The rise of female gamers in Africa’s evolving iGaming landscape

Cape Town, South Africa – March 11, 2025 – Day 1 of SiGMA Africa 2025 set the stage for a compelling conversation on the evolving dynamics of Africa’s gaming industry with the highly anticipated panel discussion, Women in Gaming: The Rise of the Female Player in Africa, hosted at the Sun Exhibits – GrandWest Complex. Featuring insights from Lois Bright, Director of Africa & Middle East at The Conexus Group; Siphindile Msani, Customer Success Manager – Africa Online at Kiron Interactive; Borah Omary Ndanyungu, East Regional Manager – New Markets and Campaigns at betPawa; and Maya Padarath, Head of Affiliates at Wanejobets22, the discussion explored the increasing influence of female players in Africa’s gaming sector and the opportunities it presents for industry stakeholders.

The expanding role of female players in iGaming

The panel addressed the significant rise in female participation across African gaming markets, with speakers providing firsthand industry data and strategic insights into this shifting landscape. “We have seen a sharp increase in female players, with data showing a 61% rise, particularly in instant-play casino games like crash games,” shared Maya Padarath, underscoring the evolving gaming preferences of women across the continent.

This transformation is being driven by greater accessibility to technology, increased financial independence, and a shift in marketing strategies tailored to female audiences. “The rise in smartphone adoption and affordable internet access has been a game changer, allowing more women to explore gaming platforms and engage in digital betting experiences,” noted Borah Omary Ndanyungu, highlighting how mobile penetration continues to shape Africa’s gaming economy.

Key insights from the discussion

• Shifting Player Demographics: Women are increasingly engaging in online gaming, with a significant preference for games that offer instant gratification, ease of use, and social engagement.
• Influencer and Social Media Marketing: Operators are seeing greater success in attracting female players through influencer-led campaigns, social media promotions, and marketing that features women as visible participants in the gaming space.
• Designing Female-Friendly Gaming Experiences: Game providers are actively adapting their offerings to cater to the preferences of female players, ensuring fair play, lower stake requirements, and interactive engagement features.

A new era of market potential

The discussion underscored the need for operators and game developers to recognise and invest in the female gaming segment. With more women entering the workforce and gaining financial independence, discretionary spending on entertainment, including gaming, is expected to grow. The panellists emphasised the importance of tailored engagement strategies, from leveraging female influencers in advertising to designing gaming experiences that align with their preferences.

Looking ahead, the expansion of women in Africa’s gaming ecosystem presents new commercial opportunities for industry stakeholders. As the sector continues to evolve, businesses that proactively address this demographic shift will be best positioned for long-term success. The conversation continues into Day 2 of SiGMA Africa 2025, where key discussions will explore investment trends in gaming across the continent and the role of regulatory frameworks in shaping industry growth.