SmartSoft Enters African iGaming Alliance as Gold Supplier Member

SmartSoft has formalised its strategic partnership with the African iGaming Alliance (AiA), joining as a Gold Supplier Member. This move broadens SmartSoft’s operational and regulatory involvement across Africa’s regulated gambling sector, with full participation in advisory, policy, and innovation forums.

SmartSoft's Strategic Entry into the AiA

SmartSoft announced on 21 September 2026 that it has joined the African iGaming Alliance, the continent’s recognised pan-industry body, at the Gold Supplier Member tier. This classification grants the company direct involvement in AiA’s Supplier Advisory Forum and positions it to contribute materially to policy consultations, regulatory discussions, and industry roundtables.

SmartSoft, known for launching the crash game category in 2015 with its JetX title, is recognised for a robust presence in major African markets. According to the company, its alliance with AiA is part of a long-term strategy to deepen engagement in markets characterised by evolving regulatory frameworks, high growth potential, and an emphasis on sustainable operations.

African iGaming Alliance: Goals of the Supplier Partnership

The African iGaming Alliance was established to bring together operators, suppliers, and regulators committed to building commercially viable and responsible African gambling markets. By attaining Gold Supplier Member status, SmartSoft now assumes an active role across several initiatives:

• Participation in AiA’s Supplier Advisory Forum for direct dialogue on supply-chain and product concerns
• Input on policy development and legislative consultations
• Attendance at regulatory and strategic roundtables with African regulators and fellow stakeholders
• Contribution to responsible gambling programmes and market development projects
• Engagement in initiatives tackling B2B licensing, market channelisation, and strategies to counter unregulated gambling

This engagement is intended to deliver SmartSoft’s technical expertise and market insight into collective industry efforts. The company cites channelisation and effective regulation among its priorities, areas frequently discussed within AiA’s purview (see more on regulation).

SmartSoft’s Long-Term African Commitment

SmartSoft CEO Guram Gotsadze described Africa as a central pillar of the company’s global growth strategy, with the AiA partnership reinforcing a commitment to sustainable and collaborative market development. In his statement:

“Africa is a key growth market within SmartSoft’s international strategy, and joining the African iGaming Alliance represents an important step in strengthening our long-term commitment to the continent. We believe that sustainable growth depends on close collaboration between regulators, operators, suppliers, and industry associations.” — Guram Gotsadze, Chief Executive Officer, SmartSoft

He identified the supplier’s B2B technology experience and regulatory know-how as direct value-adds for strengthening Africa’s gaming infrastructure. This tactical approach follows a history of proprietary content development, including JetX, that secured footholds in several African jurisdictions.

AiA’s Perspective on Supplier Inclusion

Peter Emolemo Kesitilwe, Chief Executive Officer of the African iGaming Alliance, acknowledged SmartSoft’s market presence and the necessity to include supplier expertise in continental policy-shaping:

“We are delighted to welcome SmartSoft as a Gold Supplier Member of AiA. Suppliers are an important part of Africa’s gambling ecosystem, and their experience and technical expertise need to form part of the wider conversation about how our markets develop. SmartSoft already has significant exposure to African markets, and we look forward to working with their team on key issues to create an environment where all stakeholders can engage constructively.” — Peter Emolemo Kesitilwe, CEO, African iGaming Alliance

With this addition, AiA signals clear support for a more inclusive development process involving all tiers of the supply chain, balancing operator, supplier, and regulator perspectives on market evolution and regulatory challenges.

Implications for B2B Tech and the Wider African Gambling Market

The Gold Supplier Member status gives SmartSoft a platform for influence as African jurisdictions continue to refine their regulatory environments. The company will be able to advise on:

• B2B licensing frameworks
• Sustainable market access strategies
• Responsible gambling best practices
• Combating unauthorised gaming channels

Suppliers with direct operational experience in Africa—like SmartSoft—are seen by AiA as key to tailoring technical solutions to regional needs and supporting the B2B ecosystem. This move is expected to prompt greater collaboration between suppliers, regulators, and local operators targeting a regulated, responsible and competitive African gaming sector.

Outlook: Coordinated Growth and Responsible Play

SmartSoft’s alliance with AiA is positioned as a long-term partnership aligned with sustainable growth and effective industry regulation. Through participation in advisory forums and policy dialogues, the company intends to further responsible gaming, technical innovation, and coordinated channelisation across Africa’s growing gambling market.