The Brazilian iGaming Summit, popularly known as BiS SiGMA Americas, took place in São Paulo from April 7 to 10. The topic of this week’s article couldn’t be anything else, as I left the event feeling genuinely pleased with what I saw.
I attend the fair every year, always curious to see what’s new in the iGaming and sports betting industry. And my positive impression this time has a very clear reason: it was the first edition held since the official regulation of betting operators in Brazil, according to the new law 14.790 of 2023. And that had a direct impact.
You could feel the difference in the air. The event, which welcomed around 17,500 attendees, took on a more professional and rigorous tone. For the first time, only operators that were properly regulated and up to date with their obligations participated. This filter was a game-changer and clearly demonstrated what it means to take the first real step toward the professionalization of the sector in Brazil.
The environment was entirely different. Grand, tech-driven, and visually flawless stands filled the venue, creating a vibrant yet welcoming atmosphere. But what struck me most was the clear focus—finally—on messaging around Responsible Gaming and conscious entertainment. Brands seem to understand that true growth also involves educating and ethically connecting with the public.
Brazil was, more than ever, placed at the center of the global spotlight in the industry. Visitors from all over the world attended the event, reinforcing the weight and relevance of our market on the international stage.
The talks and presentations also improved. There was a clear leap in the quality of content presented, with relevant topics for both industry professionals and the general public. Moreover, I saw professionals from other fields—many of whom I’ve known for a long time—actively participating, seeking to better understand how this ecosystem works and how they might be part of it.
The final verdict? Positive and promising. BiS SiGMA 2025 wasn’t just another edition of the fair—it was a milestone. An event that marked the beginning of a new era for the Brazilian betting market: more transparent and, above all, more professional.
I’d also like to take a moment for a personal thank-you. This April, my agency Heatmap, although made up of professionals with years of experience in the market, celebrates only its fourth anniversary. And we had the honor of being nominated for Best Agency at the BiS SiGMA Awards. Just being alongside other great agencies was, for us, a source of pride and a sign that we are on the right path—thanks to the professional and steady work we’ve done in the iGaming market.
My bet is that, step by step, we’ll see a market that is increasingly organized and continues to drive our economy in a more responsible way.
Rene Salviano
CEO of Heatmap agency. A sports marketing expert for over two decades, he has led sponsorship and activation cases in major events such as the Olympics, World Cup, Brazilian Championship, Volleyball Super League, Copa Libertadores, and Copa do Brasil. He writes weekly for Poder360, every Sunday.
