Simon Pepper: The key challenge is simplifying mobile money integration for businesses and customers

What are the main challenges you face in implementing mobile payment solutions in Sub-Saharan Africa?

Our primary challenge lies in facilitating the ‘Direct Settlement’ solution, where merchants collect funds directly from their customers and gain real-time access to cleared funds. The complexity arises in navigating network operators’ onboarding processes to obtain the necessary API keys for Mobile Money Integration. For operators we haven’t previously collaborated with, acquiring the correct API documentation can be time-consuming. Additionally, conducting testing with the network operator for a merchant’s ‘Paybill’—their account on the operator’s Mobile Money platform—adds another layer of complexity. Given our experience working with over 40 operators across 21 regions in Africa, we have honed our expertise in this area. One of Tola’s key advantages is that we handle all aspects of connectivity and API integration with network operators, allowing merchants to focus on their core business and customer engagement.

How does Tola Mobile address issues related to internet connectivity and digital literacy to promote mobile payments?

While we occasionally encounter network connectivity challenges due to IT infrastructure issues in Africa, such as disruptions to sub-sea cables, we proactively monitor the status of our connections between Tola.wallet and the various Mobile Money platforms across the 21 supported regions—the largest coverage offered by any Mobile Money Integrator. Regarding digital literacy, Mobile Money’s simplicity and accessibility through any mobile handset and a prepaid SIM card have made it the default payment method in these regions. Its ease of use and real-time transaction capabilities negate the need for additional promotion, as its adoption continues to grow significantly each year.

What trends do you see emerging in mobile payments that could significantly impact the iGaming industry in Africa?

The frictionless nature of Mobile Money transactions can be surprising for some gaming companies. Customers typically deposit funds right before major events, facilitating immediate betting activity, and then withdraw their winnings swiftly. Since the network operator has already conducted KYC on both the wallet holder and the merchant, there is minimal additional KYC required. This transactional model—money in, stake placed, bet resolved, winnings withdrawn—makes player balance management challenging, as accounts are often cleared quickly. For some merchants, we’ve implemented a balance-less mechanism, where the deposit directly funds the stake, and any winnings are automatically transferred to the Mobile Money wallet. This approach accelerates the process and offers anonymized betting with minimal KYC overhead. The emerging trend, therefore, is the need for rapid, low-latency payment processing to keep up with this fast-paced environment.

How do mobile payment solutions impact the accessibility and growth of the iGaming industry in Africa?

Mobile Money’s widespread availability to any network operator subscriber over the age of 18 significantly broadens access to the payment methods required for depositing funds and collecting winnings, effectively opening the market to nearly all adults. Given the popularity of football/soccer betting in many regions, the market potential is substantial. While the average deposit and stake sizes may be lower than in other regions, the high volume and diverse bet types compensate for this, driving growth.

Can you elaborate on the importance of ‘Go-to-market’ strategies in successfully launching new products in the African market?

Launching a new product in Africa requires a comprehensive go-to-market strategy that leverages all available marketing channels, from traditional ‘above-the-line’ advertising—such as print media, billboards, and SMS marketing—to digital and social media campaigns, chatbots, and other interactive engagement tools. It’s crucial for operators to strategize how they will attract and retain customers, including those already engaged with competitors. While Tola supports these efforts through tools like SMS messaging, the primary responsibility for market penetration and customer engagement lies with the merchant’s marketing team.

What role does competitive analysis and product positioning play in Tola Mobile’s strategy to capture the African market?

Tola differentiates itself as a Mobile Money Integrator offering ‘Direct Settlement,’ positioning us distinctly from traditional aggregators, PSPs, or payment gateways. With integrations across 21 regions and over 45 operators, we offer unparalleled market coverage. Our commitment to providing first-class service—from contract signing through onboarding and Paybill provisioning to personalized operational support—reinforces our competitive edge. Our support process is highly automated, with features such as email alerts, operator status monitoring, and escalations to ensure that no issue is overlooked.

How do you foresee the future of mobile payments evolving in Africa, and what impact will this have on the iGaming sector?

The future of Mobile Money payments in Africa is moving toward even greater ease and speed for subscribers. Payment authorization, which currently may involve web pages, USSD menus, or SMS messages, will become more streamlined, allowing for direct interactions through handsets for instant payment approvals. For merchants that don’t register or identify consumers via their mobile numbers (MSISDN), new mechanisms will emerge to collect this information directly from the consumer at the point of payment. This evolution will further align the process with card payments, where the MSISDN and network operator details can be stored for future use, making transactions even more frictionless. These advancements will significantly benefit the iGaming sector, particularly for high-frequency interactive games, by enabling faster, more seamless transactions.