INSIGHT AFRICA SPORTS BETTING
Chris Nikolopoulos Chief Commercial Officer Betby
What sports, competitions and bet types are most popular across Africa?
Football betting unsurprisingly dominates the scene, being the most widespread choice among African punters. Major international tournaments like the FIFA World Cup, African Cup of Nations, Euro, and Copa America, alongside leagues like the English Premiership, Spain’s La Liga, and Italy’s Serie A, and UEFA Champions League, hold a special place in their preferences. Despite some interest in secondary sports such as rugby, cricket, and horse racing in specific markets, these sports contribute minimally to the overall betting turnover.
Tis inclination toward football isn't astonishing considering the passion that the African population has for the sport. It's further fuelled by the presence of African star players in renowned leagues and clubs, like Victor Osimhen at Napoli, Mohamed Salah with Liverpool, and Achraf Hakimi at PSG.
In terms of bet types, the African market, being relatively young, leans heavily toward large folds accumulators and low-stake bets. Tis preference reflects in the dominance of pre- match betting over in-play betting. Nevertheless, it's anticipated that as African players become more adept at sports betting, the popularity of in-play betting will likely surge, following a global trend observed in recent years.
Despite a variety of available markets for online punters, top soccer markets such as Tree Way, Double Chance, Total, and Both to Score remain the primary choices for African punters at this stage.
Which are the key markets in Africa?
Te pivotal markets in Africa centre around South Africa and Nigeria. South Africa's combined online and offline sector is projected to exceed €2.1bn by 2023, largely attributed to its status as the continent's highest GDP holder, bolstering people's purchasing capabilities. Notably, half of Africa's gambling revenue emanates from South Africa, specifically with sports betting constituting about 26 per cent of this revenue. Approximately half of South Africans engage in sports betting, favouring rugby, horse racing, football, and cricket, with experts foreseeing a potential doubling of this figure in the next five years.
Nigeria, home to 200 million individuals, stands as another critical jurisdiction. Its burgeoning economy marks it as a significant hub for the
Africa's technological landscape holds distinct characteristics, differing significantly from more established markets in terms of internet penetration, mobile subscriptions, and mobile
internet expenses. Attempting to replicate strategies that succeed in Europe or similar regions won't necessarily
guarantee success in Africa. The population has largely
transitioned beyond desktop usage, favouring smartphones, yet the evolution of mobile technology in Africa demands a different approach.
online gambling sector. Accounting for around eight per cent of Africa's gambling revenue in 2022, roughly 30 per cent of its population reportedly engages in daily betting—equivalent to 65 million individuals. While not all of these bets occur online, this suggests a vast untapped market. English and European football reign as the most popular sports for betting, with the Spanish LaLiga following closely.
Kenya emerges as another noteworthy area, having regulated online gambling since 2019. It stands as a leading market in the region, with an anticipated annual gambling revenue surpassing the €450m threshold by the year's end. Te upsurge in smartphone usage and the introduction of new mobile payment services serve as catalysts for growth, particularly in the realm of sports betting.
What is the current state of play and why are many operators seeking to enter the African landscape?
Africans make up some 11.5 per cent of global internet users, and a large number of them are using online gambling and betting sites. Since 2020, the sector across the continent has boomed, and it has put Africa on the map as a critical jurisdiction for the future growth and development of the sector. At the end of 2022, the African gambling market was worth almost €2bn for the online sector alone, and this number is expected to shoot up by the end of this year.
But what is driving growth? Tere are several answers to that question. Firstly, poverty is declining, albeit slowly. Tis does mean, however, that more people are joining the middle classes and earning disposable income to spend on betting and gambling. Tis goes hand in hand with the digital transition, which sees more people using smartphones and having access to the internet.
Currently, around 60 per cent of the population has smartphones, which will rise to 70 per cent by 2025. In terms of internet access, almost half of these users have regular access to the internet. Tis is helped by the development of online payment solutions for Africans that cut out traditional banking institutions and facilitate quick and low-cost online payments. Together, a perfect storm is brewing, piquing the interest of international online gambling operators.
Is the technological infrastructure advancing enough to keep up with demand?
Africa's technological landscape holds distinct characteristics, differing significantly from more established markets in terms of internet penetration, mobile subscriptions, and mobile internet expenses. Attempting to replicate strategies that succeed in Europe or similar regions won't necessarily guarantee success in Africa. Te population has largely transitioned beyond desktop usage, favouring smartphones, yet the evolution of mobile technology in Africa demands a different approach. Despite the rising use of smartphones, feature phones remain prevalent, compelling suppliers to adopt a flexible technological strategy that accommodates this local reality.
While the proliferation of smartphones is evident, the continued reliance on feature phones necessitates a nuanced approach. Outdated hardware presents a challenge in delivering a betting experience comparable to mature markets. Moreover, slower internet speeds mandate the use of low data-intensive apps, catering to regions in Africa constrained by data and bandwidth limitations.
Despite ongoing improvements in technological infrastructure and increased access to better devices and faster internet, operators must still introduce lighter products that function seamlessly on basic browsers, ensuring accessibility and functionality across diverse technological landscapes.
WIRE / PULSE / INSIGHT / REPORTS P47
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