WRB Africa: What are the basics when converting retail to online?

WRB Africa: What are the basics when converting retail to online?

Wednesday, April 6, 2016 Totally Gaming
Betcolony CEO underlines importance of network reliability

Operators in Nigeria need to make sure they get basic technical issues right if their broader strategy for converting retail to online is to be successful, according to Betcolony CEO Lekan Saka.

Betcolony is an online and offline betting and gaming company that offers affordable minimum bets as part of a variety of options, from virtual games to sports betting.

The company is operating in 10 states across Nigeria, with an average of 50 walk-in customers per day and more than 30,000 online visitors daily.

Ahead of speaking on a panel session entitled ‘Converting retail to online’ at WRB Africa on April 12 in Lagos, Nigeria, Saka told TotallyGaming.com that operators in the country need to be aware of possible network problems when they move online.

“Any operator wishing to move online must make adequate provisions for a good and reliable internet service and gateway provider,” Saka said.

“Depositing to a customer’s account can be delayed due to network issues, and the same thing goes for the withdrawal of funds, with pay-out problems, and this poses a huge challenge for online operators, resulting in lots of complaints from online customers.”

Nigeria offers a huge opportunity to betting and gaming operators, and according to Saka, it is crucial for operators in the country to “purchase a very reliable internet service provider” and make other careful preparations.

Operators should also “invest in a good software developer, preferably a seasoned and experienced one... and invest heavily in digital marketing, social media and all online avenues for marketing,” Saka added.

Establishing partnerships with reliable companies should be central to the strategy.

“Partnerships should depend on the system with which an operator wants to run,” Saka said.

“If offline, an operator must leverage existing shop owners and store owners, signing them up as agents and providing various amenities for them.

“A financial institution with a huge branch network should be used as a financial partner because this will reach out to as many people as possible that want to operate in different locations.

“A very good software developer should also be contacted to manage constantly the betting software, which is the key to the operation. This is more important because if the software is not easy to use or easily maintained or upgraded as at when it is due, it will pose a lot of challenges to customers.”

Looking ahead to WRB Africa, which is now just days away, Saka said that he would focus on speaking about “entrepreneurship, which is what brought me into the gaming industry”.

He added: “I look forward to discussing how the African gaming industry can bail Africa out of youth unemployment and by extension poverty through entrepreneurship.”

Visit www.wrbriefing.com/africa for more information about WRB Africa, which will take place from April 11-12 in Lagos, Nigeria.

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