Africa’s gambling industry is expected to generate $20.43 billion in revenue by 2025, with further growth projected to reach $22.17 billion by 2029, according to recent market data from Statista. With over 120 million users expected by the end of the decade and an average revenue per user (ARPU) of $181.05, the continent is becoming an essential frontier for global gaming companies.
Speaking with SiGMA TV, Ramon Glieneke, Chief Operating Officer of Alea, said he sees Africa as a key growth region. “It’s a huge continent, young people, one of the youngest in the world, so we expect big things from Africa,” Glieneke said.
Replication of a global model
whose core business is aggregation, provides a single API connection that gives casino operators access to over 160 game providers and more than 16,000 games worldwide. The company is replicating this model in Africa, adapting it to local needs.
“Our aim is to facilitate the life of casino operators,” Glieneke explained. “We are not just a game aggregator; we are also a business partner for casinos. We recommend what is working and how to push content here.”
The company prides itself on being data-driven, using analytics to determine which games perform best in specific regions. “We already have operators in Africa. We know which content is working and which one is not,” he said. “This is how we push our clients to grow and improve performance.”
Consulting land-based operators entering online
While Alea focuses exclusively on online gaming, the company is increasingly working with land-based operators looking to enter the online space. “We understand their business model and help them in this transition,” Glieneke shared. “What works in land-based does not necessarily work online. We consult on how to perform from the very beginning.”
He emphasised the differences in dynamics between the two formats. “The land-based is really specific and online is really specific. So, moving from one content to another, you have to understand how online works.”
Continued expansion in Africa
Alea’s ambitions in Africa are long-term. “Our key goal for this year is to keep on growing in the African market,” Glieneke said. “We saw other synergies between emerging markets, like Latin America, and we saw some games and providers working well in both regions.”
Currently, the company is pushing further into South Africa, one of its most active markets. “We are adding more content, specialised content, because something that works in Europe is not necessarily working in Africa,” he added.
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