Interactive


EMERGING MARKETS BTOBET


context. Having achieved this we set to ensure that the betting experience is localized from every perspective, including from a content perspective. Nowadays our partners in Africa are benefitting from tailored content feature lightweight architecture, and doing without heavy algorithms whilst at the same time maintaining a UI and resultant UX comparable to more mature market scenarios – such as the European one – which are a step ahead from a technological and infratructural point of view.


Nowadays our approach is deemed to be the standard for Africa, and I am proud of how we managed to help in the evolving of the local industry in a tangible way.


Could you discuss any lessons learned for further sports betting expansion in Africa?


Operators and platform providers alike must keep in mind one determining factor: One size does not fit all. Te African scenario is a challenging market demanding deep local knowledge. A lot of our competitors have tried to enter the African market in the past and failed because they adopted the same approach that they were using in more mature markets such as Europe. One must be aware that the advanced technology has to be adapted and optimised for the local scenario. It is useless to provide our partners with a web or mobile solution that has a demanding UI whose requirements are not met by the majority of smartphones used by the local players. In Africa this approach clearly doesn’t work because the technology you provide must cater for the older hardware as well as the newer generation phones.


One must be aware that


advanced technology has to be adapted and optimised for the local scenario. It is useless to provide a web or mobile


solution that has a demanding UI whose requirements are not met by the majority of smartphones used by the local players. In Africa this approach clearly doesn’t work because the technology you provide must cater for the older


hardware as well as the newer generation phones.


NEWSWIRE / INTERACTIVE / MARKET DATA P161


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