Flexibility at scale: AI, Africa and the future of innovation

How have your game development strategies have been influenced by AI in recent years?

AI has become an increasingly important part of modern development, and I see that as a very positive evolution. Used effectively, it can make processes significantly faster and more efficient, from analysing data and supporting testing to accelerating everyday development workflows. 

At Aardvark, we’re very open to AI and the opportunities it creates. It helps our teams reduce repetitive work, move faster and focus their time where it creates the most value. But there is an important distinction: every major decision, product direction and meaningful development remains human-led. AI is a tool that supports our people; it doesn’t replace their experience, creativity or judgement. 

The technology is evolving incredibly quickly, and I believe companies that learn to use it intelligently will have a clear advantage. For us, the goal is to use AI where it genuinely improves speed and efficiency while keeping people at the heart of what we build. 

What emerging player trends and habits have you observed across EMEA regions this year?

One of the clearest trends is that digital audiences increasingly expect experiences to be fast, intuitive and designed around mobile use. At the same time, EMEA is far too diverse to talk about one universal type of user. 

European markets can differ significantly from African and Middle Eastern markets in terms of regulation, digital infrastructure, payment preferences and consumer behaviour. Even within Africa, habits can vary substantially from one country to another. 
What I find particularly interesting is the growing expectation for convenience.

People are accustomed to seamless digital experiences in banking, entertainment, retail and other areas of everyday life – and those expectations naturally influence every digital product they interact with. For technology providers, this means continuously looking at performance, accessibility, user experience and local relevance rather than assuming that one product experience will work equally well everywhere. 

How has operating at the intersection of game aggregation and development provided a unique perspective?

Being involved in both aggregation and development gives us an interesting perspective because we see the ecosystem from more than one side. Aggregation provides exposure to a broad range of content, integrations and operator requirements, while development requires you to think much more deeply about the product itself – how it is built, how it performs technically and how it fits within a wider offering.  

That perspective is valuable when communicating about products because it keeps the conversation grounded. Rather than focusing only on what looks good from a marketing perspective, you understand the operational and technical considerations behind bringing content to market. 

For me, that is important. Good marketing should reflect the reality of the product. The closer your technology, commercial and marketing teams are to what customers actually need, the more relevant and credible your communication becomes.  

Would you classify Africa as the most exciting region for iGaming growth within EMEA?

I’m probably biased given our experience in the region, but Africa is certainly one of the most interesting markets to watch within EMEA. What makes the continent particularly interesting is the combination of demographics, increasing digital adoption, evolving payment infrastructure and markets that are developing at very different stages. That creates both opportunities and challenges. 

At the same time, I would hesitate to describe Africa as one emerging market. South Africa, Kenya, Nigeria, Tanzania and other markets each have different regulatory environments, infrastructure and consumer behaviours. Understanding those differences is essential. Africa is home to one of the youngest populations in the world – and its long-term potential remains incredibly compelling. 

What can you tell us about any new releases you have in the pipeline?

Aardvark Originals currently includes six titles: SkyPilot, Mines, Limbo, Crash, Dice, and Plinko, with Crash, Dice and Plinko being the latest additions to the portfolio. For us, this is an important area of development, and we’re continuing to invest in expanding the portfolio.

Our development priorities are shaped by what we learn from our partners, market developments, and the performance of our existing products. For us, innovation isn’t simply about releasing something new; it’s about making sure what we build has a clear purpose and delivers real value.

We have more in the pipeline, but I’d rather keep some surprises for later. What I can say is that we’ll continue strengthening Aardvark Originals and the wider Aardvark ecosystem; with the same focus on quality, flexibility and speed that guides our broader product development.