At a recent industry event, Sports Betting West Africa (SBWA)+2024, Olubiyi Williams, Sales Manager at Gamingtec, shared his insights on the importance of collaboration between operators and affiliates, within Africa’s sports betting sector. Williams discussed the challenges and opportunities that lie ahead in this growing market.
During his session, Olubiyi Williams addressed the critical role of affiliate marketing, stating, “Affiliate marketing in Africa is just growing; there are still a lot of things that need to be done.”
He expressed that fostering better communication and understanding between operators and affiliates is essential for success, adding, “I’ve been able to discuss some of the problems that the affiliates are facing and some of the things that the affiliate managers should also understand.”
Williams identified a significant gap in the approach operators take towards affiliate marketing: “Operators are still lagging behind in terms of leveraging affiliate marketing…they really have no concrete plan or concrete strategy as to how they want to penetrate the market.” He emphasized that without a solid strategy, brands entering the market may struggle to gain trust — a crucial element in securing customer loyalty.
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Highlighting the importance of localization, he stated, “It’s very important for them to be strategic and hire people that understand the market locally.” Moreover, he addressed the issue of licensing, explaining, “Most of the brands that are coming into the African space don’t have a license, and if you don’t have a license, it’s very difficult for people to believe that your product is going to pay them when they win.”
Olubiyi Williams believes that establishing a synergy between operators and affiliates is vital for improving outcomes in the industry. “If there’s that synergy between the operator and the affiliates, well, I think they’re going to achieve a great result on the ROI,” he stressed.