Discussion with Sasha Boerma on Innovation in Africa's iGaming Sector and Striving for Gender Equality
Lighting Up Africa's Gaming Landscape: Insights from Sasha Boerma of Split the Pot
Sasha Boerma, Commercial Director for Africa at Split the Pot, spilled the beans on her journey and the secrets to cracking the African gaming market during a candid chat with iGaming AFRIKA at the AGE Lagos 2025 Conference.
Drawing from her rich experience in the African market, she highlighted that traditional casino-style games often miss the mark in regions where data is expensive and players prefer simpler, culturally sensitive experiences. Recognizing this, Boerma emphasized the importance of creating gaming products that authentically resonate with African players, particularly the youth.
"Africa needed games that were easy on data, that spoke to our cultural nuances, and weren't straight-up casino games," she revealed. Split the Pot stepped into this gap with a fresh, localized approach that's proven to be innovative and inclusive.
To conquer the diverse African market, Boerma stressed the need for adaptability. "You can't broadcast the same message all over Africa," she said. "Nigeria is nothing like South Africa. You need locals to navigate the diverse regulatory landscape." Boerma also pointed out the importance of grassroots marketing strategies, particularly in leveraging local networks and agents instead of blanket digital campaigns.
Boerma is a strong advocate for greater gender representation in the gaming industry. With more than half of players identifying as female, she argued that a balanced workforce is essential to catering to this significant demographic. "You can't have men speaking for half the player base," she asserted. She called for a more equitable industry, where both men and women contribute their unique strengths, especially in leadership roles.
Regarding the role of AI in African iGaming, Boerma remains cautiously optimistic. She noted that the absence of localized digital content and reliable translations has limited the effectiveness of AI tools, particularly in player communication. "We lack online content in local languages," she said. "Translation and chat support are crucial for engagement." Nevertheless, she sees potential in areas like player behavior analysis and automation but reiterates that, for now, human connection is paramount.
Upcoming Events:AGE Lagos 2025 Conference
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In a world rushing headlong toward AI integration, Boerma urges a balanced approach. "AI has its place, but we can't lose the human connection," she said. With her insightful strategies and pioneering spirit, Boerma is paving the way for a more inclusive and culturally sensitive African gaming industry.
- Split the Pot, led by Sasha Boerma, is revolutionizing the African gaming market with locally adapted games.
- Boerma underscores the importance of gaming products that resonate with African players, especially the youth.
- The African market requires games that are easy on data and speak to the cultural nuances of the region.
- boerma noted the need for flexible approaches in catering to the diverse African market.
- In Africa, it's crucial to have locals navigating the complex regulatory landscape, according to Boerma.
- Grassroots marketing strategies, utilizing local networks and agents, are essential for success in the African gaming industry.
- Boerma advocates for increased gender representation in the gaming industry, given that more than half of players are female.
- Boerma argues that a balanced workforce is essential to catering to the significant female player demographic.
- Boerma calls for a more equitable industry, where both men and women contribute unique strengths, particularly in leadership roles.
- Regarding AI in African iGaming, Boerma is optimistic but stresses the importance of human connection.
- The lack of online content in local languages and reliable translations has limited the effectiveness of AI tools, Boerma points out.
- Boerma sees potential in AI for player behavior analysis and automation but emphasizes the importance of human interaction.
- The upcoming AGE Lagos 2025 Conference will feature Sasha Boerma, discussing affiliate marketing strategies.
- Sasha Boerma is one of the most influential women in African gaming, as recognized in the 2024 Top 50 list.
- Split The Pot is partnering with KingMakers to expand BetKing games in Nigeria.
- AI has its place in the gaming industry, but it should not overshadow the human connection, Boerma asserts.
- Responsible gaming practices, such as promoting responsible gambling, are crucial in the African gaming market.
- The sports betting sector, including basketball, baseball, hockey, golf, racing, tennis, and mixed martial arts, is a significant part of the African gaming landscape.
- In the gaming industry, Boerma champions for a balance between traditional casino games and culturally sensitive experiences.
- African gamers increasingly engage in lifestyle pursuits like fashion and beauty, food and drink, home and garden, gadgets, smartphones, and technology on social media.
- The gaming industry is intertwined with pop culture, sci-fi and fantasy, and general news, providing entertainment for celebrities and the general public alike.
- Crime and justice are topics of interest in the gaming industry, especially regarding the impact of gambling trends on society.
- Learning and education, including career development and self-improvement, are essential components of the gaming industry.
- In the African gaming industry, Boerma's work highlights the potential for big wins and moves the needle toward personal growth and social impact.
