Known and widely respected for her two decades of work in the poker industry creating and running live events, Malta Poker Festival Founder Ivonne Montealegre recently took upon herself a new role, that of Poker Tour Manager for the all-new SiGMA Poker Tour. In this interview, Ivonne opens up about what brought her to take on the new role and what her responsibilities and aims are in that role. In addition, we discuss the emergence of the SiGMA Poker Tour, who it’s targeting, what the initiative’s goals are and how Ivonne intends to help SiGMA reach those goals.
Back on August 31 you announced that you’d be starting a new role as SiGMA’s Poker Tour Manager. With poker being a relatively small industry, anytime someone notable in our industry makes a move, it creates some buzz – but your move was particularly interesting as you’ve been independent and self employed running the Malta Poker Festival for over 6 years. How did this opportunity come about and what made you decide to take on the new role?
The opportunity with SiGMA came after years of mutual admiration. I’ve watched SiGMA grow into a global powerhouse in the gaming industry and always felt there was room for poker to thrive within that ecosystem. When Emanuel Pulis, SiGMA’s founder, and I started discussing the possibility of SiGMA expanding into poker, the synergy felt natural.
We have been discussing the poker vertical for years but it was until now that the incursion of SiGMA into poker felt right. Joining SiGMA as Poker Tour Manager allows me to blend my passion for live events with the vast resources of a dynamic organization. It was the right time to bring my expertise to a larger stage while continuing to run the Malta Poker Festival independently.
For those who know what’s what in poker but aren’t familiar with the larger gaming industry that poker has a place in, can you please tell us what exactly is SiGMA?
SiGMA is a global leader in the iGaming industry, connecting stakeholders from across the gaming spectrum, including operators, affiliates, startups, investors, and now, poker players. Their conferences are massive networking hubs that cater to everything from casino gaming, sports betting, and esports to fintech, blockchain, and AI.
SiGMA Summits are world-renowned for driving innovation in gaming while creating strong business opportunities through top-tier events in regions like Europe, Asia, and Latin America.
Typically, SiGMA, like other industry conferences, tended to have a little poker tournament going as a side attraction. Starting next year though, they’ll have a full-fledged poker tour, with a couple of stops in Manila and Malta. What prompted SiGMA to suddenly jump into the fray running live poker events? What’s the organization’s goal?
We still host the poker networking event during SiGMA Europe. This time our partner Coin360 will be the sponsor. This is a one-night affair.
However with the SiGMA Poker Tour (SPT), SiGMA saw the potential to create something unique by leveraging their existing influence in the gaming world. While poker has often been a side attraction at gaming conferences, there’s an untapped potential to make it a pivotal focus within their events. The organization’s goal is to elevate poker as a key vertical in their summits, offering a premium experience that combines high-stakes competition with unparalleled networking opportunities.
The SiGMA Poker Tour aims to blend the excitement of live poker with the business focus of the broader iGaming industry, creating an experience that appeals to both recreational and professional players.
And your title with the organization is Poker Tour Manager. Can you give us an idea of what your responsibilities are?
As Poker Tour Manager, my role is multifaceted. I oversee the organization and execution of the entire poker tour, including scheduling, logistics, and creating an optimal experience for both players and sponsors. I work closely with our partners, such as venues and sponsors, to ensure smooth operations, while also developing marketing strategies to attract the right players.
Additionally, I manage relationships with media partners and help promote the event globally. Ultimately, I’m responsible for delivering a top-tier poker experience that aligns with SiGMA’s vision.
You didn’t close the chapter on the other work you do. You’re still running the Malta Poker Festival and you even launched a new event, the Costa Rica Poker Festival. With that said, obviously becoming an employee is quite the change. So what is your day-to-day like now that you work in the SiGMA offices?
It’s definitely been a shift! My days now involve balancing both worlds. I spend a lot of time at the SiGMA offices, coordinating with different departments like marketing, logistics, and partnerships to ensure the SiGMA Poker Tour runs smoothly.
I’m also still very involved with the Malta Poker Festival and Costa Rica Poker Festival, so my day-to-day is a mix of managing these different events. It’s exciting because I get to combine the entrepreneurial freedom I’ve always had with the resources and support of a global massive organization like SiGMA. I am loving being part of the SiGMA Squad! I hope my honeymoon period lasts a long time and that my colleagues feel equally happy to work by my side.
Tell us a little about those first two SiGMA Poker Tour stops. Why specifically choose Malta and Sao Paulo, Brazil to start things out in 2025? And what will be those tour dates?
Brazil and Malta were natural choices because they are both significant hubs in the gaming world, and SiGMA has already established a strong presence in these regions through their iGaming summits. Brazil is the gateway to Latin America, where the poker scene is growing rapidly, and Malta is not only my home base but also a major iGaming hotspot in Europe.
The first SiGMA Poker Tour stop in Sao Paolo, Brazil will take place in April 2025, followed by Malta in November 2025. Both stops will feature a mix of high-stakes poker action and networking opportunities within SiGMA’s larger conferences.
What type of poker player is SiGMA hoping to attract to these events? Who is the target audience and demographic?
We’re looking to attract a diverse mix of players—professionals, recreational players, and influencers from both the gaming and tech worlds. The goal is to create an environment where seasoned poker pros can compete at the highest levels, while recreational players and business professionals enjoy the excitement of a well-organized poker event.
With SiGMA’s existing community in iGaming, blockchain, and esports, we’re targeting individuals who want to mix business with pleasure, making it appealing for those who enjoy both poker and networking.
It obviously won’t just be one poker tournament at each stop; when can fans and people interested in attending expect the full schedule of tournaments to be revealed for each stop?
We plan to release the full schedule about three to four months prior to each event. For Brazil, that means late 2024, and for Malta, around mid-2025. Fans can expect a variety of tournaments, from high rollers to more accessible buy-ins, as well as side events that cater to both competitive players and those looking for a fun experience. We’re aiming for a schedule that offers something for everyone.
How about experienced poker players who have been to lots of live poker events around the world. What can they expect from SiGMA Poker Tour; and in what ways will the offering be similar to and different from other poker tours?
Longtime players will find the SiGMA Poker Tour to be a high-quality experience similar to other major tours in terms of competition and organization. We have already signed a roster of ambassadors who will have fun mixing it up with recreational players. What sets us apart is the unique atmosphere—we’re combining poker with the business and networking opportunities of the broader gaming industry.
Players will be surrounded by professionals from other sectors like iGaming, esports, and blockchain, creating an event that’s more than just poker. Additionally, the off-the-felt experiences—exclusive parties, networking dinners, and access to SiGMA’s world-class summits—will offer something different from a standard poker tour.
Lastly, you have a press conference scheduled to take place next month, on the morning of November 11th at SiGMA Malta. Can you give us a few details on what to expect from that?
The press conference will officially unveil the SiGMA Poker Tour and give media and attendees a sneak peek at what’s in store for 2025. We’ll be discussing the key stops, introducing some of our partners and sponsors, and outlining what players and the industry can expect from our events.
It’s also a chance for us to share more about our vision for integrating poker into SiGMA’s larger gaming ecosystem. There will be media opportunities and a Q&A session, so we’re looking forward to engaging with the community and getting people excited for what’s ahead!
About The Author
