Industry experts explored the ethical considerations of gaming marketing, emphasizing player well-being at the ongoing Africa Gaming Expo (AGE) 2025 in Lagos. The session, tagged “Ethical Boundaries: Creating Marketing Strategies and Solutions that Prioritize Player’s Well-being,” was one of the standout discussions addressing key concerns in the gaming, esports, and betting industries.
Held on February 26, 2025, at Zinnia Hall, Eko Hotels and Suites, the panel was moderated by Corrine Leon, a stakeholder engagement specialist at Greo Evidence Insights. Panelists included Annalisa Emelia (Sales and Account Management, SYNOT Games, South Africa), Jeremiah Maangi (CEO, Igaming AFRIKA), Ibukun Bankole (Head of Content, Techpression Media Limited, Nigeria), Manuele Carra (Chief Commercial Officer, iSolutions), and Olafadeke Akeju (Managing Partner, WVS Solicitors).
Discussions focused on balancing business interests with ethical marketing, with panelists agreeing that responsible marketing is crucial in protecting vulnerable players while fostering industry growth.
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The role of AI in responsible marketing
A major point of focus was how artificial intelligence (AI) is being integrated into marketing strategies to track player behavior and identify patterns. Experts explained that by analyzing data, companies can detect early signs of harmful gambling behaviors and adjust their marketing approaches accordingly. This allows operators to deliver more personalized yet responsible messaging while safeguarding players from potential harm.
Additionally, AI-driven solutions can assist in monitoring consumer activity and ensuring compliance with regulatory guidelines. These tools not only enhance transparency but also empower companies to prioritize player protection while maintaining business objectives.
Strengthening ethical guidelines through collaboration
Panelists also stressed the importance of creating transparent marketing frameworks that foster trust. This includes clear communication about game mechanics, responsible betting practices, and access to support services. Emelia called for increased collaboration between gaming operators, regulators, and community stakeholders to establish industry-wide ethical standards.
CSR as a vehicle for positive impact
Corporate social responsibility (CSR) emerged as another critical theme. Experts advocated for gaming and betting companies to invest in education drive marketing to educate players on the dangerous gambling behaviours that support mental health and reduce addictive behaviours. By channeling marketing resources into social impact strategies, companies can reinforce their commitment to player welfare while contributing to societal development.
The panel concluded that ethical marketing is no longer optional but a business imperative. With rising consumer awareness and regulatory scrutiny, industry stakeholders must adopt responsible practices to ensure sustainable growth while protecting player well-being.