Harnessing the Power of Diaspora: Exploring the Potential of Untapped Regions

As Africa's digital landscape continues to evolve, the iGaming sector stands at the forefront of this transformation, poised to tap into the continent's untapped regions.

However, navigating this complex terrain requires a keen understanding of local markets, strategic partnerships, and adaptable technological solutions. Norman Ondego, Lead Consultant at Solpro Consulting and Business Development and Partnership Manager at Convex Technologies, shares his expertise on how to successfully expand iGaming into these emerging regions.

Identifying Untapped Regions: A Strategic Approach

For Norman Ondego, the journey of identifying untapped regions with potential for iGaming expansion begins with a clear understanding of the strategic direction and market demand. "Is there a demand for the service or product? Or is it a case of demand meeting a solution or a solution creating the demand?" he asks. This foundational question helps determine the viability of entering a new market.

Beyond demand, Norman emphasizes the importance of evaluating the supporting ecosystem. "In the iGaming industry, key factors to consider include payment infrastructure, connectivity, and regulatory frameworks. These elements will ultimately dictate the type of solution you offer," he explains. Additionally, factors such as culture, stability, economic empowerment, accessibility, saturation, and competitive landscape play crucial roles in the decision-making process.

Digital Transformation in Regions with Limited ICT Infrastructure

Digital transformation in regions with limited ICT infrastructure presents both challenges and opportunities. Norman's approach varies depending on the market entry strategy. "If you're a new player, you have the advantage of trying something new and potentially gaining a first-mover advantage," he says. This approach allows for the introduction of solutions that are both easy to use and affordable, providing flexibility to adapt as the market evolves.

For established players entering as alternatives, Norman acknowledges the resistance to change that often accompanies new solutions. 

The Role of Local Partnerships

Local partnerships are critical when entering new and untapped regions. "Local players hold the key currency of trust and time, which are invaluable to new entrants," Norman asserts. These partnerships help navigate the cultural and regulatory nuances of the market, providing insights that desktop research cannot reveal. "Local partners understand market dynamics, payment preferences, and user behaviors, making the journey significantly shorter and more successful," he adds.

Navigating Regulatory Complexities

Regulatory complexities in untapped regions can pose significant challenges, especially in markets where iGaming is still in its early stages. Norman emphasizes the importance of prior research and collaboration with local stakeholders.

"The easiest way to navigate regulation and legal frameworks is not to reinvent the wheel—unless you're introducing a breakthrough innovation," he advises. Instead, aligning with existing regulations and working closely with local experts can prevent potential pitfalls.

Leveraging Mobile Technology for iGaming Growth

In underdeveloped regions, mobile technology serves as a gateway to online services, including iGaming. Norman highlights the versatility of mobile devices in these markets: "The mobile phone is your access device, your news screen, your payment platform, your communication, and entertainment unit. It's in almost every hand," he notes. By offering mobile-accessible solutions, companies can effectively address advertising, payment processing, and distribution challenges in these regions.

Enhancing Digital Literacy for iGaming Adoption

Digital literacy is essential for the widespread adoption of iGaming, yet it remains a challenge in many untapped regions. Norman points out that iGaming's potential is often hindered by its perception as a vice. "If regulators and governments recognized the industry's potential, they would involve stakeholders in programs that promote digital literacy," he argues. He believes that integrating iGaming into digital literacy initiatives could create a symbiotic relationship where people pay to play and learn simultaneously.

Ensuring that infrastructure and solutions are both sustainable and scalable is also crucial as markets grow. Norman advocates for a modular and flexible approach: