Insights from Rene Maishu Maimo on Balancing Retail and Online Betting in Africa’s Betting Market Challenges
At a recent Sports Betting West Africa (SBWA)+ Conference in Ghana focusing on the African betting market, Rene Maishu Maimo, Head of Marketing and Business Development Unit at DME Systems shed light on the key issues and challenges facing the industry while emphasizing the delicate balance between retail and online betting.
His insights provided clarity on how to navigate current market dynamics and foster a harmonious relationship between operators and regulatory bodies.
Referring to the ongoing dialogue around betting channels, Rene Maimo stated, “The key issues… have been where to strike a balance between retail and online betting, which are the primary choice of channels for most operators.”
He argued that retail betting remains a critical component of the industry, noting, “Retail remains an indispensable or unavoidable channel for most of the operators because of the realities of Africa.”
This observation is rooted in the cultural habits of many Africans, as Maimo elaborated: “Africans, in their natural selves, still like that physical interaction with sales agents… They want to gather around kiosks and discuss football.”
While he acknowledged the advantages of online betting, which provides greater flexibility, Maimo clearly articulated the need to respect traditional betting practices: “We admit the fact that retail has its space, and there is never going to be a time that we will say retail will not be a channel of choice for any operator.” This perspective underscores the importance of both channels working in tandem to serve the diverse preferences of bettors.
The conversation turned to the relationship between operators and regulators, a critical area for the industry’s development. Rene Maimo explained, “The regulator is doing his job… to ensure that people are compliant and do the right things,” emphasizing the necessity of a stable and orderly market. He pointed out that regulators must balance compliance with protecting economic and public interests while noting the importance of technology in this process: “I was impressed by the emphasis on the role of technology to help regulators… to safeguard the pointers’ welfare on platforms to ensure that they don’t go addictive in gaming.”
A strong focus on responsible gaming was a recurrent theme in Maimo’s remarks. He stressed, “If operators are more and more conscious of their corporate social responsibility… they would do everything to be compliant and ensure that people are safe and happy and enjoy betting with them.” The dynamic illustrates that both operators and regulators have roles to play in creating a safe gaming environment.
In summary, Rene Maishu Maimo’s insights illuminate the complexities of the African betting market, advocating for a symbiotic relationship between retail and online platforms while highlighting the importance of cooperation between operators and regulatory bodies. As the market continues to evolve, his observations suggest that leveraging technology and a commitment to responsible practices will be pivotal in shaping a sustainable future for the industry.
