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Optimove Selected by 888AFRICA as CRM marketing solution to Accelerate Growth and Elevate Player Retention through Personalization

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Optimove, the leading CRM marketing solution for the iGaming sector, announced today that it has been chosen by 888AFRICA to accelerate its continued rapid growth in the African continent by enhancing player engagement and retention.

Founded in 2022, 888AFRICA is a world-class betting and gaming joint venture part-owned by 888 Holdings plc which operates the 888bet or 888bets brand in the Democratic Republic of Congo, Tanzania, and Mozambique, plus BetLion in Zambia. The company plans to expand across Africa’s regulated online betting and gaming markets. The African gambling market is forecast to reach $6.7 billion by 2030.

888AFRICA will gain several vital capabilities from Optimove’s CRM Marketing solution:

  • In-depth customer insights: access unified player data to create as many creative player segments as they desire without relying on other teams.
  • Smart Orchestration: 888AFRICA is freed from manually mapping every customer journey by combining AI with business rules for smart multichannel orchestration.
  • Enhanced marketing attribution: 888AFRICA can measure the incremental impact of each message along the player journey, enabling true multi-touch marketing attribution.
  • Personalization at Scale: 888AFRICA is empowered to personalize each marketing message’s audience, channel, and content levels with seamless and scalable tools.

“We are honored to have been selected as the CRM marketing partner for 888AFRICA, and we look forward to supporting their foresight and strategic approach in seizing market opportunities,” said Peter Miles, Director of Sales at Optimove. “The 888AFRICA team truly understands the power of loyalty and personalization in every marketing action, particularly in such a competitive landscape. We are committed to ensuring that our tools and capabilities become invaluable assets as we join their team in bringing their vision to life.”

“Our collaboration with Optimove marks a significant milestone in our pursuit of accelerating growth and elevating player retention in the competitive iGaming landscape,” said Christopher Coyne, CEO of 888AFRICA. “As we implement Optimove’s industry-leading CRM Marketing solution, we are confident in the capabilities it brings to the table. Optimove’s expertise in providing in-depth customer insights, smart orchestration, enhanced marketing attribution, and personalization at scale aligns seamlessly with our strategic objectives. This partnership reflects our dedication to delivering unparalleled gaming experiences and achieving our ambitious expansion plans across Africa’s regulated online betting and gaming markets.”

Africa

Uganda: National Lotteries and Gaming Regulatory Board and Uganda Police- Rwizi Region Deepen Ties in Enforcing the Gaming Law

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The National Lotteries and Gaming Regulatory Board (NLGRB) recently held a high-level stakeholder engagement with the Uganda Police Force Officials in Rwizi Region. The engagement, hosted at Lake View Hotel in Mbarara on May 27, 2025, brought together District Police Commanders (DPCs), Officers in Charge of Criminal Investigations (OCIDs), local leaders, the media and other technical stakeholders from across the region.

The engagement focused on aligning enforcement strategies, enhancing compliance and deepening the understanding of Uganda’s gaming laws under the Lotteries and Gaming Act, Cap 334. In his opening remarks, NLGRB CEO Mr. Denis Mudene emphasized the strategic collaboration between the Board and the Uganda Police Force in enforcing gaming law to protect citizens, end underage gaming and maintain public order.

“Gaming is not a money-making venture. It is a leisure activity or entertainment, and we encourage only those of legal age to participate responsibly,” Mr. Mudene said.

Mr. Mudene raised concerns over the growing trend of children using parents’ phones to gamble online. He warned parents against registering SIM cards under their names and passing them on to minors, as this facilitates undetected underage gambling.

“93% of gambling happens online, mostly by corporates. However, when a phone registered in a parent’s name is used by a 15-year-old, they pass all verification checks,” he explained, urging responsible digital parenting.

In response, the Mbarara City Mayor, Robert Mugabe Kakyebezi, commended the Board’s efforts in bringing regulatory oversight closer to communities. He raised alarm over the prevalence of unlicensed betting operations and children misusing school fees or resorting to theft to fund gambling.

“As you enforce the law against illegal operators as well as those with minors in their betting shops, remind them of what the law says and apprehend them. This sets an example to those who think they can break the law and get away with it.”

The Deputy Regional Police Commander Rwizi Region, Senior Superintendent of Police Bosco Bakashaba, reaffirmed the Uganda Police Force’s commitment to upholding the law in partnership with the NLGRB.

“We shall offer total support to reduce offenses and illegal operations. Gaming houses that admit underage individuals or operate without licenses, especially in villages, will face legal consequences,” SSP Bakashaba asserted.

