Sports
How iGaming Can Thrive in Africa’s Emerging Markets
As Africa’s digital landscape continues to evolve, the iGaming sector stands at the forefront of this transformation, poised to tap into the continent’s untapped regions.
However, navigating this complex terrain requires a keen understanding of local markets, strategic partnerships, and adaptable technological solutions.
Norman Ondego, Lead Consultant at Solpro Consulting and Business Development and Partnership Manager at Convex Technologies shares his expertise on how to successfully expand iGaming into these emerging regions with SportsBoom.
Identifying Untapped Regions: A Strategic Approach
For Norman Ondego, the journey of identifying untapped regions with potential for iGaming expansion begins with a clear understanding of the strategic direction and market demand. “Is there a demand for the service or product? Or is it a case of demand meeting a solution or a solution creating the demand?” he asks. This foundational question helps determine the viability of entering a new market.
Beyond demand, Norman emphasizes the importance of evaluating the supporting ecosystem. “In the iGaming industry, key factors to consider include payment infrastructure, connectivity, and regulatory frameworks. These elements will ultimately dictate the type of solution you offer,” he explains. Additionally, factors such as culture, stability, economic empowerment, accessibility, saturation, and competitive landscape play crucial roles in the decision-making process.
Digital Transformation in Regions with Limited ICT Infrastructure
Digital transformation in regions with limited ICT infrastructure presents both challenges and opportunities. Norman’s approach varies depending on the market entry strategy. “If you’re a new player, you have the advantage of trying something new and potentially gaining a first-mover advantage,” he says. This approach allows for the introduction of solutions that are both easy to use and affordable, providing flexibility to adapt as the market evolves.
For established players entering as alternatives, Norman acknowledges the resistance to change that often accompanies new solutions.
“Your solution must not represent a significant shift from what users are accustomed to. Instead, it should gradually wean them away through convenience, efficiency, and where possible, competitive pricing,” he advises betting news site SportsBoom.com. An example of this strategy is transitioning customers from retail gaming shops to online platforms by initially offering online stations within the retail environment.
The Role of Local Partnerships
Local partnerships are critical when entering new and untapped regions. “Local players hold the key currency of trust and time, which are invaluable to new entrants,” Norman asserts. These partnerships help navigate the cultural and regulatory nuances of the market, providing insights that desktop research cannot reveal. “Local partners understand market dynamics, payment preferences, and user behaviours, making the journey significantly shorter and more successful,” he adds.
Navigating Regulatory Complexities
Regulatory complexities in untapped regions can pose significant challenges, especially in markets where iGaming is still in its early stages. Norman emphasizes the importance of prior research and collaboration with local stakeholders.
“The easiest way to navigate regulation and legal frameworks is not to reinvent the wheel unless you’re introducing a breakthrough innovation,” he advises. Instead, aligning with existing regulations and working closely with local experts can prevent potential pitfalls.
Leveraging Mobile Technology for iGaming Growth
In underdeveloped regions, mobile technology serves as a gateway to online services, including iGaming. Norman highlights the versatility of mobile devices in these markets: “The mobile phone is your access device, your news screen, your payment platform, your communication, and your entertainment unit. It’s in almost every hand,” he notes. By offering mobile-accessible solutions, companies can effectively address advertising, payment processing, and distribution challenges in these regions.
Enhancing Digital Literacy for iGaming Adoption
Digital literacy is essential for the widespread adoption of iGaming, yet it remains a challenge in many untapped regions. Norman points out that iGaming’s potential is often hindered by its perception as a vice. “If regulators and governments recognized the industry’s potential, they would involve stakeholders in programs that promote digital literacy,” he argues. He believes that integrating iGaming into digital literacy initiatives could create a symbiotic relationship where people pay to play and learn simultaneously.
Ensuring that infrastructure and solutions are both sustainable and scalable is also crucial as markets grow. Norman advocates for a modular and flexible approach: “Being modular and flexible in your approach is key. Entry into any region must follow strategic planning, including the dimensioning of the solution,” he advises. Localization, coupled with an understanding of global standards and regulatory frameworks, is essential for creating robust solutions that can scale with market growth.
