Women professionals in Africa’s gaming industry urged for stronger policies to enhance female leadership and player engagement.
This was made known at the Africa Gaming Expo 2025 in Lagos, held from February 25 to 27.
During a panel session titled ‘Rise of Women in Gaming: The Impact on Leadership and Player Growth in the African Market’, key industry figures highlighted the underrepresentation of women at decision-making levels despite their contributions.
Regional Manager for Africa at Mchezo Limited, Olabimpe Akingba, pointed out the imbalance in leadership roles, noting that while women are active in the industry, they are mostly found at lower levels.
“What you see around here in Nigeria and West Africa is that there is participation of women in the industry, but mostly at lower levels,” Akingba stated. “We need more women at the executive and decision-making levels. Several companies are missing out on the perspectives women bring on board.”
She emphasized that women’s leadership brings a more empathetic and inclusive approach to policymaking, benefiting both employees and customers.
Akingba commended the Managing Director of Betwinner Nigeria, Maha Otu, for her trailblazing role in the industry.
Managing Partner at WYS Solicitors and co-founder of SLEC Africa, Olafadeke Akeju, echoed this view, stressing the need for more female voices in policymaking.
“In terms of operators, we do have women in senior executive positions. However, when you look at boardroom positions and investors in the industry, there is still room for improvement,” Akeju observed. “For the younger women, it’s not a fair representation.”
She also advocated for initiatives that support women’s career growth in the gaming sector.
MD of Betwinner Nigeria, Maha Otu, challenged long-standing stereotypes that have sidelined women in decision-making roles.
“For so long, women have been excluded with the stereotype that they are too emotional to make certain decisions. But having women on the board gives a 360-degree view when making decisions,” Otu asserted.
The discussion also touched on cultural perceptions that have hindered women’s participation in gaming.
Akeju highlighted the historical leadership roles of women in West Africa and noted that misconceptions about the gaming industry have deterred many from joining.
“From a cultural perspective, women have always been strong leaders in West Africa. The gaming industry is simply reflecting that. The industry’s reputation and a lack of awareness about its potential have discouraged more women from joining,” she said.
Deputy Director of Legal at the Gaming Commission of Ghana, Gifty-Rita Amoah, acknowledged that societal views still pose challenges.
“From a cultural point of view, gaming is often seen as a vice rather than an industry where you can build a career or business. Many ask, ‘What are you doing as a woman in the industry?’ But the opportunities are vast,” Amoah stated.
Beyond leadership, panelists also explored ways to increase female player engagement.
Otu emphasized the need for more research into women’s gaming preferences.
“We need to invest more in researching female players and understanding their preferences. Right now, research is based on male players, and that’s where marketing efforts are focused. There’s a stigma, and many women shy away from admitting they play,” she explained.
She proposed organizing women’s gaming conferences to develop targeted marketing strategies.
“We need to start more women’s conferences so that we can target that audience to get them on the platform. We need to understand the dynamics of female players to properly execute our marketing strategy for this target audience. For now, we are just doing trial and error,” Otu added.
Akingba further advocated for workplace policies that allow women to thrive without conforming to male-centric norms.
“Companies need policies that allow women to bring their whole selves to work. Women shouldn’t have to act like men to fit in. If we all ignore family responsibilities in pursuit of career success, the workforce will suffer,” she stated, referencing Nigerian author Chimamanda Adichie.
She also stressed the need for continuous professional development among women in gaming.
“Women should be better prepared to take on bigger roles. Everyone must take personal responsibility for growth,” she advised.
On the sidelines of the event, Lagos State Governor Babajide Sanwo-Olu recognized the economic potential of the gaming industry, reaffirming the government’s commitment to fostering a business-friendly environment.
“We recognised early that lottery gaming is a sector that needed depth and growth. As a government, we are focused on creating an enabling environment for businesses to thrive,” he said.
Sanwo-Olu highlighted the industry’s role in job creation and innovation, noting that technology and fintech have been instrumental in its expansion.
“The number of jobs and wealth created is enormous. The government will not stifle growth but will ensure responsible gaming through proper regulation,” he assured stakeholders.
With strong advocacy from women professionals, the call for greater inclusion in leadership and player engagement is gaining momentum, signaling a shift towards a more diverse and inclusive African gaming industry.
