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He nevertheless believes recruitment is still the bigger challenge over retention.

“The gaming industry operates in a highly competitive talent market, particularly for digital, technology, data, AI and product roles,” he says.

Skinner also says perceptions of the industry can hinder recruitment.

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Kesitilwe says the AiA also wants to develop a clearer picture of problem gambling across Africa and use that evidence to support engagement with governments and policymakers.

“We also, from the point of view of the Alliance, intend to do Africa-wide studies around prevalence of problem gambling in different markets, obviously working with regulators and associations,” he says.

Alongside this, the AiA wants to use the lessons from the inaugural week to broaden participation and establish the campaign as a permanent fixture.