BETBY’s Juan Pablo Barahona official ambassador for SiGMA North America

BETBY has appointed Juan Pablo Barahona as official ambassador for SiGMA North America, the inaugural edition of the gaming industry conference scheduled for September 1–3, 2026, at Centro Banamex in Mexico City. The appointment reflects BETBY's strategic commitment to the North American market and positions the company as a key stakeholder in what organizers expect to be a landmark event for the region's iGaming sector.

SiGMA North America represents a significant expansion of the SiGMA conference portfolio into the Americas, capitalizing on growing regulatory maturity and market opportunities across Mexico, the United States, and Canada. The inaugural summit is projected to attract 4,000 delegates, 1,000 operators, more than 150 speakers, and over 200 exhibitors and sponsors, establishing it as a major networking and knowledge-sharing platform for the region. By securing Barahona as an official ambassador, organizers gain credibility and industry access while BETBY gains visibility among a concentrated audience of decision-makers and potential partners.

BETBY's involvement underscores the company's expansion ambitions in North America, a region characterized by fragmented but rapidly evolving regulatory frameworks. The appointment signals the company's intent to engage actively with regional stakeholders, share expertise, and position itself as a thought leader in the market. For BETBY, ambassadorial roles at major conferences serve dual purposes: they enhance corporate visibility and facilitate relationship-building with operators, regulators, and technology partners who shape market dynamics.

The timing of the announcement reflects broader industry momentum toward North American market consolidation and professionalization. As jurisdictions across the region continue refining their regulatory approaches, conferences like SiGMA North America become essential forums for operators to navigate compliance requirements, identify partnership opportunities, and stay informed about emerging trends. BETBY's participation through Barahona's ambassadorial role positions the company to influence conversations around technology standards, responsible gaming practices, and market best practices as the North American iGaming landscape matures.