Interactive
AFRICAN GAMING MARKET PRONET GAMING
Fast First Mover
As the African market continues to gradually regulate online gambling across its jurisdictions, G3 discusses the continent’s potential, localisation and the importance of first mover advantage with Bobby Longhurst, Chief Commercial Officer at Pronet Gaming.
What is Pronet Gaming’s background in the African market?
Bobby Longhurst, Chief Commerical Officer, Pronet Gaming
Bobby Longhurst is Chief Commercial Officer at Pronet Gaming, where he spearheads the platform provider's launch into new territories. Prior to joining, he was instrumental in the rise of SBTech, having racked up 15 years' worth of industry experience.
Pronet Gaming offers a full B2B turnkey solution as well as a wealth of experience and knowledge within a wide range of markets across the continent. While ensuring we offer operators the best content across retail and online, we also take a localised approach to our operations in order to give our customers a complete service.
Of all the emerging markets, what is it about the African market that makes it so attractive to Pronet Gaming? What is the potential?
Africa remains an untapped market with huge potential, given the size of population and its love for sport and football particularly. Several big operators with large budgets have come and gone without managing to make a dent in mature markets in Europe and the UK in recent years. But with Africa, it’s different. Of course, there are operators in certain markets doing well, but there’s no operator saturation yet and there is a lot of market share for those prepared to go above and beyond to service their customers.
Tis not only means offering the very best service across both sport and casino, retail and online, but also by localising offerings to different markets. It’s no use just offering a turnkey solution simply titled ‘Africa’. Tere’s a
P86 NEWSWIRE / INTERACTIVE / MARKET DATA
whole host of player trends and patterns that need to be taken into consideration, with different countries in the continent also needing different briefs when it comes to legislation and tax. It’s also a market that has almost leap- frogged desktop and gone straight to mobile thanks in large to the improvement in quality and affordability of network connectivity and hardware. In fact, Africa has the fastest growing mobile adoption rates in the world and with a continent obsessed with watching their favourite football players ply their trade in the Europe’s biggest divisions, it’s no surprise to see operators looking for their slice of the market.
How and where do you begin the market research process?
Our attention to detail is what gives us the competitive edge. We monitor very closely developments in multiple markets, as well as employing the most talented heads in the business. Having highlighted the potential of Africa, we invested in an office space in South Africa, Johannesburg. From there we have been able to work with local experts to develop on- the-ground research and consultation in order to keep our finger on the pulse.
Once you have conducted this market research, how do you localise content based on your findings?
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