Africa
Emerging Markets: Opportunities and Strategies for iGaming Expansion
Itai Zak, Digicode’s Executive Director of iGaming at Digicode, shares how the company seamlessly connects client needs with customized strategies.
The iGaming industry is standing on the threshold of one of the most remarkable transformations as emerging markets have become accessible. Both LATAM (Latin America) and Africa are unique opportunities but also come with special challenges for iGaming operators. In this article, promising emerging markets will be explored alongside effective strategies for entry and expansion, according to expert insights.
Promising Emerging Markets
LATAM (Latin America)
Brazil is one of the important focal points in LATAM, considering that it has a huge population base accompanied by a developing middle class. It is rewriting the regulatory landscape concerning online gambling, and recent developments in the case show a much more structured approach. With the market opening up, Brazil is on course to emerge as the iGaming hotbed of investments. However, operators have to keep a close watch on regulatory changes and be ready to tweak strategies accordingly.
Mexico and Colombia are on their way to regulated iGaming markets. In this respect, the very lucrative gaming market of Mexico and the already established regime of regulatory control over Colombian gambling make these markets quite attractive for expansion. The key to succeeding in those markets would be to tailor products according to local taste and to navigate the regulatory requirements.
South Africa: Growth of the iGaming market in this African country is leading the pace. The mature regulatory environment and quite good digital infrastructure established in the country provide a stable platform for iGaming ventures. Other than the mature regulatory environment, companies entering South Africa would benefit from its relatively easy-to-navigate regulatory framework and a growing player base.
Nigeria and Kenya: Nigeria and Kenya are the two countries that are developing as the main claimants to the African iGaming scene. With large populations and growing internet access, these markets offer huge opportunities for growth. However, the regulatory environment in these countries is at an emerging stage and can be quite challenging. While the companies at the forefront keep a close vigil on these changing times, operators have to update themselves about the new regulations and develop strategies in keeping with local conditions. Manuscript Details
Successful Strategies to Enter and Succeed in the Market
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In-Depth Research
It becomes imperative to understand local preferences and player behavior in emerging markets. Operators can then narrow down key trends from comprehensive market research and amend their product offerings accordingly to suit the local taste. This would include cultural nuances, gaming preferences, and legal requirements. Companies will want to modify their approach to make themselves more appealing and competitive within these markets; this should be aligned according to these local insights.
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Local Partnerships
Market entry is contingent upon local strategic partnerships. This could include local operators, technology providers, or regulatory experts that make it easier to navigate the regulatory environment to fast-track the entry process. The value brought about by local partners in terms of market dynamics insights is immense and could build credibility among local players. Regulatory Compliance
Now, from the legal perspective, operations in emerging markets come under the purview of local regulations. A company has to keep itself updated with changing regulations and comply with all legal requirements, such as obtaining necessary licenses, proper KYC and AML policies in place, and protection of data. If they fail to do so, they will be met not only with legal problems but also threats against their brand image.
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Localized Marketing and Customer Support
Developing marketing strategies that resonate with the local audience is the key to player acquisition and retention. It’s all about binding the player to the brand through tailored promotions, localizing payment methods, and culturally relevant content. Moreover, customer support in a local language improves the player’s rating of satisfaction and loyalty.
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Mobile Optimization
In many developing markets, mobile is the leading source of internet access. Optimizing platforms for use on mobile enables reach and engagement for players. This includes responsive design, fast load times, and ease of use. A good mobile experience is very important to retain interest and reduce player churn.
Staying Ahead of the Curve
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Innovate Constantly
In case one wants to be competitive, continuous innovation is a must. The new technologies, like AI-driven personalization and blockchain integration, advanced data analytics, shall be embraced to enhance the gaming experience. These innovations help in the offer of tailored game recommendations, provision of transparency, and gaining better insights into the player’s preferences.
