South Africa has been a strong market for BetGames, but there are many more opportunities across the African continent to explore. That was according to the company’s Africa Sales Director James Everett, who takes a dive into the untapped potential within the African casino market.

Speaking to CasinoBeats, Everett talks us through the reasons why online casino may surpass sports betting in the next two years before explaining how ‘unprecedented’ levels of tech adoption is fuelling new levels of growth.

CasinoBeats: Talk us through the evolution of online casino in Africa – as a regional expert, how have you seen the vertical evolve over the last decade? 

JE: In many ways for Africa, online casino is still a relatively new concept, this is primarily down to the rate at which the concept is being accepted and approved by regulators. Additionally, the development of infrastructure around web and mobile is further contributing to the delayed evolution of online casinos and gambling. 

However, according to Forbes – Africa is the fastest growing continent in the world, which we have noticed, especially in terms of the wider technological development. Africa is full of success stories and unlocked potential, something which we were able to anticipate before most in the iGaming industry, given our regional expertise.

Looking at the last 3-5 years, more and more game providers have entered the African market; taking advantage of the maturing infrastructure and increasingly educated population. Currently, mobile betting continues to be the biggest medium for players, with many operators focusing on mobile-first gaming providers, thus the online casino industry has rapidly adapted to produce games that are conducive to the demand. 

CB: Which regulated jurisdictions take the crown for the most traffic and popularity? Is South Africa the most dominant market? 

JE: I would say yes, South Africa maintains its dominance by still being the biggest in terms of gambling turnover. It’s no surprise that our growth throughout the region has been one of our major success stories. 

Although Nigeria is not far behind, it is second to only South Africa in terms of gambling turnover and is the biggest as far as traffic is concerned. Meanwhile, Ghana, Kenya, Tanzania and Ethiopia can be labelled as emerging jurisdictions, experiencing some growth in recent times. 

As we’ve launched with all major operators in South Africa, we’re actively looking at the aforementioned countries, as we feel they hold great and similar opportunities to South Africa, with the future certainly looking bright.

CB: Given the prevalence of more traditional SMS-based betting for sportsbook, how much of an issue has connectivity and mobile infrastructure been in online casino’s development? Is desktop the primary channel and how quickly are we seeing a shift to mobile?

JE: Over the past few years, the development of mobile infrastructure has been quite rapid, therefore, mobile betting is performing significantly better than desktop betting. This can be seen in the contrasting betting numbers that both platforms are producing. 

I believe it is largely indicative that the adoption of modern smartphones and their capability in being able to run games, has resulted in platform and game providers thinking differently about their goals and ambitions. After adapting to this ever-increasing demand, the ‘mobile lite’ concept in Africa has allowed the online casino and sports betting industry to grow at an extremely rapid rate, as it in effect offers a less-data heavy proposition, thus widening the appeal to players with less advanced technology on their hands.

CB: How much do player preferences differ from Europe? Are there any verticals that have proven particularly popular with African players?

JE: In Africa, the focus is still firmly on sports betting, as online casino is still a relatively new concept. However, the demand for online casino is rapidly increasing as mobile infrastructure becomes cheaper and more accessible on the continent, which holds the potential for exponential growth as adoption continues to widen.

Another fast-growing vertical appears to be virtual games, we all knew that virtuals would become a player favourite back in 2020, when the pandemic was at its peak and live betting needed a substitution. 

Two years on, the majority of African markets are still experiencing an upsurge in popularity, which contrasts greatly with is still supporting this vertical and it’s continuing to contrast other geographical markets where the majority of virtuals’ engagement was simply as a ‘filler’ during the gaps created by the pandemic. 

CB: Looking at the potential acquisition and retention of players, how much do online casino providers depend on cross-selling over from sportsbook? Can online casino ever be an acquisition tool in its own right?

JE: Online casino has quickly caught up with sports betting, therefore I wouldn’t necessarily say that providers need to cross-sell with sportsbooks for online casino to succeed, it holds plenty of its own appeal, and indeed a channel of acquisition in its own right. In many ways, online casino may even surpass sports betting within the next two years, as the concept passes approval with more regulators. 

There is no doubt that online casino has a significant amount of potential and is a great opportunity for operators to acquire and retain players. Moreover, with land-based casinos being well supported across the continent, there’s good reason to believe that the demand for online casino products will continue increasing given this familiarity. In many ways this makes sense, as players will be able to enjoy gaming in the comfort of their own home or perhaps on the go – with the mobile infrastructure in Africa continually advancing and enabling this preferred channel of entertainment.

CB: From your perspective, which markets hold the most potential for growth in the next decade? 

JE: South Africa has been a fantastic market for us; however, I can’t stress enough how Africa as a whole offers several growth opportunities – and I’m very confident in its potential. After all, it’s a huge continent that is full of eager players, who want to experience great iGaming products such as ours.

In my eyes, the markets that hold the most potential are Ghana, Kenya, Nigeria, Tanzania, Ethiopia, Cameroon, Congo, Zambia and Uganda. These are nine countries that would be great starting points for others looking to venture onto the continent.  

Of course, it’s important to note that whilst Africa’s technology and infrastructure is still slightly behind other more developed regions, this can change fast. The rate of tech adoption we’re seeing is unprecedented, and since the continent is quickly growing and developing in this area, it means that entering the region is a fantastic opportunity for brands looking to take advantage of one of the fastest-growing regions globally.

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It builds on the operator’s growth across Africa already, with it having a base in Angola. 

Expressing his excitement over the expansion, 888Africa Coo-Founder and CEO, Christopher Coyne, stated on LinkedIn: “(I am) Delighted to announce that 888Africa has now launched into our seventh African market with Malawi. We are live from today [Friday, November 29].

“I’m so proud of the work of the outstanding 888Africa teams, too many to mention in the run to get us live, but I will note Alex Rutherford [888Africa Chief Growth Officer] for his work on licensing, and I’ll mention also Andrew Lee [Chief Revenue Officer], Steven McIntosh [VP of Product] and Zeljka Perkovic for their massive contributions on the project side.”

The firm emphasised that the key to expansion and success in the region is not solely relying upon its sportsbook, but through its “commitment to becoming an important part of the community”, as well as “delivering the biggest jackpots and most exciting games to building meaningful connections with the amazing people of Malawi, we’re here to make a positive impact”.

It continues the evolution of the operators as it adapts to market challenges and trends to ensure the most successful outcome is found. 

Last year, the group acquired multinational African online bookmaker BetLion, in what was described as “A critical step” in its African expansion. 

888 launched 888Africa in March 2022, a joint venture led by former The Stars Group (TSG) CMO Coyne. 

On the BetLion takeover, Coyne remarked: “This acquisition is a critical step as we aim to create truly unique betting and gaming experiences for players across Africa. 

“The talent and technology at BetLion is perfectly suited to our growth model and ambitions, and will help to further strengthen our offering as we look to build market-leading positions across Africa. We also look forward to working with our new colleagues and introducing new customers to our local brands.”

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What was the general concept and inspiration behind JetX?

In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, JetX has emerged as a standout game, particularly gaining substantial traction in Africa. 

The main concept of the game is that it is easy to play, the player is involved in the decision as much as possible, it is fast and within the fast-paced world we think that it delivers exactly what players need for an enjoyable experience.

How does JetX differentiate itself from other crash games in the market?

At SmartSoft, we appreciate  our relationships with partners, it’s  very important to us. We constantly think and work to create a valuable product and maintain strong connections with them. SmartSoft’s portfolio includes a diverse range of online casino games, each designed to offer unique features and interactive gameplay but JetX is the literal gem!

JetX is an online crash game that combines simplicity with excitement, offering players an engaging betting experience. This dynamic gameplay requires both luck and strategy, appealing to a broad audience seeking quick, high-stakes action. JetX stands out due to its user-friendly interface, real-time gameplay, and mobile compatibility, making it accessible and enjoyable for players on the go. Its growing popularity in Africa can be attributed to its exciting gameplay mechanics and the potential for significant winnings.

What strategies did you employ to ensure JetX appeals to a diverse audience, particularly in Africa?

