Welcome to the latest installment of iGaming Kati Yetu #9, where we explore the journeys and insights of key figures in the iGaming industry. Today, we’re featuring Edward Oluigbo, CEO of Predict International and Superior Games Limited. With over 13 years of experience spanning business development, marketing, and operations, Edward has played a pivotal role in shaping iGaming markets in Nigeria and beyond. Let’s delve into his story and expert advice.
Edward Oluigbo’s journey in iGaming
Edward’s iGaming journey began in 2015 when he took on the role of Head of Marketing at Superior Games Limited. At that time, digital marketing in the industry was still evolving. This foundational experience allowed him to gain deep insights into player behavior, affiliate marketing, as well as retail and online gaming operations. Over time, Edward transitioned into business development, embracing his first Country Manager role at 22Bet in 2019, which marked a significant step forward in his career.
The best career decision
For Edward, the most pivotal decision was shifting from marketing to business development within iGaming. He explains:
One of the most pivotal decisions I made was transitioning from a marketing professional to an iGaming business development specialist by taking on my first Country Manager role at 22Bet in 2019.
This move not only brought financial success but also positioned him as a leader in the industry.
If he could turn back time
Reflecting on his career, Edward would have prioritized international expansion and blockchain-based gaming solutions earlier to establish himself as a pioneer in emerging markets. He adds:
I would have introduced programmatic advertising and affiliate influencer partnerships earlier in my career to capitalize on new opportunities.
Advice for newcomers
Edward advises those entering the iGaming industry to stay agile and informed:
The iGaming industry moves fast, and success requires understanding regulations, emerging trends, and technology advancements. It’s crucial to grasp the nuances of different markets and geographies, as player behaviors and legal frameworks vary. Compliance, fraud prevention, and player engagement are key, but mastering affiliate marketing, payment gateways, and digital acquisition will set newcomers apart.
Building a personal brand in iGaming affiliation
To build a strong personal brand, Edward recommends:
- seeking partnerships with gaming brands,
- creating and sharing engaging content on social platforms to connect with players,
- expanding networks by attending industry conferences,
- staying updated on regulations and industry developments.
Strategies for responsible gambling
Edward emphasizes responsible gambling as a shared responsibility and suggests:
- setting deposit limits,
- utilizing self-exclusion tools,
- treating gaming as entertainment, not a financial strategy,
- taking breaks instead of chasing losses,
- playing only on regulated platforms that enforce responsible gaming policies.
Common mistakes made by influencers
Edward highlights frequent pitfalls influencers should avoid:
- over-promising unrealistic results that lead to distrust,
- ignoring compliance guidelines when promoting gambling content,
- failing to create content that resonates with real players,
- focusing too much on sales rather than engagement.
Summary
Edward Oluigbo’s journey reflects a dynamic evolution from marketing to business development leadership in iGaming. His insights underscore the importance of adaptability, continuous learning, and ethical promotion in navigating this fast-paced industry.
