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.
Sports
League and Cup Drama Anchor European Football Weekend Live on SuperSport
League battles and cup dreams all come under the spotlight this weekend as major fixtures take centre stage in England, Spain, Italy and France. From Wembley semi-finals to heavyweight clashes across the continent, fans can catch the action live on SuperSport on DStv and GOtv.
Premier League & FA Cup: Wembley Pressure, Title Tension
Domestic attention in England is split between the FA Cup semi-finals and a Premier League title race entering a decisive stretch.
Saturday opens at 12:30 PM with Fulham hosting Aston Villa. Villa strengthened their grip on fourth place after a dramatic win over Sunderland and will look to keep pressure on the teams above them. Fulham, meanwhile, need a response after a flat attacking display in recent weeks.
At 3:00 PM, Wolves meet Tottenham Hotspur in a crucial battle near the bottom, live on SS Football (GOtv Ch. 61, DStv Ch. 205). Wolves have already been relegated, while Spurs know victory could lift them out of the drop zone.
The FA Cup semi-finals begin at Wembley at 5:15 PM as Manchester City face Southampton, live on SS Football (GOtv Ch. 61, DStv Ch. 205). City are chasing another domestic double after moving top of the league and lifting the Carabao Cup, though recent wins have come by narrow margins.
Also at 5:30 PM, Arsenal host Newcastle United in a pivotal league fixture. Back-to-back defeats have damaged Arsenal’s title momentum, but with City occupied at Wembley, the Gunners can move back to the summit with victory.
Sunday’s FA Cup semi-final sees Chelsea take on Leeds United at 3:00 PM on SS Premier League (GOtv Ch. 65, DStv Ch. 203). Chelsea arrive under heavy pressure after a poor run of form, while Leeds continue to play with confidence and freedom.
The English weekend concludes on Monday at 8:00 PM as Manchester United host Brentford. United are pushing to secure third place, while Brentford’s resilience continues to make them awkward opponents.
All Premier League and FA Cup action airs live on SS Premier League (DStv Ch. 203, GOtv Ch. 65) and SS Football (DStv Ch. 205, GOtv Ch. 61).
La Liga: Barca Control, Madrid Chase
Spain’s title race edges closer to its conclusion, with Barcelona holding a strong advantage while Real Madrid try to stay alive.
Friday begins at 8:00 PM as Real Betis host Real Madrid. Madrid remain under pressure after recent stumbles, while Betis are chasing European qualification and sensing opportunity.
On Saturday at 3:15 PM, Getafe welcome Barcelona. Injuries have created fresh concerns for the league leaders, but Barca remain firmly in command at the top. Later at 8:00 PM, Atletico Madrid face Athletic Club. Atletico’s recent slump has tightened the race for Champions League places, making this a high-pressure evening for Diego Simeone’s side.
Sunday’s tie sees Villarreal go against Celta Vigo at 8:00 PM. Villarreal have quietly built a strong hold on third place, while Celta continue to push for Europe.
La Liga matches air live on SS La Liga (DStv Ch. 204, GOtv Ch. 62).
Serie A: Milan, Juve Clash as Inter Cruise
Inter Milan remain in command of Serie A, but the race behind them is wide open. Friday at 7:45 PM sees Napoli host Cremonese. Napoli need an immediate response after defeat last time out and cannot afford dropped points in the battle for second.
Sunday begins at 2:00 PM with Genoa against Como. Como’s remarkable campaign has slowed in recent weeks, and they need a win to revive hopes of a top-four finish. At 5:00 PM, Torino host leaders Inter Milan. Inter continue to look untouchable and another victory would move them closer to the title.
The standout tie comes at 7:45 PM as AC Milan face Juventus. Milan are narrowly ahead in second, while Juventus know a win would dramatically tighten the race for Champions League places.
Serie A fixtures air live on SS Africa 2 (DStv Ch. 208, GOtv Ch. 64).
Ligue 1: PSG Lead, European Race Tightens
France offers another crucial round as PSG protect their lead while several clubs chase European places. Friday at 7:45 PM sees Brest host RC Lens. Lens remain in pursuit of PSG and need maximum points to stay in contention.
Saturday begins with Lyon against Auxerre at 2:00 PM. Lyon have surged into the top three and will aim to maintain momentum. At 6:00 PM, Angers face PSG. The champions-elect restored control in midweek and will expect another strong result.
Later at 8:05 PM, Toulouse host Monaco in a key fixture for the visitors’ European hopes.
Sunday features Paris FC against Lille at 4:15 PM before Marseille meet Nice at 7:45 PM in a high-pressure clash for both sides.
Ligue 1 matches air on SS Football (DStv Ch. 205, GOtv Ch. 61), with selected fixtures on SS Africa 1 (DStv Ch. 207, GOtv Ch. 63).
