Emily Asawa: “Africa Is Developing Its Own Market And New Companies Are Emerging.”

Emily Asawa, Regional Business Development Manager at SA Gaming, discusses the evolving African market and emerging companies:

"Africa is in the process of developing its own market, witnessing the emergence of new companies."

Emily Asawa, in an interview with Focus Gaming News, delves into her insights on the gaming sector, her professional journey, and her anticipations for SIGMA Africa. In this exclusive dialogue, Asawa elaborates on her decision to transition from her role as a land-based casino marketing coordinator, sheds light on SA Gaming's objectives at SiGMA Africa, and shares her perspectives on the burgeoning African market and the involvement of women in the gambling industry.

Could you provide some insights into your professional trajectory within the gaming industry and your initial entry into this field?

With four years of experience in the industry and much ground yet to cover, my foray into the gambling realm commenced as a marketing coordinator at a land-based casino. However, the advent of the Covid-19 pandemic precipitated significant transformations within the industry, prompting my departure from the casino and subsequent exploration of the online gaming sphere. Through the platform of LinkedIn, I swiftly secured a new iGaming role and am now embarking on a career journey with SA Gaming.

SiGMA Africa is imminent. What are your anticipations for the event?

Africa holds profound significance for us. The forthcoming event presents a prime opportunity to bolster brand recognition within a vast market. At SiGMA, our aim is to forge connections with potential business allies and showcase our offerings firsthand, facilitating invaluable face-to-face interactions for soliciting feedback on our products. Feedback holds paramount importance for us. We aspire to foster partnerships and cultivate collaborations with emerging enterprises.

"The event serves as a pivotal platform for enhancing our brand presence in the region and fostering enduring partnerships."

Emily Asawa, Regional Business Development Manager at SA Gaming.

SA Gaming is slated to showcase at SiGMA Africa. What can attendees expect from the company at this event?

Primarily, our objectives revolve around cultivating new partnerships and brokering fresh agreements. Additionally, we endeavor to engage with media representatives, with plans underway to leverage media channels for augmenting brand visibility in the region. Enhancing SA Gaming's market visibility will facilitate greater familiarity with our brand and products among operators and players alike, thereby catalyzingthe company's sustained industry growth.

What is your perspective on the African market, considering the recent surge in attention from various companies? What do you perceive as the primary draws of this market?

Undoubtedly, Africa continues to witness the emergence of new market players, and its dynamic player behavior, coupled with increasing purchasing power and the continent's substantial population, renders it an immensely attractive region teeming with opportunities. With one-sixth of the world's population residing in Africa and several of the world's fastest-growing economies situated here, the continent exudes considerable potential. Moreover, consumers in Africa are experiencing a tangible enhancement in their quality of life, fostering a demand for novel forms of entertainment, with online gaming poised as an appealing option for the continent's populace.

What, in your opinion, are the areas that require enhancement to further invigorate the development of this market?

Africa represents a dynamic market that demands exploration and cultivation. In the realm of online entertainment, technological innovation serves as the linchpin for growth and prosperity. However, within the African market, technological advancement is synonymous with access to the Internet and the availability of online resources, a facet hindered in some regions by unstable communication infrastructures. We are sanguine that with the amelioration of infrastructure in the region, this market will burgeon significantly, affording boundless prospects for industrial advancement in Africa.

“Enhanced infrastructure in the region will undoubtedly catalyze substantial growth in this market.”

Emily Asawa, Regional Business Development Manager at SA Gaming.

You're slated to participate as a speaker at the Women in iGaming forum. How did this opportunity come about, and what are your insights regarding the role of women in the gaming industry today?

The opportunity arose when an event organizer expressed interest in my journey within iGaming and sought to glean insights from my experiences. I firmly believe that women possess innate adeptness in self-control and relationship cultivation, endowing us with a distinct advantage in brand development and awareness. A well-established brand inherently garners advantages, thereby directly translating into commercial benefits.