This feature brings together some of the industry’s leading voices who share their insights and strategies for navigating dynamic regions such as LATAM, Africa, North America, Asia and the Middle East.
The iGaming industry continues to expand, and emerging markets in LATAM, Africa, North America, Asia, and the Middle East present some of the most exciting opportunities for growth. However, entering these markets comes with significant challenges, from regulatory hurdles to technological barriers and evolving player preferences.
This feature brings together some of the industry’s leading voices who share their insights and strategies for navigating these dynamic regions. Experts from GR8 Tech, Boomerang Partners, Lala Stars, Slotegrator, Mate Affiliates, and Xprizo discuss key factors such as localisation, trust-building, compliance, competition, and innovation. Each company highlights the critical factors affecting expansion into new markets while showcasing how their businesses address these challenges, from payment solutions to marketing strategies and regulatory compliance. Their perspectives offer a comprehensive look at the trends and solutions shaping the future of iGaming in these high-potential markets.
Bridging the Digital Divide: Technology & Innovation
Denys Parkhomenko, CPO at GR8 Tech, discusses the importance of optimising platforms for infrastructure challenges in emerging markets, specifically Africa:
“In many African markets, low bandwidth, outdated devices, and inconsistent network coverage are daily realities for players. If a platform isn’t optimised for these conditions, even the most exciting sportsbook or casino experience can turn into pure frustration. Slow load times, laggy interfaces, and failed transactions drive players away fast.”
To address this, GR8 Tech optimised its platform for Mojabet, an African operator, by creating a lightweight, high-speed frontend.
“By simplifying the interface and optimising for lower bandwidth, we cut load times from over 10 seconds to just 1.5 seconds. Faster speeds led to better player retention, higher engagement, and improved conversions” comments Parkhomenko.
Mobile-first gaming is another crucial factor in emerging markets, according to Denys Parkhomenko:
“The share of mobile gaming increases every year; some regions and countries are absolutely mobile-first, like India with more than 75% of all traffic or South America with almost 60%. Ensuring fast load times and easy navigation is crucial to keeping players engaged” he comments.
AI and automation play a vital role in optimising operations too. According to Parkhomenko:
“AI-powered recommendation systems can increase player engagement by 30% by delivering relevant promotions, custom betting options, and localised content. AI also enables 80% churn prediction accuracy, allowing operators to intervene at the right moment with tailored incentives rather than generic, expensive promotions.”
Game aggregator, Slotegrator, places focus on mobile-first strategies when venturing into new markets, Explaining its approach, they comment:
“Mobile-first gaming is essential for expanding into emerging markets where mobile devices are the primary means of accessing the internet. Many players in regions like Africa, Southeast Asia, and Latin America rely on smartphones rather than desktop computers for online gaming.
To succeed in these markets, operators must ensure that their platforms are mobile-friendly, with fast-loading games and optimized interfaces. Mobile compatibility also includes offering progressive web apps or native apps for seamless gameplay.
Additionally, alternative gaming channels, such as Slotegrator’s Telegram casino, have gained traction in mobile-dominated regions. This solution allows players to access games directly through the Telegram app, offering convenience and a unique gaming experience.”
Competition & Market Saturation
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, discusses the competitive nature of iGaming and the importance of differentiation:
“You know, the iGaming market is very competitive. You can’t achieve a great result here and think you have everything covered. Other brands are actively developing and looking at the best that you have. So, you have to evolve constantly. Do something to set you apart from competitors and attract your audience’s attention.”
“You must work comprehensively: offer superb services and products, demonstrate creative approaches, and be vivid newsmakers. At Boomerang Partners, we take an integrated approach to ensure we do not neglect any paths that can lead us to our audience. This includes a broad portfolio of products with high-quality services, preparation of non-standard creatives, media activities, special projects, and entering into top strategic partnerships.”
“Boomerang has been the Official Regional Betting Partner of AC Milan in Europe, a club with over 500 million fans worldwide. That’s not all—Alisha Lehmann, Swiss and Juventus forward and one of the most followed footballers on social media, has been our ambassador. She has 16.7 million followers on Instagram and 11.8 million on TikTok! Just imagine the opportunities for brand promotion and credibility that such strategic partnerships provide.”
“We are also developing our expertise and content. YouTube channels of two of our brands, Boomerang Bet De and Boomerang Sportsbook, have won YouTube Creator Awards—Silver Buttons. Both channels have surpassed more than 100,000 subscribers each. This is just another way we set ourselves apart in the highly competitive iGaming space.”
Winning Over New Markets: Localization & Cultural Adaptation
Yevhen Krazhan, CBDO at GR8 Tech, highlights the necessity of localisation for success in new regions:
“Localization is a must – it is one of the pillars of a successful platform. Operators need to go beyond just offering odds and games; they must truly connect with their audience. That means speaking their language – literally and culturally.”
Betting.bet, the global betting aggregator platform, agrees with GR8 Tech on this point.
