The Bigger Picture: Why Retargeting is Africa’s Untapped Growth Opportunity

Najib Choujaa , Head of Growth for Africa and the Middle East at Kadam, believes operators should also focus on those who have already shown interest but become inactive. With more than 15 years of experience in digital advertising and performance marketing, he sees retargeting as a way to reconnect with these audiences and get more value from acquisition budgets. In this exclusive conversation with iGaming AFRIKA Magazine , Najib draws on Kadam’s campaign data from Nigeria, South Africa, Tanzania, and Côte d’Ivoire to explain why player reactivation can cost less than new depositor acquisition.