Balancing the human touch and digital evolution in iGaming
Cape Town, South Africa C March 12, 2025 C As Africas iGaming sector embraces rapid digital transformation, one fundamental question remains, how can operators strike the right balance between automation and human interaction? This was the central theme of the panel discussion The Human Touch vs. the Digital Edge, held on Day 2 of SiGMA Africa 2025 at the Sun Exhibits C GrandWest Complex.
Led by John Kamau, Founder & Managing Director at BetConsult Africa, the panel featured Olubiyi Williams, Africa Country Manager at Gamingtec; Artur Harutyunyan, CEO at BetFounders; and Jude Frederick, Director of Business Development at CryptoChill. The discussion explored the role of AI in customer experience, the importance of digital payments, and the ongoing shift in Africas gambling landscape.
Top takeaways
- AI-driven automation is enhancing customer service, but human engagement remains essential for trust and high-value customer interactions.
- Understanding cultural preferences is key, operators must balance social connectivity in land-based gaming with the convenience of digital experiences.
- The rise of crypto transactions and mobile money solutions is reshaping how African players engage with iGaming platforms.
The role of AI and digital payments in iGaming
With AI-driven automation expanding across the sector, Artur Harutyunyan emphasised the importance of hybrid models that merge digital efficiency with human-driven service. “AI is a game-changer for data-driven customer engagement, but a fully automated system lacks the emotional intelligence that human interaction provides. A hybrid model ensures that personalisation and trust are maintained,” Harutyunyan explained.
Meanwhile, the conversation around digital payments highlighted Africas accelerating adoption of mobile money and crypto transactions. Jude Frederick addressed how these innovations are bridging financial gaps, particularly for unbanked populations. “Cross-border transactions and instant settlements are becoming the norm. As crypto adoption grows in Africa, operators must integrate these payment solutions to remain competitive,” Frederick stated.
Looking ahead
As the iGaming sector in Africa continues to evolve, operators will need to embrace a dual approach, harnessing automation for efficiency while maintaining human interaction where trust and engagement are paramount. With SiGMA Africa 2025 setting the stage for critical industry discussions, the conversation will continue at SiGMA Americas 2025, where industry leaders will explore the future of AI in gaming, digital transformation, and regulatory advancements.
