“We see great potential in Africa as a continent”

What was the reason behind this market entry and why now?

LEON has seen great success in numerous global markets and like any business, we are constantly looking for opportunities to further our growth. We see great potential in Africa as a continent and we did thorough research and due diligence to find the best country to make our debut in the region.

We looked at different parameters such as awareness and education around betting and gaming, language, population growth, competition, regulations, ease of doing business, business environment, etc and Tanzania was selected as the ideal starting point for LEON’s African operations. With a population of 68 million, a third of whom are connected to the internet, Tanzania presents a dynamic and fast-growing market with substantial opportunities for digital entertainment.

The country also has a robust business environment, characterised by significant foreign investments, 5G connectivity, and a stable political climate, providing a solid foundation for LEON’s operations.

What work has been done to prepare for launch?

As well as carefully researching the market to understand player preferences and preparing our offering to be as appealing as possible to the local audience, we also wanted to announce our arrival with a big party!

Ahead of the launch, many ideas were proposed and we finally decided to use a comedy show to celebrate our entry. In Tanzania, we are trying to assimilate gambling with entertainment so by having a comedy show with a renowned local brand like Cheka Tu, we felt we were off to a good start.

We will entertain 1,000+ people for over four hours with 14 comedians performing entirely in Swahili. We are working closely with our marketing agency led by Richardson Sakala, a well-known marketing guru in Tanzania to make this event a reality. The evening will act as a great introduction to our brand in the country. Influencers will attend and there will be promotions on social media etc to really make sure we make an entry!

How will the offering in Tanzania differ from other markets where LEON operates?

Our entry into Tanzania is a completely different approach for the company. It requires a licence from the country’s gambling regulator, and we also had to set up a local company with employees on the ground. Our main experience is from operating in markets via our Curacao licence, so it has been an interesting journey so far.

Payments are also different in Africa with people mainly using mobile money, something totally new for LEON, where our experience has predominantly been crypto and PSPs. Africa is a different continent, a different approach, a different mindset and failure to understand this and failure to diversify the way we are operating elsewhere will lead nowhere.

Unlike many of our competitors, we offer an extensive range of markets, including the opportunity to bet on Tanzanian leagues such as the Premier League (1st tier), the Championship (2nd tier), and the Zanzibar Premier League. Additionally, we are in the process of developing a USSD solution to cater to individuals in rural areas who may not have access to the internet.

How are you approaching marketing efforts in Tanzania?

Most marketing will be through Above the Line and Below the Line campaigns including tuk-tuk branding, radio, billboards, trivia, influencers, social media ads, Google Ads, sports partnerships, football events, disruptive on ground activation, etc. We have a great plan to ensure that we will hit the ground running and will be as visible as possible through all available channels.

What’s next for LEON in Africa? What are your goals and hopes for the market?

We do think Africa has great potential and have high hopes for how our offering will resonate with the local audience. We will carefully review how our operations in Tanzania develop and will be looking at other markets to expand in the continent in the near future so watch this space!