreneurial path. After his time at SiGMA, Jarek pursued his own dreams, founding businesses that continue to thrive today. Throughout this journey, Eman remained a mentor, and the lessons learned during his time with SiGMA became guiding principles for Jarek’s career. One quote that Jarek often reflects on is, “Don’t come to me with a problem. Come to me with a solution.” This approach helped him navigate challenges and avoid potential pitfalls, a mindset that he carries forward in his current ventures. From assembling desks to building businesses, Jarek’s journey stands as a testament to the power of initiative, adaptability, and a solution-focused attitude.
Local teams, global impact:
SiGMA’s expanding presence
SiGMA Group’s global footprint is highlighted by its six offices across Malta, Cyprus, Belgrade, São Paulo, Manila, and India. Powered by over 200 employees, a diverse team ensures SiGMA’s localized presence is dynamic and multifaceted. Supporting the company’s extensive influence in both established and emerging markets worldwide as the largest, undisputed heavyweight events and media business in gaming, experienced teams include on the ground journalists and reporters, developers driving tech innovations, and sales teams building key partnerships. The group also includes events specialists, designers, marketers, photographers, and videographers. From the 2014 launch of SiGMA’s first office in Msida, Malta to its most recent in Noida, India each office plays a vital role in the company’s growth, with specialized teams enhancing SiGMA’s localized presence and fostering strong industry connections worldwide. Msida, Malta PAGE 34
São Paulo, Brasil
Noida, India
Belgrade, Serbia
Manila, The Philippines
Limassol, Cyprus
2014 - 2016
SiGMA Group: A decade of excellence Since its inception in 2014, SiGMA has rapidly evolved from a single event to a global powerhouse in the gaming and technology sectors. The brand redefined itself through rebranding initiatives, strategic acquisitions, and the establishment of new pillars, such as SiGMA Play and Ikigai Ventures. We look back on the highlights that have defined its first decade - from the first international event, held in Dubai in 2021 to the launch of its charitable arm, the SiGMA Foundation.
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2017
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2024
Leveraging SiGMA: Digitain’s Recipe for Success
Digitain, a leading global provider of online gaming and sports betting solutions, has carved a significant niche in the iGaming industry over the past decades. With a strong focus on innovation, technology, and customer satisfaction, Digitain has consistently achieved remarkable milestones. PAGE 48
A Brief History With its history dating back to 1999, Digitain quickly established itself as a dynamic and forward-thinking company. The company’s core mission has always been to deliver exceptional online gaming experiences to operators and their players worldwide. By leveraging cutting-edge technology and a deep understanding of the industry, Digitain has been able to develop comprehensive solutions that cater to the diverse needs of operators and players alike.
Digitain’s Rise with SiGMA: A Partnership for Continued Success Digitain’s impressive growth and achievements have been significantly bolstered by its strategic partnership with SiGMA. The SiGMA Group, a leading organizer of global iGaming events, has provided Digitain with a powerful platform to showcase its innovative solutions, network with industry leaders, and expand its reach. Visibility and Exposure: SiGMA’s events, such as the SiGMA Europe, SiGMA Asia and SiGMA Americas, attract thousands of industry professionals from around the world. Digitain’s participation in these events has significantly increased its brand visibility and awareness among potential clients and partners. Networking Opportunities: SiGMA events offer unparalleled networking opportunities. Digitain has used these events to connect with key decision-makers, explore new markets, and forge strategic alliances. Industry Insights: SiGMA’s conferences and workshops provide valuable insights into industry trends, emerging technologies, and regulatory developments. Digitain has used this information to inform its product roadmap and business strategy.
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Thought Leadership: As a regular participant at SiGMA events, Digitain has established itself as a thought leader in the iGaming industry. The company has shared its expertise through presentations, panel discussions, and interviews, further enhancing its reputation. Awards and Recognition: Digitain’s exceptional performance has been consistently recognized at the prestigious SiGMA Awards. The company has won multiple awards in various categories, including Best Virtual Sports Provider, Best Online Sportsbook Provider, Best Platform, Best Online Casino Provider, Best Workplace and more. These awards validate Digitain’s commitment to excellence, innovation, and responsible gaming. They also serve as a testament to the company’s ability to deliver world-class products and services to its customers. Digitain’s partnership with SiGMA has played a crucial role in its success. By leveraging SiGMA’s platform, the company has been able to expand its market reach, build valuable relationships, and solidify its position as a leading provider of online gaming and sports betting solutions. With a shared vision for excellence and a focus on delivering exceptional experiences, Digitain and SiGMA are poised to achieve even greater success in the years to come.
