The tech provider\u2019s 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<\/strong>. The vehicle was later converted into a racing simulator for visitors to the company stand.<\/p>\n\n\n\n Barrichello also took part in the summit\u2019s opening ceremony. In his speech, he addressed Brazil\u2019s 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.<\/p>\n\n\n\n Rubens Barrichello<\/strong>, non-executive director for LatAm at SOFTSWISS, shares: \u201cI appreciate how the SiGMA South America summit brings together two worlds I know well \u2013 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.\u201d<\/p>\n\n\n On the main expo stage, SOFTSWISS hosted an exclusive expert block: SOFTSWISS Track: Sports Betting Strategy, Integrity & Speed<\/strong>. With the 2026 FIFA World Cup approaching, regulators, legal experts, and industry professionals discussed the future of betting across Latin America. <\/p>\n\n\n\n The programme opened with a fireside chat between Pl\u00ednio Lemos Jorge<\/strong>, president of Brazil\u2019s 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.<\/p>\n\n\n\n Carla Dualib<\/strong>, Regional Business Development Manager for Latin America at SOFTSWISS, comments: \u201cA year ago, many of these conversations were still theoretical. Brazil\u2019s market has moved past the point where general ideas are enough. What made these sessions valuable was the willingness to get specific \u2013 regulators, operators, and tech providers sharing what actually works on the ground. Honest dialogues like that really move the industry forward.\u201d<\/p>\n\n\n\n![\"\"](\"https:\/\/focusgn.com\/africa\/wp-content\/uploads\/sites\/7\/2026\/04\/BiS-SiGMA-South-America-2026-900x600.jpg\")
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