MOJA GROUP
of profits for funding education, health, sports and other social causes for the benefit of the communities in the countries in which we operate.
GIO: Which markets does Moja Group operate within and is a localised approach required? MS: Through its subsidiaries, Moja Group’s presence currently spans across Eastern, Central and Western Africa including Tanzania, Kenya, Uganda, Zambia, DRC, Ghana, Ivory Coast and Senegal. There are plans to be operational in more markets during the next 6 to 12 months.
Our go-to-market approach is always a localised one as each market is unique. From simple features such as language or pricing to more advanced factors such as technology, customer journey and marketing / acquisition tools, we tailor the products to each market to ensure it’s the best offering and superior choice for customers. Such a localised approach has positioned Moja Group as a trusted partner to National Lotteries in the biggest African markets, after being able to successfully digitise their existing games and launch new ones while ensuring customer retention and excitement remain at an all-time high.
GIO: What is the best strategy for long-term success in the African iGaming landscape? MS: Moja Group’s long-term mission is to always be recognised as the leading and trusted powerhouse in digitalisation across Africa. This plan centres on combining experience, expertise and localised strategy that opens opportunities to strike exclusive deals with flag-ship products in multiple countries. Market entry is best achieved through a thorough understanding of the market and player preferences to then offer only the most relevant content. It’s vital to have the right proprietary platform that has the supporting technical service to handle multiple markets. Moja Group’s platform has been built leveraging more than 10 years’ experience from across 20+ countries within Africa.
With the platform in place, Moja Group has rolled out a comprehensive marketing approach that utilises a combination of both traditional and digital channels to appeal to the varying type of African player. Establishing mutually beneficial marketing partnerships with local media companies increases the ability to communicate with players through existing channels.
GIO: How do you see the African market developing over the coming years? MS: Africa is a continent that is home to approximately 1.4 billion people and the population is predicted to double by 2050. The African market is developing at a rate of knots and this is resulting in many more Governments allowing iGaming through regulatory processes. Not only does it provide players with a secure environment to enjoy a range of gaming products, but it also raises much needed revenue for local governments to redirect towards social and development initiatives.
Mobile penetration is reaching new levels and it’s estimated that there will be 615 million unique
mobile subscribers in Sub-Saharan Africa by 2025. The younger generation is more au fait with digital betting and Africa’s population has huge swathes of people who are under 25 years old. 3G is the network that supports the majority of smartphones, so operators must take this into account when engaging with African players.
GIO: What are the biggest tech factors to consider for the African market? MS: With over 10 years’ continuous development, Moja Group’s Omnichannel platform has been significantly enhanced to be adapted for any market and to any governing technology - whether web, mobile or USSD. The platform is built in such a way to facilitate multiple content and telecom integrations with ease. Having this tech capability allows Moja Group to maintain its position at the forefront of the market.
Another factor is having the ability to monitor and analyse data in real-time. Moja Group’s software helps build an incredibly detailed player picture that is used to serve content that instantly resonates. Machine Learning and Artificial Intelligence is taking this personalised marketing approach to the next level and the future looks very exciting.
GIO: Tell us about Moja Group’s ambitions in Africa and beyond. MS: Moja Group’s ambition is to finish 2022 as strong as the company has begun the year. Company expansion will always centre on sustainable and steady growth as long-term success is the objective, not a quick-win model. Such will be achieved by new recruitments of seasoned C-suite experts, continuous empowerment of our existing team and major innovations to our platform. The plan is to bring in additional revenue streams by introducing new verticals where Moja Group has already laid down its roots. Building the Moja Group brand profile across the continent will be integral as the company welcomes more partnerships that deliver mutual benefits. There will be an expansion of the operation within new markets either directly or through partnerships with existing operators or National Lotteries. These market moves will enable Moja Group to offer its services to an even wider audience of players.
Moja Group intends to become an international player and a major contender in the digital space over the next three years. Moja Group’s brand profile will amplify as more strategic partnerships are struck with some of Europe’s biggest football clubs - watch this space.
GIO JULY 2022 9
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