A Look Back,
A Glimpse
Ahead
Over the past decade, SiGMA magazine has had the privilege of spotlighting some of the most influential figures in the iGaming and events industries, whose successful journeys were featured on our magazine covers over the past decade. As we celebrate our 10th year anniversary with the release of our 30th issue, we revisit eight of these pioneers, exploring how their paths have evolved, their current roles, and their farreaching impact on the present landscape. With exciting new projects on the horizon and personal reflections that shed light on their transformative growth, this piece offers a compelling glimpse into the remarkable journeys of industry leaders whose stories are far from over.
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José Herrera
Issue 1, 2014 Interview with Hon. Dr. José Herrera
When José Herrera appeared on the cover of SiGMA’s launching magazine, he couldn’t have predicted the scale of its success. Reflecting on its growth, he remarks, “It would be an insult to say that what SiGMA has accomplished is impressive—SiGMA has surpassed the very definition of impressive.” Now back in his legal practice at José A. Herrera & Associates Advocates, José continues to make his mark, while keeping a watchful eye on Malta’s future. Looking ahead, he envisions two key areas for potential impact should he return to politics. The economic sector, where Malta’s logistical strengths can power the service industry, and the environmental sector, which has been “immensely neglected” in recent years. Without immediate action, José warns, this neglect will affect industries like tourism. Personally, José has always lived by a simple yet powerful quote: “Never say never,” a quote from James Bond that he believes mirrors his own career. Whether leading in law, navigating politics, or reflecting on his past, José Herrera’s journey is one defined by vision, bold decisions, and the constant pursuit of what’s next.
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Angelo Dalli Angelo Dalli has been at the forefront of AI innovation in iGaming long before it became mainstream. When he first honoured SiGMA Magazine’s cover, he had already founded nine successful startups, including Bit8, which revolutionised AI in gaming. With a knack for combining AI with human logic, Angelo has always been about pushing the boundaries of what’s possible. His focus on making AI more explainable and user-friendly has set him apart as a visionary. Whether it’s optimising player recommendations for improving marketing strategies, his work continues to reshape the iGaming landscape.
Issue 4, 2016 “A Love Affair with I.T. & Mathematics”
Following his success with Bit8, Angelo’s ventures expanded into diverse sectors, blending software, hardware, and data-driven insights. His impact goes beyond gaming—he’s played a key role in developing AI technologies that have transformed the way businesses operate. In 2018, Angelo Dalli embarked on a groundbreaking project with the late Mark Mallia, an influential figure in the SiGMA Foundation, to merge AI with artistic expression. The collaboration sought to capture Mallia’s unique creativity by teaching AI to reproduce his bold and abstract style. This fusion of human and artificial inspiration resulted in a stunning AI-generated painting (see page …), which resonated deeply with both art and tech communities. The project not only pushed creative boundaries but also served to raise funds for important charitable initiatives which was auctioned during AIBC’s first ever event. Currently, as Chief Scientist at Umnai, Angelo remains deeply involved in the future of AI, advising and investing in early-stage companies. Driven by his Ikigai-inspired philosophy that “when you’re happy, it never feels like work,” Angelo’s passion for innovation remains as strong as ever. He’s not just building technology; he’s shaping the future of industries with every step he takes.
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Johan Styren
Issue 3, 2015 Interview with Leo Vegas Boss Johan Styren
Johan Styren’s journey through the iGaming industry, from appearing on the cover of SiGMA’s third edition to shaping global markets, is a story of vision and persistence. His first encounter with SiGMA was more than just an interview—it was the start of a powerful collaboration. “Back then, it was just Eman and a handful of colleagues,” Styren recalls, reflecting on how both SiGMA and LeoVegas were still in their early stages. LeoVegas, under his leadership, quickly became a dominant player, securing the main stand at SiGMA’s first event and establishing a partnership that would continue for years. After stepping down from LeoVegas, Styren didn’t slow down. Instead, he launched into new ventures, notably as CEO of Dilanti Media, growing it into one of Japan’s largest affiliates. His deep connection with SiGMA remained, with every business he touched collaborating in some way. “Every venture I’ve been part of has, in some way, collaborated with SiGMA,” he shares. Johan’s success is not just about innovation; it’s about the power of relationships.“In business, nothing outshines the value of a strong network—it’s the foundation of every venture I pursue,” he notes. As he looks ahead, with a new affiliate marketing venture on the horizon, Styren’s focus remains clear—continuing to shape the industry through collaboration and trust.
