Pulse
AFRICA MARKET SPORTS BETTING
Over the past 10 years, we have built a comprehensive understanding of what players across Africa want and expect from an online sportsbook. This understanding, combined with data and working closely with our operator partners, enabled us to conceptualise, develop, fine-tune and then roll out our loyalty scheme quickly, efficiently and with great success.
supporting more than 15 operator brands. Some of our operator partners take both our horse racing and sports betting solutions, with others taking one or the other.
As mentioned, we have become the go-to platform provider in French-speaking markets and are now pushing into East Africa with an English-language-speaking solution for operators targeting countries such as Kenya and Tanzania.
Earlier this year, Honoré Gaming rolled out a loyalty scheme specifically designed for the African market. Could you give us an overview of the programme? What does an African loyalty experience look like?
Our loyalty scheme has been developed specifically for the African market. It takes a level-up format with players able to earn reward points for every bet they place. Te higher the expected margin of the bet, the more reward points the player receives.
Tere are six levels in total and the system has been designed in a way that makes sure that between 20 and 30 per cent of active players will be able to clear at least the first level of the scheme each month.
Players can see the current number of reward points they hold at any time, as well as how many points they need to reach the next level of the scheme. Te reward points they accumulate can be redeemed as cash or free bets each week. To ensure the loyalty scheme delivers fun and transparency, players can also see how many points they could earn based on the active bets they have placed.
Why create a dedicated scheme for Africa?
Because localisation is key for operators to succeed in Africa. Tat is why our loyalty scheme takes into account the average number of bet lines across the region – which ranges from seven to 10 depending on the country – and the day-to-day philosophy that most people adopt which is why it provides weekly redemption instead of monthly redemption. Providing a loyalty system that embraces these cultural quirks is vital if operators are to retain players at scale.
Talk us through the development process - what market research was conducted, what were the findings and, ultimately, what did you
P66 WIRE / PULSE / INSIGHT / REPORTS
find differentiates the African punter from other global markets?
Over the past 10 years, we have built a comprehensive understanding of what players across Africa want and expect from an online sportsbook. Tis understanding, combined with data and working closely with our operator partners, enabled us to conceptualise, develop, fine-tune and then roll out our loyalty scheme quickly, efficiently and with great success.
Te scheme has been live with a select number of operators in Congo Brazzaville, Chad, and Nigeria. Why begin with these specific markets?
Tese three countries have different levels of competitiveness; Chad is not very competitive with only two to three operators live, while Congo Brazzaville is much more competitive with more than 10 operators fighting for player attention. Ten there is Nigeria, which many consider being the largest market in Africa.
By launching with operators in these three vastly different markets, we have been able to get a broad picture of how the loyalty scheme has been received, how it has helped operators to differentiate and ultimately whether it achieved the goal of retaining players.
What has been the impact of the programme on betting activity?
It has been a big success with those offering the loyalty scheme seeing an average 24% increase in the number of bets being placed per player each month. We will continue to develop the loyalty scheme so that it can boost bet volumes and retention rates even further for our operator partners.
Where does Honoré Gaming intend to go next with the scheme? Expand in the three markets where it is already live, or expand into other African markets?
It will launch with all our customers across Africa and not just with our sportsbook partners as it is also compatible with horse racing, virtuals and casino.
Of course, it is a strong selling point and reason for operators that are currently not using the Honoré Gaming platform to connect with us and learn more about how we can super- charge their loyalty and retention efforts.
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