Africa

Hmayak Arakelyan, Digitain: USSD / SMS betting set for a red-letter day in Africa

In Africa, as with most emerging markets for gambling, it’s vital to get a firm handle on the complexities of this partitioned region writes Hmayak Arakelyan, Digitain’s Regional Director for Africa.

For any African operators looking to make a sportsbook leap with a digital upgrade, or simply get started in a fast-moving marketplace, the most fundamental decision has to be selecting the right supplier alongside the various technology and ancillary services that accompany such a partnership. 

At Digitain, we’ve made it our modus operandi to create the definitive sportsbook solution and trading tools customised to varied betting requirements across a fragmented legislative landscape, including Africa, whereby rapid integrations across the world are supported by consolidated systems.

As we’ve expanded our global reach, it’s been interesting to witness how our modular platform and its accompanying APIs have been able to open up the possibilities in regions like Africa, whose patchwork make-up displays a multitude of obstacles to be overcome – from technical constraints to conflicting regulation.

Nevertheless, the evolutionary gap between Africa and, say, Europe can be quickly narrowed for both operators and their players once you recognise that a one-size-fits-all approach simply won’t work. Only a modular design will afford the requisite flexibility and rapidity of integration.

Digitain has expanded its geographical footprint across much of Europe, LatAm and central Asia over the past year, and is now focusing attention on emerging African territories, where we already enjoy existing relationships. This began by introducing market-leading hand-held EPOS terminals (mobile inventory-management system providing reliable reporting and trackable data) and has organically developed from there.

Our operator partners can now increase their reach by offering Digitain’s USSD / SMS betting, which fulfils many of the unique challenges of the vibrant African market. These benefits feature but are not limited to:

  • Real-time service without internet
  • Operational on non-smartphones
  • Intuitive to use, with an easy to follow step-by-step process
  • Very cost-effective
  • Tailored to emerging territories

As we’ve witnessed first-hand, different components are needed, particularly with regard to payment providers, but also including different layouts of websites in order to facilitate SMS / USSD betting. Whether you need to retrofit for an Opera browser, swap out legacy tech or factor in new fixes, we’ve got the solution.

Exciting growth markets such as Africa remain a key focus for our worldwide strategy. In fact, Africa is expanding so quickly that it can be arguably called the world’s fastest developing region. It’s easy to see its value as operators queue up to enter, and we’re here to deliver tailor-made provide that provide answers, alongside our evolving set of engagement tools and range of home-grown games which come as standard.

After all, with technology and smartphone adoption still an obstacle for many regions, suppliers have to build a bridge to a broad-but-inaccessible customer-base which might otherwise have remained out of reach. Flexibility underscored by innovation encapsulates the Digitain model, and these characteristics are accordingly the cornerstones of our breakthrough USSD / SMS betting service.

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