July marked a significant milestone for the Veli Group as Paridirect was rebranded to PLAYONGO. This wasn’t merely a change of name but a complete transformation aimed at better alignment with the diverse and unique African market. Supported by VeliTech technology solutions, this rebranding allowed us to build a more agile and localised approach. VeliTech, as part of the Veli Group, provides solutions that have been instrumental in our ability to adapt to the unique challenges of the African market. The success of PLAYONGO is a testament to how Veli Group companies leverage VeliTech technology to drive growth in iGaming.
Let’s reflect on the early days of our African journey, how it is to be a newcomer in Africa and why this region could be a steep learning curve when it comes to building a retail and online business from the ground up.
Learning and Adapting
Launching in Africa meant building from scratch—a retail and online presence tailored to local needs. A key insight from the Democratic Republic of Congo highlighted the reliance on informal betting networks due to low internet connectivity. Many local bettors prefer placing bets through agents using basic mobile phones. This observation prompted PLAYONGO to develop a hybrid model supporting online and offline betting systems
Crafting Tailored Tech Solutions
Focusing on B2B and B2C strategies under the VeliTech umbrella enabled PLAYONGO to deploy proprietary technologies without leaning on third-party solutions. This autonomy in operation and innovation allowed us to focus on ‘thinking Africa first.’ Internet and data issues were persistent challenges, yet the team optimised the platform to enhance page load speeds and stability, which is crucial for maintaining user engagement.
PLAYONGO’s response to local preferences involved launching an ultra-localised sportsbook and innovative solutions like USSD betting and Buddy-2-Buddy systems. Buddy-2-Buddy linked all digital operations with physical outlets, creating a seamless cash flow network. Our in-house game studio also developed localised, low-packaged casino games for Africa, directly addressing the region’s technological constraints.
Overcoming Hurdles
The complexity of the African market formed numerous obstacles: from technological limitations, data costs, and power issues to smartphone penetration, unique payment infrastructure and local regulations.
The key to VeliTech success lies in possessing the appropriate technology to tackle African market challenges. This flexibility enabled us to tailor both the product and technology, ensuring timely adjustments in response to any emerging obstacles. This adaptability and cooperation between our consumer-facing brands and our internal technology partners have been essential in managing the diverse and challenging African market.
Key Pillars to Success in the African Market
Expanding Horizons
With a population nearing 1.5 billion and increasing technological adoption, Africa stands on the frontier of a digital revolution.
With rocketing smartphone penetration plus the likes of Starlink, this is the moment to ensure products are future-proofed for huge market expansion across the continent.
By integrating lightweight, adaptable, and scalable technology that simplifies the customer experience and user interface, tailored to meet the unique desires and product preferences of African players, businesses are well-positioned to thrive. Keeping operations fast and straightforward is essential in this dynamic African environment.
A Call to Action for Future Operators
PLAYONGO’s journey into the African iGaming market is a testament to the power of perseverance, innovation, and local engagement in conquering new frontiers. For other operators looking to enter or expand within the African market, the key advice is to choose a technology provider that listens and responds to the specific needs of your brand and market. Success in Africa requires a provider as niche and adaptable as the market itself.
