Africa’s gaming landscape is evolving at a pace, with operators, suppliers, and regulators navigating a rapidly expanding digital ecosystem. During the Africa’s Edge: Responsible Gaming as the Ultimate Market Differentiator panel at the SiGMA Central Europe summit in Rome in 2025, industry experts discussed how Africa’s dramatic growth will require a more effective, coordinated, collaborative, and technology-driven approach to ensure that players’ rights are protected. Their insights highlighted the unique characteristics of African markets, the need for trust-driven frameworks, and the commercial value of responsible conduct.
Market potential driven by local nuance
Opening the discussion, the speakers emphasised the richness and diversity of Africa’s 54 jurisdictions. Zsuzsanna Zeibig of EGT Digital noted that “each one of them is very different,” stressing that Kenya, Tanzania and Nigeria remain among the most promising markets for online expansion. Jeremiah Maangi, CEO of IGA Africa, agreed but encouraged a broader view, stating that “there are so many other markets which are actually very promising,” urging companies not to limit themselves to the most extensive territories.
Emerging regions such as Ethiopia, Namibia, South Sudan, and Congo were highlighted as undervalued but full of opportunity. Maangi emphasised South Sudan’s untapped potential, explaining that its challenges stem from a “lack of proper regulation,” while Congo, despite being home to several operators, suffers from limited visibility.
Player behaviour shaped by socio-economic realities
African player profiles differ significantly from those in mature jurisdictions, often due to infrastructure gaps and social factors. According to Zeibig’s complete review, many rural communities have unreliable network connections; thus, the challenge of regulatory oversight and monitoring is exacerbated by the lack of visibility in a community setting.
Maangi provided results from a market research project he completed in Nairobi, which showed that the majority of survey participants “primarily participate because they are hoping to become wealthy or make a living” versus the entertainment-based environment that is most prevalent in parts of Europe. The difference in thought processes towards wagering places even more emphasis on the importance of developing responsible gaming protection methods, Maangi stated.
Technology trends shaping the next phase of growth
The discussion moved to market-shifting technological developments. Speakers unanimously underscored the rising influence of tools that enhance player agency and risk visibility. Maangi suggested that the innovations most likely to succeed will be those that “make the players feel that they’re in control,” drawing parallels with the adoption of cryptocurrency and crash-style games.
The continent’s advancing cryptocurrency landscape was also spotlighted. Kenya, for instance, has passed a parliamentary bill paving the way for official regulation of digital assets. As Maangi noted, several African states are already recognising the utility of crypto, and more widespread adoption is imminent.
The role of responsible gaming in commercial success
Transitioning into the core theme of the panel, the speakers on the panel had one cohesive message: Responsible gaming is not necessarily a requirement for compliance; rather, it serves as a means of strategically positioning oneself above and beyond the competition in Africa.
According to Zeibig, in order for there to be success in this area, there needs to be some alignment between Regulators, platform providers, and operators so that players are provided with proper protections, as well as appropriate channels of support. Maangi pointed out that operators who are proactively promoting Responsible Play will be able to reap the benefits over time. He explained that an addicted or struggling player “can go out there and give out negative reviews,” damaging an operator’s reputation. For him, promoting safer gambling ensures platforms attract “the right audience,” boosting lifetime value.
AI and next-gen monitoring for harm minimisation
Even though the continent has technological limitations, the ability of AI and device intelligence to transform the world is vast. According to Zeibig, AI gives teams “better insight into monitoring player behaviour,” thus allowing them to understand changes in spending behaviour better, time spent playing and/or behaviours indicative of at-risk players. She also pointed to Africa’s reliance on mobile money, which can be integrated into monitoring systems to improve detection and intervention.
Maangi stressed the regulator’s role in driving adoption, arguing that authorities must “make it mandatory for companies to have certain technological tools” to ensure continent-wide consistency. Without regulatory leadership, implementation would remain uneven.
Empowering players through transparency
Enhancing transparency for players and stakeholders was positioned as a crucial next step. Zeibig highlighted that many users in emerging markets still view gambling as a source of income, and that operators must actively reframe it as entertainment through education and better visibility tools. Features such as time-usage dashboards could help users understand their behaviour, much like digital wellbeing tools seen on social platforms.
Collective learning and cooperation among businesses is essential to Maangi. He said, ‘Technology is simply a formula. If a proper formula is not used, then a proper outcome cannot be achieved.’ According to Maangi, continuous sharing of information is essential for developing a safer environment for the gaming industry, as regulators, operators, and suppliers share their experiences and best practices with one another.
Responsible gaming will become part of the overall strategic approach to developing trust in brands, financial sustainability, and long-term market stability throughout Africa. As regulations develop and technologies evolve, Africa will start to create a competitive advantage through responsible gaming practices.
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