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Ulrik Bengtsson
Issue 2, 2015 “Focusing on What Matters for the Customer”
From doubling Betsson’s revenue to leading William Hill through a historic £2.9 billion acquisition, Ulrik Bengtsson’s rise since his SiGMA cover has been a game-changer. As CEO of Betsson, Ulrik didn’t just grow the company—he transformed it, doubling its revenue and setting the stage for his next big move. In 2017, he returned to London, becoming Chief Digital Officer at William Hill before swiftly ascending to Group CEO. His tenure saw William Hill conquer the U.S. sports betting market and close one of the industry’s largest deals with Caesars. But Ulrik didn’t stop there. After a brief stint at VirginMediaO2 as COO and CCO, he pivoted to nonexecutive roles, now chairing Hostelworld, Raketech, and GameNation while investing in early-stage ventures that are shaping the future of gaming. Though he’s stepped back from daily operations, his passion for building businesses and nurturing talent remains fierce. “80% of success is showing up,” he often tells his team and children—a mantra that continues to fuel his relentless drive. With over 20 years of leadership experience and an eye for innovation, Ulrik’s influence in both the gaming and telecom industries is undeniable. And the best part? He’s far from ending his journey.
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Marina Ilina
Issue 20, 2022 “Pin-UP Ecosystem of the Future”
Marina Ilina, CEO of PIN-UP Global, has transformed a startup into a global industry leader over her remarkable eight-year journey. Since her appearance on SiGMA’s magazine cover, Marina’s bold vision has driven aggressive growth, with PIN-UP expanding into new markets, launching innovative projects, and building a team of professionals who thrive in challenging environments. “Selecting the right team is half the way to achieving the goal,” she believes, a philosophy that has been key to their success. Under Marina’s leadership, PIN-UP Global is pushing boundaries, especially in the B2B market, where the company’s cutting-edge technologies are setting market trends. By investing in projects powered by machine learning and artificial intelligence, PIN-UP is helping operators scale their businesses and boost profitability. Looking ahead, Marina is committed to offering turnkey solutions that empower operators to focus on their core operations, with competition in the B2B market expected to centre on companies that deliver a full cycle of innovative products and services. Her personal mantra? “It’s always worth prioritising the right things to achieve results without getting bogged down.” With her relentless focus on building scalable, future-ready projects, Marina Ilina continues to be a driving force in the iGaming industry, shaping its future with every move.
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Alexander Tomic
Issue 27, 2024 “Taking a Closer Look at LatAm”
Alex Tomic’s remarkable journey from affiliate marketer to iGaming visionary has left an enduring mark on the industry. As the founder of Alea, Tomic didn’t just make waves—he redefined the landscape with revolutionary projects like SlotsMillion, the first virtual reality casino. His innovative spirit has propelled Alea from a B2C operator to a leading B2B platform, recognized for its cutting-edge technology and seamless game aggregation solutions, resulting in many awards. Tomic’s influence is closely tied to SiGMA, where he’s been a constant presence, even starring on the cover of its magazine three times. Over the years, SiGMA has provided a global stage for many leaders in the industry. One of which is Tomic, showcasing his bold ideas, from the VR revolution to mobile gaming advancements. Despite the industry’s challenges, including the global pandemic that tested even the most established companies, Tomic’s resilience and forward-thinking approach have kept him at the forefront. He often reflects on his entrepreneurial journey with a touch of humility, famously quoting, “Nobody really knows what they’re doing. Some are just better at pretending like they do,” a sentiment that resonates deeply with the dynamic nature of the iGaming industry.
Issue 9, 2018 “A Glass Half Full”
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As SiGMA celebrates its 10th anniversary, Tomic’s story stands as a testament to the power of perseverance, vision, and continuous innovation, cementing his journey as a key figure in the iGaming world.
