Honoré Gaming showcased its products at ICE Africa

What products did you decide to bring to exhibit in the African market?

We have showcased our multi-products and multi-channels platform. Even though every African country is different, there is one constant: one should be able to sell as many betting products as possible from one single point of sale. Thus, commissions increase for the seller and points of sale financial break even point is reached faster. Operator can then map the territory more efficiently. 

How have you seen this second edition of ICE Africa?

This was an interesting show, mainly professionals of the industry. Organization was perfect and one can feel these are the same people behind ICE in London. 

What is the purpose of your participation in this fair? Has it been fulfilled?

Even for a company like ours which is present in 18 African countries, it's impossible to follow trends of every 54 African countries. There is no better way than sharing in such events to get the pulse of specific markets. This was especially interesting to get insights on "hot" markets such as South African or Kenyan markets. 

What opportunities does the African gambling industry present for your company?

We are used to say we were born there back in 2013. It's no secret Africa meets all the requirements to have strong gambling markets. This can lead to complicated situations such in Kenya where it all became out of control. Betting platforms like ours have an important role to play in forcing operators to stick with rules and guidelines. At Honoré Gaming we have always worked close to regulators to ensure our customers (betting operators) stock to local rules and then keep good relations with regulators. 

What are your goals in the short and medium term for this region?

We intend to strengthen our positions in targeted markets where our market shares can be improved. 

What are the main challenges that you have to face in order to install a new business in this region?

New ventures in Africa are generally not financially prepared. Tricky part is we never know for sure which one will succeed. That's why we really act as a partner instead of just a provider. We provide more than software. Thus, our customers have always been very faithful to us. 

What are the characteristics of the average gambler in Africa? Have you discovered special features or differences in tastes or use of technology, depending on the country, or in the age, for example?

Main characteristic is obviously average stake. When we started in 2013, it was around Eur 1. Competition gets stiffer and stiffer and we often see operations with 0.5 Eur average stake. 

Smartphones penetration is faster than most studies had forecasted. However, African gamblers are extremely sensible to data consumption that's why bookmakers websites should be optimized to consume low data. I think this is Honoré Gaming main strength and no platform is lighter than ours.