Pulse
SPORTS BETTING SBC DIGITAL AFRICA PRONET GAMING
Pronet Gaming: It’s time to change how people think about Africa
Prior to SBC Digital Africa, Mark Schmidt, Director Africa Sales at Pronet Gaming, explained why it is time to move on from old-fashioned attitudes and pre-conceptions about the African market.
Mark Schmidt, Director Africa Sales, Pronet Gaming
The retail landscape across Africa is unique from country to country. Where do you get your regional expertise? How significant are Pronet Gaming's relationships with local operators to understanding what clients and players need?
We have always taken a very consultative approach to sales and business development. Rather than going into a meeting with a prospective operator with a bag of products we want to push, we prefer to listen to what they require then scope out those requirements.
Of course, relationships are crucial to that, but so too is an understanding of the minutiae in local markets. It is a mindset as much as anything: what does this partner need, not what can I sell them.
Unfortunately, a lot of European providers see P106 WIRE / PULSE / INSIGHT / REPORTS
Africa as one big country, with every operator within it needing the same thing. We’ve witnessed an ‘enter and leave’ approach as a result of that. We prefer to have boots on the ground and people who understand the nuances.
What impact has Covid-19 had on Africa's betting and gaming industry? How has the balance between retail and online evolved over the last 12 months?
Tere was an immediate short-term impact on revenues, of course, but in the medium to longer term I think we will look back and see an acceleration of online development. Tat has been out of necessity as much as anything, with shops being shuttered.
Needless to say, however, we’re a long way from
witnessing the death of retail. Te trick for operators going forward is going to be having a truly omni-channel approach that allows customers to move seamlessly between retail and online. Tey need to have a diverse product range to cater for different audiences too.
A number of our partners certainly benefitted from our ability to place casino, virtual and esports front and centre, altering the UI and UX overnight.
As Africa's access to data and mobile penetration improves, how can retail operators position themselves at the heart of the community?
I think they already are at the heart of the community from a physical perspective. What many are now doing is joining that up with an
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