Welcome back to iGaming Kati Yetu! In this edition, we’re featuring Joel Anyaegbu, a seasoned iGaming professional with a strong background in business operations and sales. With an MSc in Marketing and experience in the telecommunication sector and iGaming industry across Africa and the UK (especially in Nigeria), Joel brings a wealth of knowledge to the table. Currently serving as the Commercial Manager for West Africa at Sports Information Services (SIS), Joel is instrumental in driving commercial development and international growth in the region. Let’s explore his journey and insights.
Joel Anyaegbu’s career-defining decision
Joel’s best career decision was taking a role that others might have overlooked. He explains:
The best decision for me, would be at the beginning of my career when I accepted a field officer role with a very low pay. Some of my peers at that time wouldn’t take it because it was a very hard job yet poorly enumerated. I took the bold step to take on that opportunity and that very opportunity gave me a lot of experience that took me to the next level.
He emphasizes the importance of experience over immediate financial gain, particularly for graduates entering the job market:
When you graduate from the higher institution and out there in the labour market as we will call it you shouldn’t be entirely after big salaries or wages rather you should focus on building good experience and skills that will position you to excel in your chosen career.
A legal aspiration
If Joel could go back in time, he would pursue a Law degree. He shares:
Maybe if I had the time, I would have gotten a Law degree… because I have always had the passion to be a Lawyer maybe not practicing full time, but I just have this love for the legal space maybe because I hate injustice.
This passion stems from a desire to advocate for the underrepresented:
I always want to stand up for people who are poorly treated and stand up generally for minority groups and those whose voice should be heard and are poorly represented or misinterpreted in our society.
Advice for entering the iGaming industry
Joel’s advice is both practical and insightful:
The iGaming industry is a very great industry to go into, but you must be ready to unlearn, relearn and be smart to understand the industry.
He stresses the industry’s multifaceted nature, advising newcomers to delve deeply into their chosen area.
He highlights the diverse segments within iGaming:
Fundamentally, the iGaming industry has a lot of what I will call branches, you think of the operators who are subdivided into lottery, sportsbetting, casino, slots and other various forms, you look at the Platforms and Game developers… you also look at the regulators and the consultants who are also part of the industry.
He underscores that individuals from various backgrounds can find a place in iGaming, provided they are passionate and willing to learn. Joel emphasizes the dynamic nature of the industry:
With the knowledge that the iGaming industry is highly dynamic, with new technologies, regulations, and trends emerging constantly. To succeed, you’ll need to be able to adapt quickly and continuously update your skills and knowledge.
He suggests developing a strong foundation in areas like technology, business acumen, regulation and compliance, player behavior, and studio management.
Building a personal brand in iGaming affiliation
Joel emphasizes dedication, intentionality, and a strong online presence for building a brand in iGaming affiliation:
Building a strong personal brand is crucial for success in iGaming affiliation and you must be dedicated and intentional about the niche you want to serve, establishing a strong online presence, developing a unique value proposition, be consistent and transparent.
He also notes the importance of affiliate partners for iGaming sites:
One important thing to note is that any serious operator-based iGaming site needs traffic to be successful and they need trusted affiliate partners who will help in generating this traffic. So, for you to develop an affiliate brand that will serve this purpose you must position your brand to appeal to both operators and your audience.
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Key strategies include:
- creating and understanding a specific niche and market – you will need to focus on a specific area of iGaming affiliation, such as sports betting, casino games, or esports. This helps you stand out and attract a dedicated audience, furthermore you need to focus on certain territories,
- establishing a strong online presence – this will be by creating a professional website or blog to showcase your expertise, share knowledge, and promote your affiliate links and also leverage social media platforms like X, Facebook, Tik-tok, YouTube etc. to build your personal brand,
- defining a unique value proposition – you need to clearly define what sets you apart from others in the industry. This could be your expertise, content style, or exclusive deals and then focus on creating high-quality, engaging, and informative content that resonates with your audience,
- optimizing for SEO – ensure your website, blog, and social media profiles are optimized for search engines to improve visibility, drive organic traffic, and increase your online presence,
- being authentic and transparent – be genuine, authentic, and transparent in your online presence. Share your experiences, successes, and failures to build trust and credibility with your audience,
- networking and collaborating – attend industry events, conferences, and meetups to connect with other professionals, operators, and affiliates. Collaborate with fellow affiliates, content creators, or industry experts to expand your reach and build relationships,
- staying up-to-date – continuously educate yourself on the latest iGaming industry trends, regulations, and technologies to maintain your expertise and authority.
