SOFTSWISS showcases advances in LatAm at SiGMA South America 2026

The company concluded its participation at SiGMA South America 2026, where non-executive director Rubens Barrichello and company experts discussed Brazil’s regulated market development and sports betting strategies.

Press release.- SOFTSWISS wrapped up its participation at the SiGMA South America Summit 2026 in São Paulo, Brazil. The company shaped discussions on regulated market development through expert panels and industry dialogue, supported by a series of initiatives during the event.

The tech provider’s on-site activation featured Rubens Barrichello, non-executive director for Latin America at SOFTSWISS, who arrived at the expo floor in a Porsche racing car. The vehicle was later converted into a racing simulator for visitors to the company stand.

Barrichello also took part in the summit’s opening ceremony. In his speech, he addressed Brazil’s position as a rapidly maturing betting market, where the next phase of growth depends on advanced technology, clear regulation, and social responsibility. He emphasised that this process requires collaboration between the government and tech companies.

Rubens Barrichello, non-executive director for LatAm at SOFTSWISS, shares: “I appreciate how the 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.”

On the main expo stage, SOFTSWISS hosted an exclusive expert block: SOFTSWISS Track: Sports Betting Strategy, Integrity & Speed. With the 2026 FIFA World Cup approaching, regulators, legal experts, and industry professionals discussed the future of betting across 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 SOFTSWISS Business Development Manager at SOFTSWISS and Communication Director at ANJL. They explored the rapid growth of the Brazilian market and the responsibility that comes with operating at scale.

Carla Dualib, Regional Business Development Manager for Latin America at SOFTSWISS, comments: “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.”

Beyond the conference stage, SOFTSWISS presented the second edition of its limited capsule collection, created with Rubens Barrichello and iconic racing brand Sparco. Inspired by the Driven by Ambition concept, the capsule was designed by Brazilian Sportswear Designer Denis Romanello. It reflects a shared focus on performance and reliability across motorsport and technology.

The summit closed with the SOFTSWISS Racing Carnival, an exclusive karting event at the Kartódromo de Granja Viana. The tech provider’s partners joined Rubens Barrichello for demonstration races and competitive karting heats. This racing experience was accompanied by live samba performances, interactive activities, and networking in an informal setting.