INSIGHT
INSIGHT
AFRICA’S
INGENUITY:
AFFILIATES & MOBILE IN-PLAY
A sprawling continent comprising sports-mad nations where everyone
uses mobile would appear to be manna from heaven for the gaming
industry, writes Sarafina Wolde Gabriel. So, how can affiliates benefit?
THE SUBJECT OF EMERGING
MARKETS in the igaming industry
is often among the easiest to broach,
while simultaneously being the
most complex to examine at a more
granular level. This is largely due to
the fact that a given market’s potential
can frequently be identified better than
it can be understood. No market in
the igaming industry currently fits this
description better than that of sub-
Saharan Africa.
Two key areas that highlight the
region’s wide array of opportunities
are those of affiliate marketing and
mobile in-play betting. Closely linked
by their reliance on creativity and
collaboration, each allows for a more
thoughtful exploration of how markets
in Africa will undoubtedly drive
evolution in technology, marketing
strategy and regulation.
The role of affiliates
Prior to building a plan for entry into
any of Africa’s growing markets, it is
important to acknowledge that each
will necessitate its own unique set of
requirements, especially as it pertains
to affiliates. That Africa’s status as
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iGB Affiliate Issue 72 DEC 2018 / JAN 2019
a burgeoning igaming ecosystem is
being elevated at the same time as
the US market enters its next stage
of evolution following the repeal of
PASPA, offers a convenient parallel.
The respective timelines for igaming
in Africa and the US differ but
each now finds itself in a position
where its immediate future will
largely be defined by technological
advancements in mobile, the immense
popularity of national sports and
the implementation of a suitable
marketing strategy. In these regards,
affiliates are ideally placed to be vital
partners and resources as individual
brands and markets continue to grow.
Supporting evidence points to
an increasing intent on the part of
affiliates to partake in the continued
growth of African markets moving
forward. From the perspective of
Income Access, where we conduct
an annual survey across our network
of affiliates, 2018 saw 19% of
respondents select Africa from the
list of regions in which they are
considering promoting.
Another result from our survey
suggests that a growing number of
affiliates are aligned with key areas
of interest within Africa’s igaming
landscape. When asked about which
verticals they would consider for
future promotional activities, survey
respondents made esports and
sportsbook the top two selections with
34% and 31%, respectively.
The popularity of football and the
corresponding potential it delivers
to sportsbooks in African markets
cannot be overstated. In the case of
esports, the growth is more gradual
yet still promising enough to serve as
an indicator of likely opportunities
ahead. The fact that Multichoice
Africa, a South African-based video
entertainment company, launched a
dedicated esports channel on its DStv
network last year suggests as much.
The significance of affiliates’
willingness to participate in the market
is important, not just for their ability
to expand the scope of a brand’s
messaging but also their ability to
segment and adapt to an array of
market influences. In many ways,
it’s as simple as understanding that a
strategy that appeals to one audience
will not necessarily appeal to the next.