COLA GROUP Bassey/AdobeStock

such a fast-growing region are comparably lower than other markets. A thorough knowledge of the local processes also means can navigate the laborious license procedure quickly to speed up market access. Player acquisition costs are also lower than many regulated European markets.

GIO: How much importance do you place in a localised marketing approach to deliver on your growth ambitions? DV: A localised approach is the only way to make a success of the African market. Our mantra is ‘Think Global, Act Local.’ works tirelessly to keep its finger on the market’s pulse to ensure the business is best prepared to meet demand. Designing the platform in-house meant we can easily change it to suit each region. A localised marketing approach pushes the envelope for User Acquisition and Retention strategies. It gives lots of opportunities to implement various new ideas and bring them to life. Research has revealed that the User Acquisition cost is increasing every year because of growing competitiveness and that means only the best companies that have done due diligence will stand out from the crowd. complements the innovative technology with an on-the-ground presence in the core countries it operates. This means Cola. bet runs offices in each market, employes provincial staff and rolls out visible branding.

GIO: What are the key features that enable the platform to stand out against competition? DV:’s pioneering platform is a highly customisable solution that can be tailored for the needs of each market and player demographic. Our customer-first approach means the user experience is exceptional and that helps nurture impressive customer retention rates. Our goal is for to be a brand that is known to respect sports fans and ensure they enjoy an authentic betting experience tailored for them. Several promotional campaigns will run to communicate this brand position that will build trust with the product. is entering the market with the highest odds and bespoke regional promotions and bonuses. Supporting this will be a highly optimised marketing approach to attract and acquire long term customers.


The platform allows B2B partners seamless access to a curated content catalogue that is suited to a wide range of markets. There is also the retail operation available in countries where a physical presence is accepted. All local payment practises are also integrated onto the platform where partners can find a vast selection of sports events, esports and casino games.

GIO: What will your timeline and approach be for expansion into the regulated US and European iGaming markets? DV: At the current pace, we expect to obtain our first European gaming license before the end of 2022 and the first license in North America the year after.

GIO: How did you develop your consulting service and where does it support best? DV: The consulting service provides our partners with a complete iGaming service. Experiences gained while working through the complicated license procedures and building the platform has resulted in an unrivalled understanding of the African region. The consulting service enables partners to gain insight into best practise and what the strongest strategy is to launch.

Third-party partners will soon be able to access an affiliate programme and whitelabel platform as part of a one-stop-shop solution for new companies to initiate operations within the new markets.


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