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SOFTSWISS showcased its latest initiatives in Latin America at the BiS SiGMA South America Summit 2026 in São Paulo, as the iGaming software provider focused on regulated market development through industry discussions and on-site activations.
The company participated in expert panels and networking events during the summit, positioning itself within conversations around the region’s evolving betting landscape ahead of the 2026 FIFA World Cup.
A key highlight of SOFTSWISS’ presence was an appearance by Rubens Barrichello, Non-Executive Director for Latin America at the company, who arrived at the venue in a Porsche racing car that was later converted into a simulator for visitors.
Barrichello also participated in the opening ceremony, where he addressed Brazil’s emergence as a maturing betting market, stressing the importance of advanced technology, clear regulation and social responsibility, alongside collaboration between the government and tech companies.
“I appreciate how the BiS SiGMA South America summit brings together two worlds I know well – racing and technology. The people I meet here understand that building a sustainable market in Brazil takes discipline, tech expertise, and, of course, teamwork. And this reminds me a lot of the racing environment, where teamwork and precision make all the difference,” Barrichello said.
On the main stage, SOFTSWISS hosted a dedicated session titled SOFTSWISS Track: Sports Betting Strategy, Integrity & Speed, bringing together regulators, legal experts and industry participants to discuss the future of betting in Latin America.
The programme opened with a fireside chat between Plínio Lemos Jorge, President of Brazil’s National Association of Games and Lotteries (ANJL), and Carla Dualib, Regional Business Development Manager at SOFTSWISS and Communication Director at ANJL, focusing on the rapid expansion of Brazil’s regulated market and the responsibilities tied to its growth.
“A year ago, many of these conversations were still theoretical. Brazil’s market has moved past the point where general ideas are enough. What made these sessions valuable was the willingness to get specific – regulators, operators, and tech providers sharing what actually works on the ground. Honest dialogues like that really move the industry forward,” Dualib said.
Beyond the conference, SOFTSWISS unveiled the second edition of its limited capsule collection developed with Barrichello and Sparco, designed by Brazilian sportswear designer Denis Romanello and inspired by the Driven by Ambition concept.
The summit concluded with the SOFTSWISS Racing Carnival, a karting event held at Kartódromo de Granja Viana, where tech partners joined Barrichello for demonstration races and competitive heats alongside live entertainment and networking activities.