ICE Africa will join gaming’s Premier League, predicts B.E.T.’s Michael Collins

Michael Collins B.E.T Ice Africa
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ICE Africa, the two-day conference and learning symposium being held across 24 and 25 October at the Sandton Convention Centre, Johannesburg, has all of the credentials to join the elite group of international gaming events, according to Michael Collins, General Manager of South-Africa based software engineering firm Betting Entertainment Technology (B.E.T.).

Backing Clarion Gaming’s vision to create a professional showcase that the continent can be proud of, Michael Collins explained: “I believe ICE Africa could definitely join the Premier League of international B2B gaming events. With top brands attending the conference, and as awareness grows of the market and the growth potential that exists, ICE Africa could certainly become a major player.” He added: “It’s important that we find an African solution for uniquely African issues and that’s one of B.E.T.’s core beliefs. Being able to meet suppliers in an African context will positively impact the African gaming industry. ICE Africa will also help us understand who is serious about African engagement policies and, of course, enable us to showcase directly to our local markets.”

Highlighting the importance of Africa, Collins concluded: “The market, which comprises 52 nations and an aggregate population of 1.6billion, presents us with growth opportunities that are driven by the mobile and payment tech enhancements that are taking place here. It’s fantastic that Africa is making gaming industry history and will be the first occasion the world famous ICE brand has been deployed outside of the UK. In terms of its importance to international gaming brands, I would argue it’s imperative to understand the player preferences and the mobile money markets before you try and enter into any regional markets. Understanding local regulatory requirements is key, so it’s great to have a prestigious event where the industry can network, share best practice and progress together. I believe that the continent represents one of the few markets that isn’t completely saturated at this moment in time.”

Established in 2010, B.E.T. works with leading gaming brands and has developed a retail platform which is capable of operating across all infrastructure setups. The company’s software engineers develop systems with a high degree of automation in order to efficiently manage large volumes of data.

ICE Africa will feature content and networking opportunities developed exclusively for top-tier participants. Agenda sessions will cover all of the key issues facing traditional gaming operations, as well Integrated Resorts including Marketing, CRM, Business Intelligence, Cash Desk and Hospitality. World class training will be delivered by the Totally Gaming Academy, which is widely regarded as being the industry’s premier training and development provider.

For more information on the first ICE Africa and to register, visit the ICE Africa website:

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