GBC Time has interviewed – Denis Dzyubenko, Managing Director (East EU and CIS) at SiGMA Group, an events and media organisation focused on gaming, emerging tech, digital health, and affiliate marketing. We talked about the latest SIGMA events, with a focus on the CIS region, as well as the latest trends and opportunities for event participants.
What percentage of SiGMA’s attendees typically come from the CIS region, and how has this number evolved over recent years?
Our demographics for 2023 show that just under 10% of SiGMA attendees were from the CIS region. The market has become a significant player in the iGaming and emerging tech sectors, and that growth is reflected in the diversity and increasing numbers at our events. SiGMA continues to be a hub for bringing these key players to the global stage.
When looking at participants from the CIS region, is the majority made up of operators, affiliates, or perhaps product companies? How does this breakdown influence the event’s structure?
The CIS region brings a healthy mix of operators, affiliates, and product companies, each with their unique needs. This diversity allows us to structure the event in a way that balances content for all parties—whether it’s through targeted networking sessions, industry panels, or product showcases. The breakdown creates a dynamic atmosphere where all stakeholders can find value. In addition, for the first time ever, the SiGMA East Europe conference, held in Budapest this year, was both in English and Russian.
Does SiGMA have any plans to hold a dedicated event specifically for the CIS market, potentially in countries like Kazakhstan, Azerbaijan, or Georgia?
We’re always looking at new regions where we can bring SiGMA’s global expertise. Our focus is to ensure we are where the opportunities are. The CIS market is certainly on our radar, and we’re closely watching its growth and potential for future events. Next year we´re holding 7 events, including our recently launched event for South Asia.
What trends or opportunities do you currently see in the CIS market, and how is SiGMA adapting to these changes?
The CIS market is evolving rapidly, with a growing focus on regulatory frameworks and digital transformation. There’s a lot of opportunity in fintech, blockchain, and gaming, and SiGMA is adapting by curating content and discussions that align with these trends. We’re also connecting key players in the market to help them navigate these changes and seize new opportunities.
SiGMA often organizes iGatherings, including unique formats like pool parties, as recently held in Limassol. Can you explain the concept behind iGathering and how it benefits companies attending these events?
iGatherings are all about creating an intimate, relaxed setting where high-level networking can happen naturally. Whether it’s a dinner, a pool party, or another unique format, these events foster meaningful connections in a casual environment. It’s not just about business—it’s about building relationships, and that’s where the real value lies for companies. In 2025, we have 16 iGatherings lined up, each offering a unique networking opportunity. Keep an eye out for our events in key cities like Barcelona on January 20th, Rio de Janeiro on February 26th, and London on July 2nd. You can find more details on our SiGMA homepage.
How does SiGMA’s approach differ in engaging participants from the CIS region compared to other regions? Are there specific strategies tailored for this audience?
We tailor our approach by focusing on the unique business culture of the CIS region. This means offering more personalized networking opportunities and ensuring our content reflects the region’s priorities, like regulatory developments, digital innovation, and even the language spoken. We also place a strong emphasis on fostering trust and long-term partnerships, which is key for engaging this audience.
Given the growing interest in markets like Central Asia, what is SiGMA doing to attract businesses and participants from these emerging regions?
We’re focused on showcasing the potential of Central Asia as an emerging market through our content, speakers, and dedicated regional tracks. By highlighting the opportunities in these areas, we’re creating a platform where businesses can learn, connect, and ultimately invest. Our events are designed to be a bridge between these regions and the global market. We are excited for our upcoming SiGMA South Asia 2025 event, which launches in Sri Lanka.
What advice would you give to CIS-based companies looking to expand their presence globally through events like SiGMA? What key opportunities should they focus on?
My advice is to leverage SiGMA’s global platform to build relationships and tap into new markets. Focus on networking and forming partnerships, not just showcasing products. The key opportunities lie in innovation and regulation—staying ahead in these areas will help CIS-based companies make a strong global impact.
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