"The Latin American audience is absolutely essential for SiGMA"

Cristian Robalino, Head of Marketing, Americas at SiGMA.

2025-10-14

Reading time 3:11 min

As SiGMA continues its global expansion, the company welcomed this year a new addition to its leadership team with the appointment of Cristian Robalino as Head of Marketing, Americas. With extensive experience across events and entertainment, Robalino joins the organization at a defining moment, just as SiGMA strengthens its footprint and prepares for an ambitious 2026 calendar spanning five continents.

In this conversation with Yogonet, Robalino reflects on his new role and shares insights into SiGMA’s upcoming events in Rome, São Paulo, and Mexico City, outlining how the brand plans to deepen its presence in Latin America while maintaining its position as one of the world’s leading gaming event organizers.

SiGMA has grown tremendously in recent years, establishing its own distinctive style and brand within the events industry. What are your expectations as you join such a major international event organization at this stage in your career?

I'm genuinely excited about this new chapter. SiGMA is the biggest trade show organizer in our industry and continues to expand at an incredible pace. Joining the team is both an honor and an exciting challenge that will give me an opportunity to help drive that expansion throughout the Americas.

I've been fortunate to work with a variety of different organizers and across different industries throughout my career, each one giving me a valuable perspective and experience. That background will help me contribute to SiGMA's next stage of growth. Specifically building on what's already an amazing global brand and further cementing its position as The World's Gaming Authority.

What are your expectations for the upcoming event in Rome, to be held November 3 - 6, and how do you expect to close out 2025?

We're really looking forward to Rome. SiGMA Central Europe has become one of the most anticipated events of the year, bringing together key players from gaming, blockchain, fintech, and emerging industries. The energy, the networking opportunities, and the quality of the discussions will be incredible. It's the perfect setting to showcase everything SiGMA stands for.

While we still have one final event in Sri Lanka in December to close out the year, our focus is already shifting toward 2026 and beyond. We're planning an even stronger global calendar, with exciting expansions and enhanced experiences across every market. It's going to be a defining year for SiGMA's continued growth worldwide.

How important is the Latin American audience for SiGMA, and how do you plan to further strengthen your position in Latin America next year?

The Latin American audience is absolutely essential for SiGMA. Our Founder, Eman Pulis, has a strong vision to grow our presence across the region by investing in the right local talent and long-term partnerships.

We already have two major events that will take place: BiS SiGMA South America and the launch of SiGMA North America in Mexico next year. Mexico City is the perfect location: a beautiful city with a vibrant business culture, great accessibility, lower cost of entry, and a natural bridge between North and Latin America.

2026 will be a pivotal year to deepen our roots and continue building meaningful business relationships in these key markets.

What are your expectations for Brazil, a fast-growing market where you will once again hold a major event next year in São Paulo?

Brazil is one of the most exciting markets in our industry right now, and São Paulo has proven to be the perfect host city as it is home to many organizations that participate in the event. BiS SiGMA South America is by far the biggest and most well-attended event in Latin America, and in 2026, we're raising the bar even higher.

Our focus will be on expanding strategic partnerships, showcasing the most powerful content that features the brightest minds, aiming for flawless logistics, and delivering a unique attendee experience. It's shaping up to once again be the most important industry event in the region next year.

Finally, SiGMA now hosts events across five continents and continues to grow significantly. Which markets do you think will be most relevant for the organization in 2026, and which ones will you focus on most?

Every SiGMA event in 2026 will play a key role, as each one is tailored to a unique market and community. Our Central Europe event will remain the flagship, continuing to set the global standard for innovation and collaboration. At the same time, our new North America event in Mexico City is one of the most exciting launches on our calendar.

Whether it's Asia, Africa, Europe, or the Americas, our focus will be on creating meaningful business experiences that connect industries, cultures, and ideas. That's what makes SiGMA so special.