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Personalization and Engagement at the Forefront
Personalized gaming experiences are core to player retention. AI and data analytics afford the potential of individual game recommendations, dynamic bonuses, and personal customer support—players feel valued and engaged. The creation of an engaging experience, through personalization, can increase substantially loyalty and lifetime value.
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Agile and Scalable Solutions
Such flexible and scalable platforms let companies quickly adapt to market changes and regulatory requirements. This forms a critical enabler for entry into new markets and competitive positioning. Scalable solutions ensure that, with growing demand, the increasing traffic and the addition of new features to the platform do not come with degraded performance.
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Strategic Partnerships and Collaborations
Partnerships with industry leaders, technology providers, and creators will genuinely develop offerings and increase their reach in the market. Such strategic partnerships will fuel innovation and give a competitive edge to the entities entering into the joint venture. Collaborations can also facilitate entry into newer markets and assimilate the latest technologies into the platform.
Future Outlook
The future of iGaming in emerging markets is, therefore, bright. Regulatory environments are slowly getting their frameworks in place, and a further improvement in digital infrastructure will unleash a wide range of opportunities for those who dare to invest in these areas. With proactive positioning, embracing technology, and more locally-geared strategies, iGaming operators can navigate the challenges and maximize growth potential in these dynamic markets.
iGaming Market Expansion in Emerging Markets: A Complex yet Potential Fertile Ground. To sum it up, one has to rely on market research, develop local partnerships, and be agile in compliance with regulations while continuously innovating to best capture the ever-budding opportunities such markets bring forth.
At Digicode, we’re seizing the opportunities in emerging markets, bringing our innovative gaming solutions to new audiences around the globe. As the result – we ensure our clients can confidently expand into these exciting new markets, turning challenges into opportunities for success. So the time to turn untapped potential into real growth is now and we’re here to support you throughout this journey.
Africa
SunBet Extends Online Betting Platform Contract with Bede Gaming Amid Record-Breaking Performance
SunBet Extends Online Betting Platform Contract with Bede Gaming Amid Record-Breaking Performance
Bede Gaming has secured a further contract extension with South African online sports betting brand SunBet, the digital arm of Sun International and one of the fastest growing operators in the SA online market.
The new contract renewal comes as SunBet reports record-breaking digital growth in its H1-24 performance report, including a 72% year-over-year (YoY) growth in revenue and 72% increase in active players, driving an 89% improvement in EBITDA.
As a leading supplier of software to the igaming industry, Bede has supported the ambitions of this customer with tailored features and services to achieve SunBet’s business objectives while delivering the highest cost efficiencies.
Since the launch of the SunBet Slots offering in 2022, Bede has provided various additional optimisations, including integrating 7 new game providers to SunBet.co.za, releasing enhancements to the existing Kambi Sportsbook integration functionality, and delivering bespoke training on product features such as Bede’s powerful rules engine and bonusing suite.
This year alone, Bede has partnered with SunBet’s operations to –
- Optimise environmental infrastructure, aiming to deliver run cost efficiencies that will reduce the total cost of ownership by 30% by the end of the year.
- Develop a bespoke aggregator tool to achieve cost-effective game content customisation via a streamlined South Africa-specific solution.
- Enter into the new regulated markets of Namibia and Botswana (due to launch in 2024).
Colin Cole-Johnson, Bede Chief Executive Officer.“It’s been fantastic to see SunBet grow throughout the course of our partnership, and I’m delighted by their commitment to Bede at this crucial point in their journey. Securing another extension on this contract is testament to our dedication to our customers.”
SunBet’s partnership with Bede dates back to 2017, when digital offerings to this market were restricted to sports betting and live casino. With the change to slot content regulation in the South African market in August 2022, SunBet has expanded its online offering through Bede’s platform environment and has seen substantial growth in revenue and performance as a result.
Simon Gregory, SunBet Chief Executive Officer Bede has been a strong long-term partner for us, supporting and delivering on SunBet’s growth ambitions with quality and expertise. I’m very much looking forward to these next steps, especially now as we approach new African expansions.”
