SiGMA CMO Lauranne Urban Reveals the “Marketing Machine” Powering Global iGaming Events Success

Lauranne joined SiGMA five and a half years ago as an intern. She now leads the company’s marketing efforts. SiGMA organises seven major events this year and plans to add an eighth in Malta next year.

In the interview, Lauranne described SiGMA’s marketing team as a group of more than 100 people working across digital, design, content, video, and news. She said the team allows the company to produce, edit, and publish content faster than others in the industry.

“It is our secret recipe,” Lauranne explained. “We have strong internal knowledge, clear direction from our founder, and high standards in everything we do.”

She noted that coordinating large teams requires good structure and processes. “It can be hard to keep everyone aligned, but a clear vision helps,” she said.

Surya Palli pointed out that "without direction, speed is not possible," noting that scaling a marketing organisation only works when every team shares the same vision. Lauranne agreed, explaining that while processes matter, alignment ultimately comes from clear leadership and shared purpose.

Lauranne also shared her views on how marketing for events has changed. She advised companies not to focus only on LinkedIn. Many decision-makers are also active on platforms like Instagram and TikTok. She recommended using multiple channels to reach people before, during, and after events.

“An event presence gives you many opportunities to communicate online,” she said.

On talent and company culture, Lauranne emphasised the importance of hard work, good intentions, and personal standards. SiGMA runs an internal training programme to help new team members learn about the industry.

Reflecting on his own experience, Surya shared that the values he developed during his time at SiGMA i.e. speed, attention to detail, and excellence continue to shape how he approaches content and marketing today.

The interview took place on the second day of SiGMA São Paulo. The event has become an important meeting point for business in Brazil and Latin America, especially following market regulation.

About SiGMA Group

SiGMA Group organises leading events in iGaming and emerging technologies around the world. The company is known for connecting industry professionals in a professional setting.

SiGMA Creative Team is always looking for talent and growth. If you are interested, check out their current openings here: https://sigma.world/careers/#explore

About Real Roadshow 2026

This episode is part of the third edition of Real Roadshow 2026 initiative, where we go to iGaming events globally and cover insights from the expo floor. This time we are at BiS SiGMA South America.

This interview series is brought to you by Evoverse, which offers custom crypto casino source code so operators can launch their casinos with full control over their products and margins. It is also supported by Blockotech, your go-to platform provider for the LATAM market.

About iGaming Real Talk

iGaming Real Talk is hosted by Surya Palli and delivers authentic, on-the-ground conversations with industry leaders from events across the globe. The series covers personal stories, exclusive announcements, and the real future of iGaming.