Exclusive: What Does Africa Need to Unlock Its iGaming Potential? QTech Games’ Ekaterina Mayorova Explains

Africa is becoming one of the most closely watched growth regions in global iGaming, but its opportunities cannot be approached with a one-size-fits-all strategy. Local market knowledge, relationships, culture, technology and player expectations all play a role in determining what succeeds.

In this exclusive interview with iGaming News Today, Ekaterina Mayorova, Head of Africa at QTech Games, reflects on her journey across technology, fintech and iGaming and explains why Africa offers something increasingly difficult to find in mature markets: the opportunity to actively shape the market. She also discusses partnership building, cyberpsychology, AI, cybersecurity, leadership and the importance of soft skills in an increasingly digital industry.

Q1: You’ve worked across Microsoft, Trustly, fintech, and now iGaming. Looking back, how have those experiences shaped the way you approach leadership and business today?

Ekaterina:

Working across companies of very different sizes has taught me one of the most valuable lessons in my career-adaptability.

At larger organisations like Microsoft, everything is structured. There are established processes, clear hierarchies, and well-defined responsibilities. In smaller companies, however, you often have to wear multiple hats. One day you’re acting as a salesperson, the next you’re supporting customers, solving operational challenges, or helping shape strategy.

Those experiences made me comfortable in any environment. Today, it doesn’t matter to me whether I’m working for a global corporation or a fast-growing business. What matters most is enjoying what I do and being able to create value. That adaptability has become one of my biggest strengths.

Q2: As Head of Africa at QTech Games, you’re working in one of the fastest-growing gaming regions. What opportunities excite you the most about the African market?

Ekaterina:

One of the biggest differences compared to mature markets is that in Africa you can genuinely see the impact of your work.

Earlier in my career, I worked with highly developed markets across Europe, the UK, and the US. Those markets are heavily regulated, extremely competitive, and already saturated with products and suppliers. It’s much harder to influence the market because so much is already established.

Africa is different. Many markets are still developing, which creates opportunities to educate operators, introduce new content, and help shape the direction of the industry. You can actually see the results of your efforts, and that’s incredibly rewarding.

Q3: Building successful partnerships is a key part of business development. In your experience, what creates strong long-term partnerships?

Ekaterina:

Relationships are built through trust, communication, and spending time with people.

It’s very difficult to understand a market if you only manage it remotely. That’s why I believe it’s important to travel, meet partners face-to-face, and experience local business culture firsthand.

Whenever I visit Africa, I always try to spend additional time in each country, meeting customers and learning more about the local environment. Those personal relationships create trust, and trust is the foundation of every successful long-term partnership.

Q4: AI is becoming part of almost every business function. How do you see it transforming business growth across the iGaming industry?

Ekaterina:

This is a topic I’m particularly passionate about because I recently completed my Master’s degree in Cyberpsychology.

Many people see AI as something that will replace humans, but I don’t see it that way at all. AI is simply an advanced tool-similar to a very sophisticated calculator that can process huge amounts of data much faster than people can.

Its value lies in improving speed and efficiency. It helps businesses analyse information, automate repetitive tasks, and make faster decisions.

However, AI doesn’t replace human judgement, creativity, or emotional intelligence. Those remain uniquely human qualities, and I believe AI should support people rather than replace them.

Q5: Your background also includes cyberpsychology and cybersecurity. How can understanding human behaviour help companies create safer and more engaging digital experiences?

Ekaterina:

Technology has changed the way we work, but it hasn’t changed human nature.

People still want to feel understood, appreciated, and connected. The digital tools we’ve created sometimes make communication more challenging because we lose facial expressions, emotions, and many of the non-verbal cues we experience in face-to-face conversations.

At the same time, technology gives us incredible flexibility. My role allows me to work from anywhere, which means I can spend more time in African countries learning about their cultures instead of simply travelling in and out for meetings.

Understanding human behaviour helps companies build better experiences because it reminds us that technology should always serve people-not the other way around.

Q6: As the gaming industry becomes increasingly digital and data-driven, what role will cybersecurity play in building player trust?

Ekaterina:

Cybersecurity has become a fundamental requirement for every digital business.

Cybercriminals will always look for the weakest target, regardless of the industry. Because iGaming operates entirely online, protecting player data and digital infrastructure is absolutely essential.

Strong cybersecurity isn’t an optional investment anymore-it’s the foundation that allows businesses to build trust with players and operate safely in today’s digital environment.

Q7: You’ve managed multinational teams across different regions. What qualities define successful leadership today?

Ekaterina:

Communication is probably the most important quality.

Managing remote teams requires constant communication and making sure everyone feels understood. As a leader, I also believe it’s important not only to discuss challenges but to celebrate successes as well.

In digital businesses, people often complete projects and immediately move on to the next task without recognising what they’ve achieved. Taking time to celebrate progress keeps teams motivated and reminds everyone how much they’ve accomplished.

Curiosity, active listening, and genuine understanding of both customers and team members are qualities every leader should develop.

Q8: Looking ahead, which emerging markets or technologies do you believe will create the biggest opportunities for the iGaming industry?

Ekaterina:

Naturally, I believe Africa will continue to be one of the industry’s biggest growth opportunities.

The continent has a rapidly growing population, increasing digital adoption, and enormous long-term potential. At the same time, African communities around the world are creating new opportunities beyond the continent itself.

Traditional African games, for example, could become increasingly popular among diaspora communities in Europe, the UK, and North America. Similar trends can be seen across many cultures where nostalgia and cultural identity influence entertainment preferences.

As markets become more connected globally, regional content will have opportunities to reach entirely new audiences.

Q9: If you were advising someone just starting their career in iGaming today, what skills would you encourage them to develop first?

Ekaterina:

Without hesitation, I would say soft skills.

Technical knowledge is important, but communication, empathy, active listening, and understanding people are skills that AI cannot replace.

Especially in business development and sales, success depends on building genuine relationships and understanding the needs of the people you’re working with.

Speaking multiple languages is always an advantage, but without strong interpersonal skills it becomes much more difficult to build trust and succeed in customer-facing roles.

For anyone starting their career, investing in soft skills will continue to deliver value regardless of how technology evolves.

ABOUT QTech Games

QTech Games is a B2B iGaming games distributor and aggregation platform focused on emerging markets. The company provides operators with access to a broad portfolio of casino content through its technology platform, with a strong focus on localization and regional player preferences.

QTech Games works across multiple international markets, including Africa, Asia and Latin America, helping operators access gaming content and solutions adapted to local market requirements.