Why Localisation Defines Success in African iGaming
Africa Is Not One Market
For Sasha Boerma, Commercial Director Africa at Split the Pot, localisation in African markets is not a surface level exercise. It starts with understanding how people live, speak, and engage with betting in each market. Too many operators still treat Africa as one territory, and that is where most localisation efforts begin to fail.
Language Is the First Signal of Relevance
One of Sasha’s clearest points is that language matters more than many brands realise. In markets like South Africa, where multiple languages and identities shape everyday life, English only communication creates distance. Even small cultural references can make a brand feel more familiar. Without that layer, operators may be visible, but they do not feel close to the player.
Localisation Has to Be Backed by Data
For Sasha, cultural understanding alone is not enough. Operators also need behavioural data to see what players actually respond to. In many African markets, that means recognising stronger engagement with products like crash games and adapting campaigns, placements, and messaging accordingly. The operators that perform best are usually the ones that stop relying on global assumptions and start responding to local patterns.
Retention Still Lags Behind Acquisition
Another issue Sasha highlights is the imbalance between acquisition and retention. Brands spend heavily to bring players in, but often lack the CRM structure to build a real relationship afterwards. Without player data, personalised communication, and proper follow up, localisation remains incomplete. It is difficult to feel local if the relationship ends at sign up.
What Real Localisation Requires
The broader point is that localisation is not about decoration. It is about relevance. It requires local understanding, better use of data, stronger retention systems, and more respect for the realities of each market. In African iGaming, the brands that understand this will have a much stronger chance of building trust and staying power.
