ICE Barcelona: Key Insights on African Gaming Strategies

ICE Barcelona to Spotlight African Gaming with Insights from AiA CEO Peter Kesitilwe

African iGaming Alliance CEO Peter Kesitilwe highlights how ICE Barcelona will unite global brands and African regulators, warning against the common trap of treating Africa as a single monolithic market.

Why Africa Requires a Tailored Market Entry Strategy

Peter Kesitilwe, CEO of the African iGaming Alliance (AiA), believes that January's ICE Barcelona—which includes an ICE Conference stream entitled Navigating African Gaming—will serve as a melting pot of ideas, experiences, and insights bringing African regulators together with those global gaming brands wanting to establish themselves on the continent.

Debunking the "one size fits all" approach that underpins some market entry strategies, he confirmed: "The most common mistake is treating Africa as a single market. But Africa is not a monolith: countries differ in language, income, payment behaviour, sporting preferences, infrastructure, and regulation. In fact, even within one country, customer needs can vary considerably."

"Brands must also understand the full economics of operating locally, including taxation, payment costs, currency exposure, and compliance."

He continued: "Another mistake is assuming that a successful European product and marketing strategy can simply be transferred. A service needs to work reliably on the devices and connections customers actually use, with accessible support and dependable withdrawals."

"Sustainable success requires regulatory credibility, consumer trust, and a commitment to the market beyond customer acquisition."

Connecting Global Technology with African Regulatory Realities

Underlining the totality of the ICE experience and how African regulators can use the platform to engage with the global industry, Peter Kesitilwe added: "As the biggest gaming technology event on the international stage, ICE offers an opportunity for regulators to engage directly with the technology, business models, and risks they are being asked to regulate. That includes developments in payments, identity verification, player monitoring, sports integrity, and tools for identifying illegal activity."

"I would also encourage regulators attending ICE to examine what has worked elsewhere and what has produced unintended consequences. International experience is valuable when it is tested against local conditions."

"My hope is that regulators leave with practical ideas, stronger relationships, and a clearer understanding of how to support innovation while maintaining effective oversight. The greatest value comes when those conversations lead to improvements after the event."

The AiA CEO is clear that Africa must shape the international discussion about the development of its gambling markets and that ICE is ideally qualified to host those discussions. "Having a strong presence at ICE will allow African regulators, operators, suppliers, and associations to explain their priorities including mobile-money access, payment costs, illegal gambling, regulatory capacity, and player protection as well as challenge misconceptions and build partnerships informed by local realities," he stated.

"That representation should include African expertise and African businesses alongside international companies interested in expansion."

"For AiA, the priorities include stronger cooperation with regulators, engagement with existing and prospective members, and practical discussions on illegal gambling, sustainable taxation, payment access, and player protection."

"Success means leaving with clear commitments: partnerships that progress, policy discussions with agreed next steps, and relationships that help resolve real challenges in our markets."

"I want our participation to contribute to better-informed policy, stronger consumer protection, and a more sustainable licensed industry across Africa."

Peter Kesitilwe is among the first 20 industry leaders and decision-makers to be confirmed for the ICE Conference programme. From headline keynotes to focused workshops and peer discussion, the programme provides delegates with different ways to learn, challenge their thinking, and dig deeper on the issues shaping gaming in 2027. With 40+ briefings, presentations, and case studies, Conference Pass holders can access the full programme and watch sessions back on demand.

For more information and to register, visit: ICE Barcelona.