Data-driven CRM: The cornerstone of Africa’s iGaming growth
Data-driven CRM is transforming player engagement across Africa’s fast-expanding iGaming industry. In an exclusive interview with SiGMA News in Cape Town, South Africa, Henry Ross, Account Executive at Optimove, explained why acquisition alone is no longer enough to secure lasting loyalty.
The Power of Data-Driven CRM
Ross noted that operators in emerging markets often invest heavily in acquisitions but neglect to build strong CRM foundations. “The importance of being data-driven,” he said, “is to clearly define what success looks like within your business and to treat players with relevant, personalised communications that earn their loyalty for life.”
By reacting in real time and establishing a meaningful data foundation, operators can strengthen long-term value rather than relying solely on acquisition funnels.
Player lifecycle management in iGaming guides users through acquisition, activation, engagement, retention, and reactivation. Each stage maximises lifetime value (LTV), with AI increasingly used to personalise and optimise the journey.
AI and personalisation at scale
The iGaming market in Africa is forecast to reach $2.36 billion by 2028, growing at a compound annual rate of 6.28 per cent. Key drives include mobile-first adoption, fintech integration, and a youthful population. Countries like Nigeria, Kenya, and South Africa are leading the way. Nigeria, for one, has shown exponential growth, according to several media outlets.
But personalisation at scale remains both a challenge and an opportunity in mobile-first environments. Ross highlighted that AI can automate content creation, tailor local offerings, and optimise campaigns without overspending on low-value segments. But “Everything else is a buzzword that may not deliver what you hope,” he said.
In 2026, insights reveal more than 95 percent of Africa’s 349 million gamers will play exclusively on smartphones. Additionally, Android devices are now under $200, positioning mobile as the common route to gaming. The media age is about 19, making the continent’s audience digitally native and eager for mobile play, according to reports.
Moreover, football, in particular, drives engagement with apps, enabling instant wagers during matches. Services like M-Pesa, OPay, PalmPay, and Airtel Money have also provided KYC verification, compliance reporting, and anti-fraud safeguards.
Navigating regulation and building resilience
Regulatory shifts and taxation obstacles are what operators continuously face. Ross pointed out the Dutch market, for instance, where Optimove helped brands adapt to significant changes by relying on personalised, data-driven campaigns rather than bonuses.
“CRM gives you flexibility with your approach and a clearer picture of benchmarks, what is working, and what isn’t,” he said.
Beyond the buzz: Meaningful AI
Despite the accessibility of generative AI tools, Ross emphasised that true differentiation lies in deep insights and proactive player value strategies. Optimove’s strength, he explained, is enabling operators to orchestrate campaigns without creating “a spaghetti soup of different player journeys.”
AI should be leveraged to deliver the right message, through the right channel, at the right time. With Africa’s iGaming markets’ continuous growth, Ross pointed out that the winners will be those who build resilience through data-driven CRM, embrace AI, and adapt to a diverse regulatory landscape.
“The moat operators build around themselves come from foundational insights, not just surface-level AI tools,” he said.
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