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SmartSoft Strengthens African Footprint by Joining the African iGaming Alliance as Gold Supplier Member

By jili tutorial · September 17, 2026

SmartSoft Strengthens African Footprint by Joining the African iGaming Alliance as Gold Supplier Member

Overview: A Strategic Move in Africa’s Rapidly Expanding Gaming Market

SmartSoft, a prominent provider of gaming software and solutions, has officially joined the African iGaming Alliance (AiA) as a Gold Supplier Member. This strategic partnership, announced on Tuesday, is specifically designed to accelerate SmartSoft’s expansion across the African continent while promoting the development of sustainable, responsible, and commercially viable regulated gambling markets.

The collaboration comes at a time when Africa’s gaming industry is experiencing unprecedented growth, driven by increasing mobile penetration, a young demographic, and a gradual shift toward regulatory frameworks that balance commercial opportunity with consumer protection.

Why This Partnership Matters: Context and Industry Significance

The African iGaming Alliance: A Catalyst for Change

The AiA is not merely a trade association; it is a collaborative platform that brings together regulators, operators, suppliers, and policymakers to foster constructive dialogue about the future of gaming in Africa. Founded to address the unique challenges and opportunities of the continent, the AiA focuses on:

By joining as a Gold Supplier Member, SmartSoft positions itself at the heart of these critical conversations.

SmartSoft’s Existing African Presence

SmartSoft is not a newcomer to Africa. The company already maintains an established and growing presence across multiple markets, having co-hosted the iGB L!VE Africa Summit in July this year. This summit, a major industry gathering, provided a platform for stakeholders to discuss emerging trends, regulatory developments, and investment opportunities.

Now, through its membership with the AiA, SmartSoft will participate in a range of high-value activities, including:

Key Voices: What Leaders Are Saying

Guram Gotsadze, CEO of SmartSoft

Speaking on the partnership, Gotsadze highlighted the strategic importance of Africa to SmartSoft’s global roadmap:

“Africa is an important and growing part of SmartSoft’s international strategy, and joining the African iGaming Alliance represents an important step in strengthening our long-term commitment to the continent.”

This statement underscores a broader trend: international gaming companies are increasingly diversifying their portfolios beyond mature markets like Europe and North America, recognizing Africa’s potential as a high-growth region.

Peter Kesitilwe, CEO of the African iGaming Alliance

Kesitilwe welcomed SmartSoft’s membership, emphasising the company’s existing footprint and the value of collaborative engagement:

“SmartSoft already has significant exposure to African markets, and we look forward to working with their team on issues ranging from B2B licensing and market access to responsible gaming, channelisation and sustainable regulation.”

This partnership is the latest example of the AiA’s broader mission: to build an environment where diverse stakeholders can engage constructively on the opportunities and challenges facing the industry.

Collaboration as a Cornerstone: Lessons from Africa Safer Gambling Week

A Week of Action, Not Just Talk

The AiA recently hosted the inaugural Africa Safer Gambling Week, an event designed to move the conversation about safer gambling from theory to practice. Kesitilwe reflected on the event’s significance:

“The initiative demonstrates that cooperation does not have to remain at the level of conference and policy discussion. It has to translate into practical action, educating players, engaging communities, protecting young people and highlighting the dangers of illegal and unlicensed gambling.”

What This Means for the Industry

This event signals a shift in mindset across the African gaming landscape. Rather than treating responsible gambling as a checkbox exercise, the AiA and its members—including SmartSoft—are committed to year-round collaboration. Key areas of focus include:

  1. Player education – Raising awareness about risks and setting limits
  2. Community engagement – Working with local organisations to promote safe play
  3. Youth protection – Preventing underage access and advertising exposure
  4. Combating illegal gambling – Supporting enforcement against unlicensed operators

For SmartSoft, this aligns with its stated commitment to sustainable, regulated markets—a value that resonates strongly with regulators seeking credible partners.

The Bigger Picture: What This Means for Africa’s Gaming Future

A Maturing Market with Unique Challenges

Africa’s gaming sector is at a pivotal moment. While the potential is enormous—with some estimates suggesting the online gambling market could surpass $2 billion by 2028—significant hurdles remain:

Partnerships like SmartSoft’s membership in the AiA help address these challenges by creating unified standards and shared best practices.

What Suppliers Like SmartSoft Bring to the Table

As a technology and content supplier, SmartSoft contributes:

These capabilities are precisely what emerging African markets need to grow responsibly without repeating the mistakes seen in more mature jurisdictions.

Looking Ahead: What to Watch For

With SmartSoft now a Gold Member of the AiA, industry observers can expect:

Conclusion

SmartSoft’s decision to join the African iGaming Alliance as a Gold Supplier Member is more than a membership fee—it is a strategic bet on Africa’s long-term potential. By aligning with a body that champions transparent regulation, responsible gaming, and collaborative problem-solving, SmartSoft is positioning itself as a trusted partner in a region that is quickly becoming a focal point for the global gaming industry.

For the African gaming ecosystem, this partnership sends a clear message: responsible growth is possible, and it requires the active involvement of every stakeholder—from suppliers to regulators to operators. The AiA, with SmartSoft now part of its ranks, is proving that collaboration is not just a buzzword, but a practical necessity.

About the Author Kyle Goldsmith has been with Clarion since December 2023, joining from the world of sports journalism, subsequently becoming a LatAm-facing senior reporter with iGB.