The Mind Behind SiGMA: Eman Pulis on Innovation, Growth, and Impact

In the ever-evolving landscape of the gaming industry, few names stand out as prominently as Eman Pulis, the visionary founder behind SiGMA World. A true entrepreneur at heart, Pulis has made significant strides not only in the gaming sector but also in tech and philanthropy. Known for his innovative approach to industry events and his commitment to social causes, he has successfully built a global platform that fosters collaboration, growth, and positive change. In this interview with the CasinoRIX team, Eman Pulis shares his journey, the challenges he’s faced, and the passion that continues to drive his impactful work.

Q: Can you start by introducing yourself to our audience? How would you describe yourself and your work?

A: I’ve always considered myself an entrepreneur at heart, driven by the desire to innovate and build meaningful connections within the gaming and tech industries. Over the years, this journey has evolved into something greater—using the success of SiGMA to fuel philanthropic initiatives that give back to communities in need. 

I’m passionate about creating impact beyond business, leveraging our global platform to support education, sustainability, and social good. For me, it’s about turning entrepreneurial success into a force for positive change, both within the industries we serve and beyond.

Q: You’re involved in several projects as a manager, founder, or partner. Where is your main focus right now? Which of these projects feels closest to your heart at this point in time?

A: The SiGMA Foundation will always be something I’m incredibly proud to be a part of. Launched during the Covid period, and growing from strength to strength, we´re bringing this charitable arm closer to our audience at SiGMA. The auction during our awards ceremony is working beautifully – allowing our clients to personally connect to the many inspiring journeys of individuals supported by the Foundation. Thanks to them and others, in 2023 we raised over 200k for projects that include the building of schools and women empowerment projects in Ethiopia, cleft palate surgery for infants in Colombia, and housing projects in Bataan, Philippines, to name a few. 

Q: Many know you as the founder of SiGMA. With SiGMA Europe in Valletta celebrating its 10th edition, which you’ve called “the mother of all conferences,” can you tell us how the idea to create SiGMA first came about?

A: The idea for SiGMA took off in 2014. With the country fast on its way to becoming the Silicon Valley of the gaming industry, SiGMA sought to showcase the industry to the outside world, nurturing a strong networking environment and creating a platform that could bring the industry together under one roof. When we first started it was the Maltese ecosystem that really helped us become who we are – today SiGMA is proud to play an important role in retaining a thriving and healthy ecosystem in Malta, whilst also maintaining a strong foothold throughout Europe. 

A few years later there was also great interest in Malta becoming the blockchain island. Based on that we felt there was a great opportunity to bring emerging tech closer to the world of iGaming, which by 2018 we were very familiar with. It was then that we launched the AIBC summit.

Having diversified its original mission, the company is now supported by 8 main pillars; Events, Play, Investment, Media, ADR, Brokerage, Poker Tour, and the SiGMA Foundation. Until the Covid period hit in 2020, we only had one conference in Malta: we now have 7 conferences around the world, including our newly launched event in Sri Lanka for SiGMA South Asia. The mantra of our company is to go global but always act local. With over 200 experienced, skilled employees and offices in 6 locations, we´re equipped to deliver excellence no matter where we are.

Q: How would you compare the first SiGMA conference to the upcoming 10th edition, both in terms of numbers and overall impact?

A: SiGMA Group has grown from a local first show with just 1500 delegates into a global powerhouse and an authority for online gambling across the world. In comparison, the 2024 edition of SiGMA Europe expects to welcome a record-breaking 27,000 delegates to the November event – many of whom fly in from a number of international hotspots. Our expo floor is supported by a high quality network of 1000 premium exhibitors and sponsors, with 2 conference stages hosting almost 600 expert speakers, government officials, and regulators.

There’s a unique DNA to the way people do business here. Exhibitors have consistently rated SiGMA Europe as the Summit with the most generated business. With a “Friends before business” mindset, Malta Week is undoubtedly the best platform for industry stakeholders to come together and solid friendships to be cemented. 

From the very first expo at the Bay Arena in St Julian´s to the MFCC in Ta´Qali, SiGMA has continued an upwards trajectory of growth that has outpaced Malta´s infrastructure. We are now looking to our second year in a new space at the Mediterranean Maritime Hub (MMH), a shipbuilding yard, that with a little bit of vision, and a lot of work has offered SiGMA more opportunities to accommodate the growing needs of the gaming community.

The scale of growth is also reflected in the economic boost enjoyed by Malta’s tourism and leisure industry. SiGMA attendees bring a total spend of E80 million to Malta, while SiGMA generates the equivalent of 1,700 full time jobs annually. A tide that lifts all boats, SiGMA has turned a traditionally cold shoulder month into one of plenty for the island, with a bountiful trickle down effect filling hotels and supporting local businesses in a way we could never have imagined 10 years ago. 

Q: Are you planning anything special for SiGMA’s 10th anniversary celebration?

A: This upcoming event in Malta will be our 25th show. We´re excited to reach this milestone marking a decade of hard work and a pursuit of excellence. To celebrate our journey we’ve launched a documentary dedicated to exploring the last 10 years –  from the triumphs to the tears, it’s all in there. We´re also publishing a special edition book exploring a decade in this sector and will hold a press conference to launch the SiGMA Poker Tour in 2025. 

