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Q&A with Gilles Catteeuw, Head of Acquisition, Premier Bet Partners

We sat down with the Head of Acquisition at Premier Bet, Gilles Catteeuw for his insights into cracking the African iGaming market. He had a lot to share.

Q1: Tell us a bit about PremierBet and how you’ve grown in the African market to date.

Since the late nineties, we have been a staple across the streets of Africa, flying either the Premier Bet flag (sports betting) or the Premier Loto flag (lottery). The true legacy of Premier Bet is through our retail and agent operations across key African urban areas and is still expanding to date. Throughout the years, the brand has built up trust within local communities, with ambitious entrepreneurs driving true personal credibility amongst their customers. In addition to our distinctive green umbrellas and betting shops, punters will also recognise our points of sales from our iconic bet slip terminals – commonly referred to as “red boxes”. It is that legacy that makes Premier bet the brand that African sports bettors have been familiar with ever since their first bet. We leverage that very brand equity to educate and convert our target audiences towards online betting.

Q2: What are some of the big challenges brands face when launching a casino or sportsbook in Africa – what are some of the localisation issues that need to be taken care of before you can expect affiliates to benefit from promoting your brand to their African traffic?

Too many operators overestimate “Africa” as one market that can be targeted by one positioning, one proposition and one product. Based on our experience across 23 African countries, that could not be further from the truth. Local regulations, payment methods, languages and infrastructures all need to be taken into consideration – not to mention staying on top of macroeconomic factors by country. These are key elements why…

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