Retargeting in African iGaming: Najib Choujaa Shares His Insights with iGaming AFRIKA

Industry publication iGaming AFRIKA has published an interview with Najib Choujaa, Head of Growth Africa & Middle East at Kadam. With over 15 years of experience in digital advertising and performance marketing, Najib explains why growth in Africa’s iGaming market depends not only on acquiring new players but also on making better use of audiences that have already shown interest.

One of the key questions discussed in the interview is how operators can generate more conversions from traffic they’ve already paid for. After all, only a small percentage of visitors make a deposit after their first visit or registration. The rest leave, even though operators have already spent money attracting them, and some of those potential customers eventually end up with competitors.

Retargeting helps bring back users who have already shown interest in a product and move them further down the funnel, from visiting the website to registering, making their first deposit, and becoming active again. Najib emphasizes that retargeting isn’t a replacement for user acquisition. The two work together: acquisition brings users into the funnel, while retargeting helps prevent them from dropping off before they convert.

This approach is particularly relevant in Africa. According to GSMA, 416 million people across the continent used mobile internet in 2024, representing a penetration rate of 28%. The audience is predominantly mobile, with users frequently switching between browsers and apps. That’s why operators need to create smooth, mobile-first experiences and find ways to re-engage users who leave before completing a conversion.

Key Takeaways from the Interview

• Why bringing back an existing user can cost several times less than acquiring a new one, and what retargeting costs in Tanzania, Nigeria, and South Africa.
• Why a player who hasn’t made a deposit isn’t necessarily lost, and how much it costs to convert them into a first-time depositor (FTD).
• Why operators should start retargeting from day one instead of waiting until new player acquisition becomes more expensive.
• How to measure the actual impact of advertising campaigns on conversions and distinguish users who returned because of an ad from those who would have returned anyway.
• Why cookies and fingerprinting complement each other and how combining them helps operators maintain reach across mobile audiences.

For more insights into retargeting opportunities and their potential for growth in Africa’s iGaming market, read Najib’s full interview with iGaming AFRIKA.