Poll: Should operators be investing in Africa?
As suppliers slowly build their presence on the continent, eGR asks whether operators should follow suit
Africa has for years been talked up as being the next hot destination for the online betting and gaming industry but has so far been a continent kept firmly on the backburners by most of Europe’s major operators.
Nigeria, Kenya and Uganda are often cited as being among Africa’s most gaming-friendly markets but in the past have been held back by insufficient technological infrastructure and a cultural preference for cash transactions.
However, there have been encouraging signs coming out of some of Africa’s major countries of late with European suppliers such as Playtech, Colossus Bets and London Gaming Company among those busy building a presence on the vast continent.
Yet operators continue to hold back despite much of Africa enjoying a rapid rise in smartphone penetration as well as the pivotal establishment of online payments systems such as Kenya’s M-Pesa.
Betting is also a popular pastime among many of the cultures with betting shops prevalent in countries such as Ghana and Nigeria but transferring that activity online will be key to anyone finding digital success.
European operators can be excused for having their minds and resources fixed on adapting their Europe-facing businesses to fit with the evolving regulatory picture, particularly in key markets such as Great Britain and Spain.
But entering into new markets is firmly on the agenda with Africa competing with the likes of Eastern Europe, Asia and Latin America for the attention of expansive-minded operators.
With this in mind, this week’s eGaming Review poll asks whether operators should wait no longer and ramp-up investment in Africa’s promising egaming markets. Have your say on the right-hand side of the page.