Curtis Roach Shares Vision for Sustainable Growth of the Gaming Landscape in East Africa
Curtis Roach, Head of Content and Co-Founder of iGamingFuture, shared insights on the evolving landscape of the gaming industry in East Africa, while speaking to iGaming AFRIKA during the recent iGF East Africa event in Nairobi. He discussed the key trends, challenges, and the distinctiveness of the East African market.
One of the primary reasons behind the creation of the iGF East Africa event stemmed from Curtis’s observation of a significant gap in the region’s gaming ecosystem. While South and West Africa boast well-established gaming events and platforms, East Africa has historically lacked spaces that deeply connect operators and stakeholders. This gap underscored the urgent need for a dedicated forum that fosters genuine networking and knowledge sharing among those actively shaping East Africa’s gaming industry day-to-day.
Curtis pointed to the rapid rise of crash games, which have surged in popularity, particularly in Kenya. Games like Aviator have recently sparked significant concern, with Kenyan MPs raising alarms over issues such as the high risk of addiction and the impact on minors and women, who are more vulnerable to the effects of gambling addiction. “…we know that’s something that has really skyrocketed. It has been a little bit, controversial in recent times in especially in Kenya.
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Despite these challenges, Curtis was quick to note that “things are being worked out,” referring to the ongoing conversations between operators and regulators, especially through the efforts of the Association of Gaming Operators of Kenya (AGOK). He emphasized that these dialogues are crucial for establishing clearer regulations and promoting responsible gaming. Curtis warned, “If we don’t look after the players, the industry risks being even more heavily punished by the government and the regulators.”
According to Curtis, “Kenya is the tech hub of East Africa,” and perhaps even of the entire continent. He explained that it is very difficult to engage a Kenyan audience without discussing innovation.
Despite the surge in online betting globally, Curtis highlighted the continuing strength of retail betting in East Africa. He explained that for many East Africans, betting is “very social,” involving visits to physical shops where people gather to watch matches and interact. This social aspect presents a challenge for online platforms trying to replicate the experience digitally. He explained that he sees promise in omni-channel models that blend online and retail betting.
Localization plays a crucial role in East Africa’s betting market. As a result, content and products need to be customized to reflect the unique preferences and behaviors of players in the region. Curtis disputed the notion that East African players engage with content similarly to those in West or South Africa. “It’s very different,” he explained. “The way people consume content and their betting patterns are unique to the region.”
