Africa is a market with tremendous potential, often overlooked due to the focus on North and Latin America. Its vast population of 1.3 billion people and unique dynamics present a significant opportunity for the sports betting industry.
There are also challenges around infrastructure, the prevalence of feature phones over smartphones (according to GSMA, smartphone penetration across sub-Saharan Africa is just 43%), the high cost of data to consumers (the same report noted that mobile internet penetration is at 25%) and a banking system dominated by mobile payments.
But if these hurdles can be cleared, and if operators can deliver a localised sports betting experience to players in the countries they identify as being viable for their business, then success can absolutely be achieved.
This is a high-growth region – according to a comprehensive research report by Research and Markets, the gaming market size in Africa is estimated at more than 2 billion USD in 2024 and is expected to reach 3.7 billion USD by 2029, growing at a CAGR of 11.62% by the end of the forecast period.
The opportunity is especially exciting for local bookmakers making a move online.
These companies already have a presence in the region, have large and loyal player bases and have a deep understanding of the cultural quirks and player preferences. Of course, new, online-only brands can also succeed, so long as they deliver the experience players are seeking.
Localisation really is vital in Africa and must cover everything from bonuses and payment options to odds, markets andthe content offered to players.
In terms of content, we have seen a huge demand for fast betting experiences for both traditional sports and esports. Thisis why we have pulled out all the stops to bring our full suite of products to the African region via deals with big-name operators such as SportyBet.
But what do we mean by fast betting content? And why is it key to operator success in Africa?
Fast betting refers to sports games or events that unfold rapidly, allowing for quick betting opportunities. Bettors can have several bets in play across different games simultaneously.
It includes short-duration matches and high-frequency events, enabling swift betting markets. Fast betting takes place 24/7/365, offering players constant opportunities to bet, and helping sportsbook operators fill gaps in their offerings.
This type of betting is popular globally, especially in Africa, due to near-instant bet settlement, appealing to Millennials and Gen Zers. With Africa’s younger population, operators need to offer fast betting content to engage players effectively.
Fast betting works exceptionally well on mobile, crucial in Africa where many rely on mobile phones for entertainment.Operators must offer quick betting experiences, as mobile users prefer short, engaging activities over longer ones.
By offering fast betting content, operators can stand out from competitors. Africa, with its 1.3 billion people, presents one of the largest betting markets globally. The diverse and ever-changing betting opportunities provide more variety and choice, leading to a superior player experience. Players can engage with fast betting content round the clock, unlike traditional sports.
BETER runs a wide range of fast betting content across major sports including our flagship in-house Setka Cup table tennis tournaments, Ping Pong Point tournaments and BSKT Cup basketball league. The last two offerings are run in partnership with official organisers and federations.
We also have a comprehensive esports offering, delivered via our proprietary ESportsBattle tournaments which include eFootball, eBasketball, eHockey and CS2.
In total, operators can offer more than 45,000 monthly events (across sports and esports) alongside 24/7 streaming, real-time data and our in-house traded odds. This ensures a constant supply of fast betting content to meet all player preferences and expectations.
Another key consideration for operators is the integrity of the content they are offering. There is still a lack of trust between players and the brands and betting products they engage with (not just in Africa but worldwide) and operators need to work hard to overcome this.
This is why we have a dedicated Integrity team that sets the standards for the organisation of each tournament, match andathlete conduct. The team of more than ten specialists also covers any issues that arise around potential match-fixing – another concern players have, especially in emerging markets like Africa.
The hardline approach taken by our Integrity team has all but eradicated match fixing from our content with just 0.02% of matches over the past 12 months being flagged as suspicious.
This is really important as it means operators can offer our content to players with the highest degree of confidence. This in turn allows them to build trust with bettors, which is vital to the long-term success of a brand in any market especially those new to online sports betting.
We are really excited by the Africa opportunity and are already working with pioneering operators who understand the need to take a highly localised approach with fast betting at the core of their offering and are looking forward to working with more as the market continues to unfold.
The article was originally published at iGaming Gazette.
