Across Africa, increasing mobile penetration has fuelled a new era for iGaming, as the potential of a myriad of markets in the region is elevating exponentially.
Recent research from GeoPoll underpinned that an increasing number of players are engaging with gambling products as the growth of tech accelerates.
Providing insight to iGaming Expert, Dmitry Starostenkov, CEO of EvenBet Gaming, says Africa still remains the least connected continent on Earth. Therefore, for the market to grow, the expansion of mobile penetration is pivotal.
He emphasised: “In 2024, only 38% of the continent’s population had access to the internet. While that is twice as many people as only seven years prior, it still trails well behind the global average.
“So sure, there is advancement, but it’s important to stay objective and also look outside the well-connected regions, such as South Africa and Nigeria, to create a holistic picture.
“Ten years ago, online gaming in Africa seemed impossible, and now, it has come to fruition and boasts strong potential. It is a high-speed train that can’t be stopped. When considering the continent’s technology and connection, there are notable limits. However, I don’t think anyone can underestimate the importance of a whole new region with a 1.4 billion population being added to the iGaming map in only a few years.”
Furthermore, the ways players engage with gambling products have also evolved, with research detailing that players tap into gambling content and platforms on a far more regular basis than previously.
As a result of this, it has become imperative that gambling firms understand local culture and market nuances for each region of Africa.
Many people speaking about Africa make the same mistake as when referencing Latin and South America; treating it as a whole, warned Starostenkov. He added that whilst it is one continent, the differences between markets are “enormous”.
Starostenkov commented: “It’s simply impossible to compare French and Arabic-speaking North Africa with Lusophone equatorial countries or diverse cosmopolitan hubs such as South Africa in terms of culture, the role of gambling and betting in society, and player habits. While Nigerians could be eager to use crypto payments, the Angolans would be extremely wary. South Africa could already be familiar with online betting, but almost all other countries south of the equator are not.
“This doesn’t even begin to touch on languages and localisation: the work required to make our platforms truly localised has only just begun.
“Furthermore, there are a lot of markets where players need basic education as a result of a lack of gaming culture in their history. They have no idea how to play, manage their balance, or solve potential issues during a gaming session. In these markets, operators, affiliates, and providers must adapt their offerings and marketing tools to ensure that the operator’s business model will not be limited to a negative pattern such as: registration – bonus – all money lost – player churn.”
