A different perspective on growth

There's no shortage of ambition in iGaming. New markets, new brands, new partnerships, new ways to attract audiences. The energy around expansion is as strong as ever.
But growth is also becoming a more nuanced conversation, especially for established operators.
When a business already has a substantial player base, the opportunities aren't limited to finding new audiences. There are existing relationships to develop, players to reconnect with, and opportunities to improve the value generated across multiple brands.
The multi-brand perspective is particularly interesting. Players don't necessarily see an operator's portfolio the way its internal teams do. Their preferences, activity, and relationships with different brands can overlap, while marketing strategies and performance measurement often remain organized around individual brands.
That creates room for a more connected approach to understanding player value.
And it ties into something broader: the industry is becoming increasingly attentive to how different investments contribute to the business over time. Acquisition, engagement, product experience and retention all play a part in that picture.
It's encouraging to see more attention being given to the opportunities that already exist within established businesses, alongside the excitement around expansion.

SiGMA World Rome 2026

AI is getting interesting in the details

AI was everywhere in Rome, which probably surprises no one.
What's interesting now is the range of practical applications taking shape. From automating operational processes to improving fraud detection, analytics and player experiences, the technology is gradually finding its way into the everyday workings of iGaming businesses.
Personalization is an especially promising area and one that's developing far beyond personalized offers or content recommendations.
The combination of behavioral intelligence, predictive capabilities and automation is making it possible to build experiences that are more responsive to individual players.
Imagine the difference between communicating with an audience based on a fixed segment and being able to adapt that communication as player preferences and engagement change. The latter creates far more possibilities, not only within an operator's platform but across the different channels where players interact with a brand.
For those of us working in advertising technology, that evolution is particularly exciting. The better we understand the context of an interaction, the more relevant advertising can become.
There is still a lot to explore, especially when it comes to connecting these capabilities across different systems and channels. But the direction is promising.

SiGMA World Rome 2026

And then, of course, we talked advertising

We couldn't spend several days surrounded by iGaming professionals without getting into conversations about advertising, player engagement and retargeting.
It's what we do, after all.
One of the things we find particularly interesting about the industry is how much attention goes into building an audience and how many opportunities emerge once that audience has been acquired.
Digital advertising has traditionally played a major role in bringing players into the ecosystem. But its potential doesn't end there.
As player engagement strategies become more sophisticated, advertising can take on a more connected role alongside other channels, helping operators maintain visibility and reconnect with existing audiences beyond their own platforms.
It's a direction we've been investing in at UBIDEX, developing technology that enables operators to use digital advertising specifically for retention and reactivation.
And the conversations around measurement are just as relevant. When advertising is used to support existing player relationships, success looks different. It's no longer only about generating a conversion. It's about understanding what happens afterward and how advertising contributes to actual business results.
There's something genuinely motivating about working on a technology that connects so naturally with the challenges and opportunities facing the industry.
We're leaving Rome with plenty of enthusiasm for where this part of the market can go next.

SiGMA World Rome 2026

Until next time, Rome!

If there's one thing events like SiGMA remind us of, it's how valuable it is to get out from behind the screens and spend time with the people behind the businesses, platforms, and technologies we work with every day.
A few days of face-to-face conversations can bring a different perspective to familiar challenges, introduce ideas you hadn't considered, and turn an online connection into a real working relationship.
For UBIDEX, that's what made Rome worthwhile.
We came to share what we're building, connect with operators and partners and be part of the wider iGaming conversation. We're heading home with new connections, fresh perspectives and plenty to follow up on.
To everyone who stopped by stand , shared their time with us or simply came over to say hello: thank you. You made these days special.
And to the connections we made in Rome, we're looking forward to seeing where the conversations take us.
The conference is over. The interesting part continues.See you at the next one!

SiGMA World Rome 2026