The African iGaming market is characterized by a highly fragmented ecosystem rather than a single, unified industry, consisting of many countries with varying regulations, customer behaviors, and technological infrastructure across the continent. While South Africa, Nigeria, and Kenya lead as primary hubs, the continent is also defined by a rapid rise in digital adoption and a growing demand for fast-paced betting formats in emerging regions.

In an interview with iGaming AFRIKA, Joe Andrews, Head of Sales Africa at SIS Betting, shares the company’s strategic expansion across the continent, from its core presence in South Africa to growing footprints in Kenya, Nigeria, and beyond. He discusses how SIS is navigating diverse regulatory landscapes through strategic local partnerships and the technical optimization of their Competitive Gaming portfolio for mobile users.

iGaming AFRIKA: As Head of Sales, Africa, how would you describe SIS Betting’s current offering across the continent? To what extent is it tailored to local market needs, and are there any upcoming innovations designed specifically for African bettors?

Joe Andrews: At SIS we are very lucky to have three very different products to sell and each one of them will resonate with operator’s customer base. The market has its own dynamics and understanding them has been vital in the evolution of our portfolio. Our offering includes live fixed odds numbers content in the form of 49’s, a comprehensive racing portfolio, and our Competitive Gaming product.

Given Africa’s scale and diversity, we consider the wide differences in betting preferences, connectivity levels and how players access content across its varied markets. These distinctions influence how our products are experienced day-to-day, whether through mobile channels or in retail environments that also serve as important social hubs. With this in mind, we ensure our offering performs reliably across a range of network conditions and supports consistent engagement in both retail and digital, reflecting how bettors interact with our products throughout the region, where mobile usage is growing and in-person betting remains culturally significant.

Our live fixed odds numbers draws have built impressive momentum across Africa, supported by the two additional 49’s draws initially created exclusively for Betway. These added draw times align well with local engagement patterns, while our UK-based, end-to-end production under the highest integrity standards continues to resonate strongly with bettors in the region. Our clear, consistent presentation also plays an important role, and the familiarity of our 49’s presenters help strengthen trust and maintain high engagement, particularly in retail.

In parallel, we have refined our Competitive Gaming product so that it operates reliably across varied mobile conditions. Fast loading times, streamlined interfaces, and efficient data usage have all been areas of focus, as these elements contribute directly to the player experience.

Looking ahead, we are continuing to deepen the localisation of our products. This includes additional draw variations, enhanced scheduling flexibility, and new support tools for operators. Our approach is to respond to genuine market needs and ensure that our content remains relevant, accessible, and competitive.

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iGaming AFRIKA: Which African markets currently have access to SIS Betting’s products, and how has growth developed across these regions? Are there any key trends or upcoming opportunities in 2026 that could further drive engagement?

Joe Andrews: Our footprint in Africa has expanded steadily through long-term partnerships and consistent product delivery. South Africa remains a core market for us and our racing and 49’s products have been established here for some time. With established relationships that have shaped our understanding of regional betting behaviour. Kenya has become another strong territory, supported by our collaboration with Instasolutions. In addition, our wider distribution agreements with Bitville Gaming and Aardvark Technologies have enabled us to serve a broader network of regulated operators across sub-Saharan Africa.

Growth across the region has followed a clear upward trajectory. We are now delivering our content in Mozambique, Nigeria, Malawi, and Botswana to name a few. Each market progresses at its own pace, but the overall trend is one of increased digital adoption, rising mobile activity and sustained interest in fast-paced betting formats. We have seen this reflected in the performance of our live fixed odds numbers draws and Competitive Gaming products, both of which continue to gain traction with operators and players.

As we look toward 2026, several indicators point to continued momentum: improved mobile connectivity, wider access to affordable smartphones and clearer regulatory structures, all of which will contribute to a more mature betting ecosystem. Our focus is on ensuring that operators are equipped with the right solutions and tools to meet this rising demand. That work includes expanding draw schedules, strengthening retail support and refining digital features that align with local betting behaviour.

iGaming AFRIKA: How would you characterise the regulatory landscape for betting across Africa? Are current frameworks supportive of SIS Betting’s operations, and do you encounter any challenges when working with different regulatory bodies?

Joe Andrews: The regulatory landscape in Africa has evolved considerably, although it remains diverse across different jurisdictions. Some markets have already established clear and well-structured frameworks that support sustainable operations. Others are in the process of developing their regulatory systems, which naturally introduces additional steps for suppliers and operators.

Our experience has shown that strong local partnerships are essential for navigating these differences effectively. Collaborating with partners, often our customers, who understand the specific requirements of each jurisdiction allows us to ensure compliance and deliver products that meet local governance expectations. We have also seen increased engagement from regulators who are keen to understand how products such as ours fit into the broader betting environment.

There are still practical challenges, including certification timelines and varying approval processes. These are common in emerging markets, but the overall direction is encouraging. As these frameworks become more consistent and clearly defined, they support a more stable environment for long-term investment and responsible growth.

iGaming AFRIKA: Lastly, what’s next for SIS Betting in the African market?

Joe Andrews: People often talk about Africa as “up-and-coming” or the next big thing. It’s already here and it’s big and exciting! Africa continues to be one of the most dynamic markets in global betting, and we are proud to contribute to its development. For SIS, success in the region is based on understanding local preferences and delivering an offering that adds genuine value for both operators and players. Our live fixed odds numbers draws, racing and Competitive Gaming products have established strong followings across multiple territories, and we are committed to strengthening those relationships further.

With continued improvements in technology, steady progress in oversight and an increasingly engaged player base, the opportunities for growth remain significant. We look forward to supporting operators as the market evolves and ensuring our portfolio continues to meet the expectations of African bettors.