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You only have to see the


average number of users on new products to see that brands and their customers


are not fearful of change. The last year is a case in point, with millions of customers trying out, and subsequently


enjoying, alternative products following the cancellation of live sports.


omni-channel approach that wins hearts and minds online too. Africa’s infrastructural challenges are well-documented, but things are changing along with consumer habits.


Brands need to be in a position to offer the same products to their customers wherever they are and whatever time of day they choose to engage, as opposed to just when the shops are open. Tey have to have the right platform, and one that is sympathetic to local requirements, in order to do that.


How important are tailored solutions that can meet individual needs? For example, how many countries can adopt an advanced solution such as Opera Mini in a disjointed regulatory and tech landscape?


Te patchwork quilt of regulation and tech certainly isn’t advantageous to joined up betting activity. But Europe has compliance requirements that are individual to each country, so it is not altogether different from that.


A tailored solution is always important, whether that is to suit tech and regulation, or product portfolios that resonate with the customer base in a particular place. We realised very early on when discussing requirements with customers in Kenya that free-to-play games were going to be crucial, for instance.


In contrast in Nigeria, virtual products are much bigger. Te UI and UX is very different too, with a stripped-back approach in Kenya and a much ‘busier’ one in Nigeria. Tere is no point complaining about difference – or suggesting it is disjointed – therefore; it is about being flexible enough to adapt.


Some players in African markets can be mistrustful of new concepts. How should operators be engaging with locals to build player trust?


Personally, I think that is a generalisation and a pretty outdated way of thinking. In fact, it’s a slightly patronising European mindset that needs to be banished. You only have to see the average number of users on new products to see that brands and their customers are not fearful of change.


NEWSWIRE / INTERACTIVE / MARKET DATA P107


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