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.