Parimatch Africa has announced a partnership with Tanzanian singer Diamond Platnumz.

According to Parimatch Africa, the singer has agreed to feature in a multi-channel marketing campaign that will focus on helping the Tanzanian audience understand the industry in “the right and entertaining way.”

The campaign will involve Diamond Platnumz appearing in TV, radio and banner ads, supported by digital, PR and social media, in addition to specialised content based around major sports events.

Discussing the partnership Parimatch Africa CEO, Lasha Gogiberidze, explained:

“We at Parimatch Africa strongly believe that sports betting should be perceived first and foremost as entertainment. It is a fun and challenging activity.

“Therefore, we have selected the most popular African artist, Diamond Platnumz, to broadcast this message throughout the continent, starting with Tanzania where Parimatch Africa has made our first steps to building to building brand’s profile in the continent. We are excited about the partnership and opportunities ahead here.”

To mark Diamond Platnumz becoming a Parimatch Africa brand ambassador, the operator is launching a new campaign called ‘Burudani Isiyomiza’ (‘True Entertainment’), that will feature a wide range of promotions including free bets, cashback bonuses and specials.

Parimatch Africa Chief Marketing Officer, Dmitry Belianin, added:

“We are delighted to have Diamond Platnumz on board as a brand ambassador. He is an iconic figure in Tanzania and has proven himself as an excellent entertainer, which completely suits our mission and vision.

“We are confident that this collaboration will bring additional interest to the gaming industry and will help position Parimatch Africa as one of the top brands in the industry. Diamond will help us to engage our target audience in Tanzania and working with him as a brand ambassador is just one of the many exciting upcoming projects the Parimatch brand has planned in Africa”.

AYO.NEWS says:

The African markets clearly hold massive potential for operators, but there is a need for a great deal of education when it comes to responsible gambling and some of the more sophisticated products. So, it’s fantastic to see Parimatch collaborate with such a well known local celebrity to get the messages across. We’re sure there’ll be some very effective content created.

Staying with Parimatch, just last month AYO.NEWS reported the company announced a partnership with undisputed heavyweight champion and “baddest man on the planet” Mike Tyson (read more).

AYO.NEWS says features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited.