At the iGaming AFRika online seminar, Dimitri Starostenkov, an industry expert, Evenbet Gaming, and Gary Khatuf, co-founder and Chief Executive Officer of Warriorlab, explored the factors driving the growth of the online African entertainment field card game.
Experts emphasized that Africa was not a single market, that it comprised more than 50 countries, and that solutions must therefore take into account social relations and local interests, and that it was essential to provide multilingual options such as Kiswahili, Yoruba, Zulu and Arabic, rather than English only. With regard to payment systems, it is important to recognize that mobile money is widely available in Africa. Operators should also focus on low-deposit and micro-trade payment options. In terms of design and user experience, the game should be thoroughly redesigned to fit African markets. The process, the complexity of the game and the training system should be different and need to be built from scratch. In Africa, 70 to 90 per cent of users rely on mobile services. According to Gali Khatuf: “In Africa, mobile connections are also a way to access online games. Success is therefore highly dependent on having a fast and light game to make it more marketable. This means that the application is small, the card table is loaded fast and may support offline or low data patterns. Player experience must consider the disruption of the network in order to avoid disruption of the game process.” He added that operators should also be proactive in working with local network providers. Ultimately, it is to adapt to the players, not to wait for them to adapt to the game itself.
The most important emerging technological trends today are artificial intelligence and machine learning (AI/ML). As Dimitri Starostenkov notes: “The game of cards is primarily the player’s experience with the player, and it is important to match adaptation with technologies such as AI. This technology will help match players with similar levels of experience to obtain the best user experience.” AI/ML also helps to detect growing fraud within the industry. Such technologies can also be used to provide individualized experiences for players. By analysing the history and experience of players, AI can tailor its best service to them. Block chains are another emerging technology that operators can use to optimize user experience, especially considering Africa as a moving priority continent. This will simplify and accelerate the payment process between operators and players. “Innovation should not go beyond accessibility,” Dimitri Starostenkov added. “It seems to me that retention is not for players to play for longer, but to ensure that they are willing to return,” said Gali Khatuf. There are often misunderstandings about player loyalty.
If the operator is to build a dynamic and inclusive tournament, its goal must be to focus on the core of the card game that the game is trying to drive – a sense of community. “Just like any other loyalty plan, you want the player to feel a sense of belonging,” said Gali Khatuf. In card games, players like to see familiar faces, identifiable nicknames and headsels. Long-term results are achieved when operators combine this with regular tournaments. Faithful schemes need to go beyond deposit-based incentives. It is recognized that these are games that test time and skill and reflect an appreciation of the players behind the screen. When the player feels appreciated, you will note, for example, an increase in the rate of recommendation, especially in the context of an African culture of prestige. Community and sense of belonging are the main drivers of realization because they are spontaneous, not transactional. The growth of African card games depends on localization, accessibility and community-led participation. Ultimately, sustainable growth will come from building inclusive ecosystems that take precedence over the consideration of community, trust and long-term player values rather than short-term monetization gains.