Exclusive: Artur Harutyunyan on Localised Storytelling, AI, and Payments

Africa’s iGaming industry is on a trajectory of explosive growth, driven by rising mobile penetration, evolving player preferences, and an appetite for localised digital experiences. During an exclusive with iGaming AFRIKA , Artur Harutyunyan, a tech-savvy entrepreneur and founder of BetFounders, shares his journey from social gaming to building scalable iGaming platforms tailored for Africa.

He discusses how data-driven strategies, AI-powered engagement, and culturally rooted storytelling are redefining player experiences, while addressing the infrastructure, regulatory, and payment challenges shaping Africa’s dynamic iGaming landscape.

iGaming AFRIKA: Could you provide an overview of yourself and your background?

Artur Harutyunyan: I started my journey studying Economics and later transitioned into Technology, Business, and Digital Marketing. That combination gave me a strong foundation in understanding how companies grow and how people interact with products.

My first hands-on experience was working on social games, where I learnt a lot about player behaviour and how to build engaging experiences. Over time, this path naturally led me to the iGaming industry, particularly as I recognised the huge potential in the African market.

Today, with over 10 years of experience, I lead a growing company focused on creating smart, scalable gaming solutions. I believe in teamwork, simple ideas that work, and always putting the user first.

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iGaming AFRIKA: How did you first get involved in the gaming industry?

Artur Harutyunyan: My first steps in gaming were through social games, many of which were inspired by Armenian traditional games. We started by creating simple, culturally familiar games for local audiences. It was a great way to understand what keeps players engaged and how gameplay connects with identity and emotion.

Over time, I started noticing a gap, especially in emerging markets like Africa. There were many players, but limited access to quality online platforms. In some places, gaming was mostly offline, and online systems lacked structure, variety, or a proper user experience.

That’s when the idea formed: what if we could bring well-designed, modern iGaming platforms to regions where demand was growing but supply was still catching up? This thinking led me to enter iGaming – combining my technology and marketing background with a mission to build something new and needed.

iGaming AFRIKA: With over a decade of experience in IT Management and Digital Marketing, how have these roles shaped your data-driven decision-making approach in gaming?

Artur Harutyunyan: Coming from both tech and marketing backgrounds gave me a unique perspective. On one hand, I learnt to build scalable systems that work smoothly. On the other hand, I learnt how to understand users, test ideas quickly, and measure results.

In iGaming, this balance is crucial. We don’t make decisions based on guesswork – we follow the data. Whether it’s choosing the right bonus structure or improving user flow, we look at real player behaviour, run A/B tests, and adjust quickly.

We also follow a framework I call the B/W formula, focusing on acquisition, monetisation, retention, and engagement. This helps us see the full picture and build products that grow sustainably.

Most importantly, my background has taught me that good decisions come from asking the right questions, listening to the numbers, and staying close to the user.

iGaming AFRIKA: Since entering the fast-growing but untapped African market, what has surprised you most, and how did you navigate those unexpected challenges?

Artur Harutyunyan: To be honest, I’m still often surprised. The African market is full of opportunity, but it also comes with unique challenges that require constant adaptation. One of the first things I noticed was that in many regions, there wasn’t a clear understanding of how a proper gaming website should work, from UX expectations to technical stability.

In addition, there are real gaps in regulation, taxation, and long-term direction. Many markets don’t have stable or well-defined gaming frameworks, and intellectual property isn’t always protected. Everything is very country-specific, which means there’s no one-size-fits-all approach.

To navigate this, we’ve had to stay flexible – adapting to each country’s needs, building strong local partnerships, and focusing on education and trust-building with both users and regulators.

iGaming AFRIKA: From regulatory hurdles to tech limitations and payment infrastructure, which challenge proved the toughest, and how did you work to resolve them?

Artur Harutyunyan: All of these challenges matter, but the toughest one so far has been payment infrastructure. Many regions in Africa rely heavily on mobile money, and the systems can be fragmented or unstable. At times, even basic transaction flows don’t work as expected, which directly affects user trust.

To solve this, we partnered with local fintech providers and built a flexible payment layer that can adapt to each country’s specific systems. This way, we ensure smoother deposits, faster withdrawals, and fewer failed transactions.

On the tech side, device diversity and low connectivity in some areas required us to optimise every part of the platform, keeping games light, mobile-first, and fast.