When we expanded into the African market, we knew it’s a big and diverse region, so it’s important to understand each country individually instead of seeing it as one market. With our partners’ help, we’re working hard to learn about each country’s marketing practices and what types of games people enjoy. It’s a challenging task, but the African market is a top priority for us, and we’ve allocated resources to quickly build our knowledge in this area.

How has JetX been received by African players compared to other regions? Are there any notable differences in player behavior or preferences?

The African market is one of the most interesting and significant  for us, and we believe it has great potential. It is a highly dynamic and exciting market, where players are exposed to a wide variety of games. 

Their enthusiasm for diverse content gives us inspiration and motivation to create games specifically tailored to their unique preferences and needs. Moreover, they are quick to engage with new releases, eagerly embracing fresh content when it aligns with their tastes and expectations. Although crash products were introduced only recently, they have quickly become a favorite among consumers. We expect this trend to continue growing.

How do you assess player feedback and incorporate it into ongoing game improvements?

This is a crucial aspect for us. That’s why, in collaboration with our partners, we consistently review key feedback on our games and strive to incorporate it as much as possible into new versions. We strive to bring enjoyment in everything we do – whether it’s in our work environment, or for the end users. 

Our goal is to delight both the customers and ourselves with our work. Therefore, we integrate gaming’s fun elements into gambling to maximize enjoyment. This approach fuels our drive to innovate and create playful experiences, redefining the gambling industry and making it more entertaining;

What future developments or updates can players expect for JetX?

Our product has undergone numerous changes since its inception, with many more improvements planned. These changes are aimed at delivering the best possible user experience for players while ensuring the product remains of the highest technical quality.

How has the success of JetX influenced SmartSoft’s approach to game development?

JetX, the first crash game created in 2018, holds a special place as one of the company’s most beloved titles. Its global popularity is evident, and we’re thrilled that players enjoy it. At SmartSoft, having a diversified portfolio is crucial, which is why we release new games every year. As pioneers in the crash genre, we ensure that we continually expand our offerings. Our goal is to provide players with a wide range of high-quality games they can trust to deliver an enjoyable experience.

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The MoU was confirmed at the International Association of Gaming Regulators (IAGR) and International Masters of Gaming Law (IMGL) conference, which took place in Rome. 

Central to the proposal is boosting protections for players in Nigeria, and tackling the surging black market that has come as a result of the increased internet accessibility in the country.

As a result of the MoU, Nigeria will increase how closely it works with partners to ensure that the country’s gambling framework is fit for purpose and adequate protections are in place 

Furthermore, the Lagos State Lotteries and Gaming Authority (LSLGA), Nigeria’s gaming regulatory body, Chief Executive Officer, will play a key role in continuing to govern the sector. 

The body’s CEO, Bashir Are gave a key speech during the conference in Rome, where he drew attention to the significant threat of the black market.

He stated: “Illegal online gambling is a global issue, with estimates suggesting that this unregulated market generates between $40bn and $50bn annually. These figures are approximate due to the difficulty in tracking and reporting activities in unregulated markets. In certain regions, the illegal gambling segment can account for up to 20-30% of the total online gambling market, making enforcement all the more critical.”

Key to the mission of the LSLGA is “to regulate, protect and promote gaming activities in Lagos State by leveraging on technological innovation and global best practices to make Lagos State a preferred gaming business destination in Africa.”

Tackling unlicensed operators has been a key focus for Nigerian authorities, the LSLGA last week, previously identified 43 operators that it suggests have been operating betting and gambling services without a licence.

In a recent interview with CasinoBeats, Dmitry Starostenkov, CEO, Evenbet examined the state of play in the region: “This particular case aligns with the findings we discovered in our recent e-book on 2023 trends in igaming. Regulation was cited as the number one pressing issue by 29% of companies that we interviewed, with 16% of respondents also highlighting it as a top trend for 2024. 

“Legislative frameworks for igaming in Africa are still evolving, and our report found that in such emerging markets, uncertainty around entry barriers, licence requirements, and acceptable business practices often exists. Companies will need to closely monitor developments and exercise caution when entering these complex, fluid regulatory environments across Africa.”