The post SunBet Extends Online Betting Platform Contract with Bede Gaming Amid Record-Breaking Performance appeared first on European Gaming Industry News.
EveryMatrix has sealed its largest turnkey platform partnership in Africa to date and will migrate MBet from its existing software to EveryMatrix technology.
The turnkey sportsbook agreement will see EveryMatrix power MBet with its award-winning technology in Tanzania and the Democratic Republic of Congo (DRC).
MBet’s sports betting offering will be transformed via the high-performing, ‘always-on’ OddsMatrix digital sportsbook platform that includes access to a content catalogue of 170,000+ monthly live sportsbook events, empowering Odds Management control tools and comprehensive 11-sport pre-live and live Bet Builder.
The East African operator will also gain access to a suite of player-friendly localised products including in-house lightweight front end, USSD betting, SMS functionality, Do It Yourself manual event creation tools and a dynamic betslip engine supporting 50+ accumulator selections.
This enhanced sportsbook platform package will be further supplemented by the integration of additional EveryMatrix core turnkey products including casino productivity platform CasinoEngine, cross-product reward system BonusEngine and player management platform GamMatrix.
Migrating from 11-year-old proprietary technology to an EveryMatrix tech stack, MBet becomes the latest ambitious operator to join the rapidly expanding EveryMatrix platform network. Fresh from the recent acquisitions of FSB Technology and Fantasma Games, the industry’s fastest growing iGaming technology supplier now has more than 1,100+ staff across 15 global offices.
Established in 2013, MBet has developed into one of the leading sportsbook brands in the competitive East African region following the creation of a customer-centric proposition aided by a portfolio of local sports partnerships.
Ebbe Groes, CEO and co-founder, EveryMatrix, said: “This tier-1 African turnkey partnership sends a strong signal that EveryMatrix is rapidly becoming the ‘go-to’ platform provider for ambitious operators in the exciting Africa region.
“Africa presents a unique set of scalability challenges for platform providers and, with millions of bets processed daily across our OddsMatrix sportsbook platform, this is a region tailormade for the transformative capabilities of the EveryMatrix technology.
“I’m particularly pleased to see this deal follow our acquisition of FSB Technology. FSB has developed a strong client base across the African continent and the experience and product readiness from FSB was instrumental in EveryMatrix winning this landmark deal.
“We are pleased to welcome MBet to the EveryMatrix platform and look forward to propelling their offering into a market-leading proposition in Tanzania, DRC and beyond.”
Javier Diaz, CEO, MBet, said: “We are immensely proud of everything MBet has achieved in the last decade. Securing leading positions in Tanzania and the DRC has demonstrated the growth journey we’ve been on.
“What has become clear in the last 18 months is that to take us to the next level in our operations we need to be aligned with a leading third-party technology provider.
“After a thorough search we are confident that we have selected the right partner in EveryMatrix. The hyper growth they have achieved globally in the last several years has been inspiring and their end-to-end turnkey offering provides us with the content, tools, features and localised capabilities to differentiate our daily offering and scale MBet upwards onto a new level.”
The post EveryMatrix secures largest African turnkey deal with MBet partnership appeared first on European Gaming Industry News.
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, first ever flying crash game by SmartSoft – JetX emerged as a standout game, particularly gaining substantial traction in Africa. This article provides an in-depth examination of JetX, a popular online crash game, and explores the expertise behind its creation. By focusing on the game’s features, the developer SmartSoft Gaming, and insights from an interview with the Vice President Commercial, we aim to highlight the factors contributing to JetX’s success and its impact on the gaming industry.
About SmartSoft Gaming
Founded in Georgia in 2015 by industry experts, SmartSoft set out to create a one-of-a-kind casino games provider that offers high-quality gaming experiences worldwide. By combining interactive features with captivating visuals, we blend gaming and gambling to deliver more engaging, entertaining, and superior experiences. Our mission is not just to attract players but to enhance their enjoyment.
