Insights from Editec's Program Manager: Business in Africa

I had the chance to discuss briefly with John Thackray, Program Manager at EDITEC - Malta about his business visit to Nairobi - Africa and he shared tips, knowledge and on-site experience that would help understand better the work environment in Africa.

John Thackray:

Doing business in Africa is exciting. Although I’ve worked in London, the USA and South Africa and I covered some global markets including Canada before my role at Editec, I had limited exposure to central, east and west Africa. So my first 6 months covering these expanding regions have been very interesting indeed. 

"Africa is set to have the youngest, tech-savvy workforce in the world in the next decade, so it’s an exciting time for any business in Africa. "

We can align our Editec strategy with the global movement and almost organically grow the business as demand will increase. I think Editec will be well-positioned and perfect to provide for the continent’s online recreational needs into the next decade and strategic direction will deliver success.

1.     When you first arrived in Africa, what was very different about the way business is running there ?

It’s hard to describe, but I felt that visiting the localized operations gave a totally new perspective to the overall Editec business. Although I grew up in South Africa where most people have bank accounts, when I visited Tanzania, Kenya and Uganda I noticed how African economies are well-positioned to benefit from technological change if we can harness the current open landscape for innovation – especially in iGaming. East Africa is already a global leader in mobile payments and the need to grow payment channels and build relationships with mobile payment channel providers within the regions is very apparent. Perhaps something we need to be reminded of while our work covers these regions. I now live in and work from Europe where we are very set in our ways in terms of banking and finance. We easily forget that bank accounts and credit cards are not crucial in conducting online business.

2.     What still remains substantially different ?

Rural and urban business in Africa as a whole is very different to Europe. When I went into a supermarket in Dar, the cashier was using a computer keyboard connected to a software system to ring up my groceries and then could not accept my bank card as payment. 

I imagine that technologically, things will change significantly as appetite for systems with the younger workforce will grow. There are also apparent differences within our own businesses in neighbouring countries like Tanzania, Kenya and Uganda. When I visited our shops in each of those countries, even though the basics and layout are similar, the feel of gaming shops/atmosphere in Uganda - with rows of similar shops alongside each other - was almost more exciting, competitive and modern than in Kenya and Tanzania. I visited the Tanzanian business when new products were launched and the excitement and atmosphere at the thought of something ‘new’ was palpable. 

There is definitely a keen awareness of the future and possibilities unique to Africa, but it’s probably comparable with the advent of crypto currencies and e-sports in regions like Europe and North America.

3.     What do you think consultants enjoy the most about working in Africa?

Work in Africa is fast-paced and dynamic with massive room for growth and change. From seeing the Tanzanian Operations Manager negotiating regarding gaming laws and hours of operation after someone was prevented from doing business, to speaking to the team in Uganda about how the government has realised the benefits of the tax-generating gaming industry of that country as a way to grow the economy, and hearing about the competitive new entries to the Kenyan markets – many of which are start-ups – it does seem that there is often changes to the African economic landscapes and there are often changes to keep you on your toes. Digital innovation is bound to grow and develop and we’re anxiously driving towards the next chapter. There is significant potential of digital innovation in the online gaming and mobile wallet space in Africa. 

4.     What is the best way consultants use to attract customers and expand your business?

Word of mouth has been identified as key focus areas for the African markets. A common trend to enable the ‘word of mouth movement’ is the power of social media and even radio advertising which has constant clout in more rural areas. As smartphone penetration improves and online channels become more common and hopefully affordable, the African continent will become a major player in online purchases which will in turn help expand our business and allow us to offer improved products. We need to step up our game in terms of social media presence - though this will be hard as regulation and government rules with regards to gaming promotion become stricter.

5.     What are the biggest challenges for the African market and how can consultants deal with them?

We’ll need to improve our offering in line with expectations as the digital age is evolving. Smartphone penetration in Africa is expected to hit at least the 50% of the population mark in 2020 – from only 2% in 2010 (according to the World Economic Forum). This means that competitors have also already realised the potential of the market and we have many people after a share of the online gaming pie. We need to ensure that our product offering is in line with and better than competitors and this includes optimised payment/withdrawal channels, competitive/fun gaming offerings, and edgy promotions. We also need to stay on top of any new regulatory requirements as the environment in Africa will be set to change and will become more controlled with further tax implications.

6.     What is your message about people inside Africa regarding their local situation?

The future is set to evolve and grow. As long as social and political stability can be maintained in Africa overall, people can change their lives by playing massive jackpot games or regularly meet their recreational betting needs on a stable platform and follow their favourite sporting teams or games alongside recreational gaming. Over the past 5 years, sports betting and supporting international teams and events have become very socially acceptable – almost as much as watching the games. 

"Companies like Editec can facilitate this from an online, instant environment." 

Rather than having to go to a shop, users can place bets safely, securely and conveniently using online platforms from the comfort of their homes or while they juggle their day-to-day lives. The local situation in Africa is improving on a daily basis in general technological terms and Editec are happy to provide access and services that our customers want.