Opportunities in Africa's iGaming Market: An Interview with Aluwani Mukhudwana of SOFTSWISS
During the recent SiGMA Africa event in Cape Town, Aluwani Mukhudwana, Business Development Manager at SOFTSWISS, gave his perspective on the market across the African continent.
Mukhudwana highlights the influx of new products and the growth of total transaction revenue (TTR) as key trends and how the African regulatory environment is increasingly favourable, offering a structured framework that benefits operators, regulators, and players alike. “In terms of trends, there’s a steady flow of new products coming into the market. The map is also growing in terms of TTR profitability and regulation. These are all trends that confirm that Africa is still key in the iGaming landscape.”
Importance of local licensing
Aluwani talks about the benefits of securing local licenses when expanding into different regions of Africa. ” Licensing really does cement a brand or an operator to be well-respected amongst players and competitors as well. South Africa is a well-regulated market, and operators and players benefit from this. Events like SiGMA Africa allow operators and regulators to engage and discuss topics like player protection,” he notes. show how compliance not only fosters trust but also ensures smooth operation within the local market.
Cultural dynamics and strategic adaptation
Asked about what it means to operate in Africa, Aluwani says that operators in Africa face a complex tapestry of cultural differences. “South Africa alone encompasses a wealth of cultural diversity,” Mukhudwana explains, referencing multiple languages and unique gaming traditions like associating dreams with lotto numbers. By hiring local experts, SOFTSWISS engages local talents to bridge these cultural gaps, focusing on adaptable marketing strategies—such as using buses for branding instead of traditional billboards, Mukhudwana explains—to resonate more deeply with local audiences. “There’s a lot of complexities, but at the end of the day, it all comes back to, being flexible and making sure that you are able to adapt. Adaptation and flexibility. These are the two main points that would be the key factors.”
Trends driving the African market forward
According to the Biz Dev manager, product trends in the continent include those focused on mobile-first strategies and the evolution of crash games and the different options of winning crash games now offer. These trends reflect Africa’s young population and the demands for entertainment that offers instant gratification with minimal data consumption. Aluwani reflects on how these trends align with Africa’s unique betting culture, where low-stake bets can yield high rewards, catering to aspirational and entertainment-driven players.
Strategic partnerships as key to expansion
Mukhudwana talks about the growth of the market, “The African market is continuously growing at a rate between maybe 20 to 30 [%] YoY growth on average. That growth on its own is available for everyone to tap into.” Mukhudwana concludes that partnerships between new entrants in the African continent with well-established players facilitate market entry through established networks, reducing risks and expediting growth.
