Africa Is Still Undervalued and That’s Exactly Why It Works. Part1

Many affiliates still treat Africa as a secondary GEO. It’s something they test carefully, with limited budgets and without clear expectations. But the market has already moved far beyond that stage.

The iGaming sector across the continent has surpassed $6B, with tens of millions of users actively going online. Unlike saturated regions, this growth comes from real demand and increasing access to mobile and digital services, not just competition between operators.

In the first part of the interview, created exclusively for GGate Media

, Max, Head of Acquisition at 1xCasino Partners, explains how the African market actually works, based on real campaigns rather than assumptions.

Why User Behaviour in Africa Feels Different

Africa is one of the youngest regions globally. Around 60% of the population is under 25, and most users first accessed the internet through smartphones rather than desktop devices. This directly shapes how they interact with products.

Decisions are made quickly. Users do not explore, they scan. If something is not clear right away, they move on without trying to understand it.

“If the user doesn’t understand the product from the first screen, they simply leave. There’s no learning phase here,” says Max.

At the same time, users quickly understand whether an offer makes sense. When mechanics are simple and transparent, trust builds much faster.

Which Markets Already Show Stable Results

Africa should not be seen as a single market. Each country behaves differently in terms of infrastructure, audience, and maturity. That said, some GEOs already show stable and predictable results.

For 1xCasino Partners, the strongest markets today are:

• Burkina Faso
• Zambia
• Côte d’Ivoire

These countries have relatively stable payment systems and enough traffic volume to scale without constant fluctuations.

“We focus on markets where we can realistically forecast performance and scale without sudden drops,” Max explains.

Other countries, such as Cameroon or Senegal, are still developing. They require more testing and gradual scaling.

What Actually Impacts Conversion

One of the most common mistakes in African GEOs is overcomplicating the product. In reality, performance depends on a few practical factors.

Most traffic is mobile, and Android clearly dominates. Internet connection can be unstable, so loading speed directly affects conversion. The same applies to payment flows. Users expect as few steps as possible when making a deposit.

“Any delay or extra step immediately affects behaviour. If something feels slow or confusing, the user just leaves,” says Max.

Because of this, lightweight funnels, simple mechanics, and clear interfaces tend to perform better.

There is also a clear visual pattern across the region. Creatives featuring gold, coins, and symbols of wealth consistently perform well. These elements are strongly associated with status and financial stability, and users recognize them instantly.

Regulation and Market Differences

Another common mistake is treating Africa as a unified region. In practice, each country operates under its own conditions, including legal frameworks, infrastructure, and the level of market development.

In some countries, licensing systems and taxation are already in place. This makes the industry more structured and reduces the stigma around gambling. In others, regulation is still evolving.

“You can’t apply the same setup across all GEOs. Each market needs its own approach,” Max notes.

As a result, strategies that work in one country may not deliver the same results in another.

How 1xCasino Partners Works with African GEOs

The approach is based on practical experience.

First comes localization. Support in English and French covers a large part of the region and plays an important role in building trust.

Second is technical simplicity. Since most traffic comes from Android devices, the product must be fully optimized for mobile. Fast loading, stable performance, and a clear interface are essential.

Third is flexible scaling. In more stable GEOs such as Burkina Faso or Zambia, the focus is on long-term partnerships and predictable growth. In developing markets, the team tests and scales gradually.

“Our goal is not just to launch traffic, but to build a system that partners can scale and manage long-term,” says Max.

Want to See the Full Picture?

This overview only covers part of the interview.

In the full version, Max goes deeper into:

• audience behaviour and player profiles
• payment methods across different countries
• which game formats perform best
• real funnel setups used in African markets

🔗 Read the full interview on GGate Media

(Disclaimer: the full article is available in Russian only)