Ivo Doroteia, CEO of Playbook Engineering, added: “Grey markets and unlicensed operations aren’t just confined to Africa – they still maintain a place on the world stage. However, Africa unfortunately seems to be something of a hub for this at the moment and there needs to be a continent-wide clampdown. 

“The quicker unlicensed activity is identified and targeted, the sooner regulators can get to work providing the various markets in Africa with the building blocks required for it to be a region for suppliers and operators to keep a closer eye on, and ultimately to take with the seriousness the market potential merits.”

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In a move that will strengthen the Bulgarian slot developer’s impact across the African igaming market, Amusnet’s portfolio of proprietary content will become available on Mojabet’s online casino platform. 

Hamed Rahimi, Regional Business Development Manager at Amusnet, explained: “Teaming up with Mojabet provides us with an invaluable opportunity to dive into their deep knowledge of the local market dynamics. 

“Together, we can create unique gaming experiences that reflect the continent’s cultural diversity, making our top-notch offerings more accessible to local players.”

Senegalese online casino players with access to Mojabet’s service will be able to place bets on established Amusnet slots such as 20 Golden Coins, Candy Palace, Vampire Bites and Shining Crown following the partnership. 

“We are excited to kick off our partnership with Amusnet, offering Mojabet’s customers a diverse selection of games with chances to win the big jackpot prizes,” said Aris Filippopoulos, Head of Casino at Moja Group.

Amusnet has also made its recent releases available to the Senegalese operator, offering players the chance to spin the reels on new slots like Coin Gobbler and Beer O’meter. 

Coin Gobbler was the focus of a recent episode of Beyond the Reels, in which Plamen Slavov, Game Producer at Amusnet, discussed the making of the studio’s first-ever cluster-paying slot release. 

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The deal will see Galaxsys’ range of crash, mines and other instant games released on Betika’s online casino services facing markets such as Kenya, Ghana, the Democratic Republic of Congo and Tanzania. 

Over 30 games provided by the supplier will become available in over 10 African countries through Betika’s online casino platforms, as Galaxsys hopes to expand its presence in a region that it has been “eager to connect with”. 

Teni Grigoryan, Chief Sales and Partner Management Officer at Galaxsys, explained: “We’re thrilled to team up with Betika, a major player in the African gaming scene. This partnership is a significant milestone for us as we expand into a region we’ve been eager to connect with. 

“Betika’s impressive reach across more than 10 African countries and its deep understanding of local player preferences make it the perfect partner. Together, we’re set to bring our innovative content to a broader audience and create something special for gamers across the continent.”

Galaxsys’ content offering will see Betika’s player bases gain access to titles such as Crash, Rocketon, Crasher, Cash Show and Starlight, with the operator heralding the deal as an “exciting opportunity”. 

Peter Stagles, Betika’s Chief Product Officer, explained: “Partnering with Galaxsys is an exciting opportunity for Betika as we continue to enhance our gaming offerings. Their innovative game portfolio perfectly complements our commitment to delivering exceptional experiences to our players. 

“We are eager to bring these exciting new titles to our audience across Africa and look forward to a successful collaboration that will set new standards in the gaming industry.”

The igaming developer gained growth across the African market earlier this year when Digitain, Galaxsys’ parent company, formed a strategic collaboration with PlaylogiQ. 

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The partnership holds ambitions to enhance the presence of both parties in the African market, as they look to grow engagement amongst consumers in the region. 

The five-time Premier League champions have a rich history in Africa, with one of its greatest players Didier Drogba hailing from the Ivory Coast. The partnership aims to further strengthen this bond and connect Chelsea FC with its vast fan base across the continent.

Casper Stylsvig, Chelsea FC’s Chief Revenue Officer, commented: “We’re delighted to partner with MSport in their commitment to delivering exceptional experiences and driving innovation. 

“Africa continues to be an important region to the club, underpinned by our large following of committed and passionate fans. This partnership underscores our shared ambition to expand our legacy in the African region and provide fans with an engaging and immersive experience.”

