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“[But] part of that was some sweepstakes operators, and I think that market became a bit more uncertain compared to when they started to look at those kinds of customers. And then they also had, they called it a tier one customer I think in Brazil, which was supposed to launch in early 2026, but then they decided not to enter that market. So I think they had some opportunities that did not end up as expected.”
While Ahlberg explains GiG is experiencing B2B headwinds, he also views the 888Africa deal as an opportunistic one. This is confirmed by Richards, who describes the acquisition as a “targeted, opportunistic move” with “compelling” economics.
In its currently ongoing takeover of Evoke Bally’s Intralot will retain the remaining 20% of 888Africa and will stay active in management.
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“Africa is an important and growing part of SmartSoft’s international strategy, and joining the African iGaming Alliance represents an important step in strengthening our long-term commitment to the continent,” he commented.
Peter Kesitilwe, CEO of the AiA, added: “SmartSoft already has significant exposure to African markets, and we look forward to working with their team on issues ranging from B2B licensing and market access to responsible gaming, channelisation and sustainable regulation.”
The AiA said this was the latest example of its objective of bringing industry stakeholders into “constructive dialogue” as Africa’s gambling market develops.
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The company did not immediately respond to a request for comment from iGB.
A bevy of participating athletes took to social media this week to share their thoughts on the campaign. An X post from Leguizamo, a longtime comedian, encapsulated the fast-paced nature of prediction markets.
“It’s live trading, you gotta stay on your toes,” he wrote, repeating his line from the commercial.
