At ICE Barcelona 2026, Guga Gotsadze, CEO of SmartSoft, is joined by Ben Cove, CMO of Logifuture, for a discussion on why African markets, in particular Nigeria, demand a fundamentally different playbook from mature European jurisdictions.
Gotsadze and Cove stress that betting behaviour in Africa is driven less by leisure and more by aspiration. People often place small stakes with the hope of achieving life-changing outcomes, which shapes everything from bet construction to marketing.
Consumer circumstances also matter: lower smartphone penetration and limited data availability mean lightweight, fast-loading products are essential. Data-intensive games simply do not scale.
Crash games and virtual sports drive growth in Africa
Crash games and virtual sports thrive because they align with device limitations and user expectations. Crash games have helped bridge the gap from sportsbook to casino, while virtual sports and simulated betting deliver 24/7 availability and instant outcomes.
These formats complement sportsbook activity rather than cannibalising it, which expands overall engagement.
Why retail still anchors digital betting success
Despite digital growth, retail remains central to trust, brand legitimacy and customer acquisition. Large retail shops function as both distribution and marketing infrastructure, embedding brands into daily life and culture.
In markets such as the DRC, Ben notes, “there is still a sense that if something does not exist in the analogue world, it is not to be trusted”. It underscores why on-the-ground presence continues to matter.
Watch the iGB@ICE Studio live on the iGB YouTube channel for more insights.
Guga Gotsadze and Ben Cove discuss why African markets, in particular Nigeria, demand a fundamentally different playbook.