Matt Cowan, Commercial Director for Africa at EveryMatrix, spoke to SiGMA News about the changing shape of regulated iGaming on the continent, as casino products begin to play a larger role in markets long dominated by sports betting.
South Africa is among the first markets where the shift is becoming clear. Cowan said online casinos are drawing in new players while also giving sportsbook customers more reasons to stay active beyond major sporting events. He said the pattern is beginning to shape operator strategy elsewhere on the continent, including in Kenya and Tanzania.
Q: What’s driving the evolution in South Africa as players move from being primarily sports-focused to engaging more with casino products?
M. Cowan: Growth is coming from two directions at once: entirely new users entering the market through casino products, and established sportsbook customers expanding into casino as part of their regular play.
That dynamic has significantly broadened the addressable market. Casino gaming also brings a different engagement profile, it is continuous, immersive and not tied to sporting calendars. Without breaks between seasons or pauses between events, it’s understandable why casino products are rapidly taking a more dominant role.
Q: Does that underline the need for operators to prioritise cross-sell, especially around major events such as this summer’s World Cup?
M. Cowan: Without question. Casino gaming provides an always-available entertainment layer. While a global event like the Football World Cup remains one of the strongest acquisition windows available to operators, many casual bettors engage only around the tournament itself, and it can be difficult to retain them afterwards. Casino helps bridge that gap, keeping those players active long after the final whistle.
It also strengthens engagement around the live sports journey, before kick-off, in-play and post-match.
The key is building connected experiences across both verticals. Gamified missions and challenges that encourage sports bettors to sample casino gaming can be extremely effective. Solutions such as our EngageSuite are purpose-built to help operators execute that strategy in a sophisticated and scalable way.
Q: Do you see the same trend emerging across other African markets, where sports betting and crash games still dominate?
M. Cowan: In many ways, it’s already underway. Markets such as Kenya and Tanzania are showing early signs of the same trajectory. Sports and crash remain highly popular, but as audiences become more experienced and seek deeper, more varied entertainment, slots are a natural next step.
It feels less like a question of if and more like a question of when.
Q: What opportunities does rising slots demand create for operators and content suppliers such as EveryMatrix?
M. Cowan: Speed to market and depth of offering become critical. Operators that can deliver broad, compelling content portfolios the fastest are best positioned to capture demand.
At the same time, managing multiple suppliers, commercial relationships, and technical integrations can quickly become complex. That’s where aggregation and casino management platforms become valuable, simplifying operations while improving efficiency.
For operators, having access to a vast range of real-money casino content through a single integration is a major competitive advantage. Add local market expertise and strong post-launch support, and it becomes a powerful proposition.
Q: Are there particular content types resonating most strongly with South African players? Do traditional themes outperform, or is demand leaning towards faster, more engaging slot experiences?
M. Cowan: Straightforward game mechanics continue to perform very well. While South Africa is among the continent’s more developed slots markets, it is still relatively early-stage compared to mature global jurisdictions, and players often gravitate towards games where the mechanics and potential rewards are immediately clear.
Volatility also plays a major role in player preference. A sizeable segment of South African players have a strong appetite for high-volatility titles and bigger max-win potential, such as Pragmatic Play’s Super Scatter series or NoLimit City’s Duck Hunters.
Q: How is EveryMatrix positioned to capitalise on growing casino demand and establish itself as a leading provider in South Africa?
M. Cowan: Our position is built on both expertise and product depth. With decades of industry experience across the team, we understand how operators can maximise revenue and player value in casino gaming.
That expertise is supported by a strong product ecosystem. Through our casino management platform and extensive content aggregation, operators gain access to one of the broadest game portfolios available, including exclusive titles they can’t source elsewhere.
Retention is equally important in competitive markets, which is where EngageSuite plays a central role. Through bonus campaigns, mini-tournaments, gamification and CRM tools, we help operators address some of their biggest challenges — not just acquiring players but keeping them engaged over the long term.