Weekend Highlights
Premier League / FA Cup
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Fulham vs Aston Villa – Sat, 12:30 PM
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Wolves vs Tottenham – Sat, 3:00 PM (SS Football)
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Man City vs Southampton – Sat, 5:15 PM (FA Cup Semi-final, SS Football)
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Arsenal vs Newcastle – Sat, 5:30 PM
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Chelsea vs Leeds – Sun, 3:00 PM (FA Cup Semi-final)
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Man United vs Brentford – Mon, 8:00 PM
La Liga
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Real Betis vs Real Madrid – Fri, 8:00 PM
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Getafe vs Barcelona – Sat, 3:15 PM
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Atletico Madrid vs Athletic Club – Sat, 8:00 PM
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Villarreal vs Celta Vigo – Sun, 8:00 PM
Serie A
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Napoli vs Cremonese – Fri, 7:45 PM
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Genoa vs Como – Sun, 2:00 PM
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Torino vs Inter Milan – Sun, 5:00 PM
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AC Milan vs Juventus – Sun, 7:45 PM
Ligue 1
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Brest vs RC Lens – Fri, 7:45 PM
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Lyon vs Auxerre – Sat, 2:00 PM
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Angers vs PSG – Sat, 6:00 PM
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Toulouse vs Monaco – Sat, 8:05 PM
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Paris FC vs Lille – Sun, 4:15 PM
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Marseille vs Nice – Sun, 7:45 PM
Your Sports Companion
As part of the Canal+ family, SuperSport remains committed to delivering world-class football coverage year-round from Europe’s biggest leagues to global showpieces such as the 2026 FIFA World Cup.
Catch all the action live on SuperSport on DStv and GOtv, with matches also available via DStv Stream and GOtv Stream. Manage or upgrade your subscription via the MyDStv or MyGOtv apps, visit www.dstv.com or www.gotvafrica.com, or dial *288# to stay connected.
Sports
Bid to Restore Full Tax Write-off for Gambling Losses Stalls in the U.S. House of Representatives
An initiative by Rep. Dina Titus, a Nevada Democrat, to restore a 100% tax deduction for gambling losses failed to clear a procedural hurdle. The House Rules Committee declined to advance the amendment to a major spending bill, effectively shelving the issue for the foreseeable future.
What changed in the tax rules and why it became a problem
After last year’s tax changes adopted under the One Bill Beautiful Bill Act, when filing their annual returns players will be able to deduct not 100% of their losses, but only up to 90%. At first glance the difference seems small, but the industry says the impact is significant.
Industry representatives call it the “phantom income” trap. The essence of the problem is simple: a person who over the year lost and won the same amount effectively broke even, but under the new order could still end up with taxable income. Money the player never actually earned turns into “phantom” profit on which tax must be paid.
A further complication arises with winnings obtained through the use of casino bonuses. This includes both bonus funds and free spins. Even if the no deposit free spins, the winnings are still taxed based on the amount won. Such a system looks illogical—and its opponents point to Canada’s experience.
In Canada, casual players generally aren’t taxed at all—and it doesn’t matter whether a player used their own deposit for bets or no deposit free spins. The exception is professional gamblers, meaning people who gamble on a systematic basis and earn money from it.
How events unfolded on Capitol Hill
The week’s developments can be summed up in a few key episodes:
- Dina Titus spoke on Wednesday before colleagues on the House Rules Committee, arguing for the need to include an amendment restoring the 100% deduction in the spending bill (Consolidated Appropriations Act).
- The committee reviewed a package of nearly 70 amendments and did not advance Titus’s initiative.
- On Thursday, the House passed the broader bill and sent it to the Senate without the disputed provision.
The procedural outcome and what the committee’s refusal means
Without approval from the House Rules Committee, the amendment cannot be brought up for a vote as part of the current “must-pass” bill. This means the initiative is put on ice until a new suitable legislative vehicle emerges. The issue is unlikely to return unless the provision is included in another must-pass document later this year or brought forward as a standalone bill.
Dina Titus’s position and supporters’ arguments
Titus tried to fold the provision restoring the deduction into the spending bill, but failed. In a Friday statement, she expressed disappointment that “the House Rules Committee chose not to move forward with legislation to restore the full 100% deduction for gambling losses.” The congresswoman emphasized that “I don’t care how this injustice is fixed—what matters is that it gets fixed. This is a tax on phantom winnings, and it affects everyone who places bets.” The Nevada delegation will continue pressing the case through future appropriations packages or standalone legislative initiatives.
Who will be hit hardest by the 90% cap
According to industry representatives and tax specialists, the cap will hit professional gamblers and high-stakes players first and foremost. Poker players will be among the first affected. High-limit slot players will face a similar problem. Sports bettors will also fall under the new restriction.
The FAIR BET Act as a separate legislative path
Titus is pushing the bipartisan FAIR BET Act, introduced back in July of last year and restoring full deductibility. Last week’s events were an attempt to pass a similar provision not as a standalone bill, but via an amendment to an appropriations package, which would have sped up the process.
