SmartSoft Joins AiA as Gold Supplier Member
South Africa.- 17 September 2026 | www.zonadeazar.com SmartSoft has joined the African iGaming Alliance, AiA, as a Gold Supplier Member, strengthening its African strategy and increasing its involvement in the development of regulated gaming markets across the continent.
The partnership will focus on sustainable regulation, market access, B2B licensing, responsible gambling and the channelisation of players towards licensed operators.
Africa Becomes More Important to SmartSoft
The membership reflects the growing importance of Africa within SmartSoft’s international strategy.
The supplier already has exposure to several African jurisdictions and has been increasing its involvement in regulatory, technological and commercial discussions across the region.
Participation in the African iGaming Alliance
As a Gold Supplier Member, SmartSoft will participate in several AiA initiatives.
These include:
- Regulatory discussions.
- Strategic roundtables.
- Research projects.
- Operator and supplier engagement.
- Market-development initiatives.
Sustainable Regulation
A central objective will be supporting regulatory frameworks capable of balancing commercial growth with consumer protection.
AiA seeks to promote gambling markets that are sustainable, responsible and commercially viable.
B2B Licensing
Supplier licensing is expected to be an important area of discussion.
The continued expansion of African iGaming is increasing attention on how technology companies providing platforms, games, sportsbooks and other B2B services should be regulated.
Market Access
SmartSoft will also contribute to conversations around market access.
Africa remains highly fragmented, with major differences between jurisdictions in licensing, taxation, permitted products and technical requirements.
The partnership is designed to support more structured dialogue around those conditions.
Channelisation
Player channelisation will be another key theme.
AiA argues that regulated markets need to remain competitive enough to attract consumers away from offshore and unlicensed alternatives.
That requires a combination of enforcement, attractive legal products and sustainable regulation.
Responsible Gambling
SmartSoft will also participate in safer-gambling initiatives.
Player protection, harm prevention and education remain central priorities for AiA.
The Alliance wants those principles to translate into practical measures across African markets.
Africa Safer Gambling Week
The announcement follows the inaugural Africa Safer Gambling Week, hosted by AiA.
The initiative brought together regulators, operators, associations and suppliers to examine how responsible-gambling discussions can be converted into practical action.
Protecting Young People
Youth protection is one of the areas highlighted by AiA.
The organisation argues that the industry needs stronger education, safeguards and responsible communications to reduce exposure to illegal or unregulated gambling.
Tackling Illegal Supply
The Alliance is also seeking greater industry co-operation against unlicensed operators.
AiA believes sustainable market development requires both reducing illegal supply and helping consumers distinguish licensed operators from offshore alternatives.
SmartSoft’s African Experience
SmartSoft already has significant exposure to African markets.
During 2026, the supplier increased that presence through partnerships, events and wider regional activity.
Joining AiA formalises a more active institutional role.
iGB L!VE Africa Summit
SmartSoft also co-hosted the iGB L!VE Africa Summit in July.
That participation helped position the company as a supplier interested in the continent’s wider development rather than purely commercial distribution.
Dialogue Between Industry and Regulators
AiA aims to provide a forum connecting:
- Regulators.
- Operators.
- Suppliers.
- Trade associations.
- Other stakeholders.
The goal is to create stronger dialogue between those writing the rules and the businesses operating within them.
Industry Context
Africa has become one of the fastest-growing regions for betting and iGaming.
However, individual markets differ substantially in regulation and overall maturity.
That makes collaboration and jurisdiction-specific approaches increasingly important.
Next Steps and Impact
As a Gold Supplier Member, SmartSoft will participate more directly in AiA research, working groups and regulatory discussions.
The company will contribute its technology and commercial experience while gaining deeper insight into individual African markets.
The partnership therefore supports a long-term strategy combining commercial expansion with institutional participation in the development of regulated, responsible and sustainable gambling markets.
Editó: @fonta