Alexander Stevendahl
Standing at the helm of one of the most dynamic casino brands around, Alexander Stevendahl’s career is a testament to his creative drive. From poker player to affiliate to casino operator and now, parent - his story is just getting started. In 2017, Alexander featured as the cover story for our 7th issue of SiGMA magazine. He was just a few years into his role as CEO of Videoslots, having taken full ownership of the site in 2013, following a 2011 investment alongside partner Mattias Sesemann and Magnus Hyltingö. He quickly redefined its mission, pushing to set it apart with a distinctive, poker-focused concept that has since left competitors trailing in its wake. Stevendahl also founded the “Battle of Slots”, a tournament model for which players go up against one another by playing video slots.
Issue 7, 2017 “Excellence on all fronts”
Speaking about his future-focused vision,“It was important for us to create a casino that was innovative and different to what you normally find, both when it comes to product, as well as in the way that we treat our players,” he explained. As part of this strategy, Videoslots has expanded aggressively into regulated markets worldwide. In 2022, they partnered with Caesars Entertainment to launch the Mr Vegas brand in Pennsylvania, marking their entry into the US. They have since launched dBet, a new betting product in Sweden, launched MegaRiches.com in the UK, a new online casino and gone live in Ontario, Canada, with RAW Gaming's Raging Super2Ways. This year Videoslots.com announced the milestone release of its 10,000th title - the first operator to do so. With over 200 providers and plans to continue expanding, the future looks bright for Stevendahl and Videoslots as they push the boundaries of the online casino experience.
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Carla Maree Vella
Issue 6, 2017 “If you don’t try you don’t know”
From her breakthrough on SiGMA Magazine’s cover to leading transformative ventures, Carla Maree Vella’s career has been defined by bold moves and constant evolution. Reflecting on her journey, she admits, “SiGMA facilitated my career growth, leaving no one in the industry not knowing who I was,”—an intimidating position for a self-confessed introvert. After being the CEO of Optimizer Invest, Carla launched her consultancy business, delving into new industries and experiences. She ventured into the B2B world, collaborating with game providers, and led the blockchain conference at AIBC, fuelled by a desire to dive deep into crypto economics and blockchain technology. Carla’s journey did not stop there. Heading marketing for BetPawa in Africa, she learned the distinct contrasts between African and European markets, further shaping her expertise. But after years in the public eye, she took a purposeful step back, retreating from stages to gain fresh experiences. Her philosophy? Overcoming obstacles is a matter of perspective, a lesson learned from Ryan Holiday’s book “Obstacle is the Way: The timeless art of turning trials into triumphs.” Now, with exciting projects bubbling under the surface at NeatPlay— Carla remains true to something her father always says: “If you’re not going forward, then the opportunity isn’t the right one,” and with a glimmer of excitement about the next chapter that might just land her back on SiGMA’s cover one day.
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THE ULTIMATE iGAMING EXPERIENCE
SiGMA Play: Connecting the industry In 2020 the SiGMA Group branched into affiliation, generating valuable traffic for iGaming operators and offering a one-stop-shop solution for the gaming sector through the launch of SiGMA Play. An internationally renowned site for online casinos and sportsbooks, it features online reviews, bonuses, and guides for players navigating the casino game industry. Deep-seated industry experience and knowledge bring valuable and trustworthy advice to players everywhere. In 2023 they acquired CasinoBee. com, a premium casino reviewing portal. The site offers quality content, where operators are clearly represented, and customers can find the best casinos catering to their needs. A blog offers a focused exploration of sportsbetting and online gambling topics, providing insights into current trends and strategies aimed at improving readers’ understanding and enjoyment of online gambling. The blog also includes a range of gambling guides, expert advice, industry insights, and thoughtprovoking stories, fascinating anecdotes, and in-depth explorations of gambling mathematics and history. In 2024 they expanded into the Latin American market, introducing dedicated pages in Portuguese. By reviewing online casinos and betting sites in Both English and Portuguese, SiGMA Play caters to a wider audience and provides a comprehensive gaming experience to players in different regions globally.
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SiGMA Play brings players closer to the most trusted operators and game studios. It does so by focusing on three main pillars: - Reviewing the most trusted casinos; - Reviewing new slot game releases - Being a trusted alternative dispute resolution centre, so if players ever enter into disputes with an operator, the two sides can settle arbitrarily with us and avoid lengthy court sittings. - SiGMA Play won the ‘Bonus Comparison Affiliate of the Year’ at the 3rd annual AffPapa iGaming Awards 2024, held on the 27th of May in Malaga, Spain. The gala award night was a celebration of the industry’s remarkable growth over the past year, honouring affiliates, operators, and B2B providers within the online gambling industry.
