Exclusive: David Ukairo of PieGaming on What If Africa Becomes the Most Important Growth Market in iGaming?

The global iGaming industry is increasingly shifting its attention toward emerging markets.

As mobile adoption accelerates and fintech ecosystems continue evolving, regions across Africa are becoming some of the industry’s most dynamic growth opportunities.

In an exclusive interview with iGaming News Today, David Ukairo Regional Sales Manager of PieGaming shared insights from more than 12 years in African iGaming, discussing localization, payment infrastructure, AI, and the future of market expansion.

Q1.  Can you briefly introduce yourself and your journey in iGaming?

David:

I have around 12 years of experience in the African iGaming industry. What makes my journey unique is that I started from the operational level, working as a cashier in a betting shop. That gave me a real understanding of the customer journey and the betting business from the ground up. From there, I moved into IT operations, virtual sports, risk management, and later into commercial and business development roles. For the last six to seven years, I have mainly focused on B2B partnerships, market expansion, and revenue growth across different African markets. I’ve worked closely with operators, platform providers, payment companies, and gaming suppliers, helping them identify opportunities and build partnerships. My strength is combining commercial strategy with practical market understanding, especially around regulation, player behavior, payment infrastructure, and the operational challenges across African regions.

Q2.  What makes emerging markets different from established markets?

David:

Established markets already know what they want. They already have the business options, products, and systems they need. Emerging markets are different because they want to test every product and every solution. What matters most there is localization – bringing products closer to the customer and making them easier to use in that region. Every market has its own unique needs. For example, in Africa, Kenya has its own characteristics, Nigeria has its own, and South Africa has its own. In East Africa, Kenya is leading; in West Africa, Nigeria is leading; and South Africa leads in its own region. Product demand also differs. In Nigeria, virtual sports was once one of the biggest-selling products. Then crash games also became very strong in Africa, especially on the retail side. In some markets, skill games may work better, while in others data consumption plays a major role in what products can succeed. Emerging markets are exciting because there is still a lot to learn, a lot of customers to educate, and a lot of investors to bring into the business, although that also makes them challenging.

Q3.  What do companies usually underestimate when expanding into emerging markets?

David:

One of the biggest things companies underestimate is payments. Payment has always been a major issue. Government policies often restrict certain payment platforms from working with operators or gaming businesses in those markets. Payment is important for everyone – for the player, for the operator, and for the provider. The challenge is finding payment platforms that can actually integrate well with gaming systems and are built for the sportsbook or betting industry. Not every payment provider has a solution designed for that. I would also add that companies sometimes underestimate the importance of having the right people on the ground, such as community managers who understand both the product and the players.

Q4.  How important is payment experience in building player trust and business growth?

David:

Payment experience is very important, especially in emerging markets, but it is connected to a larger issue around KYC and compliance. Strict KYC requirements are meant to reduce money laundering, and that is understandable, but sometimes they also discourage business growth. Many payment providers still do not design their products for emerging markets. For example, some providers do not cover certain parts of Africa, especially francophone West Africa, simply because they do not yet have clients there, even though the opportunity exists. So sometimes the limitations come from the policies of the payment providers themselves, and sometimes from KYC requirements. All of these create barriers for operators trying to grow in those markets.

Q5.  How do you think AI is changing business growth and customer experience in iGaming?

David:

AI is already transforming both operations and player experience. It is becoming the backbone of modern iGaming platforms. Operators are already using AI for customized bonuses and promotions, predictive player behavior analysis, fraud detection, AML monitoring, responsible gaming, and customer support. The major shift is from mass marketing to more personalized gaming experiences. On the crypto side as well, crypto is no longer just an alternative payment method; it is becoming part of the core infrastructure for many businesses. In Africa especially, I believe the future of iGaming will be strongly driven by technology, and AI in particular. The industry is moving beyond just betting and casino products into a broader digital entertainment ecosystem powered by AI. Not every provider is taking advantage of AI yet, but the smarter ones already are, and I think this will go a long way.

Q6.  How do changing market conditions and outside factors affect growth and investment in emerging markets?

David:

I don’t think technology like AI will reduce growth. If anything, it will increase growth and have a positive impact. AI is now a global trend – everyone is talking about it – and it helps speed up processes. In emerging markets, that speed matters a lot. For investors, it makes many things simpler compared with traditional systems. It can improve customer service, for example through language translation tools, which can help operators serve players across different regions more effectively. That kind of support can increase market share for investors, operators, and players alike. So overall, I see these changes helping the market grow rather than slowing it down.

Q7.  What major changes do you expect to see in iGaming in emerging markets by 2026?

David:

I expect to see stronger focus on local payment solutions, local-language support, region-specific content, sports focus, cultural adaptation, and country-specific CRM strategies. Mobile will continue to dominate, so there will be greater need for lightweight mobile apps, fast-loading platforms, low-data optimization, and mobile-first user experiences. Instant payment integration will also become more important. In summary, I believe the future of iGaming will sit at the intersection of fintech, sports media, AI, blockchain, and digital entertainment. The companies that successfully combine all of these into one ecosystem will be the ones that lead the next phase of growth in the iGaming industry.

Q8.  What advice would you give to someone who wants to build a career in iGaming today?

David:

My advice is to start with humility and learn from the ground up. Your humble beginning is very important. You need to start somewhere and understand the foundations of the industry. When I started in iGaming, I was not paid much. In some cases, I even worked without pay because I wanted to learn. For example, I worked in a casino environment on a freelance basis so I could understand the products, the customer side, and how to sell those products in the B2B space. Money should not be the first priority when you are still learning. First, you need deep understanding of the industry and the products you want to work with. Then, once you have that experience, you can look for the right opportunities and negotiate better for yourself. Beyond that, building trustworthy relationships is very important. Integrity must be key. People should be able to trust you, refer you, and come back to you for future opportunities.

About Pie Gaming

Pie Gaming operates within the growing African iGaming ecosystem, focusing on partnerships, market expansion, gaming technology, and commercial growth across emerging markets.