Igaming in Africa is thriving and since co-founding my recruitment company Initiate International with my business partner Andrew Wicks I have had the privilege of helping many people achieve their dreams, particularly in helping to establish the continent’s igaming sector.
Whether it’s enthusiastic newcomers looking to take their first step in the igaming industry or seasoned professionals looking to take the next step up and secure their dream role, I have always strived to help make these goals become a reality.
People often talk about their drive or purpose and, while it can be easy to dismiss some of these kinds of statements as a little bit cliché, I have always felt a deep-rooted drive to help people. A recent conversation with my mum brought this belief into sharp focus.
She showed me a clip of me, aged four, dressed as a nurse, helping another young girl into a mechanic’s outfit and a sponsored skip I did when I was eight to help Kurdish refugees. These moments were a glimpse into the passion that has slowly but surely shaped my career path.
I have always felt empowered and driven when helping other people and throughout my life I have learned that there are few things more powerful than women helping other women achieve their goals.
Creating a platform
Through my time with my recruitment company, Initiate International, I have built up an incredible contacts list across the igaming industry, especially in Africa. As the only igaming recruitment company with a physical presence on the continent, I have been able to build strong connections with inspiring women from across the industry.
However, it felt like these women never had a way of congregating. Whether it was due to bureaucracy, opportunity, or business rivalries, many of these exceptionally talented women never got the opportunity to share their ideas and visions with one another. This led to me founding Women in Gaming Africa in September 2023.
Through the organisation, my aim was to give women in the gaming industry in Africa a network to empower one another, share ideas and help the African gaming industry grow as a whole. The platform provides leadership, advocacy and mentorship for women across the industry, allowing them to lift one another both professionally and personally.
In my experience, companies that actively offer their female employees a platform for open expression and collaboration tend to excel far beyond those that do not.
Networking is an incredibly powerful tool; it can open doors, build long-lasting relationships and ignite transformative ideas. I knew that if I could provide a way for these women to network and build relationships they would become a formidable force not just in Africa but in the broader gaming industry.
Shining a light on igaming in Africa
Africa and South Africa have a rich igaming heritage, but as the industry has grown this has often been forgotten. Through Women in Gaming Africa my aim is to shine a bright spotlight on these nations and the remarkable women tirelessly working behind the scenes.
These women are instrumental in reshaping the igaming landscape across the continent and it is time for their contributions to be recognised and celebrated for the impact they have had on the industry.
Our first Women in Gaming Africa conference is set to take place in March 2025 and I could never have imagined that within less than 18 months of the organisation starting, it would be in such a strong position.
However this is not only down to me. While I have helped steer this ship, it would not have left the shore had it not been for the inspiring women who have taken part in it.
My experience in igaming has taught me a lot, but one key thing is that if an idea is going to be a success people need to believe in it. The idea of bringing women in igaming together in Africa would never have worked if those women weren’t willing to come together.
A voice for change
Through the initiative, many of these women have provided opportunities and opened doors for one another. We have seen people make significant career moves, take risks they would have never thought possible and, more importantly, empower one another daily.
One thing I have learned on this journey is that the importance of community can never be overlooked. Sharing a platform with so many empowering women has changed my career and my life.
The power of lifting one another up, sharing small victories and being genuine champions for one another’s success has inspired me to want more and continue taking this initiative in bold new directions.
I am both amazed and humbled by the incredible women I meet within igaming in Africa. The industry’s progress has been fantastic, but it is nowhere near complete. Through Women in Gaming Africa we want to continue to be a voice for positivity and change and shine a light on these amazing women.
Our work has only just begun and I am committed to leaving a lasting legacy; not just for the gaming industry, but on this extraordinary continent I am proud to call home.
Lois Bright was named one of iGB’s Most Influential Women in gaming in 2024.
Original article: https://igamingbusiness.com/strategy/championing-igaming-in-africa/
