Our CEO, CMO, and COO wrapped up 2025 with back-to-back conferences across South Asia. From SiGMA South Asia’s inaugural event in Colombo (November 30 – December 2) to Affiliate World Asia in Bangkok (December 3-4), these events provided valuable insights into the region’s growing importance in the global gaming and affiliate marketing landscape.
Thank you for reading this post, don't forget to subscribe!Here’s what our Reacheffect team experienced across both conferences.
Reacheffect’s South Asian Tour
Attending both conferences gave us a comprehensive view of South Asia’s evolving digital economy. SiGMA’s focus on iGaming regulation and market development in emerging territories complemented Affiliate World’s emphasis on performance marketing tactics and e-commerce strategies.
This back-to-back schedule positioned us to understand both the regulatory landscape and practical implementation strategies across the region.
SiGMA South Asia: Colombo’s Inaugural Summit
SiGMA’s first South Asian event took place at Cinnamon Life at City of Dreams in Colombo, attracting 2,500 delegates from across the global gaming, tech, and affiliate sectors.
The conference marked a significant milestone for Sri Lanka’s positioning in the gaming industry, particularly with the launch of the country’s Gambling Regulatory Authority during the summit.
Pre-Event and Awards
Delegates arrived on November 30 for pre-registration and the “Explore Colombo by Jeep” experience, which provided an introduction to the city’s culture and coastline.
The evening featured the SiGMA South Asia Awards at the Cumulus Ballroom, with saxophone performances and traditional Sri Lankan dances. The charity auction raised funds for communities affected by Cyclone Ditwa, with proceeds going directly to emergency relief efforts.
Conference Content
The main conference ran December 1-2, with panels covering regulatory evolution across South Asia, women in the digital economy, and cross-border collaboration opportunities.
A notable highlight was Malta Day, honoring Malta’s Republic Day. Hosted by SiGMA founder Eman Pulis and H.E. Reuben Gauci, Malta’s High Commissioner to Sri Lanka, the event included diplomatic receptions and guided tours, emphasizing the connection between Malta’s established gaming jurisdiction and South Asia’s emerging markets.
Sri Lankan Market Dynamics
Multiple sessions examined Sri Lanka’s position as an emerging gaming market. The country’s strategic location, improving digital infrastructure, and new regulatory framework position it as a potential hub for South Asian gaming operations.
Discussions focused on licensing requirements, compliance considerations, and how international operators can navigate the developing regulatory environment.
Regional Regulatory Focus
Panels explored how different South Asian countries are approaching gaming regulation, from India’s state-by-state framework to Sri Lanka’s centralized authority. The emphasis was on understanding diverse regulatory approaches across the region.
Industry leaders discussed the importance of establishing clear regulatory frameworks before market expansion, particularly in jurisdictions without established gaming precedents.
Affiliate World Asia: Bangkok’s Performance Marketing Hub
Two days after Colombo, our team was in Bangkok for Affiliate World Asia at the Centara Grand & Bangkok Convention Centre. The two-day conference (December 3-4) brought together over 7,000 attendees from 110+ countries.
Bangkok’s established position as a Southeast Asian affiliate marketing hub was evident in both the attendee composition and the tactical focus of the content.
Practical Performance Marketing
Affiliate World Asia delivered actionable content across two stages, with sessions covering AI-driven campaign optimization, Meta and TikTok advertising strategies, and tracking solutions for 2025.
The conference format emphasized practical implementation over theoretical discussions, with speakers sharing live campaign data and specific techniques they’re currently using.
Exhibition and Networking
The exhibition floor featured 300+ advertisers, traffic sources, and affiliate networks. The layout facilitated extended conversations between exhibitors and attendees, with dedicated networking zones throughout the venue.
Organized networking mixers took place each day, along with evening events that extended business conversations beyond the conference hours. The Always Winning party by Mobidea, celebrating its first anniversary in Bangkok, provided additional networking opportunities.
Bangkok as a Hub
December’s weather in Bangkok made the conference timing ideal. The city’s infrastructure, from BTS access at Siam Station to extensive hotel options, supported the large international attendance.
Bangkok has established itself as a key location for performance marketing professionals, with many companies maintaining regional offices and the city hosting multiple industry events throughout the year.
Platform-Specific Tactics
Sessions dedicated to specific platforms provided detailed optimization strategies. The TikTok track explored creative testing methodologies and algorithm understanding. Meta sessions covered post-iOS 14.5 attribution strategies and Advantage+ campaign optimization.
Google Ads presentations examined automation strategies, audience layering techniques, and lesser-known placement options that offer competitive advantages.
Contrasting Regional Perspectives
Market Maturity
SiGMA South Asia represented emerging markets establishing regulatory frameworks and market infrastructure. Affiliate World Asia showcased mature performance marketing tactics in an established Southeast Asian hub.
Both perspectives are valuable for understanding the full regional landscape, from ground-floor market entry opportunities to advanced optimization strategies.
Regulatory vs. Tactical Focus
Colombo’s emphasis on regulation, compliance, and market development contrasted with Bangkok’s focus on campaign optimization, creative strategies, and conversion improvement.
For companies like Reacheffect, this combination provides both the strategic market knowledge needed for expansion planning and the tactical expertise required for campaign execution.
Networking Dynamics
SiGMA’s format included charitable components, cultural experiences, and diplomatic elements that positioned gaming within broader economic development discussions. Affiliate World’s networking centered on direct business connections, deal-making, and tactical knowledge sharing.
Both approaches facilitated relationship building, but with different contexts and conversation styles that attracted complementary attendee profiles.
Geographic Considerations
Sri Lanka’s Positioning
Sri Lanka’s strategic location between major Asian markets, combined with its improving digital infrastructure and new regulatory authority, positions it as an interesting case study for gaming market development in previously unregulated territories.
The government’s approach of establishing regulatory frameworks before extensive market development provides a different model than countries that regulated existing gray markets.
Thailand’s Established Ecosystem
Bangkok’s position as an established Southeast Asian affiliate marketing hub was evident in the conference execution, attendee sophistication, and tactical depth of content.
The city’s timezone, connectivity, cost structure, and quality of life make it an attractive base for performance marketing operations targeting Asian markets.
Looking Forward
This dual-conference experience provided comprehensive perspective on South Asia’s gaming and affiliate marketing landscape. SiGMA demonstrated the region’s potential as markets establish regulatory frameworks, while Affiliate World showcased the tactical sophistication possible in mature Southeast Asian markets.
For performance marketing professionals, the combination of regulatory awareness from Colombo and tactical expertise from Bangkok creates a foundation for both market entry strategies and campaign execution across the region.
The investment in attending both conferences provided market intelligence, relationship development, and practical knowledge that will inform our regional strategy as we evaluate opportunities across South Asian markets.
