INSIGHT AFRICA 1XBET
Could you provide an African market overview?
I'll start with the simplest thing – the continent's population exceeds 1.2 billion people. Tis is a gigantic market, and on top of that, there are historically a lot of gambling people here. Gambling has been popular in Africa for centuries - we have studied this issue. For example, the Nigerian version of the dice game “lafiya” or “oklan” in Ghana became part of rituals and festive ceremonies. Te ability to tame luck was highly revered, and, as you can see, the situation has not changed much.
Against economic instability, sports often become the only social lift for Africans, and international athletes become folk heroes. Sports have become a great passion, and therefore, every year, there are more and more bettors in Africa.
An important factor in the betting development is the rapid digitalisation of the continent. Unlike other continents, where computer technology developed gradually, Africa has leapt from the pre-industrial era to the postmodern era. Many Africans have never owned a computer but now own several smartphones. Tey are active users of apps and can place bets from the comfort of their sofas. All this makes the African market fast-growing and highly competitive.
In many countries, legislation regulating gambling is currently being actively developed. In Kenya, Ghana, Ivory Coast, Nigeria and many other countries, we have received official licences, operate within the legal framework, pay taxes and create jobs.
Where is 1xBet currently live?
Research and Markets data in the first half of the 2020s shows that the African market has grown by 12 per cent annually. According to
forecasts, by 2025 the total market size could grow to $40 billion. Each country has its own operating characteristics, which are influenced by local legislation. Let me give you a
few examples. Let's say there are 200 million people in Nigeria, most of whom are young people. In this situation, it is necessary to take into
account the interests of the young audience and develop esports betting.
To date, 1xBet has received licences in 21 countries on the continent, and the process continues. Now, we are among the top 5 most popular bookmakers in most of these countries, and we are confident that we will continue to grow. You cannot call yourself a global bookmaker if you have not become a market leader in Africa.
Do you have regional offices in the continent?
We have regional offices in almost all the countries where we operate. Tis way, we help people find employment and create jobs. Many of the leading managers of our regional offices are women, and the gender balance looks good. Tis seems to reflect another interesting phenomenon — interest in betting in Africa is growing not only among men.
What sports betting is most popular on the continent? Is betting on local football matches popular or is it focused on European leagues?
As for the most popular sports, it is football, followed by basketball, tennis and hockey. In recent years, bets on computer games - in particular FIFA - have burst into the top five, which seems to be a continuation of interest in football.
In recent years, betting has become a global phenomenon across the continent. Te markets of Togo, Gabon, Mali, Chad, Gambia, and Liberia please us with their dynamic development. Te language of betting is universal and knows no boundaries. We see huge potential in every country in Africa and try to work actively in each of them.
What African markets are leading the way in having effective measures without over- regulating?
Research and Markets data in the first half of the 2020s shows that the African market has grown by 12 per cent annually. According to forecasts, by 2025 the total market size could grow to $40 billion. Each country has its own operating characteristics, which are influenced by local legislation. Let me give you a few examples.
Let's say there are 200 million people in Nigeria, most of whom are young people. In this situation, it is necessary to take into account the interests of the young audience and develop esports betting. Market development is partly hampered by disagreements between individual state regulators and the National Lottery Regulatory Commission (NLRC).
Ghana's government has introduced a tax on WIRE / PULSE / INSIGHT / REPORTS P99
Te most popular football tournaments among our clients include the Premier League, Champions League, La Liga, and Serie A. Additionally, NBA matches are frequently bet on in basketball. Firstly, this is due to the media accessibility of such tournaments, their popularity and the amount of information about each game. Secondly, the best African football players play in Europe and if you want to support Mo Salah or Victor Osimhen, you will bet on their teams’ matches.
Tere is a lot of attention to the matches of the Africa Cup of Nations and other continental tournaments, of which 1xBet is a partner. But such interest needs to be fuelled, which is part of our plans.
What are the most popular betting markets in Africa, and do these differ from one market to the next? For instance, is in-play as popular in Africa as Europe?
Tere are no identical markets - legal norms and player preferences always differ. Nigeria, Cameroon, Kenya, Ghana, Cote d'Ivoire, Senegal, Guinea (Conakry), Burkina Faso, Benin and other major markets require a customised approach.
A simple example: offline betting is very developed in Cameroon. We have opened about 80 betting shops in this country, and this number is constantly growing. And in Nigeria, we closed our betting shops: the digitalisation of the local market is so great that clients prefer to make predictions using smartphones.
Which markets in Africa show the most potential?
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