Responsible gaming must lead Africa iGaming growth push: Expert
Responsible gaming must move from policy discussion to practical implementation as Africa’s iGaming market accelerates, according to African iGaming Alliance (AiA) CEO Peter Emolemo Kesitilwe.
In an exclusive interview during SiGMA Africa in Cape Town, Kesitilwe stressed that protecting players while enabling innovation will depend on deeper market understanding, cross-border cooperation, and a shift towards evidence-based regulation. “Responsible gambling is an issue worldwide, including Africa,” Kestilwe said. “But Africa is quite peculiar; it is not a one-size-fits-all market.”
His comments align with findings from the SiGMA Africa Market Report, which shows that while regulated markets account for around 90 per cent of engagement and up to 85 per cent of revenue, disparities across jurisdictions remain stark.
Industry urged to prioritise data-driven understanding of behaviour
Kestilwe argued that current responsible gaming tools are not delivering the intended outcomes, largely because they are not grounded in sufficient player data.
“We are talking about operators, regulators, policymakers, but we never bring the players,” the AiA CEO said. “We need to do research on what really causes this issue of problem gambling across Africa.”
Across the continent, operators and regulators have introduced safeguards such as deposit limits, age verification, and KYC processes. However, Kesitilwe suggested that these measures may be ineffective without a deeper understanding of player motivations and behaviours.
According to the SiGMA Africa Market Report 2026, strong engagement does not always translate into sustainable revenue or safe play in the region.
Regulators encouraged to share best practices across borders
Kesitilwe rejected the idea of full harmonisation in iGaming regulation, instead advocating cooperation between jurisdictions. “Instead of harmonising Africa, we should come up with cooperation models,” he said. “You cannot harmonise the whole continent.”
He pointed to his experience as a regulator in Botswana, where collaboration with counterparts in Nigeria, Kenya, South Africa, and Uganda helped shape effective frameworks.
“If Kenya has the best responsible gambling framework, let’s borrow from that,” he said. “Let’s cooperate.”
Young population drives demand as oversight struggles to keep pace
Africa’s demographic and technological profile is accelerating iGaming adoption, underscoring the urgency of responsible gaming efforts. “Africa is a mobile-first continent,” Kestilwe said. “The average age is 21.3 years, we have a very young population.”
The SiGMA Africa Market Report highlights that East African markets such as Kenya and Tanzania benefit from strong mobile money ecosystems, enabling consistent engagement and revenue generation. Meanwhile, high engagement in countries like Ethiopia signals demand even in the absence of regulatory structures.
Five-year outlook hinges on cooperation, localisation
“All we need is cooperation,” Kesitilwe said. “We must ensure licensing frameworks and responsible gambling measures are aligned through collaboration.”
The SiGMA Africa Market Report projects that while mature markets such as South Africa and Nigeria will continue to anchor growth, emerging markets could reshape the landscape as regulation expands.
Kesitilwe emphasised that success will depend on recognising local differences. He also highlighted the role of industry bodies. “Alliances such as the African iGaming Alliance came at the right time to ensure cooperation and address illegal markets,” he added.
Ultimately, responsible gaming remains at the centre of this evolution. “We need to focus on the consumer, on the player,” Kesitilwe said. “That is how we will get it right.”
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