Elite operational consulting and strategic advisory for the world's most ambitious casino and sports betting operators. We build winners.
Trusted by operators in South Africa, New Zealand, the United States and across the African continent.
Brands We've Worked With
Who We Are
GamingUP is led by Matthew Houghey, an iGaming operator with hands-on experience across affiliate marketing, country management, and digital acquisition at some of the industry's most recognised brands.
Having worked at Betway, Casumo, Christchurch Casino Online, and GameTime Digital — and having led the full market launch of Mzansibet, including an integrated campaign spanning TV, out-of-home, and radio, plus the complete brand strategy — Matthew brings genuine operator experience to every engagement. No theory. No generalists. Just someone who has done the work at the highest level.
Betway
Affiliate Marketing Manager
Global tier-1 operator
Casumo
Commercial Country Manager
European market leader
Christchurch Casino
Head of Affiliates — Online
New Zealand market
GameTime Digital
Head of Sales — US Network
US iGaming expansion
Mzansibet
Market Launch & Brand Strategy
TV · OOH · Radio · Full brand plan
Our Arsenal
Every engagement is custom-built around your market, your goals, and your competitive reality.
Adapt your product for new markets with cultural, linguistic and regulatory precision to maximise player acquisition.
Deep-dive intelligence on competing operators — product, pricing, affiliate structure and market positioning.
Build, audit and scale affiliate programmes that drive sustainable, high-value player traffic.
End-to-end GTM playbooks for new market entry — from regulatory groundwork to launch day execution.
How We Work
We start with a rigorous audit of your current market position, regulatory standing, and competitive landscape to identify exactly where the opportunity lies.
Our senior partners develop a tailored playbook — localisation, product, affiliate, or go-to-market — built around your specific operator goals and target markets.
We work alongside your team through implementation, ensuring strategies land in the real world with measurable outcomes and clear accountability.
Get In Touch
We work exclusively with entities serious about market dominance. Secure a consultation with our senior partners to explore what's possible.
Headquarters
Johannesburg, South Africa
Global Reach
United States · South Africa · Africa
info@gamingup.co.za