Darren Calvia, CPO of Veli Group, scheduled to speak at SBC Summit in Lisbon, shares some fascinating insights into the African igaming and betting sectors and what it was like to work with VeliTech to help gain market entry.
CasinoBeats: Darren, you’re set to speak at the forthcoming SBC Summit in Lisbon. Can you give us a flavour of what you are planning to share with delegates at the conference?
Darren Calvia: I’m excited to be speaking at the SBC Summit in Lisbon and I plan to discuss some of the principal opportunities in launching new gaming brands in Africa, along with the significant challenges and headwinds associated with doing so.
Additionally, our African brand Paridirect recently underwent a huge transformation and rebranding to PLAYONGO in July. This session will be particularly interesting as we explore how the brand continues to grow and meets new challenges.
CB: Can you share some unique insights about the African igaming market that you’ve discovered during Paridirect’s and now PLAYONGO’s entry and operation in the region?
DC: Africa is a fascinating continent, with each country offering a unique landscape. The betting and gaming industry in Africa is equally diverse. Being newcomers in Africa has been a steep learning curve as we have built a retail and online business from the ground up.
For example, a unique insight we’ve discovered in the Democratic Republic of Congo is the high reliance on informal betting networks due to limited internet connectivity. Many players prefer placing bets through local agents using basic mobile phones and SMS services. This led us to develop a hybrid model supporting both online and offline betting.
CB: What specific technological innovations did VeliTech bring to the table that significantly contributed to PLAYONGO’s success in Africa?
DC: The Veli Group unites both B2B and B2C directions and I am proud that our flagship B2C brand, PLAYONGO, was able to fully meet all operating needs using VeliTech’s proprietary B2B products. This has given us the flexibility and roadmap ownership to ensure we are always thinking Africa first. We are particularly proud that we do not need to involve any third-party solutions for our operations.
With internet and data challenges, our teams ensure that page load speeds and stability remain front and centre. We were able to customise our platform, engagement tools and payment solutions to suit the African landscape. We recently launched an ultra-localised, in-house sportsbook and developed innovative solutions like USSD betting and Buddy 2 Buddy. Buddy 2 Buddy is our in-house omnichannel cash deposit and withdrawal solution, linking our retail business with digital. We also have built a games studio to develop localised, low-packaged casino games for Africa, such as Crash Games.
CB: What were your expectations pre-launch and what are your initial thoughts having completed the process?
DC: It was harder than we thought! We knew that launching in Africa would be complicated but we have always maintained that the opportunity massively outweighs the complexity. This is bearing fruits now but patience is a mandatory virtue.
Localised teams are essential. Without our on-the-ground operations, we would never have succeeded. The local expertise and know-how are vital to overcome the daily hurdles that we are presented with. We all thought we were experts in betting and gaming but it has been a sharp learning curve for all of us.
CB: What would you say are the main challenges associated with launching in Africa and how did VeliTech help PLAYONGO overcome them?
DC: There have been a wide array of hurdles that we have faced and have had to overcome. Technology limitations, internet accessibility, data costs, power issues, smartphone penetration, a unique digital payment infrastructure and complexities of retail operations along with local regulation to name just a few.
The key to our success has been having the right technology to adapt to market challenges. This agility has allowed us to localise both the product and technology, ensuring we can quickly adapt to any new headwinds that come our way. Having this responsiveness and collaboration between our B2C brands and our in-house technology partners has been crucial in navigating the diverse and challenging African market.
CB: And finally, what qualities would you advise operators to look for when seeking out the technology products for new brand launches or market expansion?
DC: Like everywhere in the world, Africa is no different when it comes to speed and stability being non-negotiables. Overlaying this with light, adaptable and scalable technology that allows a simple customer experience and UI, that is localised to African players’ desires and product preferences will set them up for success. Keep it fast and keep it simple.
Africa is not a one-stop shop, each country is different and avoid that at your peril. Keep the product suite simple, ensure products are what players enjoy and keep innovating. With a population of almost 1.5 billion, Africa is on the cusp of a technology revolution. With rocketing smartphone penetration plus the likes of Starlink, this is the moment to ensure products are future-proofed for huge market expansion across the continent.
When it comes to other operators looking to expand into Africa, the key to choosing a technology provider is finding one who listens to your brand’s needs and who is dedicated and responsive to the specific needs of your operation and territory, ensuring a smoother and more successful market expansion. The African betting market can be niche, so your chosen technology provider needs to be adaptable and just as niche as the market itself.