Growe Partners multiverse at SiGMA Rome

Three days in Rome gave us the chance to meet partners, reconnect with familiar faces, make new connections and introduce our offers to the wider iGaming community. At SiGMA Rome, we also brought the Growe Partners multiverse to life — a concept designed to show how our company, brands and partners fit into one connected world.

At our stand Growe Partners’ planet took centre stage, with Parimatch, JugaBet and Fortunazo each represented as a world of their own. Our partners are the satellites moving between them, exploring different brands, audiences and opportunities. We want the space to feel like one ecosystem while still giving every brand its own identity — and the idea shaped everything from the booth design and communications to our merchandise and on-site activities.

One experience stood out in particular: visitors could receive a personalized star map and discuss it with a professional astrologer. The activity drew a strong response, including from many male visitors. It was a good reminder that people enjoy activities that offer them something personal and unexpected, especially when the idea connects naturally with the wider concept.

We also created wellness-themed merch focused on comfort, recovery and partner care. As the industry’s audience grows and evolves, so do its expectations. A branded T-shirt on its own may no longer be enough; people respond to merchandise that has a clear idea behind it and feels relevant to their lives.

“We wanted every part of the stand to feel connected. The star maps, the wellness merchandise and the multiverse concept all had their own role, but together they created a more personal experience for visitors,” — Kate, Head of Brand at Growe Partners.

That kind of joined-up thinking is becoming more visible across the industry. Brands are looking for creative ways to connect with people — collaborating with artists, introducing mascots and building activities around a larger idea. The same shift is happening with event entertainment. Big parties and well-known DJs can still bring people together, but they are no longer enough to make an event feel distinctive. More companies are creating smaller, private gatherings for current and potential partners, with a considered atmosphere and details that encourage real conversation. Brand ambassadors, including athletes, remain an important part of how brands build recognition and connect with audiences.

The way companies choose conferences is changing too. A booth and a full event presence require a significant investment, so teams are looking more closely at costs, potential returns and which events are most relevant to their goals. Many are prioritising a small number of major conferences, while sending smaller delegations to other events.

That’s also shaping our plans for 2027. We plan to focus on a few key international conferences, explore smaller, more locally focused events to connect with new audiences, and create more opportunities to spend time with our top partners in a quieter setting aka our famous private events. We also want to invest in the affiliate community by creating more opportunities to share knowledge and offering useful content at our events.

SiGMA Rome was also a space for conversations beyond the booth. Kate joined a YOSA livestream on PR and marketing, where she and other industry colleagues discussed what makes a campaign stand out, how ideas move from early brainstorming to execution, and what teams can learn from projects that do not go to plan.

“Companies in our industry may compete, but we are also part of one professional community. Sharing experience openly helps all of us understand the market better and move forward,” Kate adds.

For us, SiGMA Rome brought together the things we value most about conferences: introducing our brands and offers, hearing directly from partners, meeting new people and exchanging ideas with peers. We left with new conversations to continue, feedback to build on and fresh ideas for the next stop in the Growe Partners multiverse. Thank you to everyone who visited us in Rome.