Bwalya Noah on betPawa’s Strategy for Growth and Responsible Gaming
Bwalya Noah, Regional Manager for Southern Africa at betPawa, shared valuable perspectives on the dynamics of emerging gaming markets, regional strategies, and the company’s strong commitment to responsible betting. In a candid interview with iGaming AFRIKA at SiGMA Africa 2025, she discussed both the opportunities and responsibilities that come with operating in the fast-evolving African iGaming ecosystem.
She oversees operations across Zambia, Malawi, Mozambique, and Lesotho, markets that are still developing but rich with potential. Bwalya Noah emphasized that entering new markets in these regions gives the company, betPawa, a strategic edge to grow its customer base and deliver tailored offerings.
“Going into these new markets is definitely a stepping stone for us to actually cover more in terms of our customer base,” Bwalya said.
Unlike mature markets, emerging regions require a nuanced approach. Bwalya Noah cautioned against the common industry pitfall of applying a one-size-fits-all marketing strategy, urging professionals to avoid the “self-reference criterion” a term used to describe the imposition of one’s own cultural norms when analyzing or addressing another market.
“Each market is a bit different… we need to stay away from self reference criterion so that we try to make sure that the product offering is according to the market that we’re targeting,” she added.
Bwalya also noted that less regulated regions, such as parts of North Africa, hold strong market potential, but effective regulation is key to ensuring long-term sustainability and ethical operations. She added that saturated markets, in particular, require oversight to maintain fair competition and protect consumers. “Some regulation is required because you want to make sure that you’re promoting responsible betting.”
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At the heart of betPawa’s strategy is a firm stance on responsible gaming. As Bwalya mentioned, it’s not just about meeting regulatory requirements but about genuinely caring for the well-being of users. Beyond messaging, betPawa integrates responsibility into its core operations through CSR initiatives, sponsorships, and a standout feature: the self-exclusion tool, which empowers users to limit their own access to the platform if needed.
Additionally, the company celebrates big winners in meaningful ways, treating them as part of the brand’s extended family. This helps build a community and reinforces the message that betting should be both enjoyable and safe.
