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Why your next million players are in MEA and Turkey, and how to access them

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Why your next million players are in MEA and Turkey, and how to access them
Why your next million players are in MEA and Turkey, and how to access themReading Time: 4 minutes

 

Onur Ergüney – Director of Global Partnerships for Gaming & e-Sports, TPAY MOBILE

COVID 19 has been the catalyst for the biggest transformation to people’s lives in recent history. Little else has brought on such seismic shifts in the way people work, play, communicate and live, since the creation of smartphones themselves.

The fourth industrial revolution has arrived faster than anyone could have predicted, especially in the Middle East and Africa (MEA) and Turkey. This combined region has a population of over 1.6 billion people, a fast-expanding middle class, and, through the power of mobile technology, is more connected than ever.

A long-standing barrier for scaled-up mobile games distribution in the region – the lack of access to banking infrastructure for subscriptions and the purchasing of games and in-app-purchases (IAPs) – is falling fast. By 2025, 834 million people across MEA will be mobile internet users, and through direct carrier billing (DCB) technology and eMoney wallets, they will have the freedom to spend on gaming like never before.

Untapped opportunity

A relatively untapped marketplace of a billion+ potential players is powering up and set to flip your revenue forecasts upside down if you play your cards right. In the Middle East and North Africa (MENA) for instance, the games industry is currently valued at $4.5 billion according to Frost & Sullivan. That may be just 4% of the global total, but, it is the world’s fastest-growing region, with a year-on-year growth rate of 25%. On a grander scale, MENA makes up 80% of this growth whilst the other 20% is amassed in Sub Saharan Africa. According to one prediction from GSMA, the region will count for 709 million individual SIM connections by 2025.

In other words, Mobile is everything across the MEA and Turkey, and this should be explored as your next frontier of growth. However, you need to know how to access it.

Access is key, and access is different

Accessing these new markets isn’t simply a case of re-branding what has worked in the past. Your games may well be attractive in these new markets but the systems and processes that power them, and importantly, monetise them, won’t be the same. There are different rules and regulations for advertising, for example, and variations on what purchases or transactions do and don’t constitute gambling. Direct debits for app stores or card payments for IAPs are not common practice in these territories. Across the 20+ countries that make up MEA and Turkey, there is a rich tapestry of cultural differences that result in different ways of purchasing digital goods like games.

Establish partnerships to access these players

To turn your players into payers, the best advice I can give is to establish strategic partnerships – find experts on the ground that can work with you. You are no longer just a games publisher, with your partner network you become a FinTech, a games publisher, a games developer and even an evangelist for a new world of mobile gaming. Ecosystems are everything.

The global language is APIs, not Esperanto

Each territory has its quirks and opportunities, and only by having knowledgeable inside help will you be able to truly navigate the differences in approaching sales and distributions of your titles. Understanding the common services in territories is key for traction, an example being that the Middle East has widely adopted DCB (Direct Carrier Billing) for mobile payments and subscriptions in recent years, whereas mobile wallets are the transaction tool of choice in Subsaharan Africa.

Games developers want simple integrations that cover the back-end systems. If you find the team that can provide that, they will keep up with evolving regulations in new territories, keeping your games online. This allows you to do what you do best: making high quality, desirable games.

Games publishers expect great user flows. What makes games more interesting than other e-commerce platforms is that they are live systems. The user makes purchase decisions in real-time, while remaining within the game. This is also what creates complexity when it comes to transactions, but there is an answer. The key is to integrate a seamless payment flow within the game, minimising player disruption.

Find an ecosystem that works across borders. One thing that is global is the API. If you want to successfully break into these emerging markets, you need to build a partnership network that understands the intricacies of these technologies.

Should you wait?

Simply put, no.

Sub-Saharan Africa is the fastest-growing market of all for mobile-penetration, it would be an oversight to not properly explore the MEA and Turkey as a key element of future games monetisation for the future.

MEA and Turkey host a relatively untapped market for games publishing and eSports monetisation, not to mention a fast-growing pool of local influencers – now is the time to make inroads into the gaming sector in such markets. It has been said that the early bird catches the worm – this wisdom is just as true today.

The previously non-existent infrastructure required to sell and monetise mobile games has been replaced. Suddenly, the opportunity is there for the taking. Venture into these new territories, and the partnerships you form now will help grow your company and its market share exponentially, by creating opportunities to engage new gamers. Whilst boosting your business into the next 50 years, you have an opportunity to entertain many millions of people who are fast to become your next loyal, player base.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Evoplay stokes the flames with Belfry Bliss Hold and Win

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Evoplay, the award-winning game development studio, has launched Belfry Bliss Hold and Win, a fiery 5×3 slot that blends retro-inspired visuals with a darker twist on the fan-favourite Hold and Win mechanic.

Set against a backdrop of flames and ringing bells, the game reintroduces Evoplay’s mischievous Devil character, not as a foe, but as a Wild symbol, lighting the way to potential wins. Classic slot icons like sevens, bars and cherries return, but the real action begins when the bells drop.

