Kamil Głowacki: Africa offers enormous growth opportunities, but requires patience and adaptation

In a few hours, you will participate in the “Africa: Panel of Leaders,” representing SB Software. What will you talk about during the panel? What’s the plan?

The panel will focus on Africa’s growing technological development and how increasing access to stable internet and digital devices is allowing more and more people to place bets online, rather than at physical locations. We will discuss whether it’s the right time to enter this market or if it’s better to wait. Despite Africa’s population of 1.3 billion, only about 2% currently access betting content.

You have extensive experience in the African market, having been active there for many years. What are the biggest changes you’ve seen over time? Does the issue of internet access still persist? How does online betting evolved ?

Over the past 10 years in this market, many things have changed. Initially , one of the main challenges was ensuring that websites and betting platforms were as lightweight enough to minimize ,  the data transfer costs  for the user or avoid betting disruptions caused by slow loading times. Today,  internet access has improved significantly, particularly with mobile networks, although widespread optical fibre infrastructure is still lacking. This is a significant improvement.

Another major change has been in power supply. In the past, even in less developed countries, frequent power outagesvwere common – users often lacked electricity for 2-3 hours a day. Which means they couldn’t charge their phones or use computers, even in betting shops. These problems are now gradually fading away, significantly improving accessibility to online betting.

What does the typical African bettor look like? Is it worth introducing innovations popular in places like the U.S., or is it not the right time for that yet?

The African bettor is gradually becoming more “global.” They are beginning to show the interest in more complex bonuses, beyond simple offers like “place 5 bets, get the 6th free.” Thanks to the growth of online betting, which happens outside traditional shops, players are increasingly taking advantage of bonuses or achievements within gamification frameworks. This trend is also emerging  in Africa, and I believe it will become very popular there in coming years, much like in other parts of the world, including Poland.

Is Africa the market with the greatest growth potential compared to other continents, or is that too bold  a statement?

Definitely, in terms of growth potential, Africa certainly offers enormous opportunities. While markets in Europe and the U.S. have large customers bases and generate substantial revenues, but these countries also have very strict regulations. These regions focus on preventing addiction, protecting players’ savings, and ensuring tax compliance, all of which affect operators’ activities. In Africa, until recently, most countries were practically unregulated. Although  regulations are now evolving, but they are still far less restrictive than in Europe. As long as operators pay taxes to the state, they can grow without much interference in the area of responsible gambling, which is currently a major focus in Europe.

Operating in many African countries, do the differences in regulations between individual countries pose a problem for you?

It’s not a problem for us because our platform is designed to easily adapt to different markets. The system’s configurability allows us to respond quickly to regulatory differences. For example, we have a client operating in 20 African countries, 14 of which are regulated in some way, primarily in terms of taxation. Complying with tax laws and adjusting to local regulations isn’t a challenge for us because the platform was designed to handle such requirements.

Does the fact that you’ve been in the African market for many years give you an advantage over the competition, especially now that the markets are starting to regulate and open up to new companies? Does experience play a significant role here?

Absolutely. Our experience in the African market is a significant advantage. Even the look and feel of a website – its design and functionality – differ greatly from what you find in Europe or in more popular markets where large companies operate. When new companies try to enter the African market, they often face a rude awakening as they realize their product isn’t tailored to local realities. Adjusting to the specifics of this market and understanding its trends takes time, and gives us an edge as a company that already understands these requirements well.

We’re at the SBC Summit in Lisbon. Do you notice from events like this that the African market is truly growing, especially compared to earlier editions?

Definitely. This is evident not only here but also at other events like ICE in London or now in Barcelona, where the percentage of people interested in Africa or coming from Africa, is steadily increasing. We’ll also see how today’s panel goes – perhaps many investors or those interested in entering this market will attend. However, there is still a group of companies considering the Indian market, as India’s population is comparable to that of the entire African continent. In my opinion, the key for these companies is to choose wisely, and I believe Africa currently offers more potential than India.

Why do you think Africa has more potential than India? Can you elaborate?

India is one large country, with many cultures, of course, but it operates under one currency, one set of regulations, and one jurisdiction. Entering the Indian market, which has nearly 1.5 billion people, is like being a drop in the ocean – it’s very hard to stand out. Even if you launch your website and share it with friends, they might even know it exists because there are 500 other options to explore before they even discover yours.

In Africa, however, you can start with one country where the competition is smaller. It’s like targeting  a specific area where people share similar interests and approaches – you can better understand local players, their habits, and preferences. Based on that, you can profile and segment your offering., gaining an advantage in the local market, before gradually expanding other countries.

Yesterday, I spoke with various people involved in Africa – both affiliates and suppliers. It’s often said that there’s a cultural barrier that needs to be understood  to work effectively in that market. Do you feel that as well?

Yes, definitely. This is true  for any country. When we started, although our first client was from Georgia, we soon began receiving many orders from Africa. The mindset in Africa is completely different, and we had to learn how to understand it. That helped us operate more effectively in that market.

So, you have to adapt to them, not the other way around?

Yes, exactly. You need to adapt to the specifics of the local market, whether it’s Nigeria, Africa in general, or even Georgia, which, like Poland, is a post-communist country. Interestingly, even though we are Polish ourselves, working with Polish companies, such as Forbet, was a completely different experience. Every market requires a different approach, and you have to learn that.

How do you rate this event?

The event is very well organized. There’s plenty of space, which is very convenient and allows for easy walking between booths and calm, planned discussions with attendees. The organization is of a very high standard. Big applause to Rasmus and the whole SBC Team for that.

Better than in Barcelona?

Definitely. It’s a different venue, much more comfortable. There’s been progress, and it’s hard to say what could be improved here. Maybe the weather could be a bit better, but I wouldn’t want it to be any hotter!