ESA Gaming debuts in Africa in landmark deal with 888AFRICA

ESA Gaming, the innovative games provider, has entered Africa for the first time after taking its non-traditional content portfolio live with 888AFRICA.

Founded in March 2022, 888AFRICA licenses 888 Holdings’ world-class betting and gaming brands with an ambition to expand across Africa’s regulated online markets. Its consumer brand, 888bet, offers a unique betting experience, providing locally relevant products and features for players in Kenya, Tanzania, Mozambique and Zambia.

On 888bet’s platform, ESA Gaming will integrate its pioneering EasySwipe™ games portfolio, which is designed to marry up with the wants and needs of local players in Africa through a range of ultra-lightweight, mobile-first titles.

Its portfolio includes highly popular titles such as Fruitz & Spinz, Basketball Mine and Goal Mine, as well as the World Cup-centred sequel, Goal Mine World Edition. A range of classic casino content is also available and the recently launched Rocket Racers, ESA Gaming’s first EasySwipe™ crash-style game.

The expansion into Africa comes as ESA Gaming has strengthened its position across Europe and Latin America, signing a number of key deals in Italy in particular, as its offering grows markedly in popularity.

Thomas Smallwood, Head of Marketing at ESA Gaming, said: “888AFRICA is a brand with huge ambitions on the continent. We’re delighted to begin working with the team and are looking forward to playing our role in its exciting growth journey, while showcasing the strength of our highly relevant and adaptable offer.

“We firmly believe that our EasySwipe™ portfolio will enhance 888bet’s existing content and surprise and delight customers that are being introduced to the brand for the first time.”

Christopher Coyne, CEO of 888AFRICA, said: “We want to create a truly unique betting and gaming experience at 888AFRICA, and partnering with the very best content suppliers is critical to delivering that.

“We believe that the EasySwipe™ portfolio is perfectly suited to our platform and will strengthen both our sports and casino offer as we look to build market-leading positions across Africa. We look forward to working with the ESA Gaming team in the months ahead.”