Q: Every business faces challenges, and the COVID-19 pandemic was clearly tough for the events industry. What strategies helped you keep SiGMA afloat during that time? Did the growth in the iGaming industry during this period help keep you motivated?

A: March 2020 was an incredibly challenging time for us. With the events industry in disarray, I felt a deep sense of uncertainty and redundancy. It became clear that I couldn’t remain static—I had always taken pride in being “just an events guy,” but the pandemic forced me to adapt or risk becoming obsolete.

A number of plans fell apart due to the onset of COVID-19.We had to close our office in Manila, where we were trying to expand beyond our comfort zone of Malta, and unfortunately had to let go of some employees. However, this period also pushed us to diversify. We launched a $20 million VC fund – Ikigai Ventures, ventured into media by becoming an affiliate, and introduced the SiGMA Foundation. It was a turning point that reshaped both the business and my approach to it.

Q: When you diversified the business by launching projects like SiGMA Play and CasinoBee, was it in response to challenges you faced, or was it simply a way to utilize existing resources? Have these projects met your expectations?

A: When we launched SiGMA Play, it was primarily in response to the challenges brought on by COVID. With in-person events on hold, we saw an opportunity to diversify and expand into the affiliate space by utilizing our existing industry connections and expertise. SiGMA Play was a way to adapt to the changing landscape while continuing to offer value to our audience. Since then, it has gone from strength to strength, surpassing our expectations. It’s now a thriving platform that complements our core business, allowing us to further solidify our presence in the gaming industry despite the challenges.

Q: You cover M&A in your projects. Have deal volumes increased this year? Which sectors or assets are attracting the most interest?

A: This is an area that we’ve been paying closer attention to since the start of 2024. The volume of M&A in the industry is healthy to sustain this focus. However, as it happens with every other industry, M&As in igaming are heavily influenced by macroeconomic conditions. We saw an improvement this year, like the recent cut on interest from the FED, that we hope can carry a new momentum for 2025. 

We often see deals in the affiliate space. It’s a very dynamic area for M&As. We’re also paying attention to developing markets such as Brazil, which will soon be prone to first market entrance for big players, like we saw for Flutter, and at a later stage, consolidation and, thus, more M&A opportunities. 

Q: What have been the biggest milestones and toughest challenges in the development and growth of SiGMA?

A: One of the biggest milestones for SiGMA has been taking our events global while maintaining a high level of quality for exhibitors and attendees. Expanding into diverse regions like Asia, Africa, and the Americas was crucial to our growth, but also one of the biggest challenges. Another significant milestone was surviving the COVID period, which forced us to adapt quickly and explore new opportunities. Reaching our 10-year anniversary is a proud moment for us, reflecting both the challenges we’ve overcome and the strong foundation we’ve built for the future.

Q: Let’s shift focus to Ikigai Ventures. How many companies are currently in Ikigai Ventures’ investment portfolio? Which types of projects are most exciting to you as a venture investor?

A: At the moment, the most exciting part of the fund is our incubation projects, where Ikigai functions as a de facto entrepreneur by backing solid founders with expertise built over the years in SiGMA. Besides the incubation projects, we often have a unique eye for technology enablers in the igaming industry. Thus, any cutting-edge company promoting or creating innovative ways of delivering the best experience in the industry has our attention. We’re very excited about how the latest developments in AI can affect various fields in the industry. 

Q: Given your involvement across various industries, what advice would you offer to managers starting their businesses? What do you believe is the foundation of a successful venture?

A: My advice to anyone starting a business is simple: don’t give up when things get tough. Challenges are inevitable, but resilience is what sets successful ventures apart. You need to stay focused, adaptable, and keep pushing forward. Also, be the hardest working person in your company. Lead by example—show your team what dedication looks like, and they’ll follow your lead. Success doesn’t come easy, but with persistence and a strong work ethic, you’ll build the foundation for something great.

Q: How has AI contributed to the growth and management of your various businesses?

A: AI has played a crucial role in the growth and management of the industry as a whole. It has opened up enormous opportunities, particularly in the tech and gambling sectors, where it acts as a vital bridge. From enhancing player experience through personalization to improving responsible gaming practices and optimizing operations, AI has revolutionized the way we approach the industry. At SiGMA, we’ve seen firsthand how AI is shaping the future, driving innovation, and creating a more efficient and secure landscape for both tech and iGaming. It’s a key factor in our continued growth and success.

Q: How do you balance work and personal life? How much time do you dedicate to rest, and how do you typically spend your free time?

A: Balancing work and personal life is incredibly important to me, and no matter how busy things get, my family always comes first. I make sure to carve out quality time, and recently, I’ve been enjoying introducing my two daughters to the events, especially our philanthropic initiatives. It’s a rewarding experience sharing what I do with them. As for downtime, I always try to prioritize rest when I can, but spending time with my family is truly the best way to recharge.

Q; And finally, we have to ask – do you play at casinos yourself? 

A: No, I don’t gamble at casinos myself. The excitement of building and running SiGMA, along with the fast-paced nature of the industry, is more than enough for me. Watching the industry evolve and being part of that growth is its own thrill!

The CasinoRIX team extends a heartfelt thank you to Eman for sharing his insights and journey with us. And to our readers, don’t forget to stay updated on Eman’s initiatives and find more gambling news by following us for the latest updates and trends in the industry.