Gaming in Africa is no longer just gambling. Across several markets on the continent, it is increasingly evolving into an entertainment industry powered by mobile technology, localisation and changing player behaviour. Eventually, it is also becoming an important driver of economic activity and digital innovation.
That transformation is also reshaping how players access gaming platforms. One of the clearest examples is the rise of “data-free” gaming systems, also known as reverse billing, where operators cover users’ mobile data costs to make online gaming more accessible.
That was one of the key insights shared by Sasha Boerma, Commercial Director for Africa at Split the Pot, during an exclusive interview at the SiGMA Africa conference. Speaking about the rapid pace of growth across African markets, Boerma elaborated on how quickly the gaming industry has expanded.
“Games in Africa have absolutely exploded in popularity,” she said. “Gaming has become more than just gambling — it’s entertainment.” Boerma then explained that the concept of reverse billing initially seemed absurd even to her. “At first, that made no logical sense to me,” she admitted. “I thought, ‘If someone can’t afford data, why would they spend money betting?’”
However, the model becomes easier to understand when viewed through the realities of local infrastructure and transport costs across parts of Africa. “Imagine someone living in a township where the nearest betting shop is two kilometres away,” she explained. “They need taxi money just to buy a voucher and place a bet. What reverse billing does is just replace that transportation cost by giving the player free data access.”
According to Boerma, innovations like these are helping reshape gaming into a wider digital entertainment ecosystem across the continent. “That opens up an entirely new world of opportunities,” she said, “whether it’s peer-to-peer gameplay or new entertainment concepts.”
Market shows immense engagement
Her comments echo the new industry data that also point to rapid growth in gaming engagement across Africa. According to the latest SiGMA Africa Market Report, based on data compiled by Blask, regulated markets now represent an estimated 85 to 90 per cent of measurable gaming activity across the continent, while also generating roughly 80 to 85 per cent of total estimated industry revenue.
The report, also showed South Africa leading the continent in consumer engagement with a peak Blask Index reading of approximately 90.7 million. Tanzania, Nigeria, Mozambique and Kenya also ranked among the continent’s strongest gaming markets.
Not a ‘single uniform market’
Boerma also argues that one of the biggest misconceptions about Africa is treating the continent as a single uniform market. “People often assume ‘Africa is Africa’, but that’s definitely not the case,” she explained. Because player behaviour can vary dramatically between countries, forcing operators to rethink how games are designed, marketed and localised.
“They’ve done the maths and the models. Now they are starting to explore markets with technology that’s completely new.”
– Sasha Boerma, Commercial Director-Africa, Split The Pot
She pointed to Botswana as an example where operators initially expected gaming preferences to mirror neighbouring South Africa. “We believed that assumption initially,” she said. “But it turned out to be completely different. The Botswana player base enjoys games that we originally thought were weaker titles because they didn’t perform well in South Africa.”
Nigeria, meanwhile, behaves almost like an entirely different market altogether. “Nigerians actually display gaming behaviour that’s surprisingly similar to players in the United States,” Boerma said. “Everything changes depending on the market — the look, the feel, the sounds, the style.”
Developers are ‘still required’
She also highlighted South Africa’s growing game development sector, describing local studios as highly skilled while operating at comparatively cost-effective levels. Artificial intelligence is beginning to influence development too, although Boerma warned against relying on automation alone.
“If three different studios ask AI to create a Viking-themed game, they’ll probably all end up looking the same,” she said. “That’s why you still need experienced developers and creative people working alongside AI.”
Despite ongoing uncertainty surrounding regulation, taxation and advertising restrictions across several African markets, she remains optimistic about the sector’s future. “There’s going to be a lot of change,” she stressed. “But gaming is an incredible industry. We’re resourceful, creative, and always finding new ways to adapt.”
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