Exclusive – Steering the Future of iGaming: Key Perspectives on Industry Growth and Engagement
In an interview with iGaming Afrika magazine, Ondela Vundisa, Account Manager at PHOENIX 7, delves into her exciting journey with the company and the unique approach it brings to the iGaming industry. From global partnerships and cutting-edge game design to her insights on player engagement, gender diversity, and the evolving landscape of African iGaming, Ondela shares her experiences and thoughts on what sets PHOENIX 7 apart in this fast-paced world.
IGA: You recently joined PHOENIX 7 at the beginning of the year. What attracted you or motivated you to join PHOENIX 7, and how has your journey been so far?
Ondela: PHOENIX 7 is a unique company. We have employees in half a dozen countries around the world. One of the best things about the industry, and about the company, is the opportunity to work with so many different, talented people. Ondela Vundisa PHOENIX 7
IGA: Can you share more details about your company’s recent partnership with BetConstruct and the objectives you aim to achieve with this collaboration?
Ondela: BetConstruct has a great contest where game developers like us compete to create a new game that incorporates their character, “Mr. First”. I think it’s a great way for new companies like us to get exposure in the marketplace. We’re also distributing quite a lot of our games through BetConstruct, so it was a natural partnership. Ondela Vundisa PHOENIX 7
IGA: What unique aspects does PHOENIX 7 bring to the iGaming industry that differentiates it from other companies?
Ondela: We are one of the very few game developers that merge the manga and anime art styles of Asia with the traditional slot mechanics and gameplay common in the West. It’s a very unusual fusion and something new in the market.
IGA: You recently participated in a panel discussion at the BiG Africa Summit on “Unlocking player engagement with creative betting offers.” Could you share some of the key insights and strategies discussed during this session, and how they can be applied to enhance player engagement in the iGaming industry?
Ondela: One of the key points I raised was ‘Know your customer’. How do we provide attractive betting offers that appeal to them? What kinds of games do they like? And which promotions appeal to them? How much are they punting on a daily, weekly and monthly basis on these games? How do we analyse the patterns in the different regions, and so forth? When you know your customers, you can analyse trends and design promotions that are appealing. We always want to find new ways to offer and deliver promotions and do it in a way that’s aligned with responsible gambling laws.
IGA: How do networking events, like those organised by Sigma Africa and Eventus International, contribute to the growth of professionals within the gaming industry?
Ondela: On a personal level, it’s the best way to connect with colleagues and friends from all over the world. This is a great time to keep abreast with hot topics that are usually discussed on panels by industry experts. The gaming industry is global, so networking events are a great opportunity to spend some quality time face-to-face with both new and existing customers. Zoom is great, but nothing beats spending time in person. Ondela Vundisa PHOENIX 7
IGA: As an Account Manager, how do you approach client management and relationship building?
Ondela: In the end, Account Management is about building relationships. It’s the focal point for collaboration between us and our customers. We don’t succeed unless our customers succeed. And my job is to make sure both of those things happen.
IGA: You have been actively involved in various iGaming events and forums. What are your thoughts on the current state of gender diversity in the gaming industry?
Ondela: Gender diversity has come a long way in the industry just in the last decade. You can see it at any event. Years ago, you often didn’t see a lot of women at the trade shows. But these days it’s much different. All you must do is look around to see it. It’s always an amazing inspiration to witness women take up space and make a difference in the industry.
IGA: How do you believe initiatives like mentorship programs can help promote and support women in the iGaming sector?
Ondela: Mentorship is important for anyone. There are a lot of technical things you can learn on your own. But there’s a lot that simply comes from experience. And there’s no shortcut to getting experience…except for trying to share it.
With the recent discussions around technological advancements within the industry, how do you see gamification trends evolving in the iGaming industry?
Ondela: Every year or two, there’s a new trend in the industry, and everyone hops on board. In the past, it was all-pay with hundreds of paylines. Before that, it was expanding wilds. More recently it’s been crash-games and gamification. The long-term value of the trends, and whether they offer value that players really want, often isn’t clear at the start.
IGA: What emerging technologies or trends do you think will have the most significant impact on the future of iGaming?
Ondela: AI certainly seems to be one of the most obvious ones, at least on the art and marketing front. I’ve heard some designers say that certain AI tools have cut their production time in half just in the last year alone.
IGA: Can you share a recent success story or a particularly challenging project that you have managed? What were the key factors that you feel led to success time and time again?
Ondela: I cannot specifically share just one, as you can imagine, I deal with projects from different parts of the world- Asia, LatAm and Europe. One thing that I can share is the time difference between these regions and having to set up meetings and resolve queries within SLA agreed periods. Sometimes this will entail having a meeting a bit earlier in the day, outside the normal working hours, or corresponding with internal teams to resolve an urgent matter a bit late at night. I also consider this as one of the exciting things about my job, I am always on my toes and have always had to think out of the box to stand out to my clients.
IGA: How do you ensure that your clients uniquely achieve their business goals through your services compared to your competitors?
Ondela: I think everything comes down to communication and organisation. Fortunately, I’m a good communicator, and I’m organised by nature. I think my clients appreciate things being handled in an orderly fashion, where we both clearly outline our goals and timelines. I also believe in managing expectations by understanding, from the onset, what they expect from me, communicating how I will be of benefit to them and being transparent with clients at all times.
IGA: Given your experience, what are the major challenges and opportunities you see in the African iGaming market?
Ondela: The challenges of Africa are similar to other emerging gaming markets in the past. Remember, the EU, the Americas, and Asia were all emerging markets at one point. And some countries in those regions are still. The challenge is always the same. To understand your customers, understand the regulatory environment, and get your tech stack up and running in a way that caters to the existing infrastructure. Ondela Vundisa PHOENIX 7
The opportunities are the same, too. If we do our job well, we can see huge growth in a short period of time.
IGA: How do you think the iGaming industry in Africa will evolve over the next few years?
Ondela: Africa will likely follow the evolution of prior markets. Some countries will organise their regulations early and set up systems that are favourable for investment. And the countries that do that early are often industry leaders for the next decade.
IGA: What motivates you in your professional journey, and how do you stay updated with the latest trends and developments in the iGaming industry?
Ondela: Staying up to date is a full-time job. I see more change in 6 months in the gaming industry than I saw in other industries over many years. But the skill set is always the same: communication. Take the time to get to know your colleagues and customers. They’ll be the first to tell you what’s going on in their world.
And the motivation is always the same: getting me and my clients to the next level and having fun doing it. Ondela iGaming PHOENIX 7
