Why local knowledge matters in the Algerian market

According to the assessment of Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates, Algeria is a country that is not discussed much but holds value for iGaming affiliate marketing in the MENA region. It is the largest country in Africa by land area. Most of its territory is covered by the Sahara Desert, while its main cities and economic centers are located in the north, on the Mediterranean coast.

According to DataReportal Digital 2026 data, the number of internet users rose by 1.7 million and social media user accounts by 2.6 million in one year. The author stresses that the audience is not uniform. Work and income are more concentrated in the large northern cities, while economic conditions and consumption habits differ in other regions. As a result, purchasing power, the split between iOS and Android, and gaming habits also vary from region to region.

Arabic and French are widely spoken. However, materials that work for Morocco may not produce the same results if they are transferred to Algeria as they are. The everyday language is Algerian Arabic, known as Darija, which contains many words of French origin. In addition, some communities use different varieties of Tamazight. Algerian Darija and Moroccan Darija are distinct from each other. Even familiar words, expressions and jokes can be perceived differently in the two countries.

According to the author, localization is critical in this market. A single wrongly used expression can put an entire campaign at risk from the start. Many elements of local campaigns may look strange to a foreign marketer, but for Algerians these elements are natural. The author also notes that Algerians are active on social media and watch a lot of video content.