The iGaming industry in South Africa is growing fast, and events like SIGMA Cape Town 2025 shows just how much interest there is from operators, affiliates, and technology providers. During the event, Rahul Pant, Associate Director, Sales at Affnook, spoke with Nazzlee Byars, Director of Online Gaming and Marketing at Bettagaming. Their conversation gave a clear picture of how the South African market is changing and what operators really need today.
A Big Market With One Big Problem: Not Enough Good Platforms
South Africa has a strong and active betting market. More people are betting online, more operators are entering the space, and more affiliates want to work here. But there is still one major issue:
- There are not enough good local platform providers.
According to Nazzlee, operators want platforms that are stable, easy to use, and built for the African market. Many platforms available today are international, and they don’t always offer the features or flexibility that local operators need.
What operators want is simple:
- A full-suite platform
- Easy integrations
- Good customer support
- Reliable performance
- Strong tracking and reporting
Finding a platform that offers all of these is still a challenge.
Marketing Is Tough Because the Big Brands Spend a Lot
Marketing in South Africa’s iGaming space is not easy. Big brands like Hollywoodbets, Betway, and LottoStar spend huge amounts of money on advertising. They run ads everywhere like TV, radio, social media, billboards, and more.
For smaller or mid-sized operators, it’s simply not realistic to compete with the massive marketing budget of larger brands. That’s why Nazzlee and her team have a smarter approach. They primarily use online advertising to reach the most appropriate audience, while also monitoring what measures are driving the most success. In addition, they also leverage strategic partnerships with affiliates and influencers to get in front of players without overspending. And, when it comes to visibility, outdoor and local billboard advertising still plays a key role, especially for markets where retail betting is the strongest.
What Operators Want From Affiliate Tracking Software
Many affiliate platforms offer powerful features, but the problem is that they are too complicated. Affiliates do not want to spend hours trying to understand the system. They want a dashboard that feels clean, smooth, and intuitive. According to Nazzlee, operators are not looking for anything complex,just the essential tools that affiliates depend on.
Operators mainly want a platform that provides:
- Reliable tracking for clicks, sign-ups, and conversions
- Postback tracking so affiliates get instant performance updates
- Flexible commission models like CPA, revenue share, hybrid plans, and tier-based payouts
- An easy, user-friendly dashboard that affiliates can use without any difficulty
Platforms such as Affnook are built around these essential features, making it easier for operators and affiliates to collaborate effectively and grow together.
Expansion Plans Across Africa
At the moment, Bettagaming’s primary focus is the South African market, but as Nazzlee indicated, they do have the plan to expand further into other regions of Africa. Countries like Nigeria, Kenya, Ghana, and Tanzania have massive growth in online betting which makes them exciting markets to tap into.
With that being said, Bettagaming’s first goal is to reinforce its footing in South Africa, and fully establish itself at home before fully stepping out across the continent.
Affnook Ensures Operators Get the Key Features They Rely On
These core needs are the primary goal of platforms like Affnook. They focus on what really matters, accurate tracking, seamless postbacks, flexible commission setups, and a simple or clean dashboard, instead of adding complex features that no one really uses.
By keeping everything simple, reliable, and transparent, Affnook makes it easier for operators and affiliates to work together and build strong, long-term partnerships.
SIGMA Cape Town 2025: A Worthwhile Event for All.
Attending SIGMA for the first time was an exciting experience for Nazzlee. The attendees were affiliates, platform providers, payment partners, and operators from across Africa, covering every aspect of the iGaming industry.
It proved to be an excellent venue to make connections and meet potential partners, learn about technology, and see where the market is going. The events like SIGMA serve a notable purpose in the industry, as they bring the right people together and open permeability to new opportunities.
