Press Box PR Launches Expanded PR Services Across African Media Markets

Press Box PR has announced the extension of its PR services into African media markets, aiming to deliver earned media campaigns across the continent for international clients in sport and B2B iGaming. The agency, based in London and Manchester, intends to address the distinct needs of individual African countries, reflecting a shift in industry priorities as operators and suppliers target regional brand growth.

African Focus for International PR Strategies

Press Box PR's new initiative centres on working directly with journalists and publications in Africa to facilitate interviews, secure commentary placements, and develop thought leadership content for clients entering or expanding in these markets. The agency will prioritise sports and B2B iGaming, leveraging contacts with figures in African football, combat sports, and executives from the wider iGaming sector. This approach is intended to provide clients with more authentic access to local audiences and industry narratives.

"Africa is becoming an increasingly important market for many of the businesses we work with, particularly across betting, gaming and sport, so expanding our media capabilities across the continent is a natural next step for us." — Alex Donohue, Founder of Press Box PR

Growing Demand for Country-Specific Approaches

The agency stated that industry stakeholders are moving away from treating Africa as a single market and are increasingly seeking communications strategies tailored to countries with distinct media landscapes and commercial dynamics. Press Box PR emphasised that South Africa, Nigeria, Ghana, and Kenya each represent unique opportunities and require individualised PR campaigns for effective brand-building.

The agency currently supports Super Group Africa, with previous campaigns targeting betting and gaming markets in these countries. Press Box PR highlights the necessity of adapting communications to varied audiences and regulatory environments, aligning messaging with each jurisdiction's media ecosystem.

Investment Trends in Africa’s Betting and Gaming

African markets are seeing increased investment from international betting and gaming operators, suppliers, and technology firms. These stakeholders are focusing on market entry and partnership development, making localised PR campaigns a priority as competition intensifies. Media engagement strategies are adapting in response:

• Deepening relationships with local sports journalists and editors
• Providing access to African football and combat sports figures for campaigns
• Supporting executives and thought leaders active in global iGaming

Where international brands previously adopted broad regional approaches, the demand is now for tailored campaigns reflecting each country’s culture, audience, and regulatory realities.

B2B iGaming and Sports Media — Sector Priorities

The initial focus from Press Box PR centres on campaigns for the B2B iGaming sector and sports. Nigeria, South Africa, Ghana, and Kenya are priority markets, each with their own media consumption patterns and stakeholder communities.

In previous campaigns, Press Box PR supported Super Group Africa in securing local coverage and positioned global iGaming executives as commentators on African growth stories. According to the agency, the capability to deliver both sports-related and corporate iGaming narratives has been enhanced by their expanded media relationships in the region.

"What is particularly important is recognising that there is no single 'African market'. South Africa, Nigeria, Ghana, Kenya and other countries each have their own media landscapes, audiences and commercial opportunities. Brands looking to grow successfully need communications strategies built around those individual markets." — Alex Donohue, Press Box PR

Implications for Operators and Industry Vendors

For B2B iGaming vendors and operators considering expansion into African countries, Press Box PR’s approach serves as a blueprint for how to secure media presence that resonates locally. The agency’s work includes:

• Developing market-specific thought leadership content
• Arranging executive interviews with local publications
• Enhancing brand visibility by leveraging relationships in sports and gaming media

Industry participants are advised to move beyond generic regional messaging, and instead seek partnerships that can deliver nuanced communications reflecting on-the-ground realities.

B2B iGaming suppliers and technology providers should monitor the evolving media dynamic, as country-level customisation becomes a recurring requirement for successful campaigns in Africa. More industry news on this trend is expected as further operators and agencies invest in the region.