Africa is moving fast, arguably faster than any other iGaming market right now. Operators from Europe and beyond are piling in, but you can’t just recycle your EU playbook and expect it to stick. Different economics, different player habits, different cultural codes mean you need a tailored strategy, or you’ll burn bankroll chasing shadows.
To cut through the noise, Vasilii caught up with Gali Hartuv, CEO & Co-Founder of Warrior Lab. With 13+ years across four continents, he’s seen what works and what flops.
As he put it:
Africa is a very unique continent: 54 countries with over 1,500 languages, 3,000 plus different ethnic groups, customs, and traditions.
In this chat, Gali lays out how African VIPs actually think, how to win their trust, and why understanding culture is just as important as rolling out the latest tech. Check out our YouTube channel to listen to the full “Where’s My Money?” podcast, and here we’ll break it down.
Defining the African VIP
Ask most people what a VIP is, and they’ll say “the whales, the guys who bet big.” But Gali Hartuv makes a different point: in Africa, VIP isn’t just about size of deposits, but about sustainability. The players who count aren’t just dropping big deposits once in a while. They’re the ones who play consistently and prove they have real disposable income. As he notes: “$2,000 a month in Nigeria might be just as valuable as $20,000 in a European Tier 1.” In other words, VIP is relative to local economy and lifestyle.
This isn’t theory. The revenue stakes are massive. VIPs regularly drive 30–50% of total revenue, and in some operators, it’s north of 50% of monthly deposits. Miss the segment, and you’re leaving half the pie on the table. Nail it, and you’re locking in the players who stick, spend, and advocate for your brand long-term.
Demographics & Player Behavior
According to Hartuv, the “classic” VIP profile is still male, 30–45, making up around 70% of the market. But that’s changing quickly. Female participation is rising fast — “up to 25% of new VIP entrants in some countries are now women.” These players are active not just in casino, but also football betting and newer areas like esports.
On the product side, the breakout star is crash games. In some regions, they’ve blown past sports betting to capture 40%+ of VIP play. The hook is clear: instant action, quick outcomes, and high engagement. But here’s the catch — retention. Crash VIPs typically churn after 3–4 months, while live casino VIPs can stay active for a year or longer.
One thing is universal: Africa is mobile-first by default. Players are tech-savvy, highly engaged on phones, and expect smooth, data-efficient platforms that run across all screens. Operators who don’t optimise for mobile simply won’t keep up.
Attracting African VIPs: Speed, Culture & Experience
To win African VIPs, Hartuv stresses the importance of cultural relevance. “Operators really need to anchor their strategy around local passion points as well as cultural relevance.” Football is the universal hook. Whether it’s EPL watch parties, La Liga tie-ins, or grassroots tournaments, nothing beats the pull of the world’s game. Ignore it, and you’re invisible.
But culture alone won’t save you. VIPs expect instant everything: fast KYC “under 10 minutes to complete and you’ve got their attention” and even faster payouts. “If you can process withdrawals quickly, you basically hit the lottery because VIPs want their money now.”
Experiential marketing also matters. Add live experiences to the mix, and the numbers jump. In Kenya, SafariCom partnered on local tournaments, doubling registrations when combined with mobile money perks. It’s the blend of passion, speed, and real-world presence that pulls in the whales.
Keeping Them Engaged
Engagement lives where players live. In Africa, that means WhatsApp and Telegram: “60% of successful VIP communication is driven through WhatsApp or Telegram.” SMS still matters in patchier regions (25%), while push notifications cover another 15%.
The principle is simple: forget spam blasts. VIPs want targeted, respectful outreach on the channels they already use. In South Africa, one operator’s dedicated VIP WhatsApp line produced 30% higher monthly revenue per user. Recognition beats bonuses every time.
It’s not about mass marketing, it’s about using the right channels and connecting with your players where they are at the times that they are available.
