In the fast-evolving iGaming market, locally preferred content is often the key to player engagement and loyalty. While smaller or regional operators can move quickly to integrate such titles, larger international brands frequently face layers of approval and global priorities that slow adoption. Understanding how operators balance global hits with local favorites and the commercial implications of delays offers valuable insight into the dynamics shaping emerging markets.
In a recent interview, Gerald Msimanga, Sales Manager for Africa at Kiron Interactive, shared his perspective on the interplay between globally proven content and locally preferred games, highlighting the strategies that drive growth in diverse markets.
What patterns have you noticed when it comes to how locally preferred content is prioritised or delayed in operator roadmaps?
Smaller or regional operators usually move faster. Locally preferred content helps them stand out and keeps players loyal. Bigger international brands face more layers of approval and are guided by global priorities. Even if they’re interested, global titles with proven revenue almost always go first.
Have you experienced situations where commercially relevant content for growth markets was pushed back due to HQ’s focus elsewhere?
Yes, it happens often. Global teams prioritise what’s already proven, which makes sense commercially but can stall growth in new regions. Once we show them real data from regional launches, priorities change fast. That’s why we focus on evidence early. The smaller operators who test first usually get the reward.
Why do you think operators tend to prioritise European markets first, even when locally preferred content is designed for faster-moving opportunities?
It’s about managing risk. Europe is predictable and profitable, so it gets attention first. But that can slow expansion in emerging markets like Africa, where audiences are mobile-first and more responsive to lighter formats. When those regions are deprioritised, growth slows, and smaller competitors seize the moment.
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What’s the commercial cost of these delays for suppliers, operators, and the market?
There’s a clear knock-on effect. Suppliers can’t scale proven titles fast enough. Operators miss out on content that could lift engagement and revenue. And markets mature more slowly when players don’t see their preferences reflected.
From the supplier side, what do you need from operator partners to get locally preferred content into the market faster?
Alignment and trust in the numbers. When operators see locally preferred content as a performance driver, not just a localisation checkbox, everything moves faster. Smaller partners help us prove the case early. With that data, we can go to the larger operators and show exactly where and why a title performs.
Do you think local market teams within operators have enough influence over central decision-making?
Often not. When local teams have a real say, integrations happen faster, and results improve. They understand what resonates with their players. For regional brands, that’s their edge — a player experience that feels closer to home. When local voices are muted, that advantage disappears.
What would a more balanced content integration model look like?
Operators need both. The global hits that perform everywhere and the local favourites that unlock growth in specific markets. The key is sequencing. Bring local teams in early, test fast, and scale what works. That’s the model we focus on at Kiron. Global reliability with local awareness.