MSport has detailed its focus on bringing a unique interface for its African player base, with a strong foothold in countries such as Nigeria and Ghana. 

Adrian Cheka, MSport Sportsbook Director, added: “We are thrilled to announce this new partnership with Chelsea FC. This collaboration goes beyond just business; it’s about celebrating and strengthening the natural bond between two winning entities. 

“Chelsea FC has a rich history with African players and fans, and together, we aim to push boundaries and set new standards of excellence in the African market.”

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CasinoBeats: Darren, you’re set to speak at the forthcoming SBC Summit in Lisbon. Can you give us a flavour of what you are planning to share with delegates at the conference?

Darren Calvia: I’m excited to be speaking at the SBC Summit in Lisbon and I plan to discuss some of the principal opportunities in launching new gaming brands in Africa, along with the significant challenges and headwinds associated with doing so. 

Additionally, our African brand Paridirect recently underwent a huge transformation and rebranding to PLAYONGO in July. This session will be particularly interesting as we explore how the brand continues to grow and meets new challenges.

CB: Can you share some unique insights about the African igaming market that you’ve discovered during Paridirect’s and now PLAYONGO’s entry and operation in the region?

DC: Africa is a fascinating continent, with each country offering a unique landscape. The betting and gaming industry in Africa is equally diverse. Being newcomers in Africa has been a steep learning curve as we have built a retail and online business from the ground up. 

For example, a unique insight we’ve discovered in the Democratic Republic of Congo is the high reliance on informal betting networks due to limited internet connectivity. Many players prefer placing bets through local agents using basic mobile phones and SMS services. This led us to develop a hybrid model supporting both online and offline betting. 

CB: What specific technological innovations did VeliTech bring to the table that significantly contributed to PLAYONGO’s success in Africa?

DC: The Veli Group unites both B2B and B2C directions and I am proud that our flagship B2C brand, PLAYONGO, was able to fully meet all operating needs using VeliTech’s proprietary B2B products. This has given us the flexibility and roadmap ownership to ensure we are always thinking Africa first. We are particularly proud that we do not need to involve any third-party solutions for our operations.

With internet and data challenges, our teams ensure that page load speeds and stability remain front and centre. We were able to customise our platform, engagement tools and payment solutions to suit the African landscape. We recently launched an ultra-localised, in-house sportsbook and developed innovative solutions like USSD betting and Buddy 2 Buddy. Buddy 2 Buddy is our in-house omnichannel cash deposit and withdrawal solution, linking our retail business with digital. We also have built a games studio to develop localised, low-packaged casino games for Africa, such as Crash Games.

CB: What were your expectations pre-launch and what are your initial thoughts having completed the process?

DC: It was harder than we thought! We knew that launching in Africa would be complicated but we have always maintained that the opportunity massively outweighs the complexity. This is bearing fruits now but patience is a mandatory virtue.

Localised teams are essential. Without our on-the-ground operations, we would never have succeeded. The local expertise and know-how are vital to overcome the daily hurdles that we are presented with. We all thought we were experts in betting and gaming but it has been a sharp learning curve for all of us.

CB: What would you say are the main challenges associated with launching in Africa and how did VeliTech help PLAYONGO overcome them?

DC: There have been a wide array of hurdles that we have faced and have had to overcome. Technology limitations, internet accessibility, data costs, power issues, smartphone penetration, a unique digital payment infrastructure and complexities of retail operations along with local regulation to name just a few.

The key to our success has been having the right technology to adapt to market challenges. This agility has allowed us to localise both the product and technology, ensuring we can quickly adapt to any new headwinds that come our way. Having this responsiveness and collaboration between our B2C brands and our in-house technology partners has been crucial in navigating the diverse and challenging African market.

CB: And finally, what qualities would you advise operators to look for when seeking out the technology products for new brand launches or market expansion?

DC: Like everywhere in the world, Africa is no different when it comes to speed and stability being non-negotiables. Overlaying this with light, adaptable and scalable technology that allows a simple customer experience and UI, that is localised to African players’ desires and product preferences will set them up for success. Keep it fast and keep it simple.

