SOFTSWISS and KingMakers discuss scaling strategies for African iGaming markets

Global iGaming software provider SOFTSWISS and African-focused operator KingMakers outlined strategies for sustainable expansion across African gambling markets during a fireside chat at ICE Barcelona 2026, emphasising localisation, player retention and regulatory agility.

The discussion brought together Olga Resiga, Chief Business Development Officer at SOFTSWISS, and Ronnie Whelan, CEO of KingMakers, who said Africa’s growth potential is underpinned by rising smartphone penetration, improving mobile connectivity and a young, digitally engaged population.

Whelan cautioned that operators cannot apply a single strategy across the continent, noting that success depends on understanding local player behaviour and market-specific preferences.

“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. Discussions like this are valuable because they move the conversation beyond headlines and into practical execution,” Whelan said.

The speakers highlighted differences in player preferences across key markets, with Nigeria leaning towards sports betting and South Africa showing stronger demand for casino games. They said operators must tailor product mixes, gamification tools and retention strategies accordingly, particularly for low-stakes audiences.

Resiga said that managing scale in African markets requires handling large player volumes through data-driven personalisation rather than high individual spending.

“Although the market is largely shaped by low-stakes players, success comes from managing large player volumes through personalised strategies. This requires deep player analytics, precise bonus management, and personalised marketing mechanics applied at scale. This is exactly where SOFTSWISS focuses its efforts – helping operators combine volume, efficiency, and sustainable growth through technology and expertise,” she said.

Regulatory compliance was another central theme, with Whelan stressing the importance of cooperation with local authorities as regulatory frameworks continue to evolve across the continent. He said operators must build flexible systems capable of adapting to regulatory changes while maintaining player protection standards.

Whelan also said crypto assets and stablecoins could be worth exploring in African markets if adopted responsibly.

The themes discussed at ICE Barcelona extend beyond Africa and are examined in more detail in SOFTSWISS’ 2026 iGaming Trends report, which analyses global developments including regulation, artificial intelligence adoption, betting formats, cybersecurity and responsible gambling.