Interactive
AFRICAN GAMING MARKET AMELCO
We’ve got the toolkit required to deal with both agency and retail sales models, both of which are key to operator revenue in most of Africa’s markets. As the infrastructure improves, POS- based tech will become far more widespread, which enables us to do far more with cash transactions than what we can offer in less developed regions. Any operator looking to make their mark here needs to ensure they’re delivering with that scalability in mind.
Again, it’s all about tailored solutions, which our highly modular platform provides for. We’re able to package our delivery to ensure our partners are ready to go with a fully bespoke product that is never identical.
continents is dominated by the European leagues, and it’s unlikely to change.
However, the similarities stop there. Te two continents are poles apart when it comes to market infrastructure and betting habits, but I expect this to merge closer together over time, especially when it comes to being informed.
In line with this, as the market matures, I anticipate African players will become more price sensitive, as well as well as adopting more savvy betting behaviour – just as Europe has.
We’re already seeing this change happen in real time, and there are now far more operators per region than ever before, with hundreds of tailored solutions available, which is a great benchmark for the progress we’re seeing here.
Whilst hardware has become cheaper and mobile gaming has become more accessible to African players, many still conduct transactions in cash. How do you scale your solutions to accommodate player needs?
To say this part of the world is unique when it
comes to retail would be an understatement. Luckily, we’ve got the toolkit required to deal with both agency and retail sales models, both of which are key to operator revenue in most of Africa’s markets. As the infrastructure improves, POS-based tech will become far more widespread, which enables us to do far more with cash transactions than what we can offer in less developed regions. Any operator looking to make their mark here needs to ensure they’re delivering with that scalability in mind.
Our street betting solutions have been specifically designed for this, with our product sitting on handheld terminals as well as via any other point of sale across mobile, laptop and other devices. We’ve also spent the time setting up unique integrations with telecom providers, which enables sports and lotto betting to be paid for via phone credit, which is a very common way of transacting on the continent.
In several countries, notably Uganda, there is an ongoing political and religious debate on the perceived high number of minors accessing gambling. How do you manage the cultural differences between regions?
How our partners choose to manage cultural differences when it comes to their brand and betting markets, is of course their choice, and is dictated by their B2C strategy. From the B2B side, we give them the tools to have that freedom of choice; with the ability to restrict players by age, betting preferences, markets and of course anything else that they need to segment to provide for regional requirements – be it from a cultural or regulatory standpoint.
Last year, SportPesa and Betin, two of Kenya's largest sports betting companies, halted business operations in response to a 20 per cent tax on betting stakes in the country. How do you approach the political volatility of Africa and the shifting nature of gambling legislation that comes with it?
Te importance of agility can never be understated here. We work in a constantly changing industry with an ever-shifting landscape. Te needs and demands of operators are governed by forces that are, for most of the time, outside of their control – and it’s our job as suppliers to ensure we’re one step ahead when it comes to pre-empting those needs.
Pro-activity has never been more important, and the ability to be ready with a product to solve an operator’s problem before they realise that they have it is essential.
When it comes to issues themselves, such as political volatility, we don’t get involved directly,
NEWSWIRE / INTERACTIVE / MARKET DATA P93
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