Landing six or more bonus symbols triggers the Hold and Win Bonus Game, initiating three spins, where the goal is to collect 15 special symbols to win the ULTRA jackpot, offering 1,000x the bet.

Additionally, the title comes with two smaller jackpots, SUPER and MINOR, adding to the excitement and win potential.

For those eager to jump straight into the action, a Bonus Buy feature provides direct access to the Bonus Game.

With its bold design, atmospheric soundtrack and fast-paced gameplay, Belfry Bliss Hold and Win adds a distinctive edge to Evoplay’s growing Hold and Win portfolio.

Ivan Kravchuk, CEO at Evoplay, said: “Belfry Bliss Hold and Win takes the familiar charm of classic slots and turns up the heat. We’ve given it a bold, fiery personality that blends nostalgia with a darker, more playful twist.

“The Hold and Win mechanic coupled with the three jackpots takes this game to the next level, with all features designed to keep the energy high and the experience engaging.”

The post Evoplay stokes the flames with Belfry Bliss Hold and Win appeared first on European Gaming Industry News.

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NOVOMATIC Africa Launches Local Assembly for Panther LPMs, Driving Innovation and Growth

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NOVOMATIC Africa has announced that it has reached a major operational milestone: the local assembly of its popular Panther FV623D and FV624D Limited Payout Machines (LPMs) is now fully underway in South Africa. This strategic development marks a critical step in the company’s commitment to regional growth, operational agility and technological excellence.

The initiative was born out of post-pandemic global supply challenges, where machine delivery lead times were significant. To address this, NOVOMATIC Africa made the strategic decision to localise certain production capabilities—shortening timelines, reducing dependency on international shipments, and contributing to the local economy and empowerment.

At the helm of the project is Mohamed Abdullah, Technical & Operations Manager, who leads a team of highly skilled, internationally trained technical professionals.

After extensive planning and cross-border collaboration, NOVOMATIC Africa equipped a dedicated assembly area within its new Midrand facility. The space was enhanced with the necessary tooling, shelving and safety systems to handle high-volume pre-assembly processes, including monitor and bill validator modules.

This ambitious three-year journey—culminating in South Africa’s first locally assembled Panther LPMs—was not only a triumph of logistics and innovation but also a testament to human expertise, resilience and visionary leadership.

To ensure full compliance and alignment with both NOVOMATIC AG (Austria) and local regulatory standards, the project included:

• Acquisition of an Electrostatic Discharge (ESD) Safety Test Machine

• Establishment of robust quality control protocols

• Integration with the NAG central database

• Development of a structured pre-assembly line for key components

• Empowering Local Talent

“Investing in people has been the most important part of this journey. Yes, we’re building machines. But more importantly, we’re building capability—equipping our team here in South Africa with the knowledge, tools, and confidence to meet global benchmarks,” said Mohamed Abdullah.

NOVOMATIC Africa’s investment in local production is more than a tactical solution—it’s a long-term strategic move aimed at strengthening the company’s footprint across the continent.

As demand continues to grow, the company remains focused on building a resilient, skilled local workforce and continuing its mission to deliver high-quality, technically advanced gaming machines for Africa’s evolving gaming landscape.

The post NOVOMATIC Africa Launches Local Assembly for Panther LPMs, Driving Innovation and Growth appeared first on European Gaming Industry News.

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TaDa Gaming Releases Golden Bank 2

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TaDa Gaming has released Golden Bank 2, a sequel to the popular Golden Bank slot. With a 10,000x max win and exciting features, Golden Bank 2 engage players with its immersive gameplay and the potential for substantial payouts.

Set in a golden vault, Golden Bank 2 combines the simplicity of classic slots with the thrill of modern mechanics. With vibrant graphics and a dynamic soundtrack, the game immerses players in an exciting, high-stakes atmosphere. Players can take advantage of Unlimited Bonus Game, expanding wilds and Super Bonus Features to boost their chances of winning big.

Golden Bank 2 offers players thrilling opportunities with its Wild High Rewards, Unlimited Bonus Game and Super Bonus features. Wild symbols appear on all reels, substituting for all symbols except the Bonus and can transform into 2x, 3x or 5x multipliers, up to 625x when multiple Wilds land on the same payline. The Unlimited Bonus Game is triggered by three Bonus symbols, unlocking the Bonus Accumulation Box where prizes accumulate based on Bet x Total Multiplier. Super Bonus symbols boost the multiplier of all accumulation boxes by up to 10x. With a 10,000x max win, medium volatility and unlimited bonus gameplay, Golden Bank 2 offers thrilling rewards and big win potential.

Sean Liu, Director of Product Management at TaDa Gaming, said: “Golden Bank 2 takes the best elements of classic slots and amplifies them with new, innovative mechanics, which offer players multiple ways to win while keeping the gameplay fresh and engaging. We’re excited to see how our clients respond to this high-reward game.”

The post TaDa Gaming Releases Golden Bank 2 appeared first on European Gaming Industry News.

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