The African gaming markets continue to attract interest from countless international gambling companies.
CreedRoomz, an Armenian gaming tech firm owned by the SoftConstruct group, is the latest company to announce an initiative targeting the continent.
The firm has launched a new product, a fully Swahili language casino product. The roulette game has been billed as “the first-ever game of its kind” by CreedRoomz.
“True localisation means building experiences that resonate culturally,” said Hayk Tovmasyan, Head of Live Projects at CreedRoomz.
“By pairing native Swahili hosts with our thrilling 700x Aurum mechanic, we’ve built an unmatched acquisition and retention tool for African operators.”
As both a first and second language, Swahili is spoken by tens of millions of people across Africa, particularly in Tanzania, Kenya, and Mozambique.
These three markets are, coincidentally, three of the biggest betting markets in Africa, though the largest is by far South Africa – at least according to data from indexes like Blask.
According to Blask, Kenya and Tanzania are the third and fourth largest African betting and gaming markets respectively.
Anyone familiar with the African gaming industry will be all too aware of the importance of localisation – of tailoring a product to meet the local language and cultural requirements of a given market.
CreedRoomz states that it has put localisation at the heart of its latest product.
The Swahili language roulette features a fully native Kiswahili user interface, including menus and betting layouts, and is hosted by native Swahili dealers who interact with players in real time.
The product is the latest example of CreedRoomz tailoring its development and marketing around specific features, whether for a geographic market, a particular trend, or particular tournament.
During the World Cup the iGaming tech brand signed a partnership with Brazil football legend Ronaldinho, for example, amplifying its visibility during the world’s biggest football event.
