Exclusive: Harnessing Data for Growth: Shivika Singh’s Two-Decade Odyssey in Gaming and Data Analytics
Shivika Singh’s journey in the gaming and hospitality sectors spans over two decades. As Director of iDataPulse, Shivika spearheads a consultancy that provides businesses with cutting-edge data strategy, business intelligence solutions, and analytics-driven decision-making frameworks.
iDataPulse’s core mission is to help organizations harness their data assets, optimize operations, and develop sustainable, data-driven growth strategies in an increasingly competitive market.
In addition to leading her consultancy, Shivika has also joined Legends Gaming Solutions, a fully licensed and 100% female owned business in the Gaming Industry, as a Data Strategist, bringing her expertise to a team of industry leaders focused on transforming businesses through innovative strategies.
In an exclusive interview with iGaming AFRIKA, Shivika shares insights into her career progression and her transition to consultancy, aiming to help organisations unlock the full potential of their data in an evolving market.
iGaming AFRIKA: Tell us a bit about who Shivika Singh is and how you got into the industry.
Shivika Singh: My journey in the gaming industry began over two decades ago at Suncoast Casino Durban, where I was introduced to the power of data-driven decision-making and its impact on operational efficiency and business growth. That early exposure shaped my passion for business intelligence, analytics, and strategic operations, particularly within the gaming and hospitality sectors.
Over the years, I progressed into Business Intelligence leadership roles at both Tsogo Sun and later at Sun International, where I was instrumental in implementing data strategies that supported operations and strategy. After five years at Sun International, I returned to Tsogo Sun in an expanded role, leading data strategy and business development where I was involved in high-impact business development projects. One of my key initiatives was the launch of playTSOGO online betting. Whilst focusing on my portfolio I was also serving as a director on multiple boards. My passion has always been about harnessing data to drive growth and innovation—turning raw data into actionable insights that create real business impact.
After spending over 20 years in the corporate world, I made the decision to extend my expertise across the industry with a vision to work closely with businesses to provide BI, data strategy, and strategic direction, helping organisations unlock the full potential of their data and drive sustainable growth in an evolving market.
iGaming AFRIKA: How have you seen the African gaming market evolve during your time in the industry?
Shivika Singh: The African gaming market has transformed significantly over the years, shifting from a predominantly land-based industry to one that is now heavily driven by online betting. When I first started in the industry, casinos and retail betting shops were the dominant forces. Today, iGaming and online sports betting are leading the pack, fueled by rising smartphone adoption, improved internet connectivity, and constantly evolving consumer behaviors.
However, this rapid growth has also introduced regulatory complexities. While some countries have established clear frameworks, others remain fragmented, creating operational uncertainty for the industry.
iGaming AFRIKA: What unique opportunities do you think Africa offers compared to other gaming markets globally?
Shivika Singh: That’s a good question. Africa presents a highly dynamic and fast-evolving gaming market, offering distinct opportunities that set it apart from more mature global markets. One of its greatest advantages is its young, digitally engaged population. This generation is tech-savvy, mobile-first, and highly responsive to digital innovation, making Africa a prime region for next-gen gaming experiences, esports, and gamification-driven engagement strategies.
Another key differentiator is Africa’s deep-rooted sports culture, particularly its passion for football, which fuels the massive growth of sports betting. Unlike more saturated Western markets, African players have shown a strong affinity for live betting, micro-betting, and in-play experiences, creating opportunities for operators to develop real-time, data-driven betting products that cater to hyper-engaged audiences.
The continent’s rapid digital transformation is also a major advantage. Africa has leapfrogged traditional banking systems with mobile money and digital wallets, making seamless payments and instant transactions a core part of the gaming experience.
The future belongs to operators who understand the region’s unique digital behaviours, cultural nuances, and evolving player expectations—those who do, will not just enter the market, but define its future.
iGaming AFRIKA: What role do you see the sector playing in job creation and skill development, especially for women and youth?
Shivika Singh: The gaming sector has immense potential to create jobs across various levels, from operations and customer service to technology development and data analytics. It also offers a platform to upskill youth in areas such as software development, marketing, and artificial intelligence. For women, the industry can serve as a great equaliser, providing opportunities in leadership and technical roles. By fostering inclusive hiring practices and skill development programmes, the sector can drive economic empowerment and growth.
iGaming AFRIKA: How can gaming operators and governments collaborate to maximise the economic benefits of the industry?
Shivika Singh: A strong partnership between gaming operators and governments is essential for ensuring that the industry not only drives economic growth but also contributes meaningfully to social and community development. Beyond taxation and regulatory compliance, operators have a significant role to play in Corporate Social Investment (CSI) and Socio-Economic Development (SED) initiatives that create long-term, sustainable impact.
By investing in education, skills development, and job creation, gaming operators can help cultivate a workforce equipped for the digital economy, particularly in technology, data analytics, and responsible gaming management. Programmes that support STEM education, digital literacy, and entrepreneurship ensure that industry growth translates into real opportunities for local talent.
Read Also: Exclusive: The State of Responsible Gambling in Africa: Expert Perspectives and Future Trends
Infrastructure development—such as improving digital connectivity, building esports arenas, or supporting fintech advancements—is another avenue where gaming operators can contribute meaningfully. Strategic public-private partnerships (PPPs) can drive innovation, enhance local economies, and position Africa as a leader in global gaming trends.
iGaming AFRIKA: Esports is gaining momentum worldwide. What potential do you see for its growth in Africa?
Shivika Singh: Esports is more than a trend—it’s a revolution. Esports has immense potential in Africa, given the continent’s youthful population and growing gaming culture.
As internet access improves and gaming becomes more affordable, we are likely to see a surge in participation. The future of esports betting in Africa is just getting started, and the biggest opportunities lie ahead for forward-thinking iGaming operators.
Live esports betting will reshape in-game engagement. Gamification & AI will create hyper-personalised esports betting experiences
Regulatory harmonisation will unlock massive market potential. Operators who embrace innovation, invest in esports betting experiences, and collaborate with industry experts, will position themselves as the future leaders of iGaming in Africa.
Read the full interview in our digital magazine below:
