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
Uganda: National Lotteries and Gaming Regulatory Board and Uganda Police- Rwizi Region Deepen Ties in Enforcing the Gaming Law
The National Lotteries and Gaming Regulatory Board (NLGRB) recently held a high-level stakeholder engagement with the Uganda Police Force Officials in Rwizi Region. The engagement, hosted at Lake View Hotel in Mbarara on May 27, 2025, brought together District Police Commanders (DPCs), Officers in Charge of Criminal Investigations (OCIDs), local leaders, the media and other technical stakeholders from across the region.
The engagement focused on aligning enforcement strategies, enhancing compliance and deepening the understanding of Uganda’s gaming laws under the Lotteries and Gaming Act, Cap 334. In his opening remarks, NLGRB CEO Mr. Denis Mudene emphasized the strategic collaboration between the Board and the Uganda Police Force in enforcing gaming law to protect citizens, end underage gaming and maintain public order.
“Gaming is not a money-making venture. It is a leisure activity or entertainment, and we encourage only those of legal age to participate responsibly,” Mr. Mudene said.
Mr. Mudene raised concerns over the growing trend of children using parents’ phones to gamble online. He warned parents against registering SIM cards under their names and passing them on to minors, as this facilitates undetected underage gambling.
“93% of gambling happens online, mostly by corporates. However, when a phone registered in a parent’s name is used by a 15-year-old, they pass all verification checks,” he explained, urging responsible digital parenting.
In response, the Mbarara City Mayor, Robert Mugabe Kakyebezi, commended the Board’s efforts in bringing regulatory oversight closer to communities. He raised alarm over the prevalence of unlicensed betting operations and children misusing school fees or resorting to theft to fund gambling.
“As you enforce the law against illegal operators as well as those with minors in their betting shops, remind them of what the law says and apprehend them. This sets an example to those who think they can break the law and get away with it.”
The Deputy Regional Police Commander Rwizi Region, Senior Superintendent of Police Bosco Bakashaba, reaffirmed the Uganda Police Force’s commitment to upholding the law in partnership with the NLGRB.
“We shall offer total support to reduce offenses and illegal operations. Gaming houses that admit underage individuals or operate without licenses, especially in villages, will face legal consequences,” SSP Bakashaba asserted.
He pointed out that crime intelligence and informants are key tools in detecting and shutting down illegal slot machines and unauthorised betting centres.
“Gaming is like a razorblade, used correctly, it’s useful. Used wrongly, it causes harm,” he concluded.
The post Uganda: National Lotteries and Gaming Regulatory Board and Uganda Police- Rwizi Region Deepen Ties in Enforcing the Gaming Law appeared first on European Gaming Industry News.
In a move designed to strengthen their African presence and enhance customer experience, SYNOT Games has announced a strategic cooperation with Codium, an innovative software solutions provider and aggregator in the iGaming industry.
The partnership, currently active in jurisdictions including Liberia and Nigeria, empowers SYNOT Games to distribute its extensive portfolio of gaming content effortlessly through Codium’s aggregation platform. By utilizing Codium’s advanced technological infrastructure, SYNOT Games is well-positioned to reach a wider African audience, thereby enhancing both efficiency and the quality of customer support.
“Partnering with Codium marks a pivotal step in our strategy to grow within regulated African markets,” said Kristína Ďaďová, Sales Manager at SYNOT Games.
“Codium’s aggregation capabilities and in-depth understanding of the African regulatory landscape allow us to broaden access to our games while maintaining high standards of quality and compliance. This collaboration underscores our commitment to excellence and our ambition to deliver cutting-edge entertainment across diverse regulated markets,” she adds.
Codium specializes in comprehensive iGaming solutions, providing certified platforms that encompass various sports betting and online casino offerings. Their Blue Platform, known for its adaptability and scalability, has been instrumental in enabling SYNOT Games to fit in emerging and established regulated African markets.
Matej Mikunda, Sales Director at Codium, also welcomed the partnership, stating: “Our collaboration with SYNOT Games demonstrates a shared ambition to raise the bar for iGaming across Africa. By merging our technological expertise with SYNOT’s engaging content, we’re empowering local operators and enhancing the gaming experience for players throughout the region.”
This alliance strengthens SYNOT Games’ foothold in key regulated African jurisdictions and highlights both companies‘ dedication to quality, innovation, and responsible gaming. With increasing demand for premium content and evolving regulatory frameworks across the continent, SYNOT Games and Codium are well-positioned to shape the future of African iGaming standards.
The post Accelerating Ambitions in Africa: SYNOT Games Teams Up with Codium appeared first on European Gaming Industry News.
SOFTSWISS, a leading global tech company providing software for the iGaming industry, leveraged its keynote platform at the opening of Africa Tech Week to formalise its South African market ambitions, highlighting cybersecurity resilience as central to its strategy. Deputy CSO Artem Bychkov warned that with cyberattacks escalating alongside digital adoption, companies entering African markets must be builders – not just participants – in secure digital ecosystems.
Artem Bychkov, Deputy Chief Security Officer at SOFTSWISS, addressed delegates with a warning: Africa’s booming digital economy is being matched – and in some cases outpaced – by cybercriminal innovation. South Africa now ranks among the top three countries globally in cybercrime-related losses, with R2.2 billion lost annually. “As the continent becomes more connected and digitally empowered, so too does the cyber risk. But with the right architecture, we can build resilience from the ground up,” said Bychkov.
Bychkov spotlighted established as well as emerging threats – from malware-as-a-service and supply chain infiltration to deepfake-driven KYC fraud – and positioned SOFTSWISS as a company whose track record in technical stability and innovation is vital for the African market. “Cybercriminals adapt fast. So must we,” he added. “There’s no substitute for a comprehensive security programme. People, processes, and technology must align under a long-term vision.”
SOFTSWISS has accelerated its African strategy, with enhanced adaptability for African operators. This strategy has already yielded acclaim: SOFTSWISS recently received the ‘Innovation of the Year’ award at the Sports Betting East Africa+ Summit – a recognition that its customisable solutions are both reliable and transformative, even in newly entered markets.
SOFTSWISS’ presence at Africa Tech Week underscores its ambitions to support Africa’s digital future not only through gaming platforms but also through a broader ecosystem of secure digital services. From device-level MFA and behavioural analytics to real-time monitoring and secure-by-design development, the company is bringing global cybersecurity standards to the continent – and evolving them to meet local realities.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post SOFTSWISS Calls for Resilience by Design at Africa Tech Week appeared first on European Gaming Industry News.
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