Darren Calvia, Chief Product Officer at Veli Group, will deliver a speech at the SBC Summit in Lisbon. He was interviewed by CasinoBeats, sharing some interesting insights into the African online gaming and gambling industry, as well as his experience with VeliTech in gaining market access.
CasinoBeats: Darren, you are going to speak at the upcoming SBC Summit in Lisbon. Can you tell us about what you plan to share with the delegates at the conference?
Darren Calvia: I am excited to speak at the SBC Summit in Lisbon, where I plan to discuss some of the major opportunities for launching new gaming brands in Africa, as well as the significant challenges and barriers faced in doing so.
Additionally, our African brand Paridirect underwent a major transformation in July, renaming to PLAYONGO. This conference will be particularly interesting as we will explore how the brand continues to evolve and meet new challenges.
CB: Can you share some unique insights you have discovered in the process of entering and operating in the African igaming market with Paridirect and now PLAYONGO?
DC: Africa is a fascinating continent, each country with its unique landscape. The gambling and gaming industry in Africa is equally diverse. As newcomers to Africa, we started from scratch building both retail and online businesses, which was a tough learning process.
For example, one unique insight we discovered in the Democratic Republic of Congo is that due to limited internet connectivity, people heavily rely on informal gambling networks. Many players prefer to use basic mobile phones and SMS services to place bets through local agents. This prompted us to develop a hybrid model that supports both online and offline betting.
CB: What specific technological innovations has VeliTech brought that have significantly contributed to the success of PLAYONGO in Africa?
DC: Veli Group combines B2B and B2C directions, and I am proud that our flagship B2C brand PLAYONGO can fully meet all operational needs using VeliTech's proprietary B2B products. This provides us with flexibility and roadmap ownership, ensuring that we always prioritize Africa. We are particularly proud that our operations do not require any third-party solutions.
Facing challenges with internet and data, our team ensures that page loading speed and stability are always a priority. We are able to customize our platform, interactive tools, and payment solutions to suit the realities of Africa. We recently launched a highly localized in-house sports betting and developed innovative solutions like USSD betting and Buddy 2 Buddy. Buddy 2 Buddy is our in-house all-channel cash handling solution that links our retail business with digital operations. We also established a game studio to develop localized, low-cost casino games for Africa, such as Crash Games.
CB: What were your expectations before the launch? What were your initial thoughts after completing the entire process?
DC: It was harder than we imagined! We knew launching in Africa would be complex, but we always believed the opportunities far outweighed the complexities. Now it has borne fruit, but patience is an essential virtue.
Having a localized team is crucial. Without our on-the-ground operations, we would never have succeeded. Local expertise and skills are vital for overcoming the daily obstacles we face. We all consider ourselves experts in gambling and gaming, but it has been a tough learning process for all of us.
CB: What do you think are the main challenges of doing business in Africa, and how has VeliTech helped PLAYONGO overcome these challenges?
DC: There are many obstacles we face and must overcome. Technical limitations, internet accessibility, data costs, power issues, smartphone penetration, unique digital payment infrastructure, complexity of retail operations, and local regulations are just a few examples.
The key to our success lies in having the right technology to address market challenges. This agility allows us to localize products and technology, ensuring we can quickly adapt to any new adverse factors encountered. This responsiveness and collaboration between our B2C brand and internal technology partners are crucial for navigating the diverse and challenging African market.
CB: Finally, when operators are looking for technology products for new brand launches or market expansion, what qualities would you advise them to look for?
DC: Like anywhere in the world, speed and stability are unquestionable in Africa. On this basis, add lightweight, highly adaptable, and scalable technology that offers a simple customer experience and user interface, and localizes according to the needs and product preferences of African players, will lay the foundation for their success. Keep it fast and simple.
Africa is not a one-stop shop; each country is different, and avoiding this will put you at risk. Keep your product suite simple, ensure the products are liked by players, and keep innovating. With a population nearing 1.5 billion and at the forefront of a technological revolution, with the soaring smartphone penetration and the emergence of technologies like Starlink, now is the time to ensure your products are future-oriented and ready for massive market expansion across the entire African continent.
For other operators looking to enter Africa, the key to choosing a technology provider is to find one that can listen to your brand needs, focus on your operational and region-specific needs, and respond accordingly, ensuring a smoother and more successful market expansion. The African gambling market may be niche, so the technology provider you choose needs to be adaptable and as niche as the market itself.