“At betting.bet, we recognise that the one-size-fits-all model simply doesn’t work in today’s dynamic iGaming landscape. As a global betting and casino aggregator, our strategy is anchored in bespoke solutions and tailored offers designed to meet the unique demands of each market. To truly succeed, a brand must deeply understand the regions it enters. That’s why we recruit local experts and continuously upskill our team across all regions, ensuring we stay ahead of market trends. We support our partners with robust multi-language capabilities and localised content, ensuring that whether you’re operating in LATAM, Africa, North America or Asia, every player experiences a seamless, culturally relevant gaming interaction. Our commitment to personalisation bridges global expertise with local nuance, fostering superior engagement and driving growth across diverse markets.” for 8 seconds
Building Trust & Credibility with New Players
Lala Stars, a leading iGaming operator, discusses their approach to building trust and credibility with players:
“Trust and credibility are key factors in player acquisition and retention. LalaStars implements innovative solutions that address player concerns and enhance transparency. Many new players hesitate to deposit due to the fear of losing money. LalaStars offers a Risk-Free Bonus, where players receive a money-back guarantee if they fail to double their first deposit within 24 hours. This reassures users, encourages deposits, and fosters confidence in the platform’s fairness.”
Lala Stars is equally as passionate about the impact AI can have on attracting and retaining players in high-growth markets..
“Many new registered users never make a deposit due to uncertainty or lack of guidance. LalaStars employs an AI call system that reaches out to non-depositing players within 24 hours, offering enhanced bonuses and assistance in making their first deposit. This proactive engagement reassures players and increases conversion rates, strengthening the operator’s credibility.
AI is also used by LalaStars to retain players:
“Generic game recommendations often fail to engage players, leading to lower retention rates. LalaStars uses AI-driven recommendations to analyze player preferences and suggest relevant games. This tailored approach improves engagement and builds player trust by making their experience feel more personalized.”
The Role of Licensing & Compliance
Slotegrator, a global provider of gaming solutions, explains the complexities of licensing across jurisdictions:
“Regulators around the world put a strong focus on responsible gambling, making it essential for operators to have measures in place to protect players from gambling-related harm. However, the rules vary from one market to another. Some, like the UK and Sweden, have strict requirements for deposit limits, self-exclusion tools, and advertising restrictions, while others are still shaping their regulations.
To stay compliant and build trust, operators should offer responsible gambling features like self-exclusion options, deposit and time limits, reality checks, and access to support organizations. Educating players through clear guidelines, self-assessment tools, and real-time monitoring of risky behavior also helps create a safer gaming experience. Prioritizing responsible gambling isn’t just about meeting regulations—it’s key to building long-term player trust and loyalty.”
The Role of Banking & Payments in Market Entry
Richard Mifsud, Chief Vision Officer at Xprizo, explores the importance of payment solutions in market entry:
“A critical role, there is no other way to put it. Before entering a market, an operator must have a complete understanding of payments before looking at anything else. Several companies have been badly bitten by this where they think they will learn on the move and the reality was quite the opposite. These companies had no previous experience of expanding into unstable markets that offer unsustainable payment methods.”
“Alternative payment methods such as cryptocurrencies and mobile payments are reshaping the iGaming landscape as we know it. They are challenging the status quo that banks have created over hundreds of years. Complacency is not an option—waiting a week for approval from a correspondent bank dragging its feet is not acceptable anymore.”
“We now expect immediate and instant settlement of our funds. No one has the time to wait anymore, and anything less than instant should not be acceptable—for anyone. We are used to a world where banks ruled over personal people’s money, but that is fast changing. These new-age payment solutions are giving the power back to the people and taking it away from the establishment.”
“Cross-border transactions and currency exchange present significant challenges. In modern Westernized areas, these are less of an issue, but in regions such as Africa or Latin America, the going gets tougher. Many countries have capital controls limiting how much citizens can exchange annually to protect their currency from devaluation. This makes it tricky to help people move their money in a way that complies with these laws.”
“Another major challenge is currency devaluation. If you work in FX, you might suffer huge losses overnight if you’re holding a particular currency, forcing you to settle your books multiple times a day. This increases operational costs, which are ultimately passed on to users.”
“The result? Users on the ground get an inefficient and expensive service. At Xprizo, we are at the forefront of addressing these challenges, providing the best possible service and market pricing despite facing significant operational, jurisdictional, and logistical hurdles.”
Scarcity & Player Engagement in Affiliate Marketing
Mate Affiliates shares insights on how scarcity marketing can drive player engagement, especially when looking at new markets:
“Exclusive. Limited. Gone. Ever notice how the last seat at a poker table suddenly seems more appealing? Or why does a ‘limited-time offer’ make players click before thinking twice? It’s not magic—it’s psychology. The moment something feels scarce, its value skyrockets.”
Scarcity isn’t about creating demand from thin air. It’s about making players feel like they’re stepping into something exclusive, fleeting, and worth seizing now. Take limited-time bonuses. When a promotion vanishes at midnight, hesitation turns into action. The same happens with VIP programs: not everyone gets in, and that’s precisely why players strive to unlock the next tier.
Even in affiliate marketing, scarcity is a secret weapon. The most effective partners create moments players feel they can’t afford to miss. Early access, limited spots, time-sensitive tournaments—when a deal is positioned as something rare and disappearing fast, the brain stops negotiating and starts grabbing.
The truth? Players don’t chase what’s abundant; they chase what’s slipping away. Those who master this do more than just acquire players, they create demand, urgency, and action.
Scarcity, when used right, isn’t a trick. It’s an invitation—to be part of something special before the door closes. The kind of experience Mate Affiliates knows how to create.”
Conclusion
The expansion of iGaming into emerging markets presents both opportunities and challenges. Operators must navigate technological limitations, regulatory complexities, cultural nuances, and fierce competition. By leveraging localisation, AI, optimised payment solutions, and strategic partnerships, iGaming companies can successfully enter and thrive in these fast-growing regions.