Dipo Olowookere
Africa’s emergence as a major growth market in the iGaming sector is remarkable. This is largely due to a technological boom in the area, making smartphones and mobile internet widely available. But it has opened up new opportunities for African players and attracted global iGaming brands to Africa. The resulting iGaming landscape is vibrant and rapidly growing.
Let’s look at some major international iGaming groups that have become household names in African countries.
Betway
Owned by the Super Group, Betway stands as a testament to strategic growth and adaptability. Originally focused on Canada and the UK, Betway has reoriented its efforts to African countries in recent years. Its current portfolio includes the Betway betting brand and Spin, a casino brand. In Africa, Betway Limited is present in South Africa, Nigeria, Tanzania, and Ghana. What sets Betway apart is the way it has ingrained itself into the fabric of African sports betting culture. It has an extensive online presence, sponsorship deals with top sports teams, and spends a great deal on advertising.
Betway’s strategy in Africa includes betting options that cater to local preferences. This localised and community-oriented approach has made Betway resonate with African bettors. No wonder it has become one of the top betting brands on the continent.
1XBet
1XBet’s journey in the iGaming world is marked by strategic market penetration and diverse offerings. Despite some opacity in its ownership, the brand has made significant strides in Africa’s gambling market.
1XBet is known for its extensive betting options, from sports betting to live dealer games and various virtual casino games.
In Africa, 1XBet mirrors its global strategy but with a local twist. It has gained popularity for offering high odds, a wide range of sporting events, and robust live betting options. Operating in several African countries, 1XBet services align with local preferences. Its adaptive technology, multi-language support, and user-focused interface are key to its success.
Sportingbet
Sportingbet is a significant player in the global sports betting and gaming group. Entain’s diverse portfolio includes brands like Ladbrokes, Coral, and others. Sportingbet, originally a British brand, debuted in Africa in 2008. A few years later, it was acquired by GVC Holdings, which later rebranded to Entain.
Sportingbet covers many iGaming options, including betting, casinos, and virtual sports. In Africa, it provides a localised betting experience, adapting to the preferences and cultures of its players. This approach and Entain’s global expertise have positioned Sportingbet as a major player in Africa.
Other brands
Many other brands, some larger, others smaller, are carving out their niches in African countries. Mozzart, a Serbian land-based and online betting operator, has recently expanded in Kenya and Nigeria. 10Bet, Betfred and Boyle Sports compete with local operators like Hollywoodbets and Supabets in South Africa. These brands are operated by international gambling groups hoping to carve out their place in the ever-growing African online gambling market.
The African iGaming market still presents significant opportunities for international gambling groups. Companies like Betway, 1XBet, and Sportingbet have capitalised on these opportunities. Africa’s iGaming industry will continue to expand fast in the coming years. We can expect further
