Habanero Betting Big on Africa
From South Africa’s feature-rich demand to Kenya’s love of simplicity, Habanero is shaping its games and partnerships to match the tastes, tech, and regulations of each fast-moving African market. Toni Karapetrov, Head of Corporate Communications, sets out how Habanero is positioning itself as a long-term partner in shaping Africa’s gaming ecosystem.
Africa seems to be a big part of Habanero’s growth story. What is it about this region that makes it so exciting?
Africa is one of the most exciting regions for us right now. It has a population that is highly engaged with mobile products, and smartphone use continues to grow rapidly. Tis mix creates an ideal foundation for long-term growth.
What makes it particularly interesting is how quickly the landscape is changing. Internet connectivity is improving, infrastructure is catching up, and we are starting to see regulators introduce frameworks that will bring more stability. We have always focused on sustainable growth, and Africa fits perfectly with that approach. Our goal is to be part of the ecosystem and create games that players across the continent will continue to enjoy as the market develops.
South Africa has been strong for the business, with Ghana, Nigeria, and Kenya picking up fast. How does Habanero decide where to focus its energy next?
Our decisions are based on a combination of data, regulatory progress and player behaviour. South Africa has been a key market because of its maturity, but Ghana, Nigeria and Kenya are growing quickly and showing real potential.
At Habanero, we do not take a blanket approach. Each country has its own unique features, so we focus on building strong local partnerships that give us real insight into how players engage with
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content. Tese partnerships also help us to stay compliant and relevant. Tis way, when we enter or expand into a market, we know we can deliver value rather than simply chasing growth.
Habanero has partnered with big names like Betway Africa – how have these collaborations helped shape your approach to the market?
Working with operators such as Betway has been very important for us. Partnerships like these not only give us the reach we need as a company, but they also help us understand what players want at a local level. Our collaboration with Betway in Ghana is a brilliant example. By launching with a brand that players already know and trust, we were able to introduce titles like Hot Hot Fruit and Egyptian Dreams with much greater impact.
Partnerships also guide how we adapt our games. We see what works, and simply what does not, and how we can tailor features to fit different markets. Tey help us move faster, because local operators already know the regulatory environment and payment preferences. In many ways, these collaborations are the bridge between our global expertise and the needs of local players.
Habanero’s games are optimised for mobile and low bandwidth but still look and feel great. How do you strike that balance?
In Africa, devices and internet speeds vary a lot, so we make sure our games are lightweight while still delivering a premium experience. Tat means focusing on quick load times and smooth performance
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