You Can’t Google Your Way Into Africa

Success in Africa’s iGaming payments market requires more than payment technology. It depends on local expertise, trusted relationships, adaptable infrastructure, and the ability to manage operational challenges. In issue 9 of iGaming AFRIKA Magazine, Juliet Mphande, Regional Director for Africa at FLEXIFAI, explains why Africa’s positioning as “the next frontier” for global operators overlooks the broader context. She highlights how understanding local regulatory environments, payment behaviours, and business cultures, rather than relying on technology alone, has contributed to the company’s growth.