Peter Kesitilwe: “ICE Barcelona will serve as a strategic 'meeting point' for African regulators and global gaming brands”

Peter Kesitilwe, CEO of the African iGaming Alliance (AiA), believes that the January ICE Barcelona event – ​​which includes an ICE Conference session entitled “Navigating the African Gaming Market” – will serve as a meeting point for ideas, experiences, and knowledge, bringing together African regulators with global gaming brands looking to establish themselves on the continent.

Debunking the “one-size-fits-all” approach that underpins some market entry strategies, he confirmed: “The most common mistake is treating Africa as a single market. But Africa is not a monolithic bloc: countries differ in language, income, payment behavior, sporting preferences, infrastructure, and regulation. Moreover, even within the same country, customer needs can vary considerably.”

"Brands also need to understand all the economic aspects of operating locally, including taxes, payment costs, currency exposure, and compliance."

He continued: “Another mistake is assuming that a successful European product and marketing strategy can simply be transferred. A service needs to work reliably on the devices and connections that customers actually use, with accessible support and secure withdrawals.

"Sustainable success requires regulatory credibility, consumer trust, and a commitment to the market that goes beyond simply acquiring customers."

Highlighting the breadth of ICE's expertise and how African regulators can use the platform to engage with the global industry, Peter Kesitilwe added: “As the largest gaming technology event on the international stage, ICE offers regulators the opportunity to engage directly with the technology, business models, and risks they need to regulate. This includes developments in payments, identity verification, player monitoring, sports integrity, and tools to identify illegal activities.

“I would also encourage regulators present at ICE to examine what has worked elsewhere and what has produced unintended consequences. International experience is valuable when tested against local conditions.”

“My hope is that regulators will leave here with practical ideas, stronger relationships, and a clearer understanding of how to support innovation while maintaining effective oversight. The greatest value arises when these conversations lead to subsequent improvements.”

The CEO of AiA makes it clear that Africa should shape the international debate on the development of its gambling markets and that ICE is ideally qualified to host these discussions. “Having a strong presence at ICE will allow African regulators, operators, suppliers and associations to explain their priorities, including access to mobile money, payment costs, illegal gambling, regulatory capacity and player protection, as well as combat misconceptions and build partnerships based on local realities,” he stated.

"This representation should include specialized African knowledge and African companies, along with international companies interested in expansion."

For AiA, priorities include stronger cooperation with regulators, engagement with current and potential members, and practical discussions on illegal gambling, sustainable taxation, access to payment methods, and player protection.

"Success means leaving with clear commitments: partnerships that progress, policy discussions with agreed-upon next steps, and relationships that help solve real challenges in our markets."

"I hope that our participation will contribute to better-informed policies, greater consumer protection, and a more sustainable licensed industry across Africa."

Peter Kesitilwe is among the first 20 industry leaders and decision-makers to have their participation confirmed in the ICE Conference program. From opening keynotes to focused workshops and peer discussions, the program offers participants different ways to learn, challenge their thinking, and delve into the issues that will shape the gaming industry in 2027. With over 40 briefings, presentations, and case studies, Conference Pass holders can access the full program and watch sessions on demand.

For more information and to register, visit: https://www.icegaming.com/ice-conference.