Parallel work in the Senate on the FULL HOUSE Act
Parallel work is underway in the upper chamber. Senators Catherine Cortez Masto and Jacky Rosen, both Democrats from Nevada, along with Texas Republican Ted Cruz, are co-sponsoring the FULL HOUSE Act. The bill’s goal is the same: restoring the 100% deduction for gambling losses.
Casino lobbying and the search for a new legislative window
Back in December, executives from the largest Las Vegas casino operators and the gaming industry’s main lobbying group met with Jason Smith, a Missouri Republican and chair of the House Ways and Means Committee. The meeting was part of a strategy: building support among key figures ahead of the next attempts to add the provision to a suitable bill.
Supporters are looking for another bill to amend
The next plan of action boils down to searching for new legislative opportunities over the course of the year. This could be another appropriations package or a separate vote on relevant initiatives. Titus put it succinctly: “There will be other opportunities to get this provision into a bill for consideration on the House floor. I’ll use every one of them until we get results.”
Sports
Uncertainty Between State Governments and the Federal Government Keeps Nigeria’s Gambling Market in Limbo
The crisis in gambling regulation in Nigeria shows no sign of easing. The standoff between state regulators and the federal authorities has entered a new phase after President Bola Ahmed Tinubu rejected a bill in December to centralize oversight of the industry. Now businesses and investors are waiting to see whether 2026 will bring any clarity at all.
Ben Cowe, Marketing Director at Logifuture, outlined the industry’s position in an interview with iGB. The company is a sportsbook platform provider for Bet9ja, the country’s largest betting operator.
What the bill proposed—and why it was rejected
The Central Gaming Bill would have established a national commission that would assume responsibility for centralized regulation of the entire gaming industry. The drafters intended the model to resemble the former Lotteries Act, which is no longer in force.
However, President Tinubu considered that the bill directly contradicts a 2024 Supreme Court decision. The Supreme Court ruled that gambling should be regulated at the state level rather than by the federal government. The bill’s rejection means that a “clean” transition from the federal model to a fully state-based one has still not been formalized.
Business expectations and a call for “common sense”
Despite the prolonged deadlock, Cowe is cautiously optimistic. “We hope 2026 will be the time when common sense prevails,” he said.
According to him, all participants in the process need to “collectively find a system that will work.” Possible formats being discussed in the industry include:
- national legislation with a single rulebook;
- a federal-level coordinating body;
- aligned local committees operating in step with the sector’s interests.
Why the industry needs rules—and what happens without them
Cowe outlined several reasons why businesses are interested in the swift emergence of a clear regulatory framework:
- market safety and protecting players from unfair practices;
- protecting operators from a “rules-free market” scenario;
- the risk of the expansion of offshore operators that pay no taxes and have no obligations to users;
- establishing clear requirements and transparent oversight.
“We don’t want Nigeria to become a free-for-all that offshore operators can simply jump into, grab market share, and not pay taxes,” Cowe stressed.
How the uncertainty affects Logifuture and Bet9ja
Regulatory chaos certainly puts pressure on the legal team, compliance, and licensing. However, operationally the situation looks stable. “Does it affect us day to day? Not really,” Cowe admitted.
The factors ensuring this stability are quite specific:
- Bet9ja is licensed and operates in every state that issues licenses and also, as Cowe put it wryly, “in some states that don’t exactly issue licenses—but act as if they do”;
- more than 20,000 retail outlets operate across the country;
- online access to the Bet9ja platform has not been disrupted.
A unified model and investors
A stronger and clearer regulatory framework could serve as a kind of “green light” for investors, lowering the barrier to entry by making the rules more predictable.
At the same time, the market is maturing. Consolidation is already underway, and a small group of operators dominates. A new brand will require serious investment in building its image, distribution channels, and infrastructure. Even with clear rules, a quick payback is unlikely, and market entry will be strategic and long-term.
Customer acquisition methods are proving effective internationally
In the gambling sector, Nigeria is gradually becoming closer to developed countries with their mature online casino markets. For example, new projects in Europe, the US, or New Zealand have to use a wide range of tools to attract players. These include affiliate marketing, partnerships with streamers and influencers, as well as no deposit casino sign up bonuses and other promotions used to attract newcomers. In Nigeria, all these tools are also being used and deliver results. Moreover, while people in Western countries mostly play for entertainment, in comparatively lower-income Nigeria, as in other countries in the region, people want to make money this way. And bonus offers are even more appealing to them.
Demographics and betting economics
On paper, Nigeria looks highly attractive. More than 1 million people turn 18 each year, creating a “steady pipeline” of new consumers.
However, Cowe cautioned against inflated expectations. The average player’s “wallet size,” the average stake, and other metrics that determine revenue do not point to a fast return on investment. Any entry into this market requires a willingness to take a long-term approach.
A double layer of uncertainty remains
Businesses are counting on a coordinated regulatory system, but until it emerges, the sector will continue to operate amid a tug-of-war over authority between the federal level and the states. The question of which model will ultimately prevail remains open.
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