Interactive
IGAMING IN AFRICA ROUNDTABLE ESA GAMING, PRONET GAMING,
BETGAMES.TV, SOFTBET
sector. Much of that dominance, however, can be explained by external factors such as a lack of good quality internet access that prevents many from getting online.
Desktop usage is also very rare, so in order to compete with retail outlets, online providers have to adopt a mobile-first approach. Te steady increase in mobile gaming in markets such as Kenya and Nigeria serve to underscore the importance of a multichannel offering even further.
Maria: It is a positive thing that there is a big culture around betting and African bettors are passionate. Tis means that the transition to online betting and gaming should be smooth if done right. For example, rather than take customers away from sportsbook they should be offered alternatives within it.
Slot games should also not have difficult to understand features and complicated pay tables if sports betting was their first love. Simple quick win and table games are far more approachable and immersive and will offer quick-fire engagement during a lull in proceedings if customers are watching live sport.
Which African markets have the greatest potential?
Oksana: South Africa, Kenya, Nigeria, Tanzania and Uganda are all among the continent’s most promising territories. Te attractiveness of a territory’s commercial prospects depends partly on the preferences of its players. Content that performs well in one jurisdiction might not be as successful in the next. In South Africa, for example, virtuals and live casino titles perform particularly well; with sports betting still enjoyed right across Africa.
Te countries which hold the greatest potential for our industry generally have rapid population growth, large national economies and widespread mobile penetration. Tanzania, for instance, is now home to over 60 million people, more and more of whom are using a mobile phone. Tat goes a long way to explaining why it will be one to watch in the future.
Maria: Countries like Nigeria, Kenya and South Africa have been leading the way and have taken steps to regulate online gaming. Over the last year, we have seen some uncertainty in those countries though around enforcement, taxes and delays in legislation. Nigeria remains very exciting despite an ongoing dispute between the national and the state regulators and a tax controversy.
P66 NEWSWIRE / INTERACTIVE / MARKET DATA
Interestingly, we are seeing regulatory movements in countries such as Mozambique and Tanzania where the technology advancements have been impressive. Tanzania for example has a population of 60 million and a high mobile penetration so it’s easy to see the market’s attractiveness and potential. I expect we will see more African countries realising the potential of regulating online betting and gaming in the next two years.
Richard: At
BetGames.TV, we’re particularly excited about both Nigeria and Ghana. Te former has vast potential to grow both in retail and online, and across new verticals. Players tend to head for sports betting and virtuals, but with the success we’ve seen from live casino in South Africa, we’re confident that parallels can be drawn that would mean Nigerian players would take to it as well.
Ghana has a fledgling mobile market with room to expand. Sports betting has its place, like Nigeria, but there’s no reason why new verticals can’t also benefit the rapidly growing number of mobile users who don’t like sportsbook but want to get in on the fixed-odds action.
Mark: Kenya, Ghana, Nigeria, Tanzania, South Africa and, increasingly, Ivory Coast are leading the way, which is, in part, a reflection of the size of their economies, growing middle class and mobile penetration. Tese are factors which naturally play into the maturity of the market and opportunity for growth.
South Africa, Kenya, Nigeria, Tanzania and Uganda are all among the continent’s most promising territories. The attractiveness of a territory’s commercial prospects depends partly on the preferences of its players. Content that performs well in one jurisdiction might not be as successful in the next. In South Africa, for example, virtuals and live casino titles perform particularly well; with sports betting still enjoyed right across Africa.
It is still a question of drilling down on a country-by-country basis, however. Some are able to utilise different types of technology, such as Opera Mini, alongside USSD betting, and the regulatory landscape is still very disjointed. A localised approach is therefore critical and why Pronet Gaming prioritises offering tailored solutions for our partners that meet their individual needs.
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