what is it about the African market that is most attractive? What is its potential?
Africa’s sheer size, and the population that comes with it, makes it an opportunity far too great to be ignored. Te potential is quite simply limitless – and in many ways, it is still a market only in its infancy.
Along with a millennial-dominated demographic, sport is king wherever you lay your hat here – tie that in with a growing economy, increased connectivity and a market that is developing unimaginably fast; and you have an entire continent that is becoming far more liberal and open to a regulated gambling environment.
When it comes to betting markets, sportsbook will of course always hold court here; with football taking by far the largest number of bets. With African betting habits beginning to follow the European approach, as well as with local technology and connectivity constantly improving, we’re able to begin bringing more and more advanced betting options into our offering there – providing more open invitations to bet than ever before.
How and where do you begin the market research process?
Most markets are a rich tapestry of varied cultures and betting habits, all of which need to be considered when deploying a betting operation. We then look at the spread of demographics across cities and rural areas, identifying where we can deliver best, as well as evaluating the potential of online vs. retail – along with how we can deploy our retail-specific solutions.
Key here is the need to engage in fully understanding regional connectivity. It varies across each country, and you’re going to fail at the first hurdle if you don’t get it right. Having the right Telco’s and payment solutions to hand is always going to be the first port of call; and essential if you want to be able to deploy a betting platform.
Beyond that, we’ve got the advantage of experience on our side to offer a tried and tested roadmap, and we’ve spent plenty of time fine tuning our approach. Te first focus for us is always towards identifying the correct demographics, as well as analysing regional connectivity. Even within countries themselves, most markets are a rich tapestry of varied cultures and betting habits, all of which need to be considered when deploying a betting operation. We then look at the spread of demographics across cities and rural areas, identifying where we can deliver best, as well as evaluating the potential of online vs. retail – along with how we can deploy our retail- specific solutions.
A third factor (and in some ways the most important in terms of research), is the cost of data in each market. Tis dictates our delivery strategy more than anything else, given the amount of influence it has on betting habits.
Different demographics need to be targeted as a result; and tied in with the use of smartphone usage vs. basic phones, and your research will start to present the right strategy to deploy. Of course, markets dominated by smartphones are far more preferential in this instance, as you have a far greater armoury of tools to hand – allowing you to boost what you offer, as well as
NEWSWIRE / INTERACTIVE / MARKET DATA P91
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