“The iGaming industry in Africa is experiencing a transformative phase”

What initially drew you to this industry, and how has your perspective on it evolved over time?

I entered the iGaming industry somewhat unexpectedly in 2011 and quickly discovered a passion for it. The dynamic environment, innovative technologies, and vibrant community of professionals captivated me from the start.

Over the years, my perspective has evolved as I’ve witnessed the industry’s growth, especially in Africa, from primarily land-based casinos to a thriving online gaming ecosystem encompassing regulated markets, Sportsbook, and online casinos. This evolution has reinforced my excitement for the industry’s potential and the opportunities it presents.

How would you describe the current state of the iGaming industry in Africa, and what unique opportunities or challenges does it present compared to other markets?

The iGaming industry in Africa is experiencing a transformative phase, marked by regulatory advancements, increasing consumer demand, and technological innovations. This presents unique opportunities, such as tapping into underserved markets, leveraging mobile technology for widespread access, and fostering local talent and entrepreneurship. However, challenges like regulatory complexities, infrastructural limitations, and market fragmentation require strategic navigation and innovative solutions.

You’ve been noted for your commitment to diversity and inclusion within the gaming industry. Can you share some initiatives or strategies you’ve implemented to promote these values at The Conexus Group and Initiate International?

At The Conexus Group and Initiate International, fostering diversity and inclusion is integral to our culture and operations. We have implemented initiatives such as mentorship programs, diversity training, and inclusive recruitment practices to ensure a diverse workforce and supportive environment for all employees. Additionally, founding Women in Gaming Africa and hosting events aimed at empowering women in the industry align with our commitment to diversity and inclusion.

As the Director of Africa & Middle East at The Conexus Group, could you elaborate on the synergies between the different brands under the group and how they collectively contribute to the iGaming ecosystem in Africa?

The Conexus Group’s diverse portfolio of brands synergize to offer comprehensive solutions and support to the iGaming ecosystem globally. From training and talent acquisition to M&A advisory, payments and marketing services, each brand plays a vital role in enhancing industry growth, fostering innovation, and driving positive change. Right now in Africa, I believe The Conexus Group offering is pretty unique, and it’s exciting I get to be at the forefront of this expansion for the group.

Can you discuss your approach to leadership and how it has helped foster growth and innovation within your team and the broader industry?

My leadership approach revolves around empowerment, collaboration, and continuous learning. By empowering team members, fostering a culture of open communication and creativity, and embracing feedback and new ideas, we’ve cultivated a culture of innovation, growth, and excellence. This approach extends beyond my team to contribute to broader industry growth and positive impact.

Looking ahead, what emerging trends or technologies do you believe will significantly impact the African iGaming market in the next few years?

The African iGaming market is poised for significant growth driven by emerging trends and technologies. The mobile revolution, advancements in AI and machine learning, blockchain applications, and immersive gaming experiences are set to revolutionize the industry.

Additionally, regulatory developments, increased digitalization, and evolving consumer preferences will shape the landscape and present new opportunities for innovation and expansion. I mean, what other market do you know that has to find solutions to betting offline, or without a smartphone?

What were some of the key takeaways or standout moments for you from SiGMA World Africa?

SiGMA World Africa was an incredibly impactful experience, highlighting the industry’s potential and fostering valuable connections and insights. Key takeaways include the industry’s focus on innovation and collaboration, the growing interest in Africa as a key market, and the importance of diversity and inclusion in driving industry progress.

Standout moments included engaging discussions, networking opportunities, and witnessing the enthusiasm and passion of industry professionals. It was also really great to see so much foreign interest in Africa, which was definitely creating a bit of a buzz around the conference!

Following the successful launch of Women in Gaming, The African Chapter, could you share more about the goals and activities planned for this initiative? How do you envision it shaping the future of the iGaming industry in Africa and the Middle East?

Women in Gaming, The African Chapter, aims to empower and support women in the gaming industry through networking, mentorship, advocacy, and professional development opportunities.

Our goals include promoting gender diversity and inclusion, fostering leadership and career advancement for women, and driving positive change and innovation in the industry. We envision this initiative shaping a more inclusive, equitable, and thriving iGaming ecosystem in Africa. Of course, if we can emulate the same in the Middle East in the future too, that would be great!

As a recurring chairperson for The BiG Africa Summit, what are your main goals for these conferences, and how do you ensure they remain impactful and relevant to attendees?

As the chairperson for The BiG Africa Summit, my main goals revolve around facilitating meaningful discussions, promoting industry collaboration and innovation, and addressing key challenges and opportunities facing the African iGaming market. To ensure the conferences remain impactful and relevant, we focus on diverse content, engaging speakers, interactive sessions, and feedback mechanisms to gather insights and continuously improve the attendee experience.

I’ve attended BiG as an attendee and panellist many times and so when they asked me last year to chair, and again this year, I of course jumped at the opportunity since it’s great way to also build your own personal brand alongside that of our companies. Eventus have also always been champions of the Women in Gaming panels, and so there’s great synergy between us. It’s an honour to chair for a second year running.