At NEXT.io 2025, Jeremy Castillo, Head of Sales EU at Affnook caught up with Martin Sack, Founder and Director of Brainstorm Online, who brings over 24 years of experience in the iGaming industry. In a candid conversation, Martin shared his insights on the evolving landscape of iGaming, particularly in Africa, one of the fastest-growing markets in the sector.
Martin Sack: An iGaming Trailblazer
Martin’s iGaming career began even before the industry became what it is today. Having worked both as an operator and now as a consultant and advisor to operators across Africa and beyond, his experience spans verticals of online casino , sport betting and online poker.
Originally from Durban, South Africa, and now based in Johannesburg, Martin has witnessed firsthand the evolution of gaming in Africa, from early retail betting to today’s thriving online and mobile platforms.
The Unstoppable Growth of iGaming in Africa
Martin’s prediction for 2025 is simple yet powerful: iGaming is going to grow globally. But he highlights Africa as a market with particularly high hopes. The numbers speak for themselves, especially in his home country.
He pointed to South Africa experiencing an unbelievable 50% growth in betting and gaming over the last year. This rapid development is being fuelled by a few relevant factors, including increased mobile usage. With smartphones widely available, a digital-first audience is driving the rise of mobile betting, making the industry more accessible than ever.
Sports vs. Casino: What’s Driving the African Market?
When it comes to what people are playing, Martin pointed out that Africa can’t be seen as one single market. With over 50 countries, each with its own languages, cultures, and regulations, the continent’s gaming landscape is incredibly diverse.
He divided the region into different segments: Francophone Africa, Portuguese-speaking Africa, English-speaking countries, and South Africa, which he describes as “a market of its own.”
According to Martin, sports betting dominates most of Africa, particularly in countries north of South Africa. In contrast, online casino games are seeing rapid growth, especially as more players gain access to smartphones and internet connectivity. “Sports is far more important in most African markets,” he said, “but casino games are catching up fast.”
Nigeria: The Innovation Hub
While South Africa provides strong financial muscle and growth numbers, the conversation turned to which country will lead the way in innovation for iGaming in Africa. Martin’s pick? Nigeria.
He sees Nigeria as a dynamic market with the potential to become a great innovation hub.
He pointed out that both operators, as well as players in Nigeria are both very adaptable and aware of technology, thus, creating a perfect environment for digital gaming, payment innovations and locally tailored content. Combined with good mobile adoption, and a youth population that is growing quickly, Nigeria is naturally positioned to spearhead online gaming growth in Africa.
What Makes a Great Affiliate Tracking Platform
With decades of experience, Martin knows exactly what affiliates and operators need and it all starts with data. When Jeremy asked what he looks for in an affiliate tracking platform, Martin’s answer was clear, accuracy and transparency.
“From both the affiliate and operator side, we demand correct and accurate data, and attribution is king,” he said.
In simple terms, attribution means knowing exactly where a conversion came from, so every affiliate, sub-affiliate, and campaign gets the recognition and reward it deserves.
He emphasized that the best affiliate platforms offer multi-layer tracking, support for sub-affiliates, and flexible payout options from CPA (Cost Per Acquisition) and RevShare (Revenue Share) to hybrid deals.
On top of that, he believes managing content and multiple brands efficiently is just as important. He is handling his content effectively, and the different brands he works with, too.
The Future Looks Bright for African iGaming
Martin’s insights show a clear picture on how Africa’s iGaming industry is entering a golden era.With millions of new people entering the digital sphere, improved internet access, and advances in local payment systems and regulations, the continent is set for long-term growth.
South Africa is the dominant force, but Nigeria, Kenya, and Ghana are rapidly emerging as major players in online gaming. A new group of affiliates, operators, and technology platforms is driving this momentum by allowing businesses to develop responsibly and transparently..
For Martin, it’s all about transparency, security, and functionality. In a high-stakes, high-growth environment like African iGaming, the trust is established by an accurate tracking technology that enables operators and affiliates to scale profitably.
