Africa

Why your next million players are in MEA and Turkey, and how to access them

Published

5 years ago

April 20, 2021

George Miller

Reading Time: 4 minutes

Onur Ergüney – Director of Global Partnerships for Gaming & e-Sports, TPAY MOBILE

COVID 19 has been the catalyst for the biggest transformation to people’s lives in recent history. Little else has brought on such seismic shifts in the way people work, play, communicate and live, since the creation of smartphones themselves.

The fourth industrial revolution has arrived faster than anyone could have predicted, especially in the Middle East and Africa (MEA) and Turkey. This combined region has a population of over 1.6 billion people, a fast-expanding middle class, and, through the power of mobile technology, is more connected than ever.

A long-standing barrier for scaled-up mobile games distribution in the region – the lack of access to banking infrastructure for subscriptions and the purchasing of games and in-app-purchases (IAPs) – is falling fast. By 2025, 834 million people across MEA will be mobile internet users, and through direct carrier billing (DCB) technology and eMoney wallets, they will have the freedom to spend on gaming like never before.

Untapped opportunity

A relatively untapped marketplace of a billion+ potential players is powering up and set to flip your revenue forecasts upside down if you play your cards right. In the Middle East and North Africa (MENA) for instance, the games industry is currently valued at $4.5 billion according to Frost & Sullivan. That may be just 4% of the global total, but, it is the world’s fastest-growing region, with a year-on-year growth rate of 25%. On a grander scale, MENA makes up 80% of this growth whilst the other 20% is amassed in Sub Saharan Africa. According to one prediction from GSMA, the region will count for 709 million individual SIM connections by 2025.

In other words, Mobile is everything across the MEA and Turkey, and this should be explored as your next frontier of growth. However, you need to know how to access it.

Access is key, and access is different

Accessing these new markets isn’t simply a case of re-branding what has worked in the past. Your games may well be attractive in these new markets but the systems and processes that power them, and importantly, monetise them, won’t be the same. There are different rules and regulations for advertising, for example, and variations on what purchases or transactions do and don’t constitute gambling. Direct debits for app stores or card payments for IAPs are not common practice in these territories. Across the 20+ countries that make up MEA and Turkey, there is a rich tapestry of cultural differences that result in different ways of purchasing digital goods like games.

Establish partnerships to access these players

To turn your players into payers, the best advice I can give is to establish strategic partnerships – find experts on the ground that can work with you. You are no longer just a games publisher, with your partner network you become a FinTech, a games publisher, a games developer and even an evangelist for a new world of mobile gaming. Ecosystems are everything.

The global language is APIs, not Esperanto

Each territory has its quirks and opportunities, and only by having knowledgeable inside help will you be able to truly navigate the differences in approaching sales and distributions of your titles. Understanding the common services in territories is key for traction, an example being that the Middle East has widely adopted DCB (Direct Carrier Billing) for mobile payments and subscriptions in recent years, whereas mobile wallets are the transaction tool of choice in Subsaharan Africa.

Games developers want simple integrations that cover the back-end systems. If you find the team that can provide that, they will keep up with evolving regulations in new territories, keeping your games online. This allows you to do what you do best: making high quality, desirable games.

Games publishers expect great user flows. What makes games more interesting than other e-commerce platforms is that they are live systems. The user makes purchase decisions in real-time, while remaining within the game. This is also what creates complexity when it comes to transactions, but there is an answer. The key is to integrate a seamless payment flow within the game, minimising player disruption.

Find an ecosystem that works across borders. One thing that is global is the API. If you want to successfully break into these emerging markets, you need to build a partnership network that understands the intricacies of these technologies.

Should you wait?

Simply put, no.

Sub-Saharan Africa is the fastest-growing market of all for mobile-penetration, it would be an oversight to not properly explore the MEA and Turkey as a key element of future games monetisation for the future.

MEA and Turkey host a relatively untapped market for games publishing and eSports monetisation, not to mention a fast-growing pool of local influencers – now is the time to make inroads into the gaming sector in such markets. It has been said that the early bird catches the worm – this wisdom is just as true today.

The previously non-existent infrastructure required to sell and monetise mobile games has been replaced. Suddenly, the opportunity is there for the taking. Venture into these new territories, and the partnerships you form now will help grow your company and its market share exponentially, by creating opportunities to engage new gamers. Whilst boosting your business into the next 50 years, you have an opportunity to entertain many millions of people who are fast to become your next loyal, player base.

Africa

African iGaming Alliance names SPRIBE a Platinum Supplier Member

Published

1 day ago

June 18, 2026

Wladimir P.

african-igaming-alliance-names-spribe-a-platinum-supplier-member

The African iGaming Alliance (AiA) has signed a strategic partnership with iGaming supplier SPRIBE, with SPRIBE joining the pan-African industry association as a Platinum Supplier Member.

AiA said the partnership will focus on regulatory engagement, industry research, responsible gaming initiatives, policy advocacy and stakeholder engagement aimed at strengthening regulated gaming markets across African jurisdictions.

According to AiA, the collaboration will also support efforts to promote effective regulation, combat illegal gambling, improve market channelisation and encourage evidence-based policymaking.

Peter Emolemo Kesitilwe, Chief Executive Officer of the African iGaming Alliance (AiA), said:

“SPRIBE’s decision to join the African iGaming Alliance as a Platinum Supplier Member represents a significant endorsement of our vision for a sustainable and well-regulated African gaming industry. As one of the industry’s leading technology innovators, SPRIBE brings valuable expertise, insight, and global experience that will strengthen our efforts to support regulators, governments, operators, and other stakeholders across the continent. We look forward to working closely together to promote responsible gaming, regulatory best practice, and long-term industry sustainability.”

