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
-
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.
-
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.
-
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.
-
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
-
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.
-
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.
-
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.
-
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.
In a strategic initiative aimed at expanding its influence in regulated African markets, SYNOT Games, a leading developer of online casino games, has announced a partnership with Aardvark Technologies, one solution provider for online and retail iGaming. This collaboration positions Aardvark as a primary aggregation partner for SYNOT Games, enhancing the company’s footprint in rapidly evolving markets across the African continent.
The partnership builds upon an already successful history between the two companies, which has enabled SYNOT Games to establish a foothold in African markets. With this formalised integration, the two sides will combine forces to navigate the continent’s complex regulatory landscape, leveraging Aardvark’s operational acumen and advanced omnichannel platform to drive distribution and growth.
“Our collaboration with Aardvark Technologies marks a pivotal step in SYNOT Games’ long-term strategy to become a leading force in regulated African markets,” said Martina Krajčí, Chief Commercial Officer at SYNOT Games.
“Aardvark effortlessly connects mobile, web, and retail channels, and their deep understanding of the varying legislation across different areas truly makes them a fantastic partner. Here at SYNOT Games, we’re dedicated to providing transparent, compliant, and player-focused content in every market we enter,” she added.
Aardvark Technologies, headquartered in Lithuania, has emerged as a key SaaS provider for gaming operators, known for its scalable transaction engine and intuitive management systems. The company’s technology stack empowers operators to manage multi-channel gaming operations with precision and agility. These capabilities are crucial for success in diverse regulatory environments such as those found across Africa.
“We are pleased to formalize our collaboration with SYNOT Games,” said Arijus Denisovas, spokesperson for Aardvark Technologies.
“SYNOT’s impressive portfolio, combined with its strong commitment to regulated markets, aligns with our mission of providing top-notch gaming content via secure, trusted, and locally tailored infrastructure. Together, we’re raising the bar for responsible gaming in Africa.”
The African iGaming sector, though highly fragmented, is widely regarded as one of the most promising emerging regions globally, driven by mobile-first consumer behaviour, rising internet penetration and evolving legislative frameworks. By uniting SYNOT Games’ growing library of certified titles with Aardvark’s aggregation and compliance tools, the partnership is poised to unlock new levels of accessibility and engagement for operators and players alike.
Both companies emphasize the importance of regulatory alignment and ethical gaming practices. SYNOT Games operates exclusively in regulated markets, prioritising player protection, data integrity and the transparency of its offerings. The company’s products are certified across multiple jurisdictions and supported by a robust compliance infrastructure.
The post SYNOT Games Partners with Aardvark Technologies appeared first on European Gaming Industry News.
World Sports Betting has become the Official Sports Betting Partner of the Comrades Marathon Association (CMA).
South Africa’s premier online sports betting platform has signed a three-year deal with the Comrades Marathon, kicking off now with the 2025 event and running through to the 2027 event, which will be the 100th edition of the Ultimate Human Race.
World Sports Betting was founded in 2002 and has been at the forefront of South African sports betting over the last decade. As the country’s premier online sports book, it offers a friendly, fast and secure online sports betting experience, with innovative markets tailored for its South African clients.
As part of its involvement at Comrades, World Sports Betting will help to place an even bigger focus on the world-class elite athletes that grace this world-famous ultramarathon. The World Sports Betting team will also be creating a vibe for runners in Westville, with a route activation about 15km to go from the finish. Traditionally, this is a point of the race that many runners need as much support as possible to keep tired legs going, and the vibrant support of this activation will help the runners go all in with their push for the finish.
“World Sports Betting is extremely proud to sponsor this landmark event. As a proudly South African brand, it’s important for us to align with local sporting events that not only showcase exceptional talent, but also reflect the rich spirit, diversity, and heritage of our vibrant country. We believe in backing platforms that unite communities, celebrate local excellence, and inspire the next generation of champions,” said Ryno Du Plessis, Chief Operating Officer at World Sports Betting.
CMA Chairperson Mqondisi Ngcobo said: “We are pleased to welcome World Sports Betting as the Official Sports Betting Partner to the Comrades Marathon. They will not only add immense value to our race-day activations, but their commitment to supporting iconic events aligns perfectly with the spirit of our ultramarathon. This partnership will undoubtedly enhance the experience for our runners and spectators alike, and we look forward to a successful collaboration that supports our athletes in achieving their goals.”
The 98th Comrades Marathon will be run on Sunday, 8 June 2025.
The post World Sports Betting Partners with Comrades Marathon Association appeared first on European Gaming Industry News.
SOFTSWISS, a global provider of iGaming software solutions, is making its first major public tech debut in South Africa as a proud partner of Africa Tech Week 2025, taking place in Cape Town from 3 – 4 June. Recognised as a leader in iGaming software solutions development, SOFTSWISS will also feature prominently on the speaker line-up, with its Deputy Chief Security Officer, Artem Bychkov, taking the stage as a key voice in the greater cybersecurity conversation.
Africa Tech Week has become one of the continent’s premier events for digital transformation, spotlighting cutting-edge technologies, global thought leaders, and the next wave of innovation shaping Africa’s future. With industry giants, trailblazers, and policymakers converging from across the world, this year’s event promises to set the tone for the continent’s tech agenda.
“Africa Tech Week isn’t just a tech event – it’s a catalyst for digital innovation and cross-continental collaboration,” says Bychkov. “We’re proud to be part of this vibrant ecosystem as it pushes the boundaries of what’s possible in Africa’s digital economy. I look forward to engaging with experts from around the world and sharing my experience in building strong defences against cyber risks.”
While SOFTSWISS sets the bar globally for iGaming technology and its sustainable usage, the company’s Africa strategy will see it focus strongly on expanding local partnerships, contributing to digital resilience, and promoting best practices in fields ranging from cybersecurity to responsible practices in iGaming.
This marks a focused approach in South Africa for the award-winning technology company, as it explores new opportunities and local collaborations. Bychkov’s keynote will focus on the shifting security landscape in emerging tech markets and how businesses can prepare for current and future digital risks.
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 Steps Onto The South African Tech Stage appeared first on European Gaming Industry News.
-
Africa4 weeks agoCross Switch Bolsters African Footprint with Strategic Partnership with Pesawise
-
Esportes da Sorte4 weeks agoEsportes Gaming Brasil, the group behind Esportes da Sorte and Onabet, announces Hugo Baungartner as Executive Director for Institutional Relations and Partnerships
-
Australia4 weeks ago
ACMA Imposes Fine of $500,800 on PointsBet
-
Africa4 weeks ago
QTech Games wins Leader in Online Casino at the 2025 SBEA+ Eventus Awards
-
Baltics4 weeks ago
Modern Oracles & Smart Payments: Finrax’s Vision for Blockchain, AI & Beyond
-
Australia4 weeks ago
ACMA Imposes $1 Million Fine on Unibet
-
Asia3 weeks ago
PAGCOR CHAIRMAN, ENTIRE BOARD TENDER COURTESY RESIGNATION
-
Balkans4 weeks ago
EGT Digital at Belgrade Future Gaming 2025: Get ready to be fascinated