Retention & Relationship Building
Bigger bonuses don’t build loyalty, community does. African VIPs stay loyal when they feel like insiders: “VIP only leaderboards, exclusive watch parties and events.” Gift-giving shows the same principle. It’s not about price but meaning. A personalized gesture, like a gift-wrapped, engraved bowl for a whale’s favorite dog, will get you a long way.
And the reality is — you have a player with seven figures sending you a two-page handwritten thank you note. Long after the dog passes away, that gift is going to be the memory of his dog. And that’s what you’re gifting him. You’re gifting him the story. You’re gifting him the feeling.
But context matters. Blanket holiday alcohol baskets will flop in Muslim regions. Contrast that with Betica’s Ghana campaign, “Be the Goat,” where every week during December they gave away three goats. “Goats are obviously an important part of festival season. They’re a primary source of meat for celebrations. They also serve as a valuable asset for households.” That single insight built retention through relevance, not generic giveaways.
Responsible Gaming & Player Protection
VIP care isn’t just ethics, it’s business sense. Operators now run proactive wellness checks: a sudden deposit spike triggers a gentle call, not an accusation. “If a VIP suddenly, say, doubles their average deposit in a short period of time, the account manager should receive a trigger to go and check in.” Done right, it boosts trust and keeps VIPs long term.
Monitoring tools can flag when VIPs hit 80% of preset thresholds, while fraud systems evolve toward behavioral detection. “This results in 20% increase in satisfaction scoring and net promotion scores because VIPs here felt that they were valued as people, not just as a wallet.” Fraud prevention remains part of the balance: “False positive rates must be low for VIP, it needs to remain under 2%.”
Challenges in Execution
Hartuv stresses that VIP management is more than raising deposit limits.
“Many operators still treat VIP as simply bigger bonuses or higher deposit limits, rather than a discipline that requires clear strategy, resources, KPIs, and structure.”
Regulatory environments only add pressure. Nigeria, for example, is a patchwork of unclear policies and uneven enforcement. Operators need adaptable frameworks that work across markets without compromising service.
“Nigeria sits in a more fragmented space where policies are potentially a bit unclear and enforcement can be inconsistent.”
Then there’s infrastructure: “Mobile money is both the biggest advantage and the biggest challenge.” Looking forward, Hartuv believes cryptocurrency adoption is inevitable, making future-proofed systems a necessity.
Benchmarks & Metrics
Benchmarks help cut through the noise. A strong VIP segment should generate 2–3x the ARPU of regular players, averaging 6–8 deposits per month. Key KPIs include monthly churn below 10% and response times under 2 hours.
“Healthy VIP segment delivers a minimum of two to three times the ARPU of a general player.”
Another reality check: VIPs usually split their action across 4–5 different operators. The goal isn’t monopoly, it’s making sure you’re always in their top 3 tabs open.
The average VIP is playing between four to five accounts simultaneously. You don’t have to be number one, but you definitely have to be top three.
Future Outlook
As the conversation wrapped, Vasilii asked Gali Hartuv to look ahead. His forecast was clear:
I believe that the African component is never going to change. I think that without a doubt, more international operators are going to look to Africa as the next emerging market. It’s already happening.
But Africa isn’t one market, it’s 50+. The challenge for international operators lies in avoiding the oversimplification trap that has hindered many market entry attempts. Saying you “want African traffic” is meaningless without cultural, linguistic, and economic nuance. International operators flooding in will need sniper-level targeting, not shotgun blasts.
Africa’s VIP segment is unique — built on sustainability, loyalty, and cultural fit. Attracting and retaining these players requires more than financial perks. “You need to be targeted. You need to understand what about Africa you’re looking to penetrate as a new GEO. You know the local culture, language, customs, and nuances.”
As Hartuv made clear, the continent won’t bend to imported models. To succeed here, operators must rethink, reframe, and re-engineer their approach. Those who do will discover a market still rich with “hidden gold bars and diamonds,” as Hartuv puts it — opportunity waiting for those who play the long game.
Check out Gali’s LinkedIn page to catch more useful marketing insights, and we’ll be back real soon with more tips on affiliate marketing and driving traffic. Stay tuned!