The post African iGaming Alliance names SPRIBE a Platinum Supplier Member appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Africa

Booming Games signs content deal with World Sports Betting in South Africa

Published

3 days ago

June 16, 2026

Wladimir P.

booming-games-signs-content-deal-with-world-sports-betting-in-south-africa

WSB adds Booming titles including Tasty Bonanza, Cash Pig and the Buffalo series to its casino lobby.

Booming Games has signed a partnership with World Sports Betting (WSB) to roll out a selection of its casino titles on WSB’s platform in South Africa.

Under the agreement, WSB players will gain access to Booming Games content including Tasty Bonanza, Cash Pig and the Buffalo series. Booming Games positioned the deal as part of its wider expansion strategy across Africa.

Ryno Du Plessis, Group Chief Operating Officer at World Sports Betting, said: “We believe that Booming’s portfolio will offer something new and unique to our clients. Titles like Tasty Bonanza, Cash Pig and the popular Buffalo series are sure to be very popular with our player base.”

Solomon Godwin, Head of Africa at Booming Games, added: “We are thrilled to partner with World Sports Betting, a company with an outstanding reputation for delivering premium entertainment to players across the South African market. This collaboration represents an exciting step forward in expanding Booming Games’ reach and ensuring our titles are accessible to even more players in South Africa. We look forward to building a successful long-term relationship and delivering high-quality entertainment to their customers.”

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Africa

Betcamp Announces Siasia, Mighty George as Ambassadors

Published

1 week ago

June 11, 2026

Wladimir P.

betcamp-announces-siasia,-mighty-george-as-ambassadors

Nigeria’s latest sports betting brand, Betcamp, has officially unveiled Nigerian football legend, Samson Siasia, and renowned broadcaster, Guinness World Record holder and media personality, Mighty George, as brand ambassadors.

The unveiling ceremony was held at the company’s Abuja headquarters and marks another major milestone for the fast-rising sports betting platform, which officially went live on May 25, 2026.

The appointments reflect Betcamp’s commitment to partnering with personalities who embody excellence, credibility, resilience and innovation, while strengthening its connection with sports fans and entertainment audiences across Nigeria.

Samson Siasia remains one of the most accomplished figures in Nigerian football history. As a player, he was part of Nigeria’s historic 1994 Africa Cup of Nations-winning squad and represented the country at its first-ever FIFA World Cup appearance in the US.

He later distinguished himself as a coach, leading Nigeria’s Flying Eagles to the FIFA U-20 World Cup Final in 2005, winning Olympic Silver in Beijing 2008 and Olympic Bronze in Rio 2016.

Mighty George is one of Nigeria’s most celebrated broadcast personalities. A multiple award-winning journalist and presenter, he is the current Guinness World Record holder for the Longest Talk Show and the penultimate recipient of the Nigerian Presenter of the Year Award. Through his work in broadcasting, live events and sports media, he has built a reputation as one of the country’s most engaging and influential media figures.

As part of the partnership, Mighty George will serve as the official host of “Inside The Camp,” a new podcast powered by Betcamp. The platform will feature engaging conversations with sports icons, entertainers, business leaders and influential personalities, offering audiences unique insights into their lives, careers and experiences.

Speaking after the unveiling, Siasia expressed his excitement at joining the Betcamp family.

“I am excited about this journey and look forward to the growth and success of the brand. I have had the opportunity to closely observe the vision and commitment of the people behind Betcamp, and I can confidently say this is a brand built on integrity, professionalism and innovation. I am proud to be associated with a platform that is committed to serving sports fans and punters across Nigeria.”

Mighty George also expressed delight at the endorsement and the opportunity to contribute to the growth of the brand.

“I am truly excited to be joining Betcamp at such an important stage of its journey. From my interactions with the team, it is clear that this is a brand driven by innovation, integrity and a genuine passion for sports. I am honoured by the confidence reposed in me and look forward to helping build meaningful connections with sports fans across Nigeria while creating engaging and impactful conversations through Inside The Camp.”

Speaking on behalf of the company, Betcamp Lead Strategist, Mr. Ifiok Albert, described the appointments as a significant step in the company’s growth strategy.

“We are delighted to welcome Samson Siasia and Mighty George to the Betcamp family as Brand Ambassadors. Both individuals represent values that align perfectly with our brand — resilience, excellence, discipline, commitment, professionalism and consistency. Their achievements in their respective fields have earned them credibility and respect, making them ideal partners as we continue to build a trusted and innovative sports betting platform.”

He added that the company remains committed to delivering premium sports betting experiences powered by innovation, transparency and customer satisfaction.

Since officially going live on May 25, 2026, Betcamp has continued to establish its presence within Nigeria’s sports ecosystem through a series of fan engagement initiatives and strategic activations. The brand recently hosted a successful football viewing experience in Abuja on May 30 and is set to continue its nationwide engagement drive with activations across key cities.

As part of its expansion plans, Betcamp will also host a major launch event at its Uyo office this month, bringing together sports enthusiasts, stakeholders, partners and members of the public for a celebration of sports, entertainment and innovation.

With the unveiling of Samson Siasia and Mighty George as Brand Ambassadors, alongside the launch of Inside The Camp, Betcamp is positioning itself as more than a sports betting platform. The company aims to become a leading sports and entertainment brand dedicated to engaging fans, celebrating excellence and creating memorable experiences for Nigerians.

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