SOFTSWISS and KingMakers Map African iGaming Strategy at ICE

SOFTSWISS and KingMakers executives outlined strategic approaches for African iGaming expansion during a fireside chat at ICE Barcelona 2026, emphasising the critical importance of market-specific adaptation over one-size-fits-all strategies.

Market-Specific Product Strategies

The discussion between Olga Resiga, Chief Business Development Officer at SOFTSWISS, and Ronnie Whelan, CEO of KingMakers, highlighted fundamental differences in African player preferences that demand tailored approaches. Nigeria demonstrates a strong preference for sports betting, while South Africa favours casino games – distinctions that directly impact product mix and development priorities.

"Africa offers strong growth potential thanks to rising smartphone use, better mobile connectivity, and a young, digitally engaged audience."

— Ronnie Whelan, CEO of KingMakers

However, Whelan cautioned against oversimplified market approaches, noting that success requires understanding local player behaviour patterns and preferences.

"Operators cannot apply a single approach across all markets."

— Ronnie Whelan, CEO of KingMakers

Volume-Based Growth Models

African markets are characterised by low-stakes players, creating opportunities for operators who can effectively manage large player volumes through sophisticated retention mechanics. Success depends on implementing deep player analytics, precise bonus management, and personalised marketing at scale. This parallels the approach taken by EveryMatrix as it secures South African licensing, demonstrating how platform technology providers are recognising the continent's growth potential.

"This is exactly where SOFTSWISS focuses its efforts – helping operators combine volume, efficiency, and sustainable growth through technology and expertise."

— Olga Resiga, Chief Business Development Officer at SOFTSWISS

Regulatory Compliance Framework

The evolving regulatory landscape across African jurisdictions requires operators to maintain flexibility while ensuring compliance. Whelan emphasised that cooperation with local authorities is essential, alongside building systems capable of adapting to regulatory changes while maintaining player protection standards.

The discussion also explored cryptocurrency integration opportunities, with Whelan viewing crypto and stablecoins as potentially valuable provided operators implement them responsibly.

Strategic Market Outlook

"African markets offer strong growth potential, but they reward focus and discipline. Operators need to understand each market on its own terms. That's the only way to build products that genuinely fit local players."

— Ronnie Whelan, CEO of KingMakers

These strategic considerations align with broader industry trends examined in SOFTSWISS's 2026 iGaming Trends report, which covers global market dynamics including regulation, AI adoption, betting formats, cybersecurity, and responsible gambling.

According to SOFTSWISS.