iGB Africa report - The rise of digital | Page 10

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Africa report An introduction to online gambling in Africa
the differences in traditional betting behaviour , tax structures and mobile payment adoption necessitate a bespoke approach .”
However , on a consumer level , Richard Hogg , chief commercial officer at BetGames . TV , suggests that certain betting trends are evident across the continent . “ The way consumers bet , the amounts they bet , how often they bet , which mobile devices they use , and what they bet on is largely the same across many countries ,” he says .
“ African consumers like big sports multiples , they like the Premier League , La Liga and other top European leagues , and they bet small to win big . Stake sizes do vary slightly according to consumer wealth in each country .”
ONLINE GAMING PROSPECTS
The picture for online gaming is more mixed than with betting , particularly when it comes to regulation , although there are signs of a change of attitude on the part of legislators . “ African governments as a whole are becoming aware that online gaming and casinos offer a great revenue driver ,” says Hogg . “ Regulators are working hard on getting these approved , but it ’ s a lengthy process .”
There are other hurdles to overcome , mainly with regard to technology and bandwidth , says McDowell . “ The graphic-driven casino content is more difficult to distribute . But the segment of the market who are not bothered by bandwidth and battery life are just as engaged with casino games as the rest of the world ,” he explains . “ Technology and regulations continue to evolve ,” says Arakelyan . “ The impact of Covid-19 will drive change too . We have already seen some land-based casinos in the region reach out to us in order for us to help them go online .”
The pandemic will change things in Africa as much as it has for the rest of the global gaming market . Bobby Longhurst , CCO at Pronet , notes , for instance , that esports had previously gained little traction in Africa , but with the suspension of most live sport , its popularity increased .
“ In most west African countries , customers now have access to higher wages and faster internet speeds ,” he says . “ Those from the middle classes wanted to keep following their favourite football teams and they ’ ve done so through esports betting and watching it live on sports streaming websites .” Longhurst adds that the pandemic has proven to be a “ prime opportunity for the savvy to iGB Market Monitor