Kaizen Gaming’s Director of Business Development, George Skarlatos, has told iGB a high level of digital adoption and strong regulatory framework were among the reasons for its decision to enter Ghana in February.
Ghana marks Betano’s second African market entry after Nigeria, with Skarlatos stating it “met all of our criteria”.
“Firstly, it has a high and growing level of digital adoption and an increasingly tech-savvy population seeking innovative, engaging and safe gaming platforms to enjoy,” Skarlatos tells iGB. “Secondly, it has a strong regulatory framework that continues to evolve to keep players safe and support a robust marketplace.
“Taken together, these areas make Ghana an attractive region for Kaizen to enter, as they have fostered a long-term, sustainable environment for us to operate in.”
As a result of these factors, Kaizen Gaming’s Skarlatos is confident Betano can make a long-term impact in Ghana.
“Whenever we enter a new market, we ensure to follow a detailed, strategic decision-making process to assess that we can operate responsibly and build local relevance,” Skarlatos explains.
“Looking at Ghana, it was clear it met all of our criteria, which is why we see it as a market where we can establish a sustainable long-term presence.”
Kaizen confident in Africa potential
Skarlatos and Kaizen Gaming have faith in the potential of the African market, with the Ghana launch part of a broader continental strategy.
“Ghana is our second African market and we believe in the potential of the continent,” Skarlatos continues. “Africa’s dynamic markets, growing digital adoption and passionate sports communities present unique opportunities.
“We stay committed to bringing Betano’s engaging and responsible gaming experience to more players across the region.”
Betano’s global expansion
Ghana marks Betano’s 20th regulated market globally, following the operator’s entries into Brazil, Colombia and the UK since the start of 2024.
It is this expansion experience that Skarlatos believes will prove imperative in making Ghana a success story for Betano.
“Betano has expanded globally into many different markets which has prepared us for all market eventualities, understanding local customer behaviour and adapting our offerings to meet specific market needs,” Skarlatos adds.
“We’ll leverage these learnings in Ghana to ensure a tailored approach, anticipate challenges and deliver a seamless, engaging experience for our customers from day one.”
Betano is entering a market in Ghana with a dominant market leader in SportyBet, which is estimated to hold an online market share of between 60%-65%.
But Skarlatos says this competition is crucial to a high-performing market and he’s confident Betano will be able to leave a lasting impression in Ghana.
“Ghana has a well-established betting market with strong competition and a clear current market leader,” he explains. “We believe that competition is a healthy and necessary element of any well-functioning market, as it encourages innovation, service improvement and higher standards for players.
“We are excited to enter the market and are confident in our product, technology and operational expertise. Our goal is to contribute positively to the competitive landscape by offering a high-quality, responsible and engaging experience for customers.”
Original article: https://igamingbusiness.com/strategy/kaizen-gaming-george-skarlatos-ghana-betano/
