Intro
Sunday is typically when the inbox slows down—but the mind keeps going. In the aftermath of the Betting Control and Licensing Board’s updated gambling advertisement guidelines, many advertisers, agencies, and affiliates across Africa have been left wondering: What now?
But maybe that’s the wrong question.
Maybe we should be asking: Who are we speaking to? And how can we do it better?
The Case for Human-Centered Marketing
The new BCLB guidelines call for age verification, stronger messaging on addiction, and the removal of glamorized endorsements. That might seem like a creative challenge—but it’s also an invitation.
An invitation to communicate in ways that build trust.
An invitation to treat players like people, not data points.
An invitation to create narratives that inform, not just persuade.
From Conversion to Connection
Good marketing doesn’t stop with a click. It stays with the user. It respects their intelligence. It recognizes their vulnerability. And in regulated industries like iGaming, that’s not a soft skill—it’s a core advantage.
As the African iGaming market matures, so must its communication strategies. Affiliates and advertisers who embrace this shift—who find the sweet spot between compliance and connection—will be the ones who thrive.
So on this quiet Sunday, we challenge you:
Don’t just adjust the ad format.
Adjust the mindset.