When you see how many African players are in top European clubs, it makes sense that people there are passionate about football and sports betting
production.“ Our SEO team always monitors the queries and questions that bettors in African countries search,” Kyulyunkov says. In addition, Nostrabet’ s Ask the Expert feature lets users submit questions directly to the team, which not only boosts engagement but provides valuable insight into what users are genuinely curious about – a“ winwin” he describes.
Language choice is also strategic, given the linguistic diversity across African countries. Kenya, for example, is home to 68 languages, with English and Swahili as its official tongues. Although Nostrabet’ s Kenya-facing content is published in English, the team debated whether Swahili might perform better when the site first launched in 2019.
“ We analysed it, and I think English is the better option, so we decided to stick with it. But I know Swahili works for some other affiliates successfully too,” Kyulyunkov says. In contrast, for countries like Cameroon, Senegal and Côte d’ Ivoire, French-language content localisation is key, which Nostrabet will focus on this year.
Websa also uses Telegram to reach African bettors directly – a platform that’ s gaining traction thanks to its relaxed content and group limit policies.“ We have a Telegram group where our in-house tipsters post football predictions daily,” Kyulyunkov explains.“ They also report whether those predictions were right or wrong. Our African bettors are really engaged, and they usually follow the tips closely.”
This community-oriented approach extends to Nostrabet’ s Tipsters league, a free-to-enter game where anyone – professional or not – can submit football predictions and win prizes in Nostracoins. Kyulyunkov says it’ s been instrumental for user retention, keeping bettors active and returning even when algorithm changes affect Google traffic.
Looking ahead
Confident that iGaming regulation across Africa will continue to mature, Kyulyunkov sees major growth ahead. Websa regularly attends the iGB Affiliate and iGB L! VE shows, which he says have helped the team refine its products and connect with global partners. In the future, he hopes to attend more conferences in African countries to meet peers and gain deeper insights into player behaviour.
As for what’ s next for Nostrabet and Efirbet, Kyulyunkov plans to expand its prediction offerings beyond football.“ We want to add rugby and snooker predictions, especially for South Africa, where these sports are becoming more popular,” he says.
As for his personal goal? Kyulyunkov simply wants to keep doing what he loves – combining his passion for football with a career in an ever-evolving industry that challenges him daily and, in his own words,“ makes me feel alive”.
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