SiGMA’s strategic vision under its founder, Eman Pulis. By Andrew Behan
Few individuals have shaped the global gaming landscape quite like Eman Pulis. As the founder of SiGMA Group, Pulis has transformed what began as a Malta-based iGaming expo into a multi-continent force spanning emerging tech, regulation and digital innovation.
In this exclusive interview with Casino Life, Pulis discusses the motivations behind SiGMA’s latest evolution – a strategic rebrand from SiGMA Europe to SiGMA Euro-Med – and unpacks the vision driving the brand’s future across the Mediterranean and beyond.
From fresh content tracks at SiGMA Euro-Med 2025 to expanded initiatives like the SiGMA Poker Tour and high-level partnerships with institutions like InvestGozo, Pulis outlines how the organization continues to push boundaries. He speaks candidly about the enduring role Malta plays as a regional nexus, the personal significance of the brand’s transformation and the philanthropic mission now embedded at the heart of SiGMA’s identity.
What inspired the rebranding from SiGMA Europe to SiGMA Euro-Med? How does the new name reflect the show’s evolving identity and regional influence?
The rebranding from SiGMA Europe to SiGMA Euro-Med was a strategic decision driven by the launch of our Central European event. It became essential to clearly distinguish between the two events.
Positioned at the heart of the Mediterranean, Malta’s unique and geographically significant location naturally lends itself to representing not just one country, but the entire Euro-Med region. The islands serve as an important bridge between continents – a gateway to centuries of rich cultural exchanges, trade that has been built on deep historical ties.
The new name reflects the event’s broader scope, while reinforcing Malta's pivotal role in our global roadmap. The rebrand ensures that Malta continues to be recognized as a premier hub for networking, innovation, and growth in the gaming and emerging-tech sectors.
Is the Euro-Med positioning designed to expand SiGMA’s footprint beyond Malta?
Indeed, the organization has always extended its influence to key international markets. By laser-focusing on the regions we’re exploring the most, SiGMA aims to broaden its reach, foster new partnerships and tap into emerging opportunities across Europe, the Mediterranean, and beyond. The goal is to create a more-global presence, while continuing to strengthen its foundational base in Malta.
How do you expect the rebrand to resonate with international stakeholders?
We expect it to be received very positively with international stakeholders – and in many ways, it already has. The decision wasn’t made in isolation; it was the result of extensive consultation with some of the most influential brands, regulators and key players in the industry. That collaborative approach ensured the rebrand reflected not just SiGMA’s vision, but the needs and aspirations of the wider global gaming community. Because it was a community-driven decision, it has already been met with strong support and validation from our international partners.
What are some of the key innovations or new-content tracks at SiGMA Euro-Med 2025? Are there any new industry verticals or themes being introduced this year?
SiGMA Euro-Med 2025 offers a carefully curated agenda focused on key developments in gaming, technology and regulation. On the SiGMA Stage, sessions explore Malta’s evolving regulatory landscape, tax implications for operators and the challenges of structuring private equity in the industry. The “Malta Vision 2050” panel looks ahead at how national policy aims to support broader sectors like esports and immersive tech.
The agenda also includes practical conversations on marketing performance, leadership and startup growth. C-suite figures and marketing experts share insights on campaign effectiveness, affiliate strategies and SEO trends. A standout moment is the Startup Pitch, where early stage companies connect with potential investors.
On the AIBC Stage, content spans stablecoins, AI, cybersecurity, and digital banking, with a strong focus on real-world applications and compliance. Panels on responsible innovation, mental health in leadership, and the role of women in gaming reflect growing industry awareness of broader workplace and ethical concerns.
Overall, the program balances regulatory updates, business strategy and emerging tech – making it relevant to a wide cross-section of professionals. Additionally we’re delighted to host the prime minister of Malta and the minister for Economy, Enterprise & Strategic Projects of Malta as part of our official ribbon-cutting ceremony to open the conference.
What is the latest news on your poker tour?
We’re also excited to launch the second leg of the SiGMA Poker Tour. It continues to build on the success of our inaugural debut in Brazil, earlier this year, by bringing together poker enthusiasts and professionals from across the region. This electric, week-long event, which takes place at the Portomaso Casino, is designed to cater to both seasoned players and newcomers, offering a variety of formats and stakes to encourage wider participation.
It’s not just about competition – the tour aims to foster community, networking and collaboration within the poker world, providing a platform for players to connect, share strategies, and grow their skills. With a massive, €150,000 guaranteed-prize pool, increased visibility and support from leading industry figures, the SiGMA Poker Tour’s second stop promises to elevate the profile of poker in the Euro-Med region, creating new opportunities for players and operators alike.
What about your partnership with InvestGozo?
A strategic agreement with the Gozo Ministry and InvestGozo will pave the way for a series of exclusive, high-level events to be hosted in Gozo. The Affiliate Retreat, taking place from August 28 to 30, will host 50 top-tier affiliate leaders. This retreat offers a mechanism to position Gozo within the digital-economy narrative, aligning directly with Malta Vision 2050’s emphasis on sustainability, technological innovation and regional balance. It also aligns with the Gozo Regional Development Strategy’s focus on enhancing Gozo’s international profile.
Meanwhile, a VIP event for C-level officials sets the stage for a new era of digital innovation and sustainable economic development in Gozo. It will be positioning the island as a competitive hub for high-value enterprise, and for international investment in the tech and iGaming sectors.
What role does Malta continue to play in this broader regional positioning?
Malta serves as a trusted hub within the Euro-Med landscape. Its longstanding reputation as a leader in gaming regulation, innovation and business-friendly policy makes it a natural anchor for regional growth. Even as SiGMA expands its international footprint, Malta remains an important part of our calendar year – a gateway that connects continents, offering credibility, infrastructure and a well-established ecosystem that supports the broader vision.
From a founder’s perspective, what does this transformation mean to you personally?
This transformation is deeply personal and incredibly meaningful. It’s a moment of pride to witness how far we've come – from a small show first launched in Malta to a globally recognized platform with a growing international presence. What makes it even more rewarding is that throughout this journey, we’ve remained true to our roots. Malta will always be where it all began and that foundation continues to shape our values, our vision, and our commitment to building something that serves the wider industry while honoring where we started.
How does this rebrand fit into the long-term vision for SiGMA Group?
The rebrand is a strategic step in aligning with SiGMA Group’s long-term vision – to further develop and solidify our Euro-Med event as a premier destination for the global gaming and tech sectors. It reflects our commitment to not only expanding internationally but also to reinforcing Malta’s position as a key gateway for innovation, investment and opportunity in the region.
By sharpening our focus on the Euro-Med identity, we aim to attract a broader range of investors, operators, and solution providers, ultimately bringing more business and support infrastructure to Malta’s shores. It’s about future-proofing our brand while continuing to serve as a bridge between established and emerging markets.
***This exclusive feature interview was originally published in Casino Life Magazines July 2025 edition Issue 179***