Africa is not a one-stop shop, each country is different and avoid that at your peril. Keep the product suite simple, ensure products are what players enjoy and keep innovating. With a population of almost 1.5 billion, Africa is on the cusp of a technology revolution. With rocketing smartphone penetration plus the likes of Starlink, this is the moment to ensure products are future-proofed for huge market expansion across the continent. 

When it comes to other operators looking to expand into Africa, the key to choosing a technology provider is finding one who listens to your brand’s needs and who is dedicated and responsive to the specific needs of your operation and territory, ensuring a smoother and more successful market expansion. The African betting market can be niche, so your chosen technology provider needs to be adaptable and just as niche as the market itself.

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Estimated at US$2.14bn in 2024, the African gaming market is projected to reach US$3.72bn by 2029 (Source: Mordor Intelligence). This growth is driven by the increasing popularity of mobile gaming, improved internet access, higher smartphone usage, and the introduction of faster network connections like 5G. 

In light of these trends, it’s a good time to be speaking with Ezichim Onweagba, the Head of Institutional Partnerships at cryptocurrency exchange, Quidax, a company that is making great strides in the evolution and use of crypto across the continent, and facilitating seamless cross border payments with crypto. 

After El Salvador, the Central African Republic is only the second country in the world to accept Bitcoin as an official currency, signalling the growing popularity and use of crypto. We asked Ezichim about Quidax’s approach to meeting that new demand and how it plans to build into the market. 

He explained: “Quidax makes it simple to buy and sell cryptocurrency. We are evolving crypto acceptance in Africa and around the world by providing a user-friendly platform for buying, selling, and trading various cryptocurrencies. Why Quidax? We provide fast transactions, we’re safe, secure and licensed, and offer 24/7 support. 

“For the gaming industry in particular, our over-the-counter (OTC) Desk provides a platform to safely and securely trade high volumes and our API suite provides a crypto payment gateway for businesses.”

The firm’s OTC Desk offers a seamless business payment experience, enabling customers to trade more than $100,000 and get settled in fiat or USDT. 

According to Ezichim, there are just three simple steps to access the OTC Desk service. Book a call with one of the company’s representatives, complete a quick and simple onboarding process, and trade directly into your wallet or local currency bank account. 

Speaking more broadly, we asked Ezichim about some of the challenges of expanding into the African market. He replied: “Businesses are posed with challenges such as currency volatility and making cross-border payments. These challenges can hinder business operations and discourage potential investors. It has become necessary to use new and innovative financial solutions and in recent years, cryptocurrency has been adopted by a number of businesses, because, it’s really more straightforward, it’s quicker and it’s cheaper, all things considered.”

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With a particular focus on Digitain’s in-house virtual sports products and betting markets, the deal will see PlaylogiQ add the supplier’s content catalogue to its aggregation hub, providing access to African operator partners. 

As a part of its virtual sports content offering, Digitain hosts over 20,000 daily events, with players able to use over 150 betting markets and 10 extra markets to place wagers on virtual sports events. 

Ani Mkrtchyan, Digitain’s Chief Sales Officer, stated: “We are grateful for the opportunity to partner with PlaylogiQ, a company that serves several African B2C brands and has been instrumental in our growth. 

“Their dedication to customer satisfaction perfectly aligns with our own values, and we are excited about the potential for a successful and mutually beneficial partnership that will bring enhanced gaming experience to the players.”  

Content from Digitain’s subsidiary studios will also be included in the aggregation agreement with PlaylogiQ, increasing the visibility of slots, crash and instant games provided by Galaxsys, as well as live casino content from Imagine Live. 

Baha Yahya, CEO of PlaylogiQ, added: “Partnering with Digitain is a significant milestone for PlaylogiQ. Digitain’s innovative solutions and industry expertise will allow us to offer an enhanced gaming experience to our customers. 

“We look forward to a successful collaboration that will drive growth and deliver exceptional value to the African market.”
The deal adds to a busy week of distribution partnerships for Digitain, coming shortly after the firm offered its virtual sports portfolio to SoftGamings in another aggregation tie-up.

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