As for regulation, the main challenge is a lack of consistency. Each country has its own rules, or sometimes no clear rules at all. We navigate this by staying agile, doing country-specific research, and building compliance-ready systems that can adapt as laws evolve.

iGaming AFRIKA: BetFounders recently launched the Big Five. What inspired the concept behind this bonus, and could you walk us through the development journey, from initial idea to execution and especially in the context of tailoring it for the African gaming audience?

Artur Harutyunyan: When we started working on Big Five, we didn’t just want to launch another game. We wanted to build something that truly captured the rhythm, colour, and wild spirit of the continent. The Big Five are powerful symbols across Africa, and they inspired us to create a localised system that feels exciting, familiar, and meaningful.

We trained AI models to help us create not only the bonus logic, but also the visuals from the golden savannah landscapes to the intense gaze of the leopard. Every detail was crafted to resonate with African players and offer something fresh and immersive. Big Five isn’t just a game – it’s a dynamic experience built specifically for this market.

iGaming AFRIKA: With the launch of the “Big Five” bonus system, how do you see localised storytelling and AI-driven engagement reshaping player loyalty strategies across African iGaming markets?

Artur Harutyunyan: Big Five taught us that localised storytelling works. When players see something, they emotionally connect with it, whether it’s the name, the visuals, or the flow of the bonus; they’re more engaged and more loyal.

AI played a key role in helping us shape this experience. It allowed us to generate visuals and flows that felt authentic yet dynamic. By combining technology with cultural relevance, we’ve seen a noticeable improvement in how players interact with the product. This kind of AI-powered, story-rich engagement is, in my view, the future of loyalty strategies in Africa.

iGaming AFRIKA: What insights did you and your team gain from developing the Big Five that will influence future bonus mechanics or game design at BetFounders?

Artur Harutyunyan: One major insight is that bold ideas grounded in local context work best. Big Five showed us that players respond not only to attractive rewards, but to games that feel like they were made for them. From AI-generated visuals to a more interactive bonus journey, we’ve seen higher engagement and return rates.

Moving forward, we’ll continue to explore how technology helps us tell better stories, faster. We will keep respecting local cultures, listening to player feedback, and pushing creativity.

iGaming AFRIKA: Technologies like data analytics, AI, and automation are transforming iGaming. How are you leveraging these tools to enhance gameplay and improve user experience?

Artur Harutyunyan: We see technology as a toolbox, and we use each tool where it makes the most impact. With analytics, we track how players behave – what they enjoy, when they drop off, and what keeps them engaged. This helps us adjust bonuses, game flows, and even design elements in real time.

AI has been a game-changer, especially in projects like Big Five. We used it not just for visual creation, but also for understanding patterns in user preferences. It helped us personalise experiences without overwhelming the player.

Automation allows us to scale efficiently. From real-time CRM triggers to bonus delivery and fraud checks, we rely on automated systems to ensure speed, accuracy, and efficiency, especially important when working across multiple markets.

Our goal is to use technology to make the player experience smoother, smarter, and more enjoyable.

iGaming AFRIKA: Following your insightful contribution during the recent iGaming AFRIKA webinar on the future of slot games, how do you see player preferences across African markets shaping the design and development of future slot games and their titles?

Artur Harutyunyan: In many of the markets we entered, we didn’t just follow trends, we helped shape them. We introduced players to a variety of game types, explained how they work, and created a space where they could explore and find what they love.

Over time, it became clear what resonates: Jackpot slots, Hold & Win mechanics, 3×3 classic formats, and games with strong, frequent bonus triggers. These are not passing trends – they’re the future of slots in Africa.

Players now actively look for these features. They want simple, rewarding, and exciting gameplay – and we’re committed to giving them more of exactly that.

iGaming AFRIKA: You mentioned some exciting trends during the session. Could you share more about the innovative technologies or mechanics that Game Providers should start exploring to stay ahead in Africa’s fast-evolving iGaming landscape?

Artur Harutyunyan: If you want to succeed in Africa, the first thing to keep in mind is data optimisation – and by that, I mean keeping games light and internet-friendly. Many players still face limited connectivity and expensive mobile data, so your games need to load fast and run smoothly, even on basic devices.

Next, focus on giving players a real sense of control over their gameplay and winnings. Games that allow users to feel they’re managing their money and progress, not just spinning for luck, perform much better.

Also, bonus mechanics matter a lot here, especially the second and third bonus triggers. That’s when players are already involved, and the emotional engagement is higher. Design your reward structure with that rhythm in mind.

In short, my advice: build simple, smart, and build with Africa in mind. If you respect the local player’s experience, the market will respond.

Read the full interview in our digital magazine: