Economic influence on consumer behaviour: top insights from SiGMA Africa 2025

The SiGMA Africa 2025 Summit at Sun Exhibits – GrandWest Complex, South Africa, opened critical discussions on how income and inclusion influence consumer behaviour in emerging markets. The keynote, titled ‘Income and Inclusion: How Economic Profiles Shape Player Behaviour,’ was delivered on Day 1, featuring speakers John Maylam, Founder & CEO of J50 Ventures, Weldon Koros, Director at the Association of Gaming Regulators in Africa, and Dr Fredrick Mbasi, Deputy Director at the Betting Control and Licensing Board of Kenya.

The discussion explored the economic realities of consumer spending habits in Africa, highlighting income disparities, affordability challenges, and education levels that shape market trends. The panellists provided data-driven insights into how businesses can develop responsible engagement strategies that align with regional economic conditions.

Key insights:

• Income Levels and Spending Patterns – Lower-income demographics tend to favour small, frequent transactions, while middle- and high-income consumers engage in higher-value, less frequent spending habits.
• Regional Differences and Market Trends – Economic conditions vary across African regions, but affordability concerns and accessibility remain central to understanding consumer participation and market sustainability.
• Education’s Role in Decision-Making – Consumer awareness plays a crucial role in financial decisions, though panellists noted that betting behaviour often transcends education levels.

Dr Fredrick Mbasi highlighted that market expansion must be approached with structured affordability considerations, stating, “If you introduce affordability checks in Africa, you risk excluding 98% of consumers who live on less than a dollar a day.” Weldon Koros further stressed that economic hardship influences consumer participation, explaining, “Many consumers do not see these activities as entertainment but as a potential financial solution.”

The keynote underscored that understanding economic diversity is essential for shaping responsible and sustainable industry growth. As SiGMA Africa 2025 continues, attendees are encouraged to explore upcoming Day 2 panels and discussions, offering deeper insights into economic inclusion and business strategy across the continent.