Eman Pulis, founder of SiGMA: “Business is built between people, not brands”

Publication date: 27 May 2025

Today’s guest on iGaming Heroes for 3S.INFO is Eman Pulis, founder of the global professional platform SiGMA. Should we chase metrics? What form of marketing is best? Which verticals and traffic sources should be prioritized in 2025? And, of course, we’ll find out why SiGMA is named as such.

– Since 2014, SiGMA has grown from a local Maltese expo into a global multi-vertical platform. If you had to launch it all over again today — in an oversaturated market — what steps would you absolutely avoid?

I would avoid chasing vanity metrics like early exhibitor numbers without ensuring real attendee value. Back then, it was tempting to fill the floor with any paying brand, but that can backfire. Today, I’d focus on quality over quantity; curating exhibitors, targeting high-value delegates, and building a strong community. I’d also avoid entering markets without first establishing strong local partnerships. The adage, “think global, act local” has served us very well, thankfully, and our six physical, global offices – Malta, Limassol, Noida, Belgrade. São Paulo and Manila – are a true testament of that. In today’s competitive landscape, local expertise is critical.

• You can also learn about the peculiarities of working in different regions of the world through 3SNET Reviews.

– You’ve often mentioned that the iGaming industry is still relatively young. What common “growing pains” in this space have become normalized, but personally frustrate you as a founder and event organizer?

The biggest frustration is the constant regulatory whiplash: rules changing overnight with little to no notice. Another is the relentless focus on bonuses and aggressive player acquisition without enough emphasis on sustainability, player protection, or innovation in the gaming experience. And finally, the pay-to-play mentality in some markets where even media exposure must be bought rather than earned.

– You’ve hosted SiGMA across Europe, Africa, Asia, and LATAM. Which country or region challenged you not just to adapt, but to completely rethink your approach to running an event?

The UAE challenged me in ways that other regions did not thus far. In a region where business is heavily relationship-driven and government support is critical, we had to reimagine our approach. It wasn’t enough to just bring an expo: we needed to demonstrate respect for local customs, secure strong governmental endorsements, and navigate complex regulations. Our success there was a direct result of patience, deep local partnerships, and positioning SiGMA as a bridge between East and West. 

– Before SiGMA, you worked in Malta’s nightlife and event scene. What lessons from that high-energy, chaotic environment did you bring into your leadership style and business-building strategy?

I learned the importance of creating experiences, not just events. In nightlife, you quickly understand that the right atmosphere, the right crowd, and the right energy are everything. That’s why SiGMA is more than just an expo: it’s a festival of ideas, networking, and entertainment. Business, ultimately, is done between people, not company brands. And SiGMA is known for creating the perfect environment for such trust to nurture. I also learned to expect the unexpected, think on my feet, and that great customer service is the best form of marketing.

– Let’s imagine you’re not the CEO of SiGMA but a media buyer in 2025. With all the current market volatility, which verticals and traffic sources would you personally bet on — and why?

I would double down on PPC AI-driven solutions. AI can optimize user acquisition like never before. For traffic, I’d prioritize high-quality content platforms, and niche influencer partnerships; not necessarily A listers with a global following, but smaller influencers with regional clout. Today, it doesn’t matter how many followers you have. What matters is how engaging your content is. You can have an influencer with 10M followers whose reels generate few thousand views, whilst another influencer with thousands of followers would generate millions of views on his content. Social media is rewarding good content like never before and catching the rising star influencers will give operators an edge. 

– Today, SiGMA covers expos, associations, charity work, and content. What other 2–3 business directions do you think could naturally grow out of the brand in the next 10 years?

First, I see us expanding our reach in education: not just through events but with accredited courses, certifications, and an online academy for gaming professionals. This was the reason behind our acquisition. Of igaming Academy last year. We want to be in the driver’s seat to meet the increasing demand for vocational training to fill the skill gap worldwide. 

Second, I believe in deeper investment in our media arm, making SiGMA a leading voice in gaming and emerging tech news. Our website is in eleven major languages, reaching corners far outside English speaking comfort zones. Our team of content writers strategically situated globally means that our news room is active 24/7. 

Finally, venture capital. We’ve built a global network of entrepreneurs: investing in them could be the next logical step. Ikigai Ventures is a fraternity of investors who came together not only with money, but with valuable contacts and insights. The projects we’re backing are destined for success. 

– You often emphasize systems and strategy — but were there moments when you acted on pure instinct or emotion? Can you share a decision like that which ended up leading to an unexpected breakthrough?

Absolutely. The decision to launch SiGMA in Africa was a gut call.

Many told me it was too early, but I saw a continent brimming with potential — young, mobile-driven, and increasingly digital. We entered at a time when most weren’t paying attention, during Covid, and today we’re seen as a pioneer there. Sometimes, you just have to trust your instincts. Speed beats size any time of day in business. Being able to navigate both is a delicate balancing act with high rewards. 

From 3SNET: SiGMA stands for Summit for iGaming Malta.

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