At SiGMA Africa 2025, Sasha Boerma, Commercial Director-Africa at Split the Pot, offered an insightful perspective on how artificial intelligence (AI) is influencing the gaming industry across the continent. In conversation with Mercy Mutiria, Boerma dissected the growing role of AI in gaming operations, its potential to enhance player safety, and the unique cultural and behavioural factors shaping its adoption in Africa.

Boerma began by highlighting a key distinction: while AI has seen mature implementation in Western markets, its deployment in Africa must account for regional nuances.
“In Africa, it’s very different from our tier ones,” she noted, referring to the advanced use cases in regions with more established gaming ecosystems.
Language diversity and a relative lack of finely tuned, localised content remain key barriers. Despite this, Boerma expressed optimism, particularly regarding AI’s ability to provide behavioural insights.

A case in point: a recent instance where AI accurately identified the use of multiple mobile devices by a single player not as fraudulent behaviour, but as a regional norm. This kind of contextual sensitivity, Boerma suggested, is a game-changer for operators looking to scale responsibly across African markets.

Enhancing responsible gambling through behavioural AI

Boerma was particularly passionate about AI’s role in promoting responsible gambling. She cited examples where AI-driven monitoring tools can identify erratic player behaviour and trigger interventions such as phone calls or unexpected gestures like delivering a coffee to a player’s doorstep. “It interrupts the brain patterns,” she explained, noting that these kinds of soft interventions not only reduce harm but also promote player loyalty. AI, in her view, is not merely a tool for efficiency, but a protective layer that safeguards players from potentially destructive behaviour.

Addressing stigma and driving awareness

When asked about the lingering scepticism surrounding AI in Africa, Boerma was confident in the technology’s future acceptance. “Of course it’s going to change in time,” she affirmed, stressing that the responsibility lies with both regulators and operators to set the narrative. Thoughtful implementation, paired with transparent use cases, will be vital in reshaping perceptions and demonstrating AI’s positive impact.

Personalisation and the enduring need for human touch

AI-driven personalisation is gaining traction globally, and Africa is no exception. Boerma pointed out that while AI excels at content curation based on player preferences, it cannot replace the sensory, human aspect of user engagement. Traditional advertising remains crucial in countries like Nigeria, where personal interaction is often favoured. However, she acknowledged AI’s effectiveness in player segmentation, interest mapping, and engagement timing, describing it as “a good indicator tool” to support more strategic human interventions.

Balancing innovation with cultural sensitivity

Boerma’s remarks serve as a timely reminder that AI adoption in gaming must be culturally attuned and ethically grounded. Africa’s gaming industry, while poised for growth, presents a mosaic of languages, habits, and expectations that require more than just technology. It requires empathy, regional insight, and above all, a commitment to player well-being.

As the sector continues to evolve, Boerma’s vision is clear: AI should augment, not replace, the human elements that make gaming a truly engaging experience.

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