“We are fully dedicated to harnessing the potential of technology in the most strategic and effective manner to fuel our growth, ensuring that our innovative approach to iGaming sets new standards for compelling user experiences. I will be advocating to connect the industry together and serve our users better.”
SiGMA Play’s MD, Mex Emini
\The SiGMA ADR Platform Alternative Dispute Resolution (ADR) is a process that allows disputes to be settled outside of court with the help of an impartial entity. This process includes methods such as mediation, arbitration, and conciliation. ADR is particularly valuable as it offers a less formal, often more expedient, and cost-effective resolution mechanism compared to traditional court proceedings. Hitting a snag while gambling online can be both frustrating and stressful, which is why, in 2024, SiGMA launched its own ADR platform to assist players with gambling disputes involving licensed operators - the SiGMA Online Casino Complaints Service (Soccs). The service is offered free of charge to players, while operators pay a fixed monthly fee for mediation and resolution. Once the complaint is submitted it undergoes a thorough review process, the issue is examined, and the validity of the complaint is assessed before a verdict is added to the case. Using its extensive experience in the iGaming industry, SiGMA was able to develop an user-friendly and trustworthy platform to help players with their disputes.
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“As more and more regulators such as MGA and UKGC require that Players have access to free ADR services to handle any disputes they have with licenced operators, SiGMA ADR is pleased to announce that it is an independent Alternative Dispute Resolution entity, specialising in the field of online gambling disputes. We accept disputes that arise between registered sites that hold an operating licence, and their players. We are offering our assistance free of charge to the players.”
Marianna Tavella Chief Legal Officer
YOUR TRUSTED iGAMING PARTNER GUIDING OPERATORS TO SUCCESS FOR 20+ YEARS CSB Group is a pioneer in iGaming Consultancy. We uniquely offer a Trusted 360° Approach for iGaming Operators combined with Responsive and Personalised solutions. • • • •
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A PROUD SiGMA PARTNER SINCE 2014 Happy 10th Anniversary
MEET US AT SiGMA Europe 2024 - Stand 1058 • ICE Barcelona 2025 - Stand 4B14 • SBC Summit 2025 • G2E Las Vegas 2025
SOFTSWISS Revolutionises iGaming Marketing
We warmly congratulate SiGMA on its remarkable 10th anniversary. As a company with over 15 years of experience in developing innovative iGaming solutions, SOFTSWISS knows firsthand how much effort, passion, and expertise it takes to stay at the top of the game. We are proud to accompany SiGMA on this exciting journey and celebrate this impressive milestone together.
Two years in a row, SOFTSWISS promo campaigns in Malta, launched ahead of SiGMA Europe, have been recognised as the best in the iGaming industry at the EGR Marketing and Innovation Awards. Traditionally, B2B communication is driven by rational argumentation, while B2C communication focuses primarily on emotional triggers to engage its target audience. SOFTSWISS decided to disrupt this belief and in Autumn 2022 launched the first multi-channel B2B marketing campaigns in Malta.
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Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, shares: “In this campaign, we proceeded from the understanding that, regardless of what is being purchased, the final decision is made by a human being. No matter the context, emotional perception plays a key role and it primarily comes from the recognition of the value the product provides. It’s not only rational factors or reasons that are important but also emotional ones.” What set SOFTSWISS campaigns apart was the decision to move away from the conventional focus on
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rational product benefits. Instead, the company opted for a more bold and emotional approach, using eyecatching visuals – such as red chilli peppers, crabs claws, and memorable slogans – to capture attention. Additionally, SOFTSWISS utilised channels typically uncommon in B2B marketing but highly relevant to the target audience, including street billboards, airport displays, and even food tasting events. Following the launch of the first 360 marketing campaign in 2022, SOFTSWISS’ non-standard approach resulted in a 104% boost in brand awareness, a 33% increase in leads, and significant sales growth, all within just a month and a half. SOFTSWISS is an international tech company with over 15 years of experience developing innovative solutions for iGaming. The company revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution.
