In an exclusive conversation at SIGMA Africa 2025 in Cape Town, Udit Verma caught up with Zorair, Business Development Manager at SoftSwiss. Originally from Armenia and armed with more than 12 years of experience in the iGaming industry, he has seen how different markets behave, adapt, and evolve. But one market that continues to surprise him in the best way is Africa.
SIGMA Africa: The Right Platform for iGaming Growth
Leading innovators and decision-makers from the iGaming sector gathered in Cape Town for SiGMA Africa 2025. Zorair had an amazing time at the event since both domestic and international businesses were very interested in learning more about Africa’s expanding prospects. According to Zorair, “The expo was buzzing with energy. It’s been productive because the right audience is here, local operators, international brands, and companies looking to enter Africa.”
The show floor buzzed with discussions on new technologies, regulations, and partnerships, making it clear that Africa is attracting exactly the right audience.
Africa vs Europe: Two markets, completely different realities
One of the most interesting parts of the conversation was understanding how Africa’s iGaming ecosystem differs from Europe. Many people think that the same strategies used in Europe will work in Africa as well, but the truth is completely different.
- Every African Country Has Its Own Gaming Culture: Africa is not a single gaming market. Each region – East, West, South, and North Africa – has different player preferences, levels of smartphone penetration, internet accessibility, and gaming habits.
For example: Crash games are booming in Kenya right now, Retail betting is extremely active in Nigeria and other West African regions, French-speaking markets like Morocco or Ivory Coast have unique product demands, South Africa has a strong horse-racing and lotto culture.
In Europe, player behaviour is more predictable. But in Africa, operators need local insights to succeed.
- Technology needs are different: In many African markets, smartphone penetration and affordable data is changing the game. Solutions that use less data and offer smooth mobile experiences are in high demand. Some countries prefer traditional betting shops, others are adopting kiosks or handheld terminals.
- Regulation varies widely: While Europe follows more unified rules across regions, Africa is extremely diverse. A great example is South Africa, where every province has its own regulator and its own rules. This can be challenging, but Softswiss sees it as an opportunity to innovate.
“You need to be ahead of the curve,” Zorair explained. “You can’t wait for new regulations to appear and then react. You must be ready to adapt before they arrive.”
Softswiss and Turf Sport: A Stronger Footprint in Africa
When you look at Softswiss, you quickly realise they’re more than a traditional software provider. They’ve built a full iGaming ecosystem like casino, sportsbook, game aggregation, jackpots, and so much more. Whether an operator wants a single product or an all-in-one platform, Softswiss has a solution that’s ready to use and easy to integrate.
Their presence in South Africa grew even stronger after they acquired Turf Sport, a well-known local provider with over 35 years of experience in the region. With this partnership, Softswiss’ global expertise comes together with Turf Sport’s deep understanding of the South African market, creating a solid and truly complementary team. This combination gives operators access to a complete range of betting and gaming solutions, from online platforms to retail setups, horse racing, lotto, and everything in between. For brands planning to enter South Africa, this is the kind of support system that can change the entire launch journey.
Advice for Newcomers Entering iGaming
When asked what new operators should know before stepping into the industry, Zorair kept it simple:
“You need a winning combination, and that’s what Softswiss offers. We don’t just sell platforms. We guide you, support you, and help you build a successful operation.”
Navigating regulations, securing licenses, selecting the right products, managing integrations, and understanding local preferences is a complex process and for this a strong partner is crucial for success.
Why Africa’s iGaming Future Looks Bright
As smartphone usage grows, internet access improves, and young tech-savvy audiences continue to rise, Africa is becoming a highly promising market for iGaming.
However, it’s not as simple to succeed here as it is in Europe or Asia. Every nation has its own culture, player preferences, and unique challenges, particularly with regard to mobile data prices and phone usage patterns.
Operators must comprehend these regional characteristics in order to develop products that accurately reflect how African players actually play.
