In the rapidly evolving iGaming landscape, Africa has emerged as a key growth market, attracting global attention for its dynamic potential. In an exclusive interview with iGaming Afrika magazine, Rami Abi Ramia, Vice President Operations Africa at ARRISE powering Pragmatic Play, shares insights into the significance of the African market for Pragmatic Play, the strategies that drive success in the region, and the innovative products that are resonating with players across the continent. From localised content to pioneering game releases, Rami discusses how Pragmatic Play is shaping the future of iGaming in Africa.
IGA: How important a market is Africa to Pragmatic Play?
Rami: Africa is emerging as a key growth market for the industry, with countries such as South Africa, Kenya, Nigeria, and Ghana becoming ever more prominent in the world of iGaming. Supplying player-favourite content to operators in regulated markets across the globe, Pragmatic Play recognises the continent’s long-term potential.
IGA: What does it take to succeed in Africa?
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Rami: As in other markets, Pragmatic Play games have an established fan base in Africa, and they are growing in popularity. There isn’t a secret to this success. The games must always be designed to a high standard, striking a balance between original and proven mechanics and features, while catering to the target audience. It is essential, for example, that all games are optimised for mobile devices, given Africa’s size and infrastructure. Localisation is important too, as it is in so many markets. But ultimately, the games need to be fun to play.
Pragmatic Play also partners with leading operators in the market, having established supply deals with the likes of Betika, Turfsports, Betfounders, Yesplay, Odibet, 10bet, Soccabet and Pridebet Bongobongo, Hollywoodbets, World Sports Betting, Supabets, Premierbet, Play.co.za, Betika, Betfounders, Yesplay, Odibet, 10Bet, Betika, playTSOGO. All of this and more helps to build trust and engagement with players.
IGA: Different African nations demand products that are uniquely different from what is consumed elsewhere. As a global supplier, how does Pragmatic Play maintain the balance?
Rami: Pragmatic Play prioritises localised content that resonates with specific audiences. Its strategy involves collaborating closely with local experts to understand regional nuances, incorporating authentic themes and elements that cater to diverse tastes.
While Pragmatic Play is active globally, it doesn’t have a one-size-fits-all approach. Instead, it tailors its products for each market, ensuring a blend of innovation and cultural relevance. This balance ensures Pragmatic Play’s offering can thrive in Africa.
IGA: Pragmatic Play always seems to be ahead of the game when it comes to product releases. What can Africa look forward to next? And what kind of reception has there been for non-traditional games such as Spaceman and Big Bass Crash?
Rami: Players in Africa can expect more of the same in terms of great Slots and Live Casino content. Bow of Artemis and Wisdom of Athena 1000 are among many brilliant games to watch in the coming weeks and months.
Crash games and other non-traditional titles are staple products in new and emerging markets, so it should come as no surprise that both Spaceman and Big Bass Crash have resonated extremely well with players in Africa. Pragmatic Play will very soon introduce a third thrilling Crash game to its portfolio.
IGA: Why are Pragmatic Play Live Casino games such as Sweet Bonanza CandyLand and Vegas Ball Bonanza must-have products for operators in Africa?
Rami: Pragmatic Play’s Live Casino game shows, which include Sweet Bonanza CandyLand and Vegas Ball Bonanza, are highly immersive and original titles. Sweet Bonanza CandyLand is based on the hugely popular Pragmatic Play Slot, Sweet Bonanza. It’s a visually stunning and entertainment-packed game show that features three mouthwatering bonus games.
As with all Pragmatic Play game shows, Vegas Ball Bonanza is completely different – not only in look and feel but also in its gameplay. This exciting and dynamic game show features lucky numbers and bonus multipliers. Pragmatic Play supplies a diverse range of classic table games and novel game shows, ensuring all types of players can find a game they love.
IGA: Which are some of the most popular slots and casino games on your platform in the major gambling countries in Africa?
Rami: The aforementioned Sweet Bonanza CandyLand and its Slot counterpart, Sweet Bonanza, are some of Pragmatic Play’s best-performing titles in Africa. Sugar Rush with its sweet-themed content is another hit, proving sticky with players across the globe. Spaceman is another top performer in terms of player numbers, and the ever-expanding Big Bass series of games is universally popular.
Players across Africa have also embraced Pragmatic Play’s Live Casino and Virtual Sports titles, which offer a unique gaming experience.
And of course, there’s the global hit Gates of Olympus, which has an ardent fan base in Africa, while Hot to Burn is also popular currently.
IGA: How does Pragmatic Play ensure that its products meet fair play standards?
Rami: Pragmatic Play’s products undergo rigorous development and testing to ensure that the outcome of each game is random. Certified and licensed in more than 40 jurisdictions across the globe, Pragmatic Play places a huge emphasis on the fairness of its games. RTP (return to player) is calculated over millions of spins and the RNG (random number generator) is independently certified to produce random results on every spin.
IGA: Would you recommend that more operators invest in Africa? Give a reason for your answer.
Rami: Investing in the African iGaming market presents a strategic opportunity for operators seeking growth and diversification. Africa is a continent of immense potential, with a burgeoning population and an increasing appetite for online entertainment. As in Latin America, it’s important to treat each country individually, supporting regulators as the market matures.
The diverse player demographics and evolving regulatory landscape across Africa offer a chance for operators to establish a strong presence and build lasting relationships. Plus, by tailoring offerings to local preferences and collaborating with industry experts, operators can not only tap into a vast and growing market but also contribute to the development of iGaming in Africa.