What turns a sports campaign into a cultural legacy and not just another viral moment? In this powerful keynote from SiGMA Central Europe 2025, Kyrylo Korobka, Executive Director at Ready to Fight, reveals how sports marketing can move beyond promotion into participation. Drawing on global campaigns with icons like Oleksandr Usyk and Cristiano Ronaldo, Kyrylo breaks down how emotion, symbolism, and storytelling create unforgettable brand moments. From billion-view activations to redefining fan engagement, this session shows how betting and sports platforms can build loyalty, authenticity, and long-term impact in the age of virality.

Keynote Speaker:  Kyrylo Korobka, Executive Director at Ready to Fight

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Join host Mark Anthony Borg, Affiliate Leaders Stage moderator, as he puts iGaming executives through their paces in Call the Shot Game: Rapid‑Fire Decisions with iGaming’s Power players at SiGMA Central Europe 2025 in Rome. Featuring insights from Emiliano Sanchez, Chief Commercial Officer of Mancala Gaming; Wojtek Sznapka, Co‑Founder and CEO of Gamblitude.ai; and Dmitry Starostenkov, CEO of EvenBet Gaming, this 21‑minute session balances speed and strategy as panellists tackle key themes such as player engagement, technology innovation, and market expansion under pressure. Viewers will experience real‑time challenges, expert perspectives and audience interaction captured at this flagship iGaming event.

Host / moderator: Mark Anthony Borg
Guests: Emiliano Sanchez, Chief Commercial Officer, Mancala Gaming. 
Wojtek Sznapka, Co‑Founder & CEO, Gamblitude.ai. 
Dmitry Starostenkov, CEO, EvenBet Gaming. 

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How do brands move beyond short-term performance to build lasting trust, loyalty, and commercial resilience? In this SiGMA Central Europe session, Christian Gruber explores how authentic brand promises, emotional identification, and regulatory awareness shape sustainable growth. Drawing on his experience transforming Tipico into a market-leading German brand, Gruber unpacks why trust is the ultimate currency, how brand values protect long-term ARPU, and why personality now outweighs pure acquisition metrics. Moderated live at SiGMA Central Europe, the discussion blends strategic insight with real-world examples, offering a practical blueprint for building brands that retain customers and deliver on every promise.

Guest: Christian Gruber, COO, Merkur Bets

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Join Iman Frasca as he speaks with Ivan Filletti, CEO of GamingMalta, on Malta’s pivotal role in the global gaming landscape. Discover how Malta’s strong ecosystem supports iGaming growth, talent development, and responsible gaming practices. Ivan shares insights on strategic partnerships, innovation, and international expansion, highlighting Malta’s commitment to excellence and regulatory integrity. This conversation also explores how major events like Sigma Central Europe 2025 reinforce Malta’s position as a hub for digital and remote gaming, while nurturing young talent and fostering international collaboration. Stay informed on Malta’s gaming future with this in-depth discussion.

Host: Iman Frasca, Sigma Reporter
Guest: Ivan Filletti, CEO, GamingMalta

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As AI reshapes media production, how can journalism, PR, and press offices protect credibility while scaling output? In this panel discussion, industry leaders unpack the evolving role of AI in newsrooms, the enduring value of journalistic voice, and how authenticity underpins trust. From SEO optimisation and press releases to social media amplification and audience behaviour, the conversation explores how content is created, distributed, and consumed heading into 2026. Featuring candid insights from editors and PR professionals, this session examines where human expertise still leads and how technology can enhance, not replace, quality storytelling across the media ecosystem.

Host:  Liga Tarasova – Account Director, PRace
Guests: Shirley Xerxen – Head of News, SiGMA Group
Giampiero Moncada – Journalist, PressGiochi
Joe Lamb – Founder, Volume Communications

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Artificial intelligence is reshaping global sport, from elite performance and athlete safety to fan engagement and commercial growth. In this session, Samir Ceric explores how AI is already embedded across training, scouting, broadcasting and real-time analytics, while outlining where the next wave of value will emerge. Drawing on experience as a former elite athlete and sports executive, the discussion covers investment trends, data monetisation, biometric tracking, personalised fan experiences and the ethical challenges surrounding privacy and bias. A forward-looking conversation on why AI is no longer optional for sports organisations aiming to remain competitive.

Host: Samir Ceric

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Emanuele Frascadore sits down with Kenneth Brincat, CEO of the Malta Digital Innovation Authority (MDIA), in the AIBC Media Lounge at SiGMA Central Europe in Rome to explore how Malta is redefining digital innovation. From ethical AI standards and national collaboration frameworks to cybersecurity resilience and emerging Mediterranean partnerships, Brincat shares exclusive insights into the responsibilities and opportunities facing modern regulators.

Moderator: Emanuele Frascadore
Guest: Kenneth Brincat, CEO of the Malta Digital Innovation Authority

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How can sports clubs turn fan data into sustainable revenue? In this panel, host Samir Ceric, sports investment advisor and FinTech strategist, leads a high-level discussion on monetising fan insights with Stefan Laven (sports tech entrepreneur), Emir Bursa (founder, Gala Tessera), Patrick Seguev (FinTech founder), and Alessandro Ciacchini (corporate financier and investor). From unified fan views and embedded finance to loyalty, personalisation, and AI, the speakers explore how data is reshaping club valuations and commercial strategy. A must-watch for operators, investors, and innovators.

Moderator: Samir Ceric – Managing Partner, SportingThinking
Guests: Stefan Lavén – Founder, Data Talks
Emir Bursa – Founder and CEO, Delta3
Patrick Seguev – Founder, Andaria Financial Services & Intercash
Alessandro Ciacchini – Director, KEO WORLD

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Latin America is rapidly emerging as a powerhouse in iGaming, but success isn’t just about replicating European models. In this exclusive SiGMA Central Europe interview, Hebert Gaban, CCMO Latin America at KAT, explains why cultural relevance, local payment infrastructure, and AI-driven personalization are the keys to scaling sustainably in Brazil, Mexico, and Colombia. Learn how operators can build trust, leverage fintech innovations like Pix, and align technology with regional consumer behavior to capture the $12B+ Latin American market. Discover actionable insights on local adaptation, operational efficiency, and data-driven growth for your iGaming business today.

Hebert Gaban, Chief Commercial and Marketing Officer for Latin America at KAT

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Crypto payments are reshaping how players fund their online casino experience. In this SiGMA Central Europe 2025 AIBC Media Lounge interview, Emanuel Fascador sits down with Anna Schulz, CEO of Finch Pay, to explore how crypto is transforming deposits, improving transaction speed and enhancing user experience in iGaming. From accepting over 200 cryptocurrencies to navigating global compliance challenges, this discussion dives into real-world adoption, risk management and the payment trends defining the year ahead. Discover what’s driving crypto growth today and what to expect in 2026.

Moderator: Emanuel Fascador
Guest: Anna Schulz, CEO of Finch Pay

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