SiGMA Asia: From West to East

Gaming trade show SiGMA Asia will be held in Manila for the first time in July aiming at bridging East and West, with a focus on the latest industry trends, from online gaming to land-based casinos

As the Covid-19 pandemic is finally receding, attention turns to the performance of the Asian gaming industry. Projections suggest that the region will be a key driver of growth in the sector worldwide. What can we expect from the Asian gaming industry in the coming months and years?

Some answers may be found in SiGMA Asia, an industry trade show held in Manila, which not only provides a platform to discuss the latest industry trends in the region but also connects western suppliers and operators with their eastern counterparts and vice versa.

Organized by SiGMA Group, an events and media organization focused on iGaming, emerging tech, affiliate marketing, and others, the SiGMA Asia trade exhibition and conference will be held at the SMX Convention Centre in Manila, the Philippines on 19-22 July. The event is endorsed by the Philippine Amusement and Gaming Corp (PAGCOR), the regulator and operator in the Southeast Asian nation.

SiGMA Asia, according to Emily Micallef, COO of SiGMA Group, is a “melting pot of ideas, a hub for collaboration, and a catalyst for growth.” The trade show boasts an expo space of 20,000 square meters and is expected to draw about 15,000 attendees. “SiGMA offers attendees a unique platform to showcase their products, foster innovation, and establish meaningful connections with some of the top thinkers, operators, affiliates, and suppliers,” she adds.

Both business-to-business (B2B) and business-to-customer (B2C) brands, as well as a number of land-based exhibitors, will be featured in the event, in addition to stakeholders in the online gaming segment. “The event brings the full spectrum of the industry together — from online to land-based — uniting multiple verticals, such as emerging tech, affiliation, and gaming, for plenty of cross-pollination opportunities,” she adds.

Growing Asian interests

This is the first time that SiGMA Group is hosting a trade show in the Philippines, following its successful SiGMA-branded events in Dubai and Malta. “There is a strong interest in Asia for iGaming and emerging technologies,” she explains the decision to host the show in Manila. “South-East Asia, especially Manila, has a vibrant entrepreneurial spirit, and there is growing value there, not just for companies seeking fresh opportunities in new jurisdictions but for the economic future of the region.”

“There is growg responsible gaming practices, and supporting a sustainable reopening of operations for both local and international entrepreneurs,” she adds.

ing momentum in the Philippines domestic gaming scene, due in no small part to regulator-operator PAGCOR’s leadership in steering the country through a pandemic, championinDespite the challenges posed by the Covid-19 pandemic in the past three years, SiGMA Group held a virtual SiGMA Asia conference in 2020. “While the pandemic provided the industry with a valuable window of reflection — to rethink the future of the sector, to explore new innovations, and to strengthen ties within the community — it has undoubtedly been challenging to navigate,” the COO says. “Following the success of our virtual SiGMA Asia conference in 2020, we’re excited now to be able to reconnect in person and are looking forward to exploring this thriving marketplace.”

Ms. Micallef also notes that projections point to significant growth for the Asian gaming sector over the next few years, with iGaming in particular on an upward trajectory since its emergence in the early 2000s, fueled by the rising accessibility of smartphones. “Emerging markets like India, Thailand, and Vietnam are certainly ones to watch. Sports betting has also gained traction and is expected to see a surge in growth by 2025,” she adds.

From online to land-based

Alejandro Tengco, Chairman and Chief Executive of PAGCOR, will also give a keynote speech to mark the commencement of the conference on 20 July. The conference will feature several panel sessions covering a variety of topics, including the outlook of major Asian jurisdictions with land-based casinos such as Macau, the Philippines, Singapore, Malaysia, and others; anti-money laundering practices, compliance, and data protection; tax implications of mergers and acquisitions in the online gaming sector; digital currencies and blockchain technology; and the metaverse, among others.

“A carefully curated expo floor and expert-led conferences provide opportunities to engage with industry leaders, network with top government officials and regulators, and stay up to date with the groundbreaking technologies, ideas, and projects shaping the future of gaming,” Ms. Micallef says.

She also discusses some of the latest trends in the online gaming segment that SiGMA Asia will focus on, including the dominance of mobile gaming, the rise of esports, the integration of virtual reality (VR) and augmented reality (AR) technologies, the popularity of live casino gaming, and the emergence of blockchain and cryptocurrency applications, among others. “These trends reflect the growing importance of mobile accessibility, competitive gaming, immersive experiences, real-time interactions, and blockchain transactions,” she adds.

Regarding the segment of land-based casinos, the event will discuss comprehensive entertainment experiences of integrated resorts, the need for responsible gaming practices, the use of data-driven personalization, the focus on environmental consciousness, the importance of regulatory compliance, and other relevant issues.

Awards and start-ups

In addition, SiGMA Asia in Manila will also feature an award initiative, SiGMA Asia Awards, which will take place on 19 July at the Conrad Manila Hotel, adjacent to the SMX Convention Centre. A number of awards will be given out to recognize leading players in different segments of the Asian gaming industry, including the Payment Provider of the Year, the Online Operator of the Year, the Corporate Service Provider of the Year, the Land-based Gaming Operator of the Year, and more.

The event will also boast a Startup Pitch to help promising companies connect with investors. About 100 start-ups will be given a free booth on the exhibition floor, and six of them will have chances to present their business plans and ambitions on stage for equity investment of up to €500,000 (US$536,377.5/MOP4.33 million).

East and West

When compared with other gaming events organized by SiGMA, such as SiGMA Eurasia in Dubai, SiGMA Asia has a carefully curated audience that is specific and targeted at the Asian market. “We have a massive audience of European and American businesses looking not only to connect with Asian businesses but also to set up shop there,” Ms. Micallef says.

“We are also always mindful of different regulatory landscapes, cultures, and languages – and approach each country differently,” she says. For instance, Dubai does not currently permit gambling and prefers to focus more heavily on innovation and emerging technology, she adds.

The organizer is upbeat that SiGMA Asia can establish a presence in the packed calendar of trade shows in the region. “Attracting a fresh wave of visionaries to Asia’s leading gaming hub, the expo aims to strengthen connections, spark good ideas to life, and share knowledge. This coming together of East and West fuels the expansion of a thriving business ecosystem all set to make its mark on the global landscape,” the SiGMA Group COO says.

“While we’re excited to hold our first SiGMA Asia event in Manila, we’re also open to exploring other destinations over the coming years and look forward to adding exciting new markets to our event calendar,” she adds.

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