iGB@ICE 2026: Laurence Michel on sustainable businesses in Africa
Written by admin on February 2, 2026
Laurence Michel, chairman of Betway Africa, reflects on what it takes to build sustainable businesses across the continent during a fireside chat at ICE Barcelona 2026.
Michel believes that patience, capital and years of market-specific learning drive success in Africa, not speed. While gambling markets are formalising rapidly, Africa is neither easy nor a universal opportunity. Operators must be prepared to invest for the long term and accept that progress comes market by market.
Deep local operations, on-the-ground teams and cultural understanding have shaped Betway’s position. International brands cannot simply export European products and expect to compete with established local operators. “You better make sure that you know the local nuances on the ground if you want to be successful,” Michel says.
Building sustainable businesses through regulation
Looking ahead, Michel identifies responsible gambling, regulatory engagement and tackling illegal operators as core priorities. “There’s a big job to be done around responsible gambling and regulation right throughout Africa,” he notes, particularly as markets continue to mature.
Africa will not mirror European market structures. The continent’s gaming landscape is likely to remain fragmented and locally driven, which in a sense rewards operators that understand language and customer behaviour.
Michel also cautions that higher taxation without effective enforcement risks strengthening the black market rather than protecting consumers.
Watch more iGB@ICE Studio highlights on the iGB YouTube channel.
