How Mobile and Culture Are Shaping Africa’s Gaming Market at SBC Summit 2025

SBC Summit 2025 is shining a spotlight on Africa’s fast-growing gambling market as part of its Emerging Markets program. With a focus on practical strategies and real-world insights, the event promises valuable takeaways for anyone looking to grow in this exciting region.

Spotlight on Africa at SBC Summit 2025

The Emerging Markets Africa track is scheduled for Tuesday, 16 September, at the Feira Internacional de Lisboa (FIL). It will feature five expert-led sessions exploring Africa’s biggest opportunities, local challenges, and the differences that define each market.

From well-established areas like South Africa to growing markets such as Ghana, attendees will hear directly from the key figures shaping Africa’s gaming industry. Whether you’re navigating regulations or aiming for long-term expansion, this track will provide the guidance you need.

Rasmus Sojmark, Founder and CEO of SBC, summed it up well: “Africa isn’t just one of the most exciting markets in gaming – it’s one of the most misunderstood. That’s why this track matters. We’re bringing together the people who know the region inside out, and creating a space for honest, practical conversations.”

The day begins with the Africa Leaders Panel: An Ever-Expanding Horizon, where major players will share insights and advice. Speakers include Christopher Coyne (888AFRICA), Sab Jhooti (Bonmoja), Laurence Michel (Super Group), Ronnie Whelan (Kingmakers), and moderator William Scott (Meridianbet). They will discuss how to build trust with regulators, connect with local communities, and identify the best markets to enter, including Nigeria, Kenya, and Tanzania.

The session A Continent on the Move: Sportsbook Technology in Africa will focus on how mobile-first innovation is driving sports betting growth across the continent. With more than 70% of Africans now using smartphones and mobile money integrated into daily life, speakers Chris Duncan (Bonmoja), Charles Lee (Kwiff), and Anton Rublievskyi (Growe) will explore how operators can leverage this ecosystem to boost payments, engagement, and expansion.

As more companies grow their footprint in Africa, Regulating Africa: Putting the Player First will highlight how new regulatory frameworks are putting player safety front and center. This session will bring together regulators such as Bashir Are (Lagos State Lotteries and Gaming Authority), Carla Bastos (Mpumalanga Economic Regulator), Peter Kesitilwe (Botswana Gambling Authority), and Zoe Siwa (Western Cape Gambling & Racing Board) to discuss how collaboration between operators and regulators is shaping safer, more sustainable markets.

The session Marketing to Africa: No More One-Size-Fits-All will look at how marketing strategies can reflect Africa’s cultural diversity. Elad Barzilai (Leverage), Ben Cove (Logifuture), Maha Otu (Betwinner Affiliates), and Michael Rasmussen (E2 Communications), moderated by Lois Bright (Women in Gaming Africa), will share how tailoring user experiences, using data effectively, and respecting local cultures have helped their businesses thrive.

This Africa-focused track is part of the new Emerging Markets stage at SBC Summit 2025. It runs alongside the Global Markets track, which will cover regions such as Latin America, Western Europe, and North America. While the Global Markets sessions offer broad insights, the Emerging Markets stage will provide a deeper dive into high-growth areas that are rapidly evolving.

In addition to the Africa sessions, the Emerging Markets stage will include focused content on Eurasia and the Middle East on Wednesday, 17 September, and Asia on Thursday, 18 September.

Secure your ticket to SBC Summit 2025 today.

You can choose from three ticket options: VIP Event Pass, Expo+ Pass, or Expo Only Pass. Please note that the Expo Only Pass does not include access to conference sessions.

Planning to attend with your team? Take advantage of the Group Pass Discount. When you buy three or more passes, each ticket costs just €400, saving you €200 per person.

Operators and affiliates may be eligible for a complimentary pass. Simply apply, and allow up to three working days for the team to process your request.

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