He pointed out that crime intelligence and informants are key tools in detecting and shutting down illegal slot machines and unauthorised betting centres.

“Gaming is like a razorblade, used correctly, it’s useful. Used wrongly, it causes harm,” he concluded.

The post Uganda: National Lotteries and Gaming Regulatory Board and Uganda Police- Rwizi Region Deepen Ties in Enforcing the Gaming Law appeared first on European Gaming Industry News.

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Accelerating Ambitions in Africa: SYNOT Games Teams Up with Codium

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In a move designed to strengthen their African presence and enhance customer experience, SYNOT Games has announced a strategic cooperation with Codium, an innovative software solutions provider and aggregator in the iGaming industry. 

The partnership, currently active in jurisdictions including Liberia and Nigeria, empowers SYNOT Games to distribute its extensive portfolio of gaming content effortlessly through Codium’s aggregation platform. By utilizing Codium’s advanced technological infrastructure, SYNOT Games is well-positioned to reach a wider African audience, thereby enhancing both efficiency and the quality of customer support.

“Partnering with Codium marks a pivotal step in our strategy to grow within regulated African markets,” said Kristína ĎaďováSales Manager at SYNOT Games.

“Codium’s aggregation capabilities and in-depth understanding of the African regulatory landscape allow us to broaden access to our games while maintaining high standards of quality and compliance. This collaboration underscores our commitment to excellence and our ambition to deliver cutting-edge entertainment across diverse regulated markets,” she adds.

Codium specializes in comprehensive iGaming solutions, providing certified platforms that encompass various sports betting and online casino offerings. Their Blue Platform, known for its adaptability and scalability, has been instrumental in enabling SYNOT Games to fit in emerging and established regulated African markets.

Matej Mikunda, Sales Director at Codium, also welcomed the partnership, stating:  “Our collaboration with SYNOT Games demonstrates a shared ambition to raise the bar for iGaming across Africa. By merging our technological expertise with SYNOT’s engaging content, we’re empowering local operators and enhancing the gaming experience for players throughout the region.

This alliance strengthens SYNOT Games’ foothold in key regulated African jurisdictions and highlights both companies‘ dedication to quality, innovation, and responsible gaming. With increasing demand for premium content and evolving regulatory frameworks across the continent, SYNOT Games and Codium are well-positioned to shape the future of African iGaming standards.

The post Accelerating Ambitions in Africa: SYNOT Games Teams Up with Codium appeared first on European Gaming Industry News.

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SOFTSWISS Calls for Resilience by Design at Africa Tech Week

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SOFTSWISS, a leading global tech company providing software for the iGaming industry, leveraged its keynote platform at the opening of Africa Tech Week to formalise its South African market ambitions, highlighting cybersecurity resilience as central to its strategy. Deputy CSO Artem Bychkov warned that with cyberattacks escalating alongside digital adoption, companies entering African markets must be builders – not just participants – in secure digital ecosystems.

Artem Bychkov, Deputy Chief Security Officer at SOFTSWISS, addressed delegates with a warning: Africa’s booming digital economy is being matched – and in some cases outpaced – by cybercriminal innovation. South Africa now ranks among the top three countries globally in cybercrime-related losses, with R2.2 billion lost annually. “As the continent becomes more connected and digitally empowered, so too does the cyber risk. But with the right architecture, we can build resilience from the ground up,” said Bychkov.

Bychkov spotlighted established as well as emerging threats – from malware-as-a-service and supply chain infiltration to deepfake-driven KYC fraud – and positioned SOFTSWISS as a company whose track record in technical stability and innovation is vital for the African market. “Cybercriminals adapt fast. So must we,” he added. “There’s no substitute for a comprehensive security programme. People, processes, and technology must align under a long-term vision.”

SOFTSWISS has accelerated its African strategy, with enhanced adaptability for African operators. This strategy has already yielded acclaim: SOFTSWISS recently received the ‘Innovation of the Year’ award at the Sports Betting East Africa+ Summit – a recognition that its customisable solutions are both reliable and transformative, even in newly entered markets.

SOFTSWISS’ presence at Africa Tech Week underscores its ambitions to support Africa’s digital future not only through gaming platforms but also through a broader ecosystem of secure digital services. From device-level MFA and behavioural analytics to real-time monitoring and secure-by-design development, the company is bringing global cybersecurity standards to the continent – and evolving them to meet local realities.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.

The post SOFTSWISS Calls for Resilience by Design at Africa Tech Week appeared first on European Gaming Industry News.

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