Insights from SiGMA Africa 2025: Smartphones driving Africa’s igaming surge

Cape Town, South Africa – March 12, 2025 – The second day of SiGMA Africa 2025 featured an in-depth panel discussion, “How Africa’s Smartphones Are Fueling an iGaming Revolution,” held at the Sun Exhibits – GrandWest Complex. Moderated by Scott Canny, Director at CannyCo, the panel brought together Daniel Lyons, Senior Business Development Manager at Genius Sports; Emiliano Sanchez, CCO at Mancala Gaming; and Conor O’Donovan, Africa Partner at Tekkorp Capital, to explore the pivotal role of mobile technology in shaping Africa’s iGaming landscape.

With Africa’s mobile-first digital economy rapidly expanding, panellists examined how operators can optimise acquisition, engagement, and monetisation strategies in an evolving market where smartphones have become the dominant access point for gaming.

The mobile-first iGaming economy

The discussion opened with an analysis of Africa’s diverse mobile ecosystem, where device capabilities and network infrastructure significantly influence gaming accessibility. Daniel Lyons addressed the challenges operators face in capturing player data due to the prevalence of feature phones and lower-end smartphones. “Mobile technology is moving the market forward, opening up new audiences, but the limitations of lower-end devices create hurdles for marketing teams trying to engage these players effectively,” Lyons noted, highlighting the need for adaptable technology solutions.

Reflecting on the evolution of mobile gaming, Conor O’Donovan noted how Africa’s early reliance on USSD and SMS betting has shifted to full-fledged mobile platforms, transforming both player behaviour and operator strategy. “Africa was ahead of the curve in mobile gaming adoption. The region skipped desktop entirely and went straight to mobile-first experiences. Now, the challenge is ensuring that mobile products are optimised for a fragmented device landscape,” O’Donovan explained.

Key takeaways

• Operators must tailor platforms for both high-end and feature-phone users, balancing performance with accessibility.
• Effective outreach requires hyper-localised marketing, leveraging platforms like TikTok, X, and WhatsApp to engage diverse demographics.
• The growth of mobile money and cryptocurrency adoption is reshaping the payments landscape, with instant withdrawals now a baseline expectation.

The future of iGaming in Africa

As mobile penetration continues to increase, the panel reinforced that success in Africa’s iGaming sector depends on innovation in payments, gaming experiences, and digital marketing. Emiliano Sanchez emphasized the importance of mobile-friendly game development, particularly in emerging markets. “Technology must adapt to the player. Operators that optimise mobile-first experiences without sacrificing quality will have the edge in retention and engagement,” Sanchez stated.

Looking ahead, the discussions at SiGMA Africa 2025 underscore that Africa’s iGaming evolution is far from reaching its peak. The insights shared will carry over to SiGMA Americas 2025, where discussions will shift to emerging gaming markets and regulatory landscapes.