iGaming World: Day to Day

Guga Júnior, a slots and affiliate specialist in the Latin American market, shares his perspective on the evolution of Brazil’s affiliate market and the impact of technology on player acquisition and retention. In an interview with SiGMA News at SiGMA North America, he explains how creating a proprietary social media platform helped overcome restrictions from big tech companies, how artificial intelligence is used to analyse data and understand player behaviour, and why human connection can be one of the key retention strategies. Guga also discusses trends in the Brazilian market, as well as the challenges of regulation and tackling the illegal market.

Host / Moderator Details

Julia Moura, SiGMA News Reporter

Guest(s) Detail(s)

Guga Júnior, Slots and Affiliate Specialist in the Latin American market, with a focus on Brazil.

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How can operators grow in the American continent while building lasting trust with regulators? In conversation at SiGMA North America in Mexico City, Cristhian Gómez Villa, Managing Director for Emerging Markets at Betsson, outlines the regulator's three missions, protecting users, collecting tax and growing the industry, and why dialogue between regulators, operators and technology suppliers produces better rules. He explains how Betsson applies its highest global standards even where local law does not demand them, why a level playing field on age verification matters for everyone, and how AI and biometrics could deepen KYC, detect fake profiles and flag problem-gambling patterns before registration.

Host / Moderator Details:Caro Vallejo

Guest(s) Detail(s):Cristhian Gómez Villa, Managing Director for Emerging Markets, Betsson

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At SiGMA North America 2026, Maria Fernanda speaks with Chad Hamzeh, Managing Director of GiroStack and winner of the Start-Up Pitch competition. Hamzeh explains how GiroStack is transforming casino operations through a platform designed for speed, flexibility and scalability. He discusses how operators can launch a casino instance in as little as 45 seconds, customise the entire player journey and leverage AI-powered tools to manage multiple brands efficiently. The conversation also explores the impact of winning the SiGMA Start-Up Pitch, the opportunities it creates for growth and visibility, and GiroStack’s roadmap towards a fully self-service platform.

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How does a lottery founded in 1933 modernize while funding social programs? At SiGMA North America, Carlos Moyano, President of the Lotería de Entre Ríos in Argentina, explains how the provincial lottery operates across 900 retail agencies, eight casinos, 20 entertainment halls and a concession-based online platform, and why video lotteries are key to attracting new audiences. He details how revenue supports security, sports, independent theatre and audiovisual programs, alongside initiatives promoting responsible gaming and healthy technology use. Moyano also discusses the challenge of coordinating regulation across Argentina's 24 jurisdictions and why events like SiGMA help regulators share experiences.

Host / Moderator Details:
Carolina Vallejo

Guest(s) Detail(s):
Carlos Moyano, President, Lotería de Entre Ríos (Entre Ríos Lottery), Argentina

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During SiGMA North America 2026, our reporter Carolina Vallejo spoke with Nestor Vazquez, founder of iGaming SEO Consulting, about how AI, LLMs, and changing search algorithms are reshaping gaming SEO. He also explained the importance of maintaining rankings, improving keyword research, and adapting to Google AI Overviews and ChatGPT as user search behaviour enters a wholly new era. 

#SiGMA #SEO #AI #mexico #gaming #2026 

Host / Moderator Details

Carolina Vallejo — SiGMA

Guest Details 

Nestor Vazquez — Founder, iGaming SEO Consulting

Connect with the iGaming community: SiGMA World Official: TikTok, Instagram, Facebook, Twitter | Linktree

In this executive interview, Lissa Mencía, General Director of Lottery and Gaming Operations at Loto Honduras, discusses the transformation of Central America’s lottery sector. She highlights digitalisation, omnichannel strategies, and product innovation as key priorities for attracting new generations and improving the player experience. Mencía also addresses the challenge posed by illegal gambling and explains how differentiated products and responsible gaming can strengthen regulated operators. She outlines Loto’s investment in flexible technology across retail, mobile and third-party platforms, while emphasising the social purpose of lotteries and the importance of supporting children, older people, and vulnerable communities across the region today.

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What's next for Colombia's gaming sector after four challenging years? Sitting down with reporter Carolina Vallejo at SiGMA North America in Mexico, Evert Montero Cárdenas, President of Fecoljuegos, Colombia's federation of gaming operators, and FIJA, the International Federation of Games of Chance uniting associations from six Latin American countries, reveals how shifting tax decisions, including a combined 31% burden, have hit licensed operators and fueled the unregulated market. He makes the case for sustainable taxation based on gross gaming revenue, shares lessons for the region and looks ahead to the regulator's new president. Montero presents FIJA's vision for responsible gaming.

Host / Moderator Details:
Carolina Vallejo

Guest(s) Detail(s):
Evert Montero Cárdenas, President, Fecoljuegos and FIJA

Connect with the iGaming community: SiGMA World Official: TikTok, Instagram, Facebook, Twitter | Linktree

In this executive interview, Rodrigo Cigliutti, Executive Director of CIBELAE, discusses how regulation, illegal gambling, and digitalisation are reshaping Latin America’s lottery sector. He explains why modernising outdated legislation is essential for state lotteries to respond more quickly to technological change and close grey areas exploited by illegal operators. Cigliutti also highlights the social purpose of state lotteries and the need for stronger enforcement against unlicensed gambling. He reflects on regional collaboration between regulators and lottery organisations, before outlining why digital channels are now essential and how retail points must be supported through the transition to online and digital products.

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At SiGMA North America 2026, SiGMA reporter Carolina Vallejo spoke with Fellipe Fraga, Chief Business Officer at Stellar Gaming, about what factors are considered most important in determining whether an iGaming company proves to be successful. Topics of discussion included how regulatory changes ultimately shape the way in which gaming companies approach market entries and business strategies, as well as what sort of challenges companies face when aiming to build and maintain strong institutional relationships in the gaming industry. Fraga approached these matters and more from the perspective of someone with extensive experience in the LatAm market.

Guest Details:
Fellipe Fraga, Chief Business Officer, Stellar Gaming

Host / Moderator Details:
Carolina Vallejo, Reporter, SiGMA

Connect with the iGaming community: SiGMA World Official: TikTok, Instagram, Facebook, Twitter | Linktree

At SiGMA North America in Mexico City, Beatriz Melges, Regional Director Brazil at BetConstruct AI, joined SiGMA News reporter Carolina Vallejo to discuss sustainable iGaming growth across Latin America. The conversation explored localisation, regulation and governance, the growing role of AI across the player journey, and why operators should focus on long-term trust, loyalty and player value.

Connect with the iGaming community: SiGMA World Official: TikTok, Instagram, Facebook, Twitter | Linktree