SiGMA Kicks Off in Rome: Remarks from Lauranne Urban

SiGMA World Rome 2026 has officially opened. The event brings together representatives from the technology, fintech and affiliate marketing sectors of iGaming. SiGMA Group Chief Marketing Officer Lauranne Urban shared her thoughts on this year's event, its scale and its conference programme.

Urban said the setup process took ten days, during which more than 7,000 professionals transformed nine empty halls into over 1,000 stands, five stages, lounge areas, meeting rooms, dining areas, sports areas and hospitality venues. She noted that this is the largest team the company has ever assembled for the event.

Urban described how the venue has grown considerably compared with last year. She announced that more than 1,000 stands are spread across eight halls and that more than 550 expert speakers will take part in the programme across five bilingual conference stages. She also said that SiGMA's sister brands AIBC, AGS and Fx.world have been brought together under one roof and that new sectors have been added to the event.

Urban said each hall keeps its own specialist programme, while the shared space allows attendees to move between different sectors. For this reason, she stressed that some of the most interesting conversations may take place outside participants' own sectors. The event also features the Bloko Padel Tour in the ninth hall, with the tournament final to be played on Court 4. The programme also includes sports elements such as former footballer Marco Materazzi, F1 driver Giancarlo Fisichella and the SiGMA Grand Prix.