Stand Out at SiGMA
We’re making sure that the right longterm networking environment is nurtured. Catering to over 1,000 exhibitors, SiGMA expos are crafted to be a central meeting point, connecting C-level executives, operators, suppliers, and affiliates with each other. The goal is to foster networking, partnerships, and new initiatives that propel industries forward and shape the future.
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“We believe the SiGMA Asia summit will play a pivotal role in further elevating these industries to new heights. By bringing together key stakeholders, thought leaders and innovators, this summit promises to foster collaboration, drive innovation, and explore opportunities for growth and development within these dynamic sectors.” - PAGCOR
“From keynotes to workshops you will get value from your attendance, not only through your sessions and exhibitors but also through meeting each other in a very good setting.” - Dr Marwan Al Zarouni, CEO, Dubai Blockchain Centre
“This is a fantastic event. So delightful to see that such a substantial company like SiGMA is now making a huge impact here in Brazil.” - Hon. John Aquilina, Malta’s Ambassador to Brazil and Chile PAGE 90
SiGMA celebrates the spirit of Malta’s economic vision and entrepreneurial drive. By working together, we will be able to ensure more successful years of this already thriving gaming industry. - Hon. Robert Abela, Prime Minister of Malta
SiGMA remains the melting pot for tech and gaming and bridging online and land-based operations. As we move forward, our expos will continue expanding to connect, inspire, and prepare for what lies ahead.
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SiGMA’s networking events create unparalleled opportunities for attendees to build lasting connections. From iGathering dinners to retreats, these invite-only affairs offer a setting for key industry leaders, investors, and entrepreneurs to converse in a relaxed, intimate environment.
NG LEADERS
Beyond the dining table, SiGMA hosts a variety of activities, such as friendly-competitive sporting activities, including golfing, fun-runs, padel and football tournaments, that bring out team spirit and camaraderie, while fostering informal conversations and alliances in a friendly setting. Poker tournaments add an extra layer of excitement, allowing participants to showcase their skills and strategic thinking in a high-stakes yet friendly competition. As the sun sets, SiGMA's exclusive parties set the stage for unforgettable evenings, featuring toptier entertainment lineups that have included the likes of rap legend Fat Joe, experimental violinist Dr Draw, DJ duo Savage & SHe, and global stars including Akon and Rick Ross. These events, held in iconic locations, such as the Rebel Club and El Mocambo provide attendees with a vibrant mix of socializing and entertainment, ensuring networking is as enjoyable as it is productive. Through these curated experiences, SiGMA’s networking events fuel connections that extend beyond the event itself.
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From Fundraising to Future-Making SiGMA Group endeavours to bring more than just good business to the locations it operates in - which is why its philanthropic arm, the SiGMA Foundation, was established to reflect the company’s commitment to supporting those in need. Through fundraising expeditions and charitable activities, such as the SiGMA Auction, the Foundation is dedicated to empowering communities and fostering positive social change by supporting projects and programs that uplift disadvantaged communities, promote education, and enhance well-being worldwide. Some of its most impactful projects have included the Women Empowerment Project, an educational initiative for the women and girls of the Bonga region in Ethiopia, the G.L.O.W Campaign, which supported 60 infants with life-changing surgeries for cleft and lip palates in Northern Colombia, the construction of a multi-sensory hall for Bataan’s youth, as well as housing projects to improve living conditions for marginalised communities in the Philippines, and the inauguration of a 3-in-1 school in Jimma Bonga, Ethiopia.
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In Bonga, Ethiopia, a recently inaugurated training centre will further support the Women Empowerment Project. This powerful initiative is dedicated to uplifting women through tailored education and practical vocational training, offering essential resources for skill-building in areas like IT, culinary arts, sewing, and hairdressing. By equipping women with the tools and knowledge needed for sustainable careers, the project aims to foster economic independence and drive social empowerment throughout the community. In 2024, Alea Gaming, Focus Gaming News, Payment Centre, and PIN-UP. CARE supported 4 key learning annexes, the IT Annex, the Hairdressing Annex, the Cookery Annex, and The Care Sewing & Embroidery Annex respectively.
