Gamblers Connect and SiGMA Play have entered a media collaboration that gives the SiGMA Group’s consumer-facing affiliate platform a dedicated presence across the Gamblers Connect B2B network. The agreement, announced Aug. 27, covers a SiGMA Play company profile in the Gamblers Connect iHub directory, potential news coverage, and press release distribution through the publication and its wider media partner network.
That iHub profile works as a central reference page, holding company information and a direct link to the platform, and it gets updated as SiGMA Play’s product range and corporate details change. Announcements, launches, and other developments are also eligible for coverage in the Gamblers Connect news feed, and press releases can go out through Gamblers Connect with cross-references back to the profile.
The agreement brings together two publications aimed at different parts of the gambling industry. Gamblers Connect runs as a B2B media platform for operators, suppliers, regulators, affiliates, and other industry professionals, and says it doesn’t operate as an affiliate or send players to gambling operators. SiGMA Play sits on the consumer side, publishing casino, sportsbook, poker, bonus, and payment-method comparisons while earning commissions on some operator referrals.
SiGMA Play started as the SiGMA Group’s consumer affiliate project in 2020 and formally expanded its casino and sports betting verticals in 2022. It has since built out separate regional editions and picked up affiliate approvals in several US states, among them New Jersey, Michigan, Pennsylvania, West Virginia, Ohio, and Tennessee. SiGMA says the platform pairs operator reviews and rankings with gambling guides, bonuses, free games, and an Alternative Dispute Resolution service for customers of MGA-licensed operators.
Neither company gains control over the other’s editorial output through the deal. Gamblers Connect says collaboration content will carry disclosures under its commercial policies, and that neither side can edit, approve, or override what the other publishes. SiGMA Play separately states that affiliate relationships don’t determine its ratings or recommendations, though those are SiGMA Play’s own editorial standards rather than anything Gamblers Connect has independently verified.
The separation matters here because the deal mixes editorial coverage with commercial distribution. SiGMA Play announcements can be considered for the regular Gamblers Connect news feed, but nothing in the agreement guarantees positive coverage or automatic publication as editorial news. Press releases travel their own route, which gives SiGMA Play a way to circulate company announcements without collapsing the line between PR and reporting.
The two companies were already working together before this. A broader media partnership announced in September 2025 covered the wider SiGMA World organization, which runs a global calendar of gambling and technology conferences alongside its media, affiliate, investment, and charitable projects. The new deal narrows that relationship to one specific SiGMA property and gives the consumer-facing affiliate business a more permanent position inside Gamblers Connect’s directory and distribution network.
SiGMA Group has grown well past the Malta event business it started in 2014, now employing more than 450 people with offices in Malta, Cyprus, the Philippines, Brazil, Armenia, and Serbia. Its current structure covers SiGMA Events, SiGMA Play, venture capital activities, and the SiGMA Foundation, while the summit calendar reaches Europe, North America, South America, Africa, Asia, and South Asia.
Gamblers Connect gets another established affiliate and comparison business in its iHub out of this, plus more industry material moving through its distribution network. SiGMA Play gets a route from a consumer-focused product into a B2B audience of operators, suppliers, affiliates, and other decision-makers. The two remain separate publications, but the collaboration hands SiGMA Play a more direct line into the trade-media side of an industry where its core product otherwise points at players.