We sat down with the Head of Acquisition at Premier Guess, Gilles Catteeuw for his insights into cracking the African iGaming market. He had so much to share.
Q1: Inform us a bit about PremierBet and the way you’ve grown within the African market to this point.
Because the late nineties, we’ve been a staple throughout the streets of Africa, flying both the Premier Guess flag (sports activities betting) or the Premier Loto flag (lottery). The true legacy of Premier Guess is thru our retail and agent operations throughout key African city areas and remains to be increasing to this point. All through the years, the model has constructed up belief inside native communities, with formidable entrepreneurs driving true private credibility amongst their clients. Along with our distinctive inexperienced umbrellas and betting retailers, punters may also recognise our factors of gross sales from our iconic guess slip terminals – generally known as “pink packing containers”. It’s that legacy that makes Premier guess the model that African sports activities bettors have been aware of ever since their first guess. We leverage that very model fairness to coach and convert our goal audiences in the direction of on-line betting.
Q2: What are a number of the large challenges manufacturers face when launching a on line casino or sportsbook in Africa – what are a number of the localisation points that must be taken care of earlier than you’ll be able to count on associates to profit from selling your model to their African site visitors?
Too many operators overestimate “Africa” as one market that may be focused by one positioning, one proposition and one product. Based mostly on our expertise throughout 23 African international locations, that would not be farther from the reality. Native laws, fee strategies, languages and infrastructures all must be considered – to not point out staying on prime of macroeconomic elements by nation. These are key parts why operators battle to scale up throughout the continent. Premier guess has nationwide headquarters in every of its energetic international locations, with industrial groups working below regionally authorised licenses. This distinctive setup permits us to supply high-volume conversion throughout the continent, while being regionally impactful.
Q3: How do you see the way forward for the African continent rising by way of person penetration – have you ever seen an uplift within the accessibility of web infrastructure to assist the funding your model is constructing as an early entrant to this market?
Web infrastructure is a textbook instance of no two African international locations being the identical. At one finish of the spectrum, we see international locations like Kenya and Ghana having fun with secure cellular web experiences. This can be a pure cause why on-line sportsbook operators recognise the potential in these markets at the start. On the different finish of the spectrum, we see sports activities betting international locations like DRC which have the facility in numbers, however arguably nonetheless a decrease smartphone penetration. These are the areas the place we concentrate on training and cater via various betting platforms, ensuring Premier Guess is the popular model no matter channel. One factor is for positive – the continent is remodeling quickly in favour of smartphones and cellular cash wallets, and that’s being mirrored in quickly rising participant values. This can be a matter of when slightly than if for any operation we’re energetic in.
This autumn: What are a number of the key classes you’ll be able to share about Affiliate Advertising and marketing in Africa, how have you ever tailored your program and industrial providing to construct scale and revenue for your small business and your companions too?
There may be an unquestionable connection between excessive conversion and robust native communities round manufacturers. That is going to sound like one thing out of a Kotler handbook, however the returns our associates have loved have been unprecedented ever since we scaled up our native model advertising, supported by extremely credible model ambassadorships. Along with that, we made a shift from extra conservative revshare rewards to fastened CPA rewards, to encourage associates to drive the continent ahead along with us. The primary cause for that transfer is that common participant ROI can not at all be in comparison with European or American audiences, however we’re decided to spend money on our markets and may provide associates the good thing about scale in return.
Q5: You’ll be exhibiting alongside AffiliateINSIDER on stand A30 on the London Affiliate Convention, what can associates count on when coming to speak to you about your program? Give us the important thing USP’s for selling your manufacturers vs different African focussed bookmakers.
We’re extraordinarily passionate in regards to the continent and need to share that keenness with everybody that’s impressed to make the leap. I’m trying ahead to having insightful conversations with associates in regards to the hurdles they may be going through, and the way we are able to assist that with our merchandise and in-house expertise. When associates be part of the Premier Guess program, they will depend on native working licenses, excessive model desire supported by genuine African advertising, market-leading welcomeoffers and aggressive CPAs. To not point out the private assist by our skilled affiliate account administration workforce!
Q6: Africa is slowly regulating iGaming – nation by nation – Do you assume present laws are ample or are there some enhancements that may be made?
I consider there are nonetheless lots of steps to be taken to guard African sports activities bettors. Our native operations take pleasure in having common proactive conversations round this with regulators. Our groups’ profit is having these long-term direct relationships with native governments to be forward of the curve.
Q7: Why do you assume Africa is a sexy place to focus enterprise growth in 2023 and why ought to associates make investments their effort and time to develop worth right here?
International iGaming has seen a exceptional surge, with the Americas being an unimaginable latest instance of sports activities and on line casino audiences adopting on-line gaming. That additionally comes at the price of an more and more saturated battleground. I consider Africa is the ultimate frontier the place we nonetheless must see the most important development spurts taking place – that could be a assertion I might make past the iGaming house!