BETTORLOGIC Mobile in Africa
Bettorlogic’s CEO Andrew Dagnall explains why a seamless mobile experience is vital for African success.
frica remains an extremely exciting opportunity for sports betting. According to Ventures Africa, the combined size of the gambling industry in Kenya, Nigeria, and South Africa is forecast to be worth close to $40 billion in 2019. Markets are constantly changing, and the evolution of mobile is a key component of the sports betting space in multiple African regions. These markets each have their local nuances and those operators who understand these best will be best placed to succeed. A will not work and rigorous research needs to be undertaken to gain and retain market share. Growth in mobile money services and the pace of Internet penetration has created numerous opportunities. Mobile has revolutionised the market and has encouraged operators to dedicate time to launching products, verticals and innovating incumbent technologies.
A
There is significant scope to grow the sportsbook market in Africa if the correct localised approach is taken. One of the major factors of the African sports betting market is that the companies prospering are for the most part African companies. The trend reveals African sports bettors are keen to support local operators and this means on the ground partnerships are pivotal for businesses exploring the region.
TEAMWORK AND EDUCATION Local operators can lack experience in
adapting sportsbooks for the modern user and integrating a more diverse offering. Educating the market is the first step in the process to ensure bettors are comfortable with different methods and betting markets. By giving people more choice other than 1x2, total goals and goalscorer markets it increases player enjoyment and lifetime value. Big data increases in importance and Bettorlogic is in a unique position to analyse past customer activity which allows sportsbooks to tailor their product accordingly. Once African sports bettors are armed with new knowledge, it’s a case of making the user experience as robust as possible. Placing bets at retail shops is still hugely popular, but mobile is becoming more dominant by the day.
to use mobile. BestBetsGuru provides the perfect solution where punters don’t have to download the entire portfolio of information before placing a bet.
EVIDENCE
ISSUES AND SOLUTIONS The growth of mobile sports betting goes
hand in hand with internet and download speed. Google Africa Chief Marketing Officer Mzamo Masito commented, “Weak data connectivity, high data costs and low storage space often make it hard for people to get the most out of the internet.” Considerable efforts must be made to create Africa focussed sites which are optimised for speed and a seamless user experience. Actions must be taken to understand the nuances and behaviours of African sports bettors, beyond market preferences. For instance, Opera is the second most popular browser in Africa with almost 24% share of mobile browsers. Opera Mini has more than 70% share of Opera browsers traffic in Kenya and there is a similar trend across Africa. It is vital that sportsbook sites optimise and design for Opera Mini to avoid losing vast numbers of users in Africa. One way of achieving this is by offering Lite versions of sportsbooks for bettors that wish
The growth of mobile sports betting goes hand in hand with internet and download speed. Google Africa Chief Marketing Officer Mzamo Masito commented, “Weak data connectivity, high data costs and low storage space often make it hard for people to get the most out of the internet.” Considerable efforts must be made to create Africa focussed sites which are optimised for speed and a seamless user experience. Actions must be taken to understand the nuances and behaviours of African sports bettors, beyond market preferences. For instance, Opera is the second most popular browser in Africa with almost 24% share of mobile browsers. Opera Mini has more than 70% share of Opera browsers traffic in Kenya and there is a similar trend across Africa. It is vital that sportsbook sites optimise and design for Opera Mini to avoid losing vast numbers of users in Africa. One way of achieving this is by offering Lite versions of sportsbooks for bettors that wish to use mobile. BestBetsGuru provides the perfect solution where punters don’t have to download the entire portfolio of information before placing a bet.
CONCLUSION
Localisation and understanding the cultural differences in Africa’s sports betting market is the best way to make the most of the opportunity here. Working with African-based operators who have developed a recognised brand helps operators get off the ground and the next step is educating bettors about additional events to wager on. However, tangible results. BestBetsGuru delivers a solution which enhances user experience for Africa’s sports bettors by reducing page load time, improving mobile access and displaying more diverse events to wager on. Each tactic vastly improves the user journey and sports betting experience.
CIO JUNE 2019 67
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