Olubiyi Williams from GamingTec, an industry veteran, was a good fit to connect with at SiGMA South Africa 2025 in Cape Town. If you’re in the iGaming world, you’re probably familiar with the work of Gaming Tec. They are a top B2B platform provider that is shaping markets in Asia, Europe, LATAM, and Africa. William is a respected guy with years of diverse, hands-on experience and a true passion for digital gaming.
Mukul Kaushik’s conversation with William was not just a business conversation. We touched on his fascinating career journey, his decision to relocate continents, his deep attachment to the lively culture of Lagos, Nigeria – his home town, and his informed perspective on the burgeoning iGaming market in Africa.
From Affiliate Marketing to Leading B2B Platforms
William’s journey to a leadership role at a top B2B platform wasn’t quick, it was a process. He received a multitude of real-world, practical, hands-on experiences in and around the industry, and this made his journey to a leadership role possible.
“It’s been a very awesome experience,” William recounts. “I started from selling affiliate software into becoming an affiliate manager and then now I’m into B2B, selling a platform.”
This is a monumental change in terms of his career. After transitioning through the steps of selling affiliate tools, to managing affiliate programs, and now to providing the core platform that operators utilize, William finally has a complete, 360-degree view of the iGaming ecosystem.
This deep understanding is now William’s biggest asset. As Mukul points out, being with the platform means you know the industry “in and out,” fielding different requirements on revenue tracking and different geographical (geo) needs from various operators.
William agrees, explaining how his affiliate past now directly informs his B2B sales strategy. “It’s kind of, you know, bringing my experience from that, from affiliates to selling a platform. The platform is really awesome.”
Balancing Global Exposure with African Roots
Although William is originally from Lagos, Nigeria, his career has taken him around the world. He spent four years in Spain before moving to the UK, and he has now lived in Europe for nearly a decade. But despite being away from home, his connection to Lagos remains strong.
He travels back frequently for conferences, personal commitments, and to stay connected with the culture that shaped him.
When asked what keeps Lagos so special, his answer was simple, the energy.
Anyone who has been to Lagos knows that the city has a unique rhythm, fast-paced, vibrant, full of innovation and opportunity. Even at SIGMA South Africa, William shared stories of attendees saying they want to visit Lagos just to experience its culture and business environment.
“There’s no place like it,” he says proudly. “The energy is unmatched.”
Why Persistence Matters in iGaming Sales
Throughout the conversation, one thing was clear, William believes in the power of persistence. In a competitive industry like iGaming, follow-ups, communication, and consistency make all the difference.
“Sales is all about staying on top of things,” he says. “Never miss an email or a message.”
In today’s fast-paced digital landscape, most communication flows through WhatsApp, email, and LinkedIn. Because of this, staying active and responsive isn’t optional,it’s essential. Crucially, as AI starts generating more messages, sales teams must also keep their communication authentic and personal to genuinely stand out from the noise.
Africa: The Next Big Player in iGaming
As the iGaming map keeps getting bigger, Africa is quickly establishing itself as a seriously hot market. Think about it: a vibrant, young population, more people getting mobile phones every day, and a huge appetite for digital entertainment. The continent isn’t just offering potential; it’s offering massive possibilities.
And Gaming Tech isn’t just watching—they’re right in the thick of it with a strong presence across Africa. William’s personal experience, especially in Nigeria, gives him an invaluable edge. He has a deep, intuitive understanding of what local operators actually need: platforms that can grow fast (scalable), tools they can trust (reliable), and the flexibility to handle the varying rules and geographical demands of different countries.
For William, attending SiGMA South Africa is about much more than just booth duty. It’s tangible proof that Africa’s iGaming community is coming into its own, building vital connections, and finally getting the global recognition it deserves.
