The iGB L!VE 2026 event in ExCeL London was one of a kind, with over 15,000 attendees discussing the latest iGaming trends, tech and strategic acquisitions. Artificial Intelligence and regulatory compliance dominated the floor, including fresh questions about how AI is reshaping responsible gambling compliance, but one narrative stood out above the rest: the push for African market dominance.
The African continent is no longer viewed as an emerging market but as a primary target for Western giants. According to data from H2 Gambling Capital, the continent's gaming revenues are projected to hit $20.27 billion in 2026. But conquering this vast market takes strategic moves, not just deep pockets.
Here's how industry leaders, regulators, investors and experts are rewriting the playbook for winning the African iGaming market.
For years, operators and investors eyeing the African market have been held back by a heavily fragmented regulatory landscape, one that can't be solved with the standard European playbook. Global tier-1 operators are now leaning on Mergers and Acquisitions (M&A) instead, buying existing brands to skip the lengthy licensing process and move straight into the market.
The inaugural Africa Summit at iGB L!VE centered on acquiring established brands in Kenya, South Africa, and Nigeria, brands that already carry market share, integrated payment systems, and regulatory licenses. Peter Kesitilwe, CEO of the African iGaming Alliance, pointed to cross-border partnerships and M&A as the way forward, saying that Africa is one of the most dynamic and strategically important regions in global gaming.
Operators with local expertise have the edge, since the African gaming market runs on mobile money and low-latency platforms. Speaking at iGB L!VE, Lois Bright, Co-Founder of Gaming Advisory Partners, pointed to the value of building authentic local partnerships that resonate with local audiences. Anastasia Shcherbina, CMO at Melbet, echoed that sentiment, saying there's no single blueprint for the continent and that a successful business depends on full localization.
Beyond localization, shifting tax regimes across the continent are forcing operators to reassess market viability. That tension is already playing out in Africa's mobile money economy, where unregulated payment processors are quietly bypassing the continent's iGaming tax rules. Dan Thomson, Chief Commercial Officer at PawaTech, warned that excessive taxation can suppress channelization and push players toward unregulated platforms. John Mutua, CEO of the Association of Gaming Operators Kenya, agreed, noting that long-term market sustainability depends on a tax framework that neither strangles local operators nor punishes local consumers.
Heading into the second half of 2026, expect the acquisition rate to climb as global giants race to consolidate their footprint in Africa. Established local brands with valid licenses and integrated local payments remain the top targets. It's the same land-grab logic already unfolding in Finland, where operators lined up for licenses in a market that hasn't even opened yet. Operators are already looking ahead to regional events like East Africa 2026 in Nairobi to scout their next partnership.
🎬 iGB L!VE 2026 Day 1 Highlights What a start. A packed show floor, expert insights, valuable networking and thousands of iGaming professionals coming together to shape the future of the industry. Take a look at some of the standout moments from Day 1. 🚀 Be the first to hear Show more
