Alchemy Riches

About Alchemy Riches

Through its membership with AiA, SmartSoft will participate in events such as regulatory discussions, strategic roundtables and research initiatives, alongside other operators and suppliers in the market.

SmartSoft CEO Guram Gotsadze said the company’s decision to join the AiA reflected its growing focus on the continent and its commitment to supporting the development of regulated and sustainable gaming markets.

“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.

What is Alchemy Riches?

For the AiA, however, the longer-term ambition for Africa Safer Gambling Week extends beyond reducing the size of the offshore market.

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.

What is Alchemy Riches?

Counsell took the helm in February 2025 following Marcus Boyle’s departure in January last year.

Evans, who chairs Stop Scams UK, an initiative she founded in 2019 to unite banks, technology companies and telecom providers to combat payment fraud, will assume the position on 30 September, commencing a five-year term.

The DCMS has said she brings extensive experience from her long-standing career in public protection and financial crime prevention.