Supported by
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“ I think that the economic story for Africa is going to be amazing over the next decade , provided politics and pandemics don ’ t
get in the way ”
DAVE MCDOWELL , FSB TECHNOLOGY
When looked at on a countryby-country basis , the degree to which gaming in Africa is dominated by South Africa becomes clear . It contributes 48 % of the total , followed by Morocco ( lottery ), Nigeria and Kenya .
And those considering the African market need to look at it on a country-by-country basis , say those with experience in the continent . “ The most important part is to understand that Africa is not a country – it is a continent with 54 countries , with many , many more different traditions , betting behaviours and habits ,” says Hmayak Arakelyan , senior sales manager at Digitain .
“ The biggest cultural challenge has been to understand that in
23 %
Online percentage of estimated Africa betting GGR of $ 1.15bn in 2020 , with the mobile channel accounting for just over half of this figure . some of the countries , Kenya and Nigeria , for example , betting is not just entertainment but rather a sort of lifestyle .”
Murray Spark , senior director at Opera Gaming , adds : “ The mistake made by many operators when assessing the African opportunity , is to assume each market , country or region is similar and launch a one-size-fits-all product .
“ Aside from the obvious language , cultural and religious differences , one sees significant differences in ARPU , betting behaviour and trust . We have seen fundamental differences between regions and even neighbouring countries , such as Uganda and Kenya . Aside from the macroeconomic influences ,
October 2020