Why EveryMatrix is Betting Big on South Africa (But Playing it Smart)

South Africa’s online gambling future has been “just around the corner” for years, but that hasn’t stopped industry heavyweight EveryMatrix from setting up shop and laying down roots. At the helm of their African expansion is Mark Schmidt, who’s not just talking about growth on the continent. He’s living it, boots on the ground in Ballito, KwaZulu-Natal.

So what does it take to succeed in South Africa’s gambling market? According to Schmidt, patience, people skills, and platforms that don’t break under pressure.

Waiting on Regulation… Still

Talk to anyone in the iGaming space and you’ll hear the same thing: South Africa’s online gambling regulation is taking forever. And with a coalition government made up of 10 parties post-2024 elections, nobody’s holding their breath. Schmidt is realistic about it. The law could land tomorrow… or in five years. Either way, EveryMatrix is playing the long game.

Growth, but Not Everywhere

EveryMatrix isn’t trying to paint the whole continent with the same brush. While some suppliers take a scattershot approach, Schmidt’s focus is tight: markets with strong retail infrastructure, sports betting traction, and omnichannel potential. That’s why South Africa and Francophone West/Central Africa are getting the attention.

In SA, the company’s new office is already hiring, with plans to scale up from one man (Schmidt himself) to a local team of 8–10 in the near future.

It’s Who You Know

In Africa, business is personal. Schmidt puts it simply: “It’s not transactional.” Operators need to build trust, navigate red tape like cross-border invoicing, and understand that face-to-face meetings often matter more than email threads. If you’re just selling a product, you’ll struggle.

And the product itself? It has to work flawlessly. African punters won’t tolerate downtime, a platform crash means they’re gone, likely for good.

The Big Dogs Are Already Here

In South Africa, Betway and Hollywoodbets dominate the market, owning a massive 80–85% slice. For anyone else, it’s a fight for scraps. Many of the smaller operators are family-run and tech-challenged, making them ripe for consolidation. According to Schmidt, M&A is the only viable path to Tier 1 status; building from scratch is slow and expensive.

Crypto Chaos & RG Gaps

Two red flags Schmidt raises? The explosion of unlicensed crypto casinos and the patchy state of responsible gambling. From province-specific exclusion policies to postal forms (yes, really), the RG infrastructure is outdated. Add in crypto casinos dodging tax and luring players with zero oversight, and you’ve got a dangerous mix for both players and legitimate operators.

Kenya: Quietly Leading the Pack

While South Africa often sees itself as the continent’s gambling leader, Schmidt points to Kenya as the true tech pioneer. Instant withdrawals, mobile-optimized platforms, and ultra-light apps have become the norm there. It’s sleek, efficient, and a bit of a wake-up call for everyone else.

Still, Kenya comes with its own risks. With tax laws changing like the weather, only culturally plugged-in, locally owned companies seem to thrive long-term.

Local Games, Built for Africa

Perhaps the biggest lesson Schmidt shares is that localisation isn’t just a buzzword, it’s non-negotiable. European casino games often load too slowly, eatup data, or just don’t resonate with African players.

EveryMatrix’s SlotMatrix is built differently: branded, data-light games developed with regional tastes in mind. And, most importantly, often built by local studios who actually understand the market.

Bottom line? Africa isn’t one market. It’s many. And if you’re not tailoring your approach, tech, culture, and all, you’ll get left behind.