Morocco’s Grand Prix d’Afrique draws 14 countries as lottery sector explores changing markets
The fifth edition brought lottery operators, industry stakeholders and startups from across Africa together around changing consumer behaviour, technology and cross-border cooperation.
Morocco.- Morocco’s fifth Grand Prix d’Afrique horse-racing event brought together lottery operators, racing stakeholders, institutional representatives and startups from 14 African countries from September 10 to 12.
The event was organised by Morocco’s Royal Society for the Encouragement of the Horse (SOREC) in partnership with the Association of African Lotteries (ALA), with professional meetings in El Jadida followed by a racing programme in Casablanca, according to Yabiladi.
The professional programme featured a B2B exhibition with 25 partners, exhibitors and startups, alongside networking sessions and an ALA seminar focused on “Cultures, social behaviour and consumption in the African lottery sector,” according to Yabiladi.
The seminar examined differences in consumer behaviour across African markets and how lottery operators can adapt their products and strategies to changing local expectations.
The 2025 edition brought delegations from 13 countries to Casablanca and featured discussions on new distribution challenges, customer experience, digital channels and the use of artificial intelligence in lottery operations. After three editions in Marrakech, the professional programme moved to Casablanca in 2025 before making its debut in El Jadida this year.
African lotteries embrace technology
The 2026 edition placed greater emphasis on emerging technology companies. For the first time, 10 Moroccan and African startups were invited to participate alongside SOREC’s established technology partners.
Côte d’Ivoire’s National lottery (LONACI) was represented by a delegation led by its Director General, Dramane Coulibaly, who also serves as President of the ALA. LONACI said his participation reflected “Côte d’Ivoire’s commitment to taking an active part in the major discussions shaping the future of lotteries and horse racing in Africa.” Coulibaly added that the fifth edition would “highlight the ALA’s presence in the horse-racing sector.”
Guinea’s National Lottery (LONAGUI) also used the event as an opportunity for practical industry exchange, sending a delegation to El Jadida to examine horse-racing betting operations and SOREC’s technology.
The Guinean lottery said the mission focused on optimising the organisation and management of horse-racing betting, strengthening South-South cooperation between Guinea and Morocco in the gaming sector and discovering technological and operational innovations aimed at modernising the bettor experience.
LONAGUI described the visit as part of a drive to “strengthen strategic partnerships and share experiences within the African horse racing industry.”
The racing programme concluded on September 12 at Casablanca’s Casa-Anfa racecourse, where eight races were held. Costa Fal, ridden by M. Zouhair, won the Grand Prix d’Afrique ahead of Monstyle Fal and Ruswej Fal over 1,900 metres, according to Zone-Turf.
