Felipe "Helior" Pastenes
Founder & CEO
2013 – Present
Expertise
Felipe "Helior" Pastenes is a former professional League of Legends player and LATAM South Champion. After competing at the highest level in Latin America from 2013 to 2021, he channeled his esports experience and strategic vision into founding Miela — building it into a leading gaming and creator marketing agency operating across Gaming, Sports and Trading sectors worldwide. As CEO, Felipe oversees the agency's strategic direction, vertical expansion, and performance marketing methodology. His dual background as a pro player and agency founder gives him a unique perspective on creator marketing, audience acquisition, and brand positioning in competitive digital ecosystems. He is a recognized speaker at industry events including SBC Summit, SIGMA, and iCE Barcelona.
Articles & Publications
Miela at ICE Barcelona 2026: A Strategic Market Analysis
While major providers and platforms showcased their physical innovations, in ICE Barcelona's networking spaces an important conversation was unfolding about the sector's strategic future. Miela played a central role in these discussions, acting as the nexus between international operators and next-generation providers.
iGaming and Influencer Marketing: How the Industry Really Works and Why Professional Content Makes the Difference
The iGaming industry is one of the most competitive digital verticals in the world. In this context, influencer marketing has become one of the most effective channels to connect with relevant audiences. But it is also one of the most misunderstood.
Miela Confirms Participation at SBC Summit Lisbon 2025
Lisbon, Portugal – September 2025 – Miela has confirmed its participation at the upcoming SBC Summit Lisbon 2025, a leading international event for the iGaming industry. The conference will gather operators, affiliates, technology providers, and regulators to discuss the future of the sector.
Miela CEO Felipe Pastenes Spoke at SiGMA Asia 2025
Manila, Philippines – June 2025 – Miela participated in SiGMA Asia 2025, where CEO Felipe Pastenes joined a featured panel discussion on "Why Gamification Strategies Fail." The panel brought together industry leaders to examine the challenges behind gamification in iGaming, addressing issues of design, player expectations, and market execution.
Miela Joined SBC Summit Americas 2025 Panel on Sports Talents
Miami, USA – May 2025 – Miela participated in SBC Summit Americas 2025, where CEO Felipe Pastenes was invited to join the panel "Sports Ambassadors and Influencers in the Industry in Latin America." The discussion explored how partnerships with athletes and influencers are reshaping iGaming engagement strategies across the region.
Miela Participated in SiGMA Americas 2025
São Paulo, Brazil – April 2025 – Miela participated in SiGMA Americas 2025, one of the region's most influential gatherings for the iGaming and sports betting industry. The event brought together operators, affiliates, regulators, and technology providers to discuss the opportunities and challenges shaping Latin America's fast-evolving markets.
Miela at SiGMA South Asia 2025: Driving the Future of iGaming from Colombo
Recently, Miela had a notable participation at SiGMA South Asia 2025, held in Colombo, Sri Lanka. At this edition, our CEO, Felipe Pastenes, represented the agency at one of the most influential events for leaders shaping the future of the global iGaming industry.