Strategies for responsible gambling
Joel stresses that responsible gambling is a shared responsibility:
Problem gambling is something that we in the iGaming industry are not happy about therefore, every professional in this field takes responsible gambling seriously to protect not just the players but also to protect the longevity of the industry.
He notes that operators, regulators, and players all have a role.
Key strategies include:
- prioritizing entertainment – Players must view gambling as entertainment, not a way to make money,
- setting and sticking to a budget – as a responsible player you need to be able to decide how much you can afford to lose without affecting your financial stability. Don’t chase losses thereby, trying to recoup losses by spending more,
- avoiding gambling when stressed – avoid gambling when stressed, anxious, or emotionally down. Gamble when you are stable enough and in absolute control of your actions also Identify emotional triggers that lead to excessive spending and practice self-awareness,
- setting time limits – set time limits for your gambling sessions, you can set this on your smart phones to lock you out of certain gambling apps and sites if you exceed a particular time limit in a day,
- taking breaks – regularly take breaks to re-examine your spending and emotions,
- utilizing responsible gambling tools – I strongly advise players to use the responsible gambling tools to self-exclude and limit gambling activities,
- seeking assistance – certain jurisdictions or territories have helplines and organizations that could help you if you find yourself in this situation. Please don’t by shy to seek for help you owe yourself the responsibility to do so.
Common mistakes made by influencers
Joel emphasizes the importance of ethical and responsible promotion for influencers:
Influencers promoting gambling companies should not just jump on the offer to promote or influence the gambling brand, they should step back a little and understudy the sector to ensure they promote the gambling brand ethically and responsibly.
Mistakes to avoid include:
- sharing manipulated winning amounts – influencers must avoid sharing manipulated or exaggerated winning amounts to create unrealistic expectations.
- targeting underage audiences – influencers with large amount of underage audience must not be allowed to influence gambling brands,
- creating fake content – influencers must avoid creating fake or staged content to promote gambling products,
- lack of transparency – they should also be transparent to their audience by disclosing sponsored content or affiliations,
- failing to promote safe gambling habits – influencers often fail to outline some tips that promotes safe gambling habits especially when they promote bonuses or specific gambling products.
About Joel Anyaegbu
Joel Anyaegbu is a seasoned professional in the iGaming industry, with a strong background in business operations and sales. He holds an MSc in marketing and well known for his entrepreneurial spirit. He is well experienced in the telecommunication sector and iGaming industry in Africa and the United Kingdom especially in Nigeria where he has worked with multiple operators and industry experts to build several successful projects. He is currently serving as the Commercial Manager for West Africa at Sports Information Services (SIS) a company whose office is at Milton Keynes United Kingdom, he represents the company in West Africa and is responsible for driving commercial development and international growth in the region, with a focus on promoting SIS’s diverse offerings, including horse and greyhound racing, Competitive Gaming, and live numbers draws His expertise and knowledge of the African market has been a significant asset to SIS’s plans for continued international expansion. He has been hosted in several iGaming related interviews, podcast, webinar and conference and was also recognised by African Gambit as one of the top 50 iGaming leaders in Africa.
Joel Anyaegbu’s insights offer a comprehensive guide for navigating the iGaming industry, from career choices to responsible promotion. His emphasis on continuous learning, ethical practices, and community engagement provides a valuable framework for success.
Stay tuned for more interviews in the iGaming Kati Yetu series!
