Mobile-first market growth across Africa, LatAm, and emerging regulated markets
As competition intensifies across more established igaming markets, many companies are turning their attention to Africa and Latin America as key regions for the next phase of growth. Rapid digital adoption, changing player habits and increasingly mobile-first consumer behaviour are creating new opportunities for operators and suppliers alike.
Speaking to Cyrielle Delmas, reporter at SiGMA News, Daniel Clark, our Group Commercial Director, discussed the trends shaping these growth markets, the role of localisation, and the technology foundations operators need to compete successfully from day one.
Africa and Latin America emerge as key growth regions
According to Clark, EveryMatrix has been keeping a close eye on both Africa and Latin America, particularly following the acquisition of FSB. This has provided the company with a stronger springboard into Africa, where it has already made progress, especially in South Africa.
One of the clearest examples of this momentum is the launch of Betsson in Cameroon earlier in Q2. Clark described the project as a strong example of large international brands choosing EveryMatrix to launch into new markets using its scalable platform technology. The company is now looking to build on this success and explore further opportunities across French-speaking African countries.
Casino growth creates new opportunities in Africa
Beyond sportsbook, Clark noted that casino is also gaining significant traction across parts of Africa, even overtaking sports in some areas. This represents an important opportunity for EveryMatrix, which offers one of the industry’s largest content aggregation portfolios and can make this available instantly to brands looking to capitalise on casino growth.
A focused approach to Latin America
In Latin America, EveryMatrix is taking a more focused approach. Rather than spreading its efforts too widely, the company has built a localised team in the region and is initially concentrating on selected markets.
While Brazil remains an important market to watch, Clark said the company is allowing the dust to settle following recent volatility and taxation changes. At the same time, established partnerships in Peru and Mexico are being used as a platform to support further regional growth.
How player behaviour differs between mature and emerging markets
Clark also highlighted key differences between established markets and high-growth emerging regions. In mature markets, players are more familiar with multiple operators and are more willing to switch brands in search of better odds, more relevant content or faster payments. With high levels of regulation and competition, retention becomes critical.
EveryMatrix supports this through tools such as EngageSuite, which enables operators to retain players through loyalty programmes, advanced personalisation and other engagement mechanics.
In emerging markets, the emphasis is often different. Operators must focus more heavily on customer acquisition, player education and mobile-first experiences. Many of these regions are predominantly mobile-led, making native apps, fast access, localised content and market-specific product experiences essential.
Localisation as a foundation for trust
Localisation, Clark said, is fundamental to success not only in Africa, but across global growth markets. Each country has its own regulatory framework, payment ecosystem, cultural nuances and player behaviours. Without a strong understanding of these factors, international brands can struggle to build trust and relevance.
This is why having local teams and market knowledge matters. EveryMatrix has focused on delivering customisable UX and UI adaptations, as well as bonus mechanics that speak directly to local audiences. Clark argued that the future winners will not simply be the companies that enter new markets, but those that can localise intelligently and efficiently from day one.
Why legacy technology can hold operators back
International brands also frequently underestimate the challenges involved in expanding into Africa and Latin America. Clark pointed to the limitations of legacy systems, many of which were built for yesterday’s needs and assembled from multiple third-party providers over time.
In today’s markets, where regulation is tighter, competition is fiercer and player expectations are higher, fragmented technology can make it difficult to deliver seamless player journeys, real-time data visibility and effective localisation at scale.
A unified ecosystem for faster market entry
By contrast, EveryMatrix offers an ecosystem where sportsbook, casino, platform, data and engagement tools can work together. This allows operators to access real-time visibility across verticals, cross-sell more effectively, localise faster and manage player journeys more smoothly across multiple regulated markets.
Clark also pointed to the growing demand for AI-driven features, including bonus abuse prevention, personalisation and more advanced risk management. These capabilities are becoming increasingly important as operators seek to compete in complex, fast-moving markets.
Digital adoption accelerates commercial opportunity
Digital adoption is another major driver of growth. Clark noted that even in highly regulated regions, brands are moving further towards online and digital-first models. In Northern Europe, for example, lotteries are increasingly moving away from retail and towards online experiences. Similar trends are visible in Africa, where mobile connectivity is becoming more widespread.
For EveryMatrix, this creates opportunities both with existing partners and with new operators looking to scale quickly. Successful partnerships can act as proof points for the company’s ability to support growth in markets where digital adoption is accelerating.
Markets to watch next
Looking ahead, Clark identified several markets that could become increasingly influential. New Zealand is a major focus following EveryMatrix’s partnership with SkyCity, as the market moves towards regulation. Finland is also expected to become a highly significant opportunity in Northern Europe. In North America, EveryMatrix is keeping a close eye on Alberta, following the success seen in Ontario.
For operators preparing to enter these markets, Clark’s message was clear: they need technology that allows them to move quickly, localise effectively and compete from day one.
Building for long-term growth
As mobile-first behaviour, regulation and digital adoption continue to reshape the global igaming landscape, growth markets will reward companies that combine scalable technology with strong local understanding. For EveryMatrix, this means helping operators enter new territories with the platform, flexibility and market-specific tools required to become long-term leaders.
