In the #Peachmarathon series, 18Peaches shifts the spotlight toward how marketing thinking is changing inside modern gaming businesses. The format brings together industry...
iGaming Africa: Jeremiah Maangi in 18Peaches #Peachmarathon
As part of the #Peachmarathon series, 18Peaches continues its conversations with industry leaders by turning attention to Africa’s iGaming landscape. In this episode, Maria from 18Peaches speaks with Jeremiah Maangi, Founder and CEO of Afrika Group and CEO of iGaming Africa, about what truly defines the African iGaming market and why community, accessibility, and local understanding matter more than imported playbooks.
Rethinking What an Industry Event Can Be
When Jeremiah speaks about the iGaming Africa Summit, he is not selling an event format. He is questioning who industry events are actually built for. One decision in particular sets the tone: free entry tickets.
This is not positioned as a marketing hook, but as a structural choice. Access to knowledge, networks, and conversations, Jeremiah argues, should not be limited only to those who can afford high entry fees. The summit’s model reflects a broader philosophy about how ecosystems grow when participation widens.
Behind this approach sits a deeper question that runs through the interview: can an industry scale sustainably if access remains restricted?
How the African Market Thinks Differently
The conversation moves beyond events to examine the distinct characteristics of African gaming markets. Jeremiah highlights that player behaviour in Africa shares similarities with Latin America, particularly when it comes to a strong preference for control-driven gameplay.
Features such as cash-out mechanics play a critical role, giving players a sense of agency over outcomes. This dynamic helps explain the rapid rise of crash-style games across multiple African markets. At the same time, bonuses and free spins remain attractive, provided operators maintain robust systems to prevent abuse and protect brand integrity.
Why Kenya Is Becoming Impossible to Ignore
The conversation then turns practical. Nairobi is not just a location choice. It is a signal.
Jeremiah points to recent tax reductions and regulatory changes in Kenya that are quietly reshaping how the market is perceived by international operators. Lower withholding tax, reduced excise duty, and stable GGR rates are creating conditions that feel markedly different from just a few years ago.
What makes this part of the discussion compelling is not the numbers themselves, but what they suggest. Africa’s growth is no longer driven by speculation alone. In some markets, policy is beginning to follow strategy.
Discussing regional product strategy, Jeremiah said, “Players feel more comfortable playing where they feel like they are in control.” He pointed to features such as cash-out logic, bonus mechanics, and practical UX decisions that align with local behavior patterns.
Leadership, Consistency, and Relationships
Reflecting on his own journey, Jeremiah traces his path from operator-side marketing roles to building a media, consultancy, and event ecosystem focused on Africa. Consistency, adaptability, and long-term thinking emerge as recurring themes.
Reflecting on career principles, Jeremiah said, “Relationship-building before anything else has been my secret ingredient.” He emphasized that trust-led partnerships reduce friction and accelerate business outcomes over time.
For future leaders, versatility is the defining skill. The ability to adapt to technological change, including AI-driven systems, will determine who remains relevant. On a personal level, Jeremiah emphasises relationship-building over transactions, viewing trust and mentorship as foundations for lasting success.
On sustainable growth, Jeremiah said, “It’s important that you be consistent in whatever you do.” He added, “At the end of the day, it’s effort, hard work and consistency that pays,” reinforcing execution discipline over short-term hype.
A Grounded Perspective on Growth
This #PeachMarathon episode does not try to simplify Africa’s iGaming story. Instead, it reveals its layers.
Markets, players, regulation, technology, leadership, and community all intersect in ways that resist easy conclusions. What emerges is not a prediction, but a clearer understanding of why Africa requires its own logic.
The full interview with Jeremiah Maangi is available as part of the 18Peaches #Peachmarathon series. The complete conversation can be watched on YouTube.
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