(AsiaGameHub) – For an extended period, African markets have been characterized by sports betting and, to some extent, crash games.
However, over the past 12 months, a new trend has emerged, with online casino gaming experiencing a surge across African markets. This trend is particularly evident in South Africa, where a rapidly expanding new market is developing, with online casino serving as a primary driver of growth. A review of Super Group’s most recent quarterly report indicates a 37% year-on-year increase in Gross Gaming Revenue (GGR) for online casino.
To delve deeper into this trend, iGaming Expert spoke with Matt Cowan, Commercial Director for EveryMatrix in Africa, to discuss the factors contributing to this shift and how operators can capitalize on evolving user behaviors.
What is driving the change among South African players, who are transitioning from primarily sports bettors to increasingly engaging with casino games?
The rapid expansion is fueled by both new players entering the market through casino offerings and existing sports bettors who are now also participating in casino games. The addressable market has effectively doubled; casino games tend to be more engaging and, unlike sports, do not have halves or off-seasons, making it unsurprising that casino is swiftly becoming dominant.
Does this underscore the importance for operators to implement effective cross-selling strategies, particularly during significant sporting events like this summer’s World Cup?
Absolutely. Casino games are available ‘always on.’ While this summer’s Football World Cup represents one of the most effective acquisition opportunities an operator could wish for, casual players might only place bets during the tournament or while games are in progress before churning. Casino games enable operators to retain these players long after the tournament concludes. They also serve as a means to keep players engaged on the platform before, during, and after matches.
Developing gamified challenges that span both verticals, encouraging players to explore casino options, is crucial. EngageSuite is currently the leading product on the market for operators to achieve this most effectively.
Do you foresee this trend being replicated in other African markets where sports and crash games typically hold the most popularity?
This is already occurring in key markets such as Kenya and Tanzania. Sports and crash games still dominate, but as the player base matures and begins to seek more sophisticated and dynamic gaming experiences, the natural progression will be to try slots. It is only a matter of time.
What kinds of opportunities does this growing demand for slots present for both operators and game providers, such as SlotMatrix?
The quicker operators can bring a diverse range of games to market, the better. The casino sector evolves rapidly, but EveryMatrix moves even faster.
Managing numerous commercial agreements, vendor relationships, and integrations can be a significant challenge for operators. Our casino management platform and aggregation services not only resolve these issues but also substantially enhance operational efficiency through their functionality.
They offer a single point of access to the most extensive selection of real-money casino content globally. When combined with our localized expertise and exceptional post-sales support, we are the definitive choice for casino aggregation.
Are there specific types of content that particularly appeal to South African players?
Simple slot mechanics continue to be the most popular. Although South Africa represents the most developed slots market on the continent, it is still relatively nascent in global terms, with players keen to understand their winning potential and the methods to achieve it.
Volatility is also a key factor in players’ decisions regarding which games they prefer, with a significant portion of South African players favoring high volatility and high maximum win game variations, such as Pragmatic’s Super Scatter games or No Limit City’s titles with a 50,000x maximum win, like Duck Hunters.
How is EveryMatrix positioned to capitalize on this increased demand for casino games?
With a team of experts possessing decades of experience in the gaming industry, EveryMatrix understands the strategies operators need to implement to maximize their profitability in the casino sector.
In addition to our expertise, our product suite solidifies our standing as the leading casino aggregator in Africa. Through our casino management platform and comprehensive content library, we provide operators with access to the world’s largest portfolio of games, including exclusive content unavailable elsewhere.
Our EngageSuite product also ensures that operators effectively retain players in highly competitive markets. By utilizing bonus campaigns, mini-tournaments, gamification, and CRM tools, we offer solutions to some of the most common challenges faced by operators.
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