Blueprint Gaming has long been a dominant force in the UK market, and the provider has steadily built on that foundation with growth across Europe and North America.
South Africa now represents the company’s next major strategic move, with the operator recently securing partnerships with tier-one operators Hollywoodbets and Sunbet.
Sam Haggblom, director of business development at Blueprint Gaming, has outlined why the country is a key priority for the studio’s international ambitions.
Haggblom points to Africa’s broader momentum as a major factor, noting that rising smartphone penetration, improving mobile connectivity, and a young digital population are driving rapid growth across the continent.
South Africa’s established retail betting history and its decisive shift toward digital made it the logical starting point for Blueprint’s African expansion.
“The player base is mature and knows what they like, in many ways, very similar to the UK or Europe,” said Haggblom, adding that every market still carries its own distinct nuances.
Blueprint has already seen early success with titles including the Cash Strike and Kong series, along with branded content such as The Goonies™, which has been well received locally.
The studio also launched Game of Thrones™ exclusively with Hollywoodbets, with Haggblom describing the rollout as being “off to a record start.”
Hollywoodbets is described as a particularly compelling partner, having grown from a regional retail network into one of South Africa’s most recognised digital brands with a loyal sports betting audience.
Haggblom noted that partnering with operators of that calibre provides enormous reach from day one, alongside a valuable feedback loop on local player preferences that helps shape Blueprint’s content roadmap.
On the content side, fast-paced and feature-driven titles optimised for mobile are performing best, with Genie Jackpots™ Combo Frenzy and The Goonies™ Quest for Treasure 2 highlighted as standout performers so far.
Haggblom explained that internationally recognised brands carry less inherent recognition in South Africa than in the UK, meaning the quality of underlying game mechanics matters even more in this market.
South Africa’s well-established regulatory framework has also been a strength, allowing Blueprint to work alongside licensed operators who understand local compliance requirements while the studio focuses on content delivery.
Haggblom described the experience as “mobile-first” in nature, emphasising that success required more than compatibility, but ensuring premium mechanics translate flawlessly to on-the-go play.
Looking ahead, Haggblom confirmed that South Africa is being treated as a launching pad, with West and East Africa also on the radar as Blueprint positions itself across the continent’s evolving regulatory landscape.