Aligning Customer Experience with Local Expectations
When entering new markets, aligning the customer experience with local expectations is vital. Norman emphasizes the importance of research and data-driven decision-making, as well as the role of local partnerships. “One-size-fits-all solutions may be cheap to deploy, but they don’t always work,” he warns. Instead, he advocates for modular solutions that allow for customization without compromising the overall integrity of the product.
Looking ahead, Norman sees vast potential in Africa’s untapped regions, not just in terms of market penetration, but in the development of localized, workable solutions. “A lot of capital flight has occurred because solutions have not been localized,” he observes. By focusing on creating solutions tailored to the unique needs of each region, Norman believes that the iGaming sector can unlock significant opportunities across the continent.
In conclusion, Norman Ondego’s insights provide a roadmap for successfully navigating the complexities of expanding iGaming into untapped regions. From strategic market entry and local partnerships to leveraging mobile technology and enhancing digital literacy, his approach underscores the importance of understanding and adapting to the unique dynamics of each market. As Africa’s digital landscape continues to evolve, these strategies will be crucial in unlocking the full potential of the iGaming sector across the continent.
Nigeria’s Super Falcons will look to secure their place in the quarter-finals when they face Egypt in their final Group C match on Wednesday at 9:00 pm at the ongoing WAFCON 2026 in Morocco.
The defending champions bounced back from their disappointing 3-2 defeat to Malawi with a crucial 1-0 victory over Zambia and will now be aiming to finish the group stage strongly. All the matches of the tournament air live on SuperSport via DStv and GOtv.
The final matchday of Group A saw hosts Morocco play out a goalless draw with Senegal, a result that was enough to send Morocco through to the quarter-finals in first position in their group. Algeria also secured their place in the knockout stages after a 2-0 victory over Kenya, bringing their group-stage campaign to a strong close.
Tuesday, Group B will conclude with Burkina Faso facing South Africa before Tanzania takes on Ivory Coast. South Africa and Ivory Coast played out a 2-2 draw in their previous match, while Burkina Faso bounced back from their opening defeat with a 2-1 victory over Tanzania. With the group still to be decided, the final results will determine which teams join the quarter-final line-up.
All eyes will then turn to Group C on Wednesday, where Egypt will face Nigeria, and Malawi will take on Zambia, with both matches kicking off at 9:00 pm. The Super Falcons will be hoping to build on their victory over Zambia and secure the result they need to advance to the knockout stages, while Egypt will be looking to end their campaign on a positive note after suffering a 3-1 defeat to Malawi in their previous game.
Nigeria’s final group match comes after a difficult start to their title defence. The Super Falcons were stunned 3-2 by Malawi in their opening game but responded with a 1-0 victory over Zambia to revive their campaign. The ten-time champions will now need to complete the job against Egypt as they look to keep their hopes of retaining the continental crown alive.
The final group-stage fixtures on Thursday will see Ghana take on Mali, and Cape Verde face Cameroon on Thursday, with both matches also scheduled for 9:00 pm. Ghana suffered a 1-0 defeat to Cameroon in their previous outing, while Mali secured a 3-2 victory over Cape Verde. The final results will determine which teams progress to the knockout stages from Group D.
Matchday 3 Fixtures
Tuesday, August 4
Burkina Faso vs South Africa – 9:00 pm
Tanzania vs Ivory Coast – 9:00 pm
Wednesday, August 5
Egypt vs Nigeria – 9:00 pm
Malawi vs Zambia – 9:00 pm
Thursday, August 6
Cape Verde vs Cameroon – 9:00 pm
Mali vs Ghana – 9:00 pm
SuperSport Brings All the Live Action
Catch every match of WAFCON Morocco 2026 live on SS Football (Ch. 202, GOtv Ch. 61) and SS Football Plus (DStv Ch. 202) on DStv and GOtv. Fans can also stream every match live on DStv Stream from ₦6,000, with no decoder or dish required.
By Aduragbemi Omiyale
At least for the next four seasons, DStv and GOtv subscribers are guaranteed access to all UEFA men’s club matches on SuperSport.
This is because CANAL+, the parent company of MultiChoice, which owns DStv and GOtv, has secured the exclusive broadcast rights to all UEFA men’s club competitions across Sub-Saharan Africa through 2031, ensuring SuperSport will continue to broadcast the UEFA Champions, Europa and Conference Leagues live to DStv and GOtv subscribers.
