Our CEO and COO just got back from SIGMA Euro-Med 2025, and honestly, we are still processing everything they experienced at the Mediterranean Maritime Hub.
This wasn’t just another conference. With 12,000 delegates, over 400 expert speakers, and 400+ sponsors and exhibitors, SIGMA Euro-Med proved why it’s become the must-attend event for anyone serious about iGaming, AI, startup innovation, affiliate marketing… you name it!
Let me walk you through what went down during those three incredible days in Malta.
Reacheffect Was There!
Being part of SiGMA Euro-Med 2025 gave us a front-row seat to witness how the industry is evolving, from AI-driven personalization to the changing dynamics of affiliate marketing. Our presence at the conference reinforced our commitment to staying at the forefront of industry trends and building meaningful connections with partners and innovators who share our vision for responsible, effective affiliate marketing.
What made this year’s summit particularly special wasn’t just the cutting-edge discussions on AI, regulation, and industry innovation – it was the perfect blend of business insights, wellness initiatives, and genuine community building that set the tone for what many are calling the future of industry conferences.
A Conference That Started with Wellness and Yachts
Instead of opening with the usual queues and coffee, SIGMA Euro-Med 2025 launched with a Wellness Morning at Valletta Waterfront. Delegates joined guided aerobics, stretching, and cardio sessions led by SportMalta coaches, with proceeds going to charities supporting Africa and mental health initiatives. It was a refreshing way to set the tone, combining wellbeing with a sense of purpose.
VIP attendees were treated to yacht cruises along Malta’s coastline, golf tournaments at the Royal Malta Golf Club, and exclusive trips to Gozo. The Welcome Reception at Hilton Malta’s Quarterdeck Bar, overlooking Portomaso Yacht Marina, created the perfect backdrop for networking. By blending leisure, charity, and connection, SIGMA once again proved that the best business conversations often happen outside the traditional conference hall.
AI Trust: The Conversation Everyone Needed to Have
On the main stage, one topic dominated discussions more than any other: artificial intelligence and trust.
Gavril Flores from Malta Digital Innovation Authority delivered a keynote about building trust in AI, emphasizing that “trust should not be given blindly, it must be earned”. His message was crystal clear – we need proper governance frameworks before AI becomes even more powerful.
The reality check hit hard. AI systems are accelerating from GPT-1 to GPT-5 at breakneck speed, being deployed everywhere from drug discovery to smart farming. But with that power comes serious responsibility.
The TikTok Generation is Changing Everything
One session that caught everyone’s attention was about engaging the TikTok generation with sports betting. The insights were mind-blowing.
Moritz Maurer from GRID revealed that only 37% of Gen Z and millennials still watch live sporting events, while 90% engage with gaming. Think about that for a second. We’re witnessing a fundamental shift in how people consume sports content.
The solution? Micro-betting and ultra-fast markets designed for bite-sized highlights. For affiliate marketers, this represents a massive opportunity. Understanding how to create content that resonates with shorter attention spans isn’t just nice to have anymore, it’s survival.
AI is Reshaping Operations (Whether You’re Ready or Not)
Professor Alexiei Dingli from the University of Malta delivered one of the most practical AI talks we have heard. His message was refreshingly honest.
“We can do everything with AI, but we can’t do anything,” he explained, emphasizing the need for realistic expectations and proper processes. No magic solutions, just smart application of powerful tools.
The key insight? “We need to quantify the opportunity cost of the status quo; if it is not broken, it may still be losing money”.
His ABCs for AI implementation, Aim, Benchmark, Control provides a practical framework that any marketing team can use.
The Future of iGaming is Already Here
The AI applications panel blew everyone’s minds with real-world examples of how AI is transforming iGaming right now.
Mark Flores Martin from XGENIA was blunt: “95% of companies fail to implement AI. The iGaming industry is going to see a wave of companies who have adapted to AI and are going to rise up and do some damage to other companies”.
The applications are staggering. Hyper-personalized experiences that adapt in real-time. CRM systems that predict player behavior with scary accuracy. Automated customer support that actually helps people.
Staffan Engstrom from Fieldstream.AI made a bold prediction: “I think 80% of affiliates will be gone. And the other 20% will be really, really wealthy!” That’s not a threat – it’s a wake-up call.
Why This Conference Matters for Marketing Professionals
SIGMA Euro-Med isn’t just about gaming – it’s about the future of digital marketing, customer engagement, and technology adoption across industries.
The conversations about AI implementation, regulatory frameworks, and customer behavior patterns apply far beyond gaming. Whether you’re running affiliate campaigns, managing customer data, or developing marketing strategies, the insights from this conference are gold.
What’s Next for the Industry
The themes from SIGMA Euro-Med paint a clear picture of where we’re heading:
AI will separate the winners from the losers. Companies that embrace intelligent automation and data-driven decision making will dominate their markets.
Customer experience is becoming hyper-personalized. Generic marketing messages won’t cut it anymore. Success requires understanding individual preferences and adapting in real-time.
Regulation will get smarter, not stricter. Malta’s approach shows how governments can foster innovation while protecting consumers.
Mental health and sustainable practices are business imperatives, not nice-to-haves.
Final Thoughts: Why SIGMA Euro-Med 2025 Will Be Remembered
This wasn’t just another conference. SIGMA Euro-Med 2025 marked a turning point for our industry. The conversations about AI trust, customer behavior changes, and sustainable business practices will influence decision-making for years to come.
Our CEO and COO returned with actionable insights, new partnerships, and a clearer vision for Reacheffect‘s future. The conference delivered exactly what the best events should: knowledge that transforms how you think about your business.
