Peter Kesitilwe has been named by the African iGaming Alliance (AIA) as the first Chief Executive Officer of the organisation.
Kesitilwe will bring experience from his time as CEO of the Botswana Gambling Authority to his new position within the AIA.
Commenting on his new role, Kesitilwe stated: “I am deeply honoured to be appointed as the AIA’s first CEO. I look forward to working with regulators and policymakers to build a vibrant, sustainable & competitive industry that upholds the highest standards of responsible gambling and consumer protection.”
Founded by betPawa, Betway, 888Africa and Sportybet, the AIA was created to promote a regulated and responsible iGaming industry across the continent of Africa.
The Alliance aims to support growth and responsibility through fair competition, consumer protection, as well as sustainable regulatory and tax frameworks, in addition to encouraging collaboration between operators, regulators and governments to create an industry that is transparent, responsible and commercially sustainable.
Members of the AIA are licensed in 20 countries throughout Africa, while the organisation’s board members – Anthony Prissman, Betway Africa; Dan Thomson, betPawa; Gregory Parsons, Sportybet; and Christopher Coyne, 888Africa – have all welcomed Kesitilwe’s appointment.
Parsons noted: “The AIA was created to support balanced regulation and raise standards for responsible gambling. Peter’s leadership marks the beginning of this journey.”
Prissman stated that Kesitilwe’s regulatory background and leadership experience “bring immediate credibility to the AIA,” while Thomson said the appointment “reflects the strength of the AIA” and “its mission to build a vibrant, well-regulated sector throughout Africa”.
Coyne added: “Following a rigorous recruitment process, Peter’s vision for the future of iGaming in Africa stood out. We look forward to working with him and engaging stakeholders to deliver that vision.”
Quality Africa offering
Speaking ahead of SBC Summit, Coyne went into depth about the African market with iGaming Expert, explaining how international operators can tap into the region and how regulators can respond to the gaming surge to ensure fairness and player safety.
Coyne said: “To win in Africa is some of the same as to win in iGaming around the world. Operators must present a quality brand that has meaning.
“The product offering has to be quality, and the user experience has to be simple and consistent. The customer experience must be customer-first as best as it can be. A service presented in the local languages and that is 24/7 will appeal.
“But more than the paragraph above, operators need to be hyper-local. This means several things, but certainly it means that payments need to be localised on a site, and the marketing content needs to be locally-framed covering themes, messaging and tone. Ambassadors, influencers, and social media marketing should also be set up to have peak impact in that local market.”
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