Pragmatic Play has confirmed its intentions to expand into new regional iGaming markets with the appointment of Solomon Godwin as Continent Manager for Africa. The company’s product portfolio, which ranges from slots to live casino games, is already well-known and well-regarded in several European countries, but this addition to Pragmatic Play’s senior leadership team indicates a concerted effort to take the brand to new audiences.
Godwin’s appointment comes soon after the addition of Victor Arias in a similar role for Latin America, another region that has been identified as a possible area for significant growth by the iGaming industry. Lena Yasir, Vice President at Pragmatic Play, explained the rationale behind Godwin’s hiring in a news release from the company, stating that “having regional leaders allows us to accelerate our expansion through a sizable presence in the region.”
Godwin echoed Yasir’s excitement, declaring his appreciation of Pragmatic Play’s global vision. In that same press release, Godwin shared his thoughts on Pragmatic Play’s future in Africa:
“There is a clear roadmap ahead for success and I am looking forward to driving the supplier’s growth across the regulated territories in Africa.”
Africa has long been perceived as a potentially fertile market that could offer plenty of opportunities for growth among iGaming companies. This is despite the wide variety of legal stances towards online casinos throughout the continent, although that variety is understandable given the sheer size of it. Eventus International is one business from the sector that has enjoyed a fruitful few years in the continent, with its hosting of iGaming events helping to introduce online casinos and sportsbooks to new audiences.
As the sixth most populous country in the continent and one of its largest economies, it is logical that iGaming companies seeking to break into Africa will focus on the significant market of South Africa. The country provides a good example of the parameters that Pragmatic Play will have to work with as part of their attempts to grow in Africa. While players are able to access several online casinos in South Africa such as Genesis and ZAR Casino, none of those sites are owned and operated from within the country. In fact, laws prohibit online casinos based in South Africa from setting up, but players in the country can legally engage with sites delivered by approved international operators.
Pragmatic Play already has ties with many popular international online casinos, but it would naturally be easier to become established in South African markets if a partnership with a domestic casino was viable. Several countries in Africa have no clearly defined stance on online casinos, although there are some nations that do welcome the operation of regulated casinos. Kenya is one African country that has enjoyed a long and fruitful relationship with online gambling, while Botswana, Swaziland, and Tanzania are three more African nations that welcome the setting up of online casinos within their borders.
An iGaming provider on the rise
This attempted expansion into the African market should strengthen Pragmatic Play’s case to join the top tier of iGaming providers. At present, the names that command immediate recognition among online casino players across the world, and therefore boast a high level of brand prestige, are NetEnt, Microgaming, and Playtech.
Founded in 2015, Pragmatic Play is one of the up-and-coming content providers that is making strides to establish itself as one of the industry’s leading names. Alongside the likes of Yggdrasil and Evolution Gaming, Pragmatic Play is a newer name that could easily join that traditional trinity of popular iGaming content providers as an industry leader.
By making inroads into Africa through Godwin’s appointment, and Latin America courtesy of Arias, Pragmatic Play should improve its chances of becoming a truly global brand in the iGaming industry. While there is a wide mix of regulatory stances in Africa, the opportunity to work with international casinos in countries like South Africa will no doubt form a big part of Pragmatic Play’s drive in the continent under Solomon Godwin’s guidance.
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