To gain further insights into the development of JetX and the vision behind its creation, we spoke with the Vice President Commercial of SmartSoft.
Rusa Javakhishvili Vice President Commercial of SmartSoft shared insights and analytics from African countries, and outlined future plans. Rusa joined SmartSoft two years ago as Head of Finance and Strategic Projects. In early 2024, she transitioned to the commercial side as Head of Account Management, and is now Vice President of Commercials, overseeing several regions, including Africa.
What was the general concept and inspiration behind JetX?
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, JetX has emerged as a standout game, particularly gaining substantial traction in Africa. The main concept of the game is that it is easy to play, the player is involved in the decision as much as possible, it is fast and within the fast-paced world we think that it delivers exactly what players need for an enjoyable experience.
How does JetX differentiate itself from other crash games in the market?
At SmartSoft, we appreciate our relationships with partners, it’s very important to us. We constantly think and work to create a valuable product and maintain strong connections with them. SmartSoft’s portfolio includes a diverse range of online casino games, each designed to offer unique features and interactive gameplay but JetX is the literal gem!
JetX is an online crash game that combines simplicity with excitement, offering players an engaging betting experience. This dynamic gameplay requires both luck and strategy, appealing to a broad audience seeking quick, high-stakes action. JetX stands out due to its user-friendly interface, real-time gameplay, and mobile compatibility, making it accessible and enjoyable for players on the go. Its growing popularity in Africa can be attributed to its exciting gameplay mechanics and the potential for significant winnings.
What strategies did you employ to ensure JetX appeals to a diverse audience, particularly in Africa?
When we expanded into the African market, we knew it’s a big and diverse region, so it’s important to understand each country individually instead of seeing it as one market. With our partners’ help, we’re working hard to learn about each country’s marketing practices and what types of games people enjoy. It’s a challenging task, but the African market is a top priority for us, and we’ve allocated resources to quickly build our knowledge in this area.
How has JetX been received by African players compared to other regions? Are there any notable differences in player behavior or preferences?
The African market is one of the most interesting and significant for us, and we believe it has great potential. It is a highly dynamic and exciting market, where players are exposed to a wide variety of games. Their enthusiasm for diverse content gives us inspiration and motivation to create games specifically tailored to their unique preferences and needs. Moreover, they are quick to engage with new releases, eagerly embracing fresh content when it aligns with their tastes and expectations. Although Crash products were introduced only recently, they have quickly become a favorite among consumers. We expect this trend to continue growing.
How do you assess player feedback and incorporate it into ongoing game improvements?
This is a crucial aspect for us. That’s why, in collaboration with our partners, we consistently review key feedback on our games and strive to incorporate it as much as possible into new versions. We strive to bring enjoyment in everything we do – whether it’s in our work environment, or for the end users. Our goal is to delight both the customers and ourselves with our work. Therefore, we integrate gaming’s fun elements into gambling to maximize enjoyment. This approach fuels our drive to innovate and create playful experiences, redefining the gambling industry and making it more entertaining;
What future developments or updates can players expect for JetX?
Our product has undergone numerous changes since its inception, with many more improvements planned. These changes are aimed at delivering the best possible user experience for players while ensuring the product remains of the highest technical quality.
How has the success of JetX influenced SmartSoft’s approach to game development?
JetX, the first Crash game created in 2018, holds a special place as one of the company’s most beloved titles. Its global popularity is evident, and we’re thrilled that players enjoy it. At SmartSoft, having a diversified portfolio is crucial, which is why we release new games every year. As pioneers in the Crash genre, we ensure that we continually expand our offerings. Our goal is to provide players with a wide range of high-quality games they can trust to deliver an enjoyable experience.
The post SmartSoft’s expertise and future vision for the African market appeared first on European Gaming Industry News.
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