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At this year’s Conversion Conf on April 16, 2025, Anastasiia Shcherbyna, Chief Marketing Officer of MelBet Partners & Affiliates, delivered a masterclass with a bold message: Africa is not the future of iGaming, it’s the present.
In the presentation titled “How to Claim Your Billions from Africa,” she pulled back the curtain on one of the industry’s most underestimated markets, offering a strategic blueprint for brands seeking expansion across the continent.
“Africa isn’t an emerging market. It’s a thriving one and those who approach it correctly are already scaling real results,” Anastasiia Shcherbyna emphasised.
Africa’s Untapped Power: A Population of Over 1 Billion
The numbers speak for themselves. With over 1 billion people across Sub-Saharan Africa and a booming digital infrastructure fueled by mobile internet, the region is brimming with untapped potential. Anastasiia underscored the importance of recognising Africa as a serious player in the global iGaming ecosystem.
Yet, success here isn’t automatic. It demands a deep understanding of local contexts, regional differences, and user behaviors. Simply replicating Western strategies won’t cut it.
Culture, Simplicity, and Mobile-First Strategies Are Key
A major highlight of Anastasiia’s session was her focus on cultural awareness. She stressed that brands must treat anglophone and francophone African regions as distinct markets with unique needs and preferences. She warned that localisation is non-negotiable.
“You need to speak their language literally and culturally. If you get this wrong, you’re out,” she told the audience.
On the technical side, mobile dominates. More than 85% of the African gaming audience uses Android devices, and Google search plays a massive role in how users discover platforms and promotions. Therefore, adopting a mobile-first strategy is essential.
When it comes to products, simplicity wins. While Western markets gravitate toward complex slot mechanics, African players prefer simple games, such as fruit slots, animal-themed titles, and crash. Furthermore, sports betting leads the pack, particularly with high traffic around match days.
Localized and culturally-sensitive offers can achieve staggering conversion rates of 50 to 60% in certain GEOs in Africa.
What Works and What Doesn’t
Anastasiia didn’t just outline what to do; she also shared what to avoid.
Western celebrity endorsements, without proper local context, often fall flat. Similarly, politically charged messaging can alienate audiences rather than engage them. Also, one-size-fits-all marketing campaigns rarely gain traction.
MelBet’s own approach provides a model of success. The company has already secured local licences in six African countries, enabling legal, multi-channel promotions and partnerships. By collaborating with regional sports legends like Didier Drogba and Mohamed Zidan, MelBet taps into authentic connections with its audience, boosting brand loyalty and engagement.
“It’s not about plastering a big name on your brand. It’s about finding figures who genuinely resonate with local communities,” Anastasiia Shcherbyna noted.
MelBet’s Long-Term Vision: Growth Through Local Expertise
Anastasiia’s presentation showcased a clear strategic vision rooted in long-term commitment. MelBet is betting on localised expansion investing in partnerships, licences, and authentic marketing to build sustainable success across Africa.
Her insights served as a wake-up call and a roadmap for brands hoping to stake their claim in one of iGaming’s fastest-growing regions. She made clear that the winners in Africa will be those who truly understand the market, not those who simply show up.
As Conversion Conf 2025 wrapped up, one thing was certain: Anastasiia Shcherbyna’s message enlightened guests, and the race for Africa’s billions is on.
Source: focusgn.com