The four-season agreement, which begins with the 2027/28 campaign, covers more than 40 countries across the region and includes exclusive rights to the UEFA Champions League, UEFA Europa League and UEFA Conference League.
In English- and Portuguese-speaking Africa, SuperSport will continue as the exclusive broadcaster of UEFA club competitions, bringing the continent’s biggest European club matches to DStv and GOtv subscribers. The agreement also restores full UEFA Champions League coverage on CANAL+ Sport channels in French-speaking Africa, alongside the UEFA Europa League and UEFA Conference League.
The rights deal further strengthens CANAL+’s sports portfolio, which already includes major football competitions such as the Premier League, LALIGA EA SPORTS, Ligue 1, the Betway Premiership and the ongoing TotalEnergies CAF Women’s Africa Cup of Nations Morocco 2026.
The agreement ensures football fans across Sub-Saharan Africa will continue to enjoy live coverage of Europe’s premier club competitions on SuperSport when the new rights cycle begins in 2027.
“We are very proud of this new partnership, which gives us exclusive rights to all UEFA Men’s Club competitions across more than 40 countries in Sub-Saharan Africa.
“For four seasons, until 2031, our subscribers will enjoy the thrill of the UEFA Champions League, UEFA Europa League and UEFA Conference League’s biggest matches. Today, CANAL+ offers the most attractive sports line-up across Sub-Saharan Africa, and the acquisition of these rights is a perfect illustration of that.
“We would like to extend our sincere thanks to UC3 and to the teams at Relevent for once again placing their trust in CANAL+, following our recent agreements in France, Switzerland, Belgium, Poland and Austria,” the chief executive of CANAL+, Mr Maxime Saada, stated.
The start of a football season always tricks people a little. Everything looks fresh. New shirts, new signings, clean tables, confident managers, fans talking themselves into hope again. Then the first few matches arrive, and half the predictions start wobbling. That is what makes early-season betting interesting. It is not tidy yet. Manchester City may still be Manchester City, but that does not mean they are sharp from the first whistle. Arsenal might look strong on paper and still need time to settle. Chelsea can have another summer full of noise and still leave bettors guessing. Real Madrid might have the stars, but even stars need minutes together. The first weeks are not about certainty. They are about spotting who is ready before the market fully catches up.
New Signings Need Time
Transfer excitement can make people rush. A new striker arrives at Arsenal and suddenly every goals market feels tempting. Manchester United sign a defender and people start talking about clean sheets. Chelsea add another expensive player and the same old question comes back: does this actually fix the team, or just add another name? Sometimes a signing changes everything quickly. More often, there is an awkward stage first. A forward needs to learn where the passes come from. A midfielder needs to understand the press. A centre-back needs to build trust with the goalkeeper and full-backs. That is why early-season betting after the Betway app download should not treat a new signing like a finished answer. The name matters, but the fit matters more.
World Cup Legs Will Matter
This season also carries the weight of the World Cup. Some players will come back flying. Some will come back flat. Some may start the season with managed minutes because their clubs cannot afford to burn them out early. That can change player markets fast. A bettor looking through the betway app before a weekend card should not only check the famous names in the lineup. Look at who played deep into the World Cup, who missed pre-season, who came back late, and who is being protected by the manager. A star on the pitch is not always a star at full speed.
Early Tables Can Lie
The first league table always looks more dramatic than it is. One big club drops points, and everyone starts asking if there is a crisis. One promoted side wins at home, and suddenly people talk about momentum. A striker scores twice, and the golden boot conversations begin before anyone has really learned anything. That noise can be useful, but only if bettors do not get swallowed by it. Early results need context. Did the team actually play well, or just finish two chances? Did they control the game, or survive pressure? Was the opponent missing key players? Did the manager rotate because of fitness?
Patience Beats The Big Prediction
The new season will settle. The strong teams will usually rise, the weaker squads will get exposed, and the table will start to make more sense. But the opening weeks are different. They are full of strange fitness levels, overhyped signings, tired stars and teams that are still trying to remember what they are meant to be. That is why betting on the upcoming season should start slowly. Do not fall in love with last season’s form. Do not trust every transfer story. Do not assume every World Cup star is ready to carry club football straight away. The value is often hiding in the messy part, before everyone else agrees what the season really looks like.
