Unlocking Africa’s potential is a growing challenge for operators across the industry, and Betano revealed the hopes behind its own expanding excursion in the region with its recent launch in Ghana.
Kaizen Gaming’s sports betting brand kicked off its expansion plans for 2026 by launching its sportsbook and casino platform in Ghana – joining Nigeria as Betano’s second African market.
Kaizen’s Director of Business Development, George Skarlatos, hailed the potential for Betano to make a lasting impression on Ghana’s gaming market.
Speaking to SBC News, he said: “We believe we can make an impact in the market based on our competitive product advantages and the Betano brand, which is globally well known.
“The strength of the Betano brand is an area we have worked hard to build and is proving to be a competitive advantage. We view our brand as being built by our team and honed through our partnerships. In recent years, we have been very active in building awareness and trust in the Betano brand through our partnerships.”
Betano lands in a market that is well-established and is continuing to grow. In 2025, Ghana’s gaming industry was worth approximately $915.9m, largely driven by continuing demand for online gaming.
Ghana also marks the 20th market that Betano has entered, and Skarlatos detailed the reliance on ‘technology, people and compliance’ to fuel this growth.
“We develop our platforms in-house through multidisciplinary teams, which enables us to innovate responsibly, adapt effectively to local market frameworks, and maintain consistently high operational standards across all markets,” he said, also noting Betano’s ‘mobile-first UX’, which is a vital component for growth in Africa, where increasing mobile penetration has fuelled the continent’s recent rise.
Outside of Ghana, markets such as Kenya, Botswana and Zambia have also demonstrated strong potential, and companies like Kaizen will likely ratchet up their focus on Africa – especially as tax developments in more mature markets place significant pressure on betting operators’ bottom lines.
“Ghana is our second African market, and we believe in the potential of Africa and will review it as we do for expansion in all other regions around the world,” confirmed Skarlatos.
“As with all regions, we continuously assess expansion opportunities, ensuring any new market aligns allows us to deliver a tailored and engaging experience for our customers.”