The G.L.O.W. Campaign The SiGMA Foundation’s G.L.O.W. (Give Little Ones Wings) Campaign reached a powerful milestone in its mission to support underprivileged children around the globe. In 2024, the focus turned to children in Northern Colombia born with cleft lip and palate conditions. In a remarkable effort to raise awareness and support, the Foundation organised a physical challenge that saw 25 dedicated participants trek the demanding Lost City Trail in Northern Colombia. Thanks to the collective efforts and the generosity of partners and participants, the organisation funded 60 life-changing cleft lip and palate reconstructive surgeries throughout 2024, giving these children renewed confidence and hope. Through on-ground collaboration with Premium Care Kids, the campaign ensured that essential medical care and support reach those who need it most, truly transforming young lives one surgery at a time. PAGE 108
Multi-sensory Hall Bataan In 2024, the SiGMA Foundation made a meaningful contribution to the Bataan community with the inauguration of a multi-sensory hall for local children and youth, alongside the donation of a community bus. The hall, designed as a vibrant, creative space, encourages cultural expression and artistic growth, allowing young people to engage in music lessons, stage concerts, and host community events. Located within the Community Centre, the hall now serves as a home for the Jose Depiro Youth Orchestra, providing them with a dedicated rehearsal and performance venue, so they no longer need to travel long distances to Manila or other parts of the Philippines to perform. To give the community bus a unique identity, the SiGMA Foundation partnered with James Micallef Grimaud, a renowned Maltese graffiti artist and pioneer of street art in Malta, to transform the white coach into a striking, artistic piece. This donation continues the Foundation’s history of support for Bataan, following its co-funding of a solar panel system for the Centre and the reconstruction of the Parish Church in previous years.
3-in-1 School - Bonga, Ethiopia Fostering the future of the community, the 3-in-1 school boasts a kindergarten, primary and junior-secondary empowering a thousand students annually with a solid education foundation. The 2023 building of the school was made possible by funds raised from three separate iterations of Brown’s Camino de Santiago expeditions, over a year and a half. The SiGMA Foundation was able to raise an impressive €300,000, which went directly towards building the school.
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Bid for Change: The SiGMA Auction Effect
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Held during the prestigious SiGMA Awards ceremonies, the auction showcases a stunning collection of vibrant artworks generously donated by internationally recognized artists. Launched during the pandemic, SiGMA´s charitable arm has quickly gained momentum and established a strong connection with the SiGMA audience. The auction has evolved into a powerful platform that empowers clients to give back, directly supporting some of the most impactful projects championed by the Foundation. Over 2023 and 2024 a total of €749,400 was raised through auctions held in Dubai, Cape Town, São Paulo, Manila, Kenya, Cyprus, Malta, and Budapest.
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At the 2018 Malta Blockchain Summit, renowned Maltese artist, the late Mark Mallia and tech entrepreneur Angelo Dalli made waves by introducing AI-powered art in collaboration with Umnai, Dalli’s AI company. Together, they created an AI system named Uma (Universal Machine Artist), designed to learn painting techniques through observation of Mallia’s methods. Over a period of training, Uma created its own interpretations of Mallia’s pieces, blending human creativity with machine learning. This initiative led to one of the world’s first AI paintings, auctioned as part of a set depicting two women merged together at the torso - Agnes and Ingrid, and Agnes and Ingrid reimagined, for €17,500 to support local charitable causes. In the same year, a second piece - a reinterpretation of a portrait of the humanoid Sophia was auctioned at the SiGMA Europe Awards. After a tense bidding war, the painting was won by BetConstruct for €18,000. Mallia’s traditional work merged with Uma’s digital reinterpretations, challenging the boundaries between human and machine creativity. The project demonstrated Malta’s push for AI innovation, establishing it as a centre for both artistic and technological advancements. This blend of art and AI, celebrated at the summit, highlighted AI’s potential to contribute to creative fields while remaining distinct from human artistic expression.
The SiGMA Foundation’s charitable auction has received remarkable support from a diverse group of acclaimed artists worldwide. Each artwork contributes not only aesthetic value but also fuels social impact, with proceeds directed toward the Foundation’s initiatives for global change. This collective generosity showcases the art community’s commitment to philanthropy, bridging the worlds of creativity and compassion to support vital projects that empower disadvantaged communities and promote sustainable development worldwide.
