In recent years, many African markets have seen significant growth in demand for gaming, and AstuteAnalytica predicts that the continent’s gambling market could reach USD 11.27 billion by 2032.
Some African markets, such as South Africa, which hosts around 40 of the continent’s 150 land-based casinos – including the iconic Sun City Resort and Montecasino – are well-established. Others, including Ghana and Tanzania, are experiencing rapid growth in their gaming sectors.
InterGaming spoke with Piotr Fiedor, CEO of Promatic Group, to gain insights from a supplier’s perspective on serving emerging African gaming markets.
InterGaming: How operationally active is Promatic in Africa?
PF: We operate in Africa through local structures, our own technical support, and continuous on-the-ground presence. Our model relies on full integration with the local market – from technical deployment to service support and partner assistance. With efficient processes and a flexible approach, we successfully scale operations in varying market conditions. This ability to operate effectively forms the foundation of our success in the region.
What is your experience delivering products to African markets, and what makes them unique?
African markets differ significantly from those in Europe or other parts of the world. Our journey began in 2015, and from the outset, we focused on player education – many had never engaged with slot games before. We introduced game mechanics, themes, and concepts such as volatility, helping build awareness and trust among players.
Our highest priority has always been adapting products to local conditions, whether climate, infrastructure, or user preferences. We design games and machines specifically for each market, ensuring cultural and regional relevance. This approach allows smooth integration and positively contributes to market development.
How does Promatic’s African operation differ from its European activities?
The key difference lies in the regulatory environment and how authorities operate. In Europe, gambling regulations are typically clearly defined, centralized, and strictly enforced. The market is highly formalized, with stable legal frameworks and well-defined licensing requirements.
In Africa, regulatory approaches vary significantly by country. Some markets have detailed regulations, while others operate under more general or emerging frameworks. This requires operational flexibility, tailored approaches, and close collaboration with local regulators. In many cases, we also bring our industry knowledge to help shape regulatory frameworks that support sector growth.
Successful operations on both continents require a strategic balance between technical excellence and local execution. In Africa, this means understanding the market while actively building organizational and regulatory infrastructure with local partners.
Which types of games are particularly popular in the regions where you operate – from lotteries and sports betting to slots and table games?
Sports betting is by far the most popular form of entertainment, especially among younger demographics. Players actively wager on outcomes of various football teams or events in real time. Unlike screens or retail versions, land-based betting has both physical presence and social value, showing how regulated entertainment is embedded in daily life.
Slot machines are also gaining popularity as an accessible and enjoyable form of entertainment. Our goal is to gradually shift this perception by offering modern, comfortable spaces with high-quality gaming equipment. We aim to provide a superior and convenient alternative to outdated personal devices. This user-focused approach is well-received, as players appreciate environments and products designed specifically for them.
Do emerging African gaming markets draw inspiration from more established markets, like Europe, when creating regulatory frameworks?
Yes, many African countries developing their gaming sectors reference more mature markets – particularly European ones – regarding regulations, business models, and attracting investment. These references help shape their legal frameworks and development strategies.
However, each African market has unique cultural, economic, and technological conditions. While European systems can serve as inspiration, local adaptation is critical. The most effective approaches are tailored to the specific needs of each market. In collaboration with regulators, we share our know-how to support the creation of locally relevant, technologically enabled, and sustainable regulatory models.
What are your forecasts for African markets in the near future?
The African gaming market is entering an exciting new phase. On one hand, interest in modern forms of entertainment is growing rapidly. On the other, regulatory frameworks are becoming increasingly organized and transparent. More governments are making conscious decisions to support the gaming industry while ensuring player protection and promoting responsible growth.
We are seeing a strong shift toward mobile solutions, automation, and technology-based entertainment. The future belongs to operators who can combine global experience with local understanding – those who are flexible, responsible, and ready to build lasting partnerships with local stakeholders. This is a market that rewards long-term commitment and strategic vision.
