Magic Wheel

What is Magic Wheel?

“Africa is an important and growing part of SmartSoft’s international strategy, and joining the African iGaming Alliance represents an important step in strengthening our long-term commitment to the continent,” he commented.

Peter Kesitilwe, CEO of the AiA, added: “SmartSoft already has significant exposure to African markets, and we look forward to working with their team on issues ranging from B2B licensing and market access to responsible gaming, channelisation and sustainable regulation.”

The AiA said this was the latest example of its objective of bringing industry stakeholders into “constructive dialogue” as Africa’s gambling market develops.

What is Magic Wheel?

It is a philosophy that sits within a broader shift in the industry’s approach to the illegal market. Domain blocking remains important, but regulators are increasingly looking at payments, advertising, affiliate and acquisition channels and cooperation across jurisdictions.

For example, on the role of pirate sports streaming in driving traffic towards illegal gambling, while regulators in markets such as Turkey are confronting large-scale unlicensed activity. The more fragmented and technically sophisticated the illegal market becomes, the more important the intelligence behind enforcement is likely to become.

Madsen knows from experience how difficult it can be to escape gambling when access remains readily available.

About Magic Wheel

The proposal does not explicitly prohibit the display of betting brands on team jerseys, but some city councillors want to include this in the bill.

Clubs fear the measure will jeopardise revenue from betting company sponsorships. Corinthians (Esportes da Sorte), Palmeiras (Sportingbet), and São Paulo (Superbet) alone hold contracts worth BRL350 million annually with betting firms.

One concern is the measure might force clubs to host matches outside the city to maintain their advertising agreements.