Home to 54 countries–almost a third of the world’s total–and over 3,000 ethnic groups speaking 2,100-plus languages, Africa is one of the world’s most diverse regions. Yet, especially in iGaming, it is often treated as a single market, with operators assuming European trends apply and overlooking local preferences.
But things are changing.
As the African gambling scene gains momentum, award-winning software and iGaming platform provider EveryMatrix is redefining the iGaming experience for African bettors.
Joining iGF’s Curtis Roach today to discuss how the company is achieving this is Mark Schmidt, Head of Sales at EveryMatrix.
Mark is a seasoned expert with 15-years of industry experience and was named in iGamingAfrika’s Top 50 Most Influential Men in iGaming for 2024.
Read on as we explore EveryMatrix’s tailored approach to key growth markets in the region, how it’s tackling tech and scalability challenges, and, crucially, the most common mistakes other operators make.
We’ll also discuss how the company’s recent acquisition of FSB Technology is strengthening its position and helping it grow on the Mother Continent.
EveryMatrix is renowned for its global experience as a Tier 1 solutions provider. How have you leveraged this wealth of knowledge to create an optimised product for key African growth markets?
“2024 was yet another landmark year for EveryMatrix with record revenue, record profitability, and, more importantly, record customer growth.
“In Africa, our acquisition of sportsbook platform provider FSB Technology, which had several existing African customers, opened up multiple opportunities to migrate those brands to our technology, providing them with additional products they were previously unable to access while expanding our footprint further in the region.
“We’ve been in Africa for several years, but we’re using the FSB acquisition as a springboard to accelerate our reach with new customers, entering new and expanding existing markets while cementing our reputation as the region’s fastest growing iGaming provider.
“We believe we’re one of the only providers that can offer African brands a proven, next-generation suite of advanced technologies and operator/customer experiences.
“We can demonstrably prove that the ‘EveryMatrix Effect’ has propelled the growth of multiple global brands from mid-market positions to today’s market leaders in their countries, and we fully expect to see the same pattern emerge with brands we work with in Africa.
“In 2024 alone, we reached a record €782 million (£653.3m) in GGR for casino, a 33 percent YoY increase, processing over 73 billion game rounds, while sports GGR surged by 115 percent YoY to €160 million (£133.6m) showing just how much we contribute to our customers’ growth.”
How would you describe your overall approach to the African market? How can EveryMatrix succeed when others haven’t?
“While our presence is global, we always think local. The success we continue to foster is built on an understanding that every market is unique in terms of its regulatory framework, operator requirements and players’ needs.
“The topic of localisation is used by nearly all European providers entering Africa, but what have they actually done? The answer is very little.
“After the acquisition of FSB, we met with the brands that would be switching over to our technology; the feedback was unanimous that EveryMatrix offers precisely what they need. This feedback isn’t from start-ups but rather from Tier 1 African powerhouses.
“Unlike many of our competitors, who have come to Africa unprepared and over-promising, we are fully committed to investing in a long-term strategy with teams in Tanzania and Cape Town.
“Our new South African office, which is being built as we speak, will offer a localised, tailored approach, with local experts well versed in what brands and their players want, helping operators grow and deliver next-generation betting and gaming experiences.
“The EveryMatrix platform has been built to adapt and flex based on individual market requirements, and with such a wide tapestry of territories in Africa, we are confident this bespoke approach will project us into a market-leading position in the years to come.”
Some African operators struggle due to legacy technologies, resulting in outdated customer experiences. How do these legacy systems impact an operator’s ability to integrate with innovative new tech from providers like EveryMatrix?
“Operators need to understand that various parts of the African market are rapidly evolving due to increasing internet and mobile penetration, the advancement of digital technology and customers demanding more entertainment for their money.
“A more connected world brings with it higher player expectations, but the industry isn’t currently meeting those expectations.
“Brands and their customers have put up with legacy technologies, outdated experiences and a lack of scalability for far too long.
“We feel the time is right for positive disruption, bringing winning products, proven platforms and new features to an African market that is eager to evolve.
“In South Africa, much of the market uses a one-size-fits-all solution, with the only real difference being a few cosmetic colour changes on the front-end. How are these operators supposed to grow their market share with this limited approach?
“Take horse racing, for example. It’s a staple product in South African betting. Yet for years, operators have been using overpriced, underperforming technology, including delayed ‘before-the-off’ feeds, meaning bettors only have access to an outdated experience.
“What is the point of offering a horse racing feed catered to UK players? It makes little sense, and it ultimately stems from a lack of understanding by the provider and the operators’ limited choice in what they use.”
Africa is home to some of the fastest-growing iGaming markets. However, many operators have tried and failed to succeed on the continent. What are the most common mistakes, and how can we learn from them?
“It feels pertinent to bring this back to localisation on several levels. Products that work well in Europe and beyond don’t necessarily translate in Africa.
“Africa is a region with 54 individual countries, a complex payments ecosystem and significant scalability challenges.
“It’s also important to emphasise the power of having a physical presence in the region. I’m based in South Africa and have other colleagues in Tanzania, an ideal mid-African location. This geographic presence allows us to meet clients within the rapidly growing South African market as well as key Sub-Saharan territories.
“For too long, operators in Africa have dealt with European-based providers who have little understanding of the iGaming landscape here. Being physically present in Africa enables us to build face-to-face relationships and reinforce the message that EveryMatrix is here for the long run.”
“The playbook of some European providers is to promise the world to operators in Africa, sign them up and then pretend that they don’t exist.
“Our African team is hands-on, meeting with our clients to get first-hand feedback and build on relationships. We aren’t here to make a quick profit and leave; we are here to stay.”
EveryMatrix recently acquired FSB Technology, Africa’s market-leading sportsbook and iGaming supplier. How will this acquisition enable you to succeed in African markets and provide added value to your customers?
“The FSB acquisition was one of our 2024 highlights, and we’re already seeing the returns with a growing footprint across the region and a richer overall proposition.
“From an African point of view, the knowledge and expertise we have brought into the organisation have been game-changing.
“The FSB team has been here since 2016 and has had significant success in the region with an impressive client list that includes the likes of 888 Africa, Super Sport Bet and Premier Bet.
“The heart of that talent has been retained within sales, account management, and technology, and we aim to maximise the learnings of our existing African staff with FSB personnel.
“The marriage of FSB talent with EveryMatrix technology brings an exciting new proposition to clients that can transform the region. A key element is our in-house built horse racing product that will go live in Q2 this year.
“In South Africa, horse racing is a cornerstone of any sportsbook, and we immediately understood that to meet the needs of the contemporary South African player, we needed to create something in-house that was unique to the market.
“The launch later this year will mark a significant moment in our exciting African journey.”
Editor’s Note:
It’s been an incredible year for EveryMatrix, which–through its acquisition of FSB Technology, physical presence in the region, and focus on enhancing product quality–is cementing its position as the “region’s fastest-growing iGaming provider”.
Mark argues that for too long, the industry has not kept pace with Africa’s increasing Internet and mobile penetration rates, technological advancements, and the growing demand for better products – leaving a sizable gap in the market, which EveryMatrix is now filling.
Unlike other providers, who Mark says overpromise but underdeliver–relying on carbon copies of European products–EveryMatrix is “one of the only providers that can offer African brands a proven, next-generation suite of advanced technologies and operator/customer experiences”.
According to Mark, this deep “understanding that every market is unique in its regulatory framework, operator requirements, and player needs” has been the key to EveryMatrix’s success in a region where many others have failed.
EveryMatrix will be exhibiting at SIGMA Africa on March 10th and 11th next month. Book a meeting here – https://everymatrix.com/contact/
