Helio Gaming CEO Richard Mifsud is set to discuss the modernisation of bingo, lotteries and casino for the African millennial at Sports Betting East Africa 2019, kicking off this coming Tuesday.

Boasting a fully scalable lottery engine system that offers multiple API functionality with which to integrate existing gaming platforms, customer relationship management, campaign management, affiliate management, and other marketing automation tools, Helio is now working with an increasing number of operators on the continent.

Mifsud is convinced that the need to tailor that gaming content will be the key to introducing the next generation to the world’s most popular form of gambling.

He said: “Lottery products can be a leading vertical for millennials in Africa if we take a pragmatic approach to local markets and understanding the needs of customers, in particular millennials.

“I think the days of having infrequent draws and very fixed product types are gone. It is important to offer variety and flexibility, as well as increasing the frequency of attainable jackpots.

“There is a huge opportunity – not only for existing lottery operators, but also for sportsbooks and casinos that can now easily add lottery to their product portfolios.”

Mifsud will be joined by Melih Aksay, Casino Manager of Diamond Casino in Entebbe, and economist and casino entrepreneur Rakesh Wadhhwa on 10 April at the Kampala Serena Hotel in Kampala.