The art of giving Angelo Dalli and the late Mark Mallia
“The goal for me is to make pieces that allow people to get lost in them, to give them a moment of pause. I want a space where people can have their own thoughts, free from the constant dopamine rush of platforms like Instagram. I think art can be a counter to that. - Jono Pisano
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James Micallef Grimaud James Micallef Grimaud is a pioneering Maltese street artist known for his vibrant murals and unique approach to public art. He began his artistic journey as a teenager, utilising the streets of Malta as his canvas during a time when options for creative expression were limited. Micallef Grimaud draws inspiration from his surroundings, often incorporating elements of nature, Maltese culture, and a touch of humour in his works.His dedication to art extends beyond aesthetics; he has also engaged in community initiatives, including his artwork for a bus bought by the SiGMA Foundation for the Jose Depiro Youth Orchestra in the Bataan area of the Philippines. The bus, a white coach, seemed too ‘plain’, so the SiGMA Foundation onboarded James Micallef Grimaud to transform the bus into a vibrant art piece.
Jono Pisano Jono Pisano, an Italian-Filipino artist, has contributed notable works to the SiGMA Foundation’s charity initiatives, including art auctions held at various summits. His artwork reflects a mix of classical influences and contemporary perspectives, often inspired by his experiences across different cultures, especially in the Philippines, which he now considers home. Pisano’s works aim to provide viewers a sense of calm and introspection amid life’s chaos. His piece “Tropical Serenade,” inspired by serene natural settings, was auctioned at the SiGMA Europe Awards in Malta. This contribution aligns with Pisano’s vision to encourage viewers to pause and reflect, counteracting modern digital distractions.
Tropical Serenade by Jono Pisano
Derek Mason Derek Mason is a celebrated British artist known for his vibrant and imaginative works. Currently based in Malta, his contributions to the SiGMA Foundation auctions have significantly impacted charitable fundraising efforts over the years. Mason’s unique artistic style, often characterised by intricate details and captivating themes, has resonated with collectors and art enthusiasts alike, making him a valuable contributor to the Foundation’s mission to support communities in need. His painting, Heraldic, currently hangs in Dubai’s iconic landmark, the Burj Khalifa, following its sale during the SiGMA Europe auction which took place in Malta in 2022.
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Sandra Kowalskii Sandra Kowalskii is a renowned graphic artist and entrepreneur known for her innovative acrylic technique, especially her lenticular printing series “The Rebirth of Eve,” featuring 45 captivating paintings. She gained recognition at the Malta Week 2022 Auction, where an Italian count and a Cypriot philanthropist purchased her works. Currently based in the Classic Car Museum ‘Classic Remise Düsseldorf,’ is the striking Toyota art car, created for the NASCAR V8 Europe 2020 race. With exhibitions in cities like London, Amsterdam, and Los Angeles, Sandra has established herself as a dynamic voice in contemporary art and shared her insights at the IFCC Art Festival in Croatia. She has also collaborated with MegaPari Partners at the SiGMA Europe Summit in 2023, showcasing a bespoke stand that creatively merges her artistic vision with MegaPari’s brand identity.
Unregulated Gaming by Sandra Kowalskii
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The Road Ahead Looking ahead, the SiGMA Foundation has ambitious plans for the upcoming year. Building on the success of past initiatives, the Foundation aims to expand its reach and scale its impact in key areas.
Expanding medical reach in the Amazon An upcoming expedition will be part of a collective effort to raise €100,000 to finance a new annex at a hospital in Iquitos, Peru. This hospital, located within the Peruvian Amazon Jungle, is operated by the parish of Saint Martin de Porres and provides essential medical care to impoverished communities across the region. The project entails the construction of new patient rooms, a conference room, storage facilities, and a green area for patient recreation.
The fight beyond the cage In partnership with Centurion FC, the Foundation is building a training centre – the Faculdade da Luta – which sits in the heart of Sao Paulo's favelas. The centre will provide access to worldclass sports programs, alongside vital English classes and career development programs, keeping young kids in the favelas off the streets. PAGE 126
Empowering Aetas: A community centre for progress Meanwhile the development of the Batiawan Community Centre will benefit the Aetas people and residents of Batiawan, Zambales, Philippines. This centre will serve as a hub for various educational, cultural, and social purposes, aiming to uplift and empower the local community by providing essential services and fostering a sense of unity and progress. Additional initiatives focus on community development projects in Puerto Barrios, Guatemala, aimed at enhancing the lives of 60 families. These projects include a sustainable recycling program, clean stoves for healthier cooking, and an eye surgery clinic to improve vision care access. Each stove also comes equipped with an eco-filter water bucket, ensuring safe drinking water for every household.