Gaming experts urge operators to treat Africa as 54 distinct markets
Speakers at SLEC Africa’s webinar said international gaming operators need local expertise, trusted partnerships and tailored strategies to navigate the continent’s diverse regulatory and tax landscapes.
South Africa.- Gaming experts said Africa’s 54 countries—each with its own regulatory, tax and operating environment—require tailored expansion strategies, trusted local partnerships and more than a licence for successful expansion during SLEC Africa’s webinar
International gaming operators looking to expand across Africa need more than a gaming licence to succeed, with speakers saying success depends on local expertise, trusted partnerships and tailored strategies rather than treating the continent as a single gambling market.
The webinar, Beyond Licensing: Choosing the Right Partners, was hosted by SLEC Africa, a legal, regulatory and compliance advisory platform focused on Africa’s gaming industry, and examined the practical challenges of expanding across Africa’s diverse gaming markets.
Adenik Oami, legal compliance manager for West Africa at VEX Advisory, said one of the biggest misconceptions among international investors was assuming strategies could be replicated across multiple African markets.
Oami said: “Africa is one continent with 54 countries, 54 cultures, 54 customer behaviours, tax complexities as well as numerous regulatory frameworks. What is applicable in Kenya will be different from what is applicable in Nigeria because it is a recipe for disaster.”
Oami added that operators must navigate evolving gambling laws, taxation and advertising rules, as well as foreign exchange restrictions, different payment systems and shortages of experienced gaming professionals. She said trusted local partners help businesses understand how regulations are applied in practice, identify reliable service providers and navigate evolving regulatory expectations.
Key challenges beyond licensing
South African attorney and founding partner of Whitesman’s Attorneys, Garron Whitesman, said obtaining a licence should form just one part of a broader market entry strategy. He said: “The reality is wherever you go, including Africa, there’s a possibility you could come horribly unstuck if you’re not properly advised.”
Whitesman encouraged businesses to engage experienced advisers early and choose partners that add genuine strategic value rather than simply meeting ownership requirements.
Looking ahead, Whitesman described taxation as the biggest long-term threat facing regulated gambling markets. “The biggest threat is tax. That’s what hits the numbers more than anything else.”
He said excessive gambling taxes risk pushing players towards illegal operators, while tighter advertising restrictions and increasing compliance obligations place additional pressure on licensed businesses.
The webinar also explored the use of artificial intelligence in legal and regulatory research. Zuzana Tóthová, founder of Steel Rose Legal and SR Global Services, said AI remains unreliable for African regulatory research because many practical regulatory requirements are not publicly documented.
Tóthová said: “The research produced by the large language models doesn’t have the accurate, reliable information. There are certain requirements that are not expressly outlined in the legislation itself but are adopted in practice, and you either know it or you don’t.”
She also advised operators to prioritise specialist gaming advisers with local expertise over larger firms without dedicated African gaming experience.
A recurring message throughout the webinar was that Africa presents significant opportunities for gaming investment, but success depends on treating each jurisdiction individually, supported by experienced advisers, trusted local expertise and flexible business strategies.
As Whitesman concluded, “The only thing you can predict is that there’s going to be continued uncertainty,” underscoring the need for businesses to remain flexible as Africa’s gaming sector continues to evolve.
