SiGMA and Google Mexico Discuss Emerging Opportunities in iGaming

As things warm up for the SiGMA North America summit this week, the industry gathered at Google’s iconic Mexico City office terrace for a relaxed networking reception.

Eman Pulis and Yambot Aguilera spoke at the networking event

Co-hosted by SiGMA Nexus Elite and Google Mexico, the evening’s agenda included speeches from SiGMA Group founder, Eman Pulis and Yambot Aguilera, Google Mexico’s sales lead for fintech and gambling. 

Pulis opened, commenting that it was great to be in a city that ‘was fast embracing gaming’. “We like to take pride in being in places where others shy away from stepping in,” he went on to say. “We like to be different, to be in emerging markets where the industry wants us to be.”

He also emphasised the importance of SiGMA’s role in championing regulated gambling worldwide – not just for the B2B sector – but also for players. The Group’s mission, he says, is to ‘enlighten the players to choose to go to regulated casinos, to explain the difference between rogue and regulated.’

Through its B2G arm, the company connects with regulators worldwide, ‘to knock on every government door, and to help drive this narrative – that regulated gaming is the only way to go.’

“We’re here to stay in Mexico,” he concludes. “We understand that the industry will keep looking at Mexico –  one of the most exciting markets in the region.”

Aguilera followed with a speech that spoke to Google’s desire to work with newly licenced affiliates, particularly in growth markets such as Latin America, saying that its team can help businesses navigate Google’s certification and advertising requirements in addition to meeting local licensing requirements. 

As he succinctly puts it, ‘sometimes the regulator or the country lets you run, but Google doesn’t’.

“Google is aiming to bet on the new advertisers of the future”, he said. 

He also speaks about Google’s strong interest in affiliates, sharing their goals in expanding their affiliate section. Affiliates, he mentions, are particularly strong in Brazil, Europe and the U.S. The goal is to help affiliates and operators grow together, rather than focusing only on operators.

Google to have a booth this week at SIGMA North America

Find out more from Google by visiting their booth at this week’s SiGMA North America expo – taking place at Mexico City’s Centro Banamex from 02-04 September. You can also catch Yambot on a day two panel discussion taking place on the SiGMA stage from 12:00 – 12:40, where he joins an important conversation on Regulation & Revenue: Dissecting North America’s State + Provincial Affiliate Ecosystem.