BIS SiGMA South America 2026 wraps up in São Paulo, highlighting tech innovation and the role of lotteries

BIS SiGMA South America 2026 concluded on Thursday in São Paulo with an agenda focused on technological innovation, the role of lotteries, and long-term prospects for the betting market in Brazil and Latin America. 

After three days of discussions among operators, regulators, investors, and technology companies, the final day addressed the main takeaways from the event, emphasising a sector beginning to move beyond the initial phase of regulation implemented a year ago into a more developed market cycle heading toward maturity.

Held at the Transamerica Expo Center, BIS SiGMA South America 2026 gathered 15,800 participants, reflecting global interest in the Brazilian market driven by its scale, high digital concentration, and strong sports connection.

Innovation marks the third day 

Innovation was a key theme of the final day, with debates on the role of artificial intelligence, data analysis, and automation in transforming the sector.

Panels highlighted that, once a regulatory framework is established, competition shifts toward innovation across the market. Tools for personalising user experience, fraud prevention, and operational optimisation were identified as strategic priorities for the coming years.

Experts also noted that more sophisticated data use will enable companies to better understand consumer behaviour, offering more tailored products and efficient customer journeys.

Technology was also discussed as a key element for ensuring integrity and security, particularly in a rapidly growing market that now demands greater control and transparency.

Lotteries gain relevance in the regulated market

Another highlight was the debate on the role of lotteries within the betting ecosystem. Discussions pointed to the model as an important tool for public revenue generation and funding social policies.

Panels analysed the Brazilian federal model as a potential driver of economic development, while exploring modernisation opportunities through digitalisation. The discussion was heavily focused on regulation and restrictions imposed on lotteries over the past year.

Fabíola Esteves, President of LOTERJ (Rio de Janeiro State Lottery), commented: “There was an invasion of competencies. The Union overrode state lotteries. It is important that we defend our autonomy and capacity.”

This statement was endorsed by Onésimo Diniz, Director-General of the Minas Gerais State Lottery, who said: “The word we should take with us is ‘unity’ for strengthening. Beside us, the press, lawyers, businesses, and the entire gaming chain. If we have the industry on our side, any other voice trying to take our autonomy will be nothing but a delusion.”

The integration of lotteries and digital platforms was identified as a main trend, with potential to expand reach and attract new consumer profiles.

Experts also highlighted that strengthening this segment can contribute to market diversification, reducing dependence on traditional sports betting models. 

Expansion and adjustments in the horizon 

The trend is for the Brazilian market to become increasingly competitive, requiring companies to show greater adaptation and differentiation, especially in technology, user experience, and brand positioning.

Latin America at large was also noted as a strategic region, with countries advancing at different regulation stages but facing similar challenges, such as combating illegality and defining sustainable tax models.

In this context, Brazil stands out as a regional reference, both for market size and the speed of sector development.

The 2026 edition ends with the next date already set. BIS SiGMA South America 2027 will take place on April 5, 6, 7, and 8, 2027.