In an enlightening interview with Mercy Sharon from iGaming AFRIKA, Geoffrey Muindi, CEO of Dive Marketing, shared invaluable insights into the marketing strategies essential for brands aiming to succeed in the African gaming market.
As the continent continues to attract global brands with its immense potential, Muindi emphasized the importance of a tailored approach that recognizes the unique dynamics of each African country.
Muindi pointed out the common pitfalls many brands encounter, saying, “Most brands have not been doing their research well. They come with a fixed mind… and duplicate the same strategy they used in Europe.” This fixed mindset can lead to failure, as each African country has its distinctive culture, consumer behavior, and market conditions.
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One of the key strategies Muindi highlighted is localization: “You need to localize the brand to make sure at least you speak to the audience of that particular market and country.” He stressed that understanding local preferences and engaging with the community is crucial for relevance and lasting impact. Without this localized approach, brands run the risk of alienating their target customer base, rendering their efforts ineffective.
Moreover, Muindi pointed to the necessity of embracing technological advancements and consumer behavior shifts. “Your strategy needs to focus on where the customers are,” he advised, emphasizing the growing importance of digital platforms.
He elaborated on the significance of creating a seamless customer experience, noting, “You have to invest more into marketing, be it digital, be it online, on ground, be it BTL, be it ATL.” Comprehensive strategies that span various marketing channels are essential to capture the diverse audience across the continent.
A collaborative mindset is equally critical, according to Muindi. He advocated for partnerships across the industry, stating, “It’s not competition; it should be collaboration.” This approach can lead to shared success and innovation, further propelling the industry forward.
