FEATURE
online space
in many parts.
While a lot of
punters are moving
online, they will be
wary of fraudsters who
are out to take their hard
earned money, so they would
area for future investment.
The increased penetration of mobile
offers a few challenges but the rewards
will be greater should you be successful.
The bottom line is that the hunger for
sportsbetting and online casino is growing
day by day, the punters want access to it,
and the potential revenue is huge.
“Africa has incredible potential as an iGaming
market. Regulation is vital to its future and companies
should strongly consider it as a serious area for future
investment.”
Africa, so
leveraging
local
knowledge
and assets is a
must. This lends
itself to established
companies/brands/
people becoming the
affiliates which will endorse
the underlying brand. There is
still a high level of scepticism of the
feel more inclined to part with their money
to brands they know and trust. Operators
that take a serious interest in security are
going to have a real head-start with players.
Some brands like Bet.co.za are
beginning to invest in above and below
the line marketing campaigns, so sports
enthusiasts are ever more alive to the
fact that you can bet on a live fixture on
your mobile phone. And there are plenty
of reasons for affiliates to target Africa,
not least that sport is absolutely massive,
whether that is domestically or overseas.
The most obvious example is that people
are fanatical about the English Premier
League, and it is a competition that is
perfect for watching – and betting on –
thanks to the proximity of the time zones.
Africa: a land of opportunity
Africa has incredible potential as an
iGaming market. Regulation is vital
to its future and companies should
strongly consider it as a serious
But, whether supplier, operator or
affiliate, don’t underestimate the
importance of having local insight,
experience and understanding. We have
seen many big name, international
businesses struggle to get the results
they expected because their iGaming
products were not customised to the
right audience.
Natural resources have long made
Africa a land of opportunity. Now is the
time for forward-thinking companies
and investors to focus on the
virtual world.
IAN BARNES is Chief
Technology Officer of BetTech
Gaming, a global provider of
premium technology solutions to
gaming companies. He is responsible
for driving product development and
innovation. Barnes joined BetTech from
Social Code, an award-winning digital
agency, ba 6VB