Exclusive: Zsuzsanna Zeibig on Scaling Responsibly Across Africa’s Emerging Gaming Markets
With more than two decades of industry experience spanning land-based casinos and digital transformation, Zsuzsanna Zeibig has built a career rooted in insight, adaptability, and cultural understanding. As General Manager for EGT Kenya, she stands at the centre of Africa’s rapidly evolving gaming landscape, where innovation, localisation, and regulatory shifts are reshaping opportunities across the continent. In this interview, she shares her journey, the lessons learned from expanding across multiple African markets, and her vision for the future of gaming in the region.
iGaming AFRIKA: You’ve built a remarkable career in gaming, currently serving as General Manager at EGT KENYA. What initially attracted you to the industry, and what continues to motivate your work today?
Zsuzsanna Zeibig: I began my career in the gaming industry over 20 years ago, working in land-based casinos. Since then, I’ve gained extensive experience and insight into the field, and what continues to inspire me is the fact that there’s always something new to learn.
iGaming AFRIKA: EGT Digital recently extended its collaboration with Bangbet to Tanzania, making over 150 of its in-house slot titles available to players there after success in Kenya and Nigeria. As General Manager, what were the biggest challenges you faced in launching in Tanzania, and how did you leverage learnings from previous markets to drive this rollout?
Zsuzsanna Zeibig: Out of Africa’s 54 countries, we’re actively exploring 50 promising markets for online gaming. Tanzania, in particular, stands out as a vibrant and rapidly growing market that truly excites us. Our content is already live in two casinos, and we’re eager to expand our footprint as we see tremendous potential ahead.
Read Also: Gaming Board of Tanzania Amasses TZS 260.21 Billion in Revenue Over Four Years
iGaming AFRIKA: From East to West Africa, player preferences and operational realities differ significantly. How do you and your team adapt EGT Digital’s solutions to meet these local market dynamics?
Zsuzsanna Zeibig: We believe it’s essential to maintain a local presence in each market, as we understand that every country is unique. Each nation has its own culture, language, traditions, level of internet access, and economic landscape. It’s important to us that we don’t view this large and diverse continent as a single, uniform market. Our diverse portfolio includes a wide range of products, and we’re proud that our classic jackpot slots, both land-based and online, have become favourites among players throughout the continent.
iGaming AFRIKA: Beyond business growth, you’ve often emphasised collaboration and cultural understanding. How do you maintain that balance between global brand identity and local relevance?
Zsuzsanna Zeibig: With more than 50 offices around the world, our company values being close to the markets we serve in, as it’s key to truly understanding local cultures. I live in Nairobi, Kenya, because I believe our success in Africa would not have been possible if we were managing operations from Europe. We’re also passionate about working with local talent, who know their markets better than anyone else.
iGaming AFRIKA: The African gaming landscape is evolving rapidly, with technology and regulation advancing in parallel. What do you see as the most exciting opportunities in the next phase of development?
Zsuzsanna Zeibig: I think it’s very important for us to be here from the start, while the gaming industry is still developing and taking shape. Being part of its early growth helps us learn, adapt, and understand where the market is heading. I also draw inspiration from European markets, using their guidelines and experience as a road map for building a strong foundation here.
iGaming AFRIKA: The shift toward digital and online integration continues to reshape the gaming industry. How is EGT Kenya positioning itself to thrive in this hybrid environment?
Zsuzsanna Zeibig: We have over 4,000 people at our headquarters in Bulgaria providing essential support. We conduct thorough market research and equip our team with comprehensive information to ensure the successful development of our products. Constant communication is key, both with colleagues and clients. Our digital content mirrors our land-based offerings, which have been highly popular globally over the past two decades.
iGaming AFRIKA: You’ve attended several international gaming events. How important are platforms like trade shows and expos in driving collaboration, learning, and innovation across regions?
Zsuzsanna Zeibig: Attending gaming shows and expos is crucial for meeting partners in person, especially since we often operate from different parts of the world. These face-to-face interactions help us build stronger relationships, which can lead to successful and lasting partnerships.
Read Also: Exclusive: The next frontier for iGaming: Shaping the Future of Gaming in Africa
iGaming AFRIKA: The concept of responsible gaming is expanding beyond player protection to include sustainability and corporate responsibility. How does EGT Kenya contribute to this broader mission?
Zsuzsanna Zeibig: Player protection is essential for sustainable, long-term growth in the gaming industry. Gaming companies should not promote the illusion of rapid financial gain, but rather provide a safe and enjoyable form of entertainment. While monitoring problematic behaviour is easier in land-based casinos, it is much more challenging online. In some African markets, operators require minimal information, sometimes only a phone number, for registration, and players may access unregulated or illegal gambling sites. This makes it difficult to identify unusual behaviour and provide timely support to those who need it. Operators should implement responsible gambling policies on their platforms and consider allocating a portion of gaming taxes to support rehabilitation programs. In this context, technology can play a major role. That is why our platform is built with responsibility at its core, making it easy for operators to comply with local regulations and promote safer gaming environments.
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