Recently, you have been promoted to COO of SiGMA Events. How have you been adapting to the role? What does an average work day look like for you?
Emily Micallef (EM): I am incredibly appreciative of the company recognizing my efforts over the past three years with this promotion. The shift in responsibility has been as seamless as it could have possibly been. With so many moving pieces required to make a global events company successful, it is crucial that those monitoring from the top are perceptive, communicative and expeditious. It’s impossible to run anything if there’s a blockage at the head of the beast, so to speak. As Chief Operations Officer of SiGMA Events, I have spent most of my days coordinating sales events, marketing and video and conference productions, to mention a few! Being this close to the Malta Week event, it’s organized chaos at the best of times, but that’s the lay of the land at an events company, and I live for it!
How about you, Sophie? You have been COO at SiGMA Group for some time. What will the next few months look like for SiGMA Play with your experienced hands at the helm?
Sophie Crouzet (SC): Yes, I’ve been with SiGMA from the very beginning, following Eman Pulis’ lead, and starting out as an intern. I was promoted to SiGMA Group’s COO in July 2020, primarily focusing on events and media. With our affiliation branch and digital products growing exponentially, we decided to refocus the roles by bringing Emily in to run the events. This means I can focus all of my energy on our new digital products, as COO for SiGMA Play. Over the next few months, we have a massive project ahead of us. Not only are we expanding our team, but a whole redesign and revamp of the SiGMA website is in the pipeline. You can expect a freshened-up aesthetic and back-end system by mid-2023!
In which way your both COO positions are connected?
EM: We’re both definitely involved with moving the company forward. The last thing I want to do is run the company like maintaining a piece of equipment. On my end, I want the company to grow, I want it to improve and do better!
SC: I fully agree with Emily! SiGMA has always been about disrupting the status quo. A common goal for us is doing this by directing the company towards innovation and efficiency in our respective fields. Quality is our main focus, of course! Out with the old and in with the new, where it makes the most sense.
Malta Week is just about to start in a few days. How has the SiGMA Group prepared to innovate and surprise attendees once again?
EM: A major priority for me is balancing quality with growth. Our mother of all conferences is coming back bigger than ever, but size should not substitute for caliber. So I’m definitely focusing on maximizing our delegates’ return of investment (ROI) for their time at the event. Our events see delegates of all stripes; exhibitors, speakers, VIPs. For the delegates visiting us to make business connections, we’re organizing premier networking events to facilitate these connections. For our exhibiting visitors, we’re increasing the visibility their brands will be receiving. Then, there are our conferences, for which we have secured some of the biggest names in all our industries. It will be interesting to see how the industry has evolved post-COVID. Obviously, the pandemic impacted every aspect of our lives, including Malta’s economy as a whole. Bringing this event back to Malta during the typically low-shoulder month of November, we’re aiming to give a big boost to all the businesses. Considering that our current projections are estimating an attendance of 25,000 attendees, we will officially have held the world’s largest gaming event of 2022.
In which way are you going to use the company’s expertise and your own personal experience to make the SiGMA Play brand successful?
SC: That’s an incredible milestone to aspire to, and SiGMA Group does not make such claims lightly! We’re continuing to establish this authority through quality products and very promising partnerships. SiGMA Play is directly involved with contributing to the iGaming industry, a form of ‘one-stop-shop’ solution into gaming. We’re creating an information domain where operators are clearly represented and customers can find the best casinos based on their preferences. There’s also the regulation aspect that we’re aiming to provide through our Alternative Dispute Resolution (ADR) services. There are many facets to iGaming, each requiring a tactful approach. As COO of SiGMA’s digital products, it’s absolutely crucial for me that our web services generate the best content and proceed efficiently on good web code. I must also take into account my team’s preferences and requirements to ensure everyone reach their maximum potential. By early 2023, we’ll not only have rebranded the business entity to shine a light on SiGMA Play, but also offer an excellent service to all open GEOs and languages.
It’s sounding like 2023 is going to be even busier than this year for the both of you! In terms of events, Emily, what does your strategy for the near future look like? What will you particularly are searching for?
EM: I tend to take a very practical approach to everything. It’s also crucial to be flexible with strategies, as different markets have diverse demands. In 2023, we’re expanding into four, brand new markets. There are Africa, Brazil, Manila and Cyprus, with Dubai and Malta being a repeat for us. Each market requires specific strategies, which we’re approaching with individual care. Rest assured we’re focusing on getting the most out of each destination. For instance, the regional events like Kenya, Brazil and Cyprus will be much smaller than our other shows, allowing us to concentrate on a more intimate, far more exclusive crowd. The larger events like Dubai, Manila, and Malta will be more typical of the SiGMA brand that everyone’s come to know and love. I’m personally looking most forward to Brazil. It’s a budding market, a beautiful country and I’ve always wanted to go!