SiGMA has entered into a new strategic partnership with EBO, aimed at embedding Artificial Intelligence more deeply across its global events and media operations within the gaming and emerging technology sectors.

As part of the agreement, EBO will act as a strategic AI advisor, working directly with SiGMA’s leadership team to pinpoint where AI can create the greatest operational and commercial impact. The initiative will focus on prioritising high-value opportunities and ensuring that AI deployment is closely aligned with SiGMA’s growth plans and the changing needs of its global audience. Both organisations are committed to a commercially focused rollout, positioning AI as a catalyst for innovation, efficiency and long-term value creation.

Eman Pulis, SiGMA Founder, said the partnership reflects the organisation’s ambition to innovate while maintaining quality and consistency across its global ecosystem. “AI has the potential to reshape how we operate and how we create value, particularly in a fast-moving industry such as gaming. Working with EBO allows us to take a focused approach that supports growth while strengthening the experience we deliver to our community.”

By combining SiGMA’s deep industry expertise with EBO’s wealth of knowledge in AI technology, strategy and implementation, the partnership aims to translate AI potential into scalable, real-world impact.

Dr Gege Gatt, CEO of EBO, said SiGMA’s rapid growth and international reach made it an ideal partner. “SiGMA has a strong appetite for innovation. Together, we’re focused on guiding the company to build practical, scalable AI capabilities that deliver value today and evolve with the organisation over time.”

The collaboration represents a further step in both organisations’ digital transformation efforts, with SiGMA seeking to leverage AI to maintain competitiveness at scale, and EBO applying its AI adoption frameworks and expertise within a complex, multi-market global organisation.