The African market is attracting operators with its young audience, expanding mobile internet access and rapid adoption of online payments. However, the continent cannot be treated as a single market: each country has its own regulations, taxes and player behaviour patterns.
Largest Markets
🔵 South Africa is the continent’s largest market: total gross win exceeded $ 5.2 billion in 2025, with $ 3.26 billion generated online
🔵 Nigeria ranked second with around $ 1.6 billion
🔵 Ghana's online gross win reached $ 903.5 million
What Is Driving Growth
🔴 A young and predominantly male audience
🔴 Mobile products adapted for affordable smartphones
🔴 Local payment solutions
🔴 The popularity of football, which generates 94% of Betway’s African revenue
🔴 Strong recognition of international brands
The Role of Local Payments
In Kenya, M-Pesa accounts for around 90% of the mobile money market and is used for approximately 70−90% of online betting and gambling payments. Only licensed operators can access the service, making it more difficult for illegal platforms to operate.
Key Risks
🔵 Higher taxes may push players towards illegal operators
🔵 In South Africa, licensing is divided across nine provinces
🔵 In Nigeria, regulation has been transferred to individual states
🔵 Simply copying a European product without localisation does not work
Conclusion
Africa offers significant potential for operators but requires a localised approach. Launching an international brand is not enough — products, payments and marketing must be adapted to each individual country.
The main competitive advantage is not only scale and brand recognition, but also the ability to navigate complex regulation and understand the needs of local audiences.
🔵 South Africa is the continent’s largest market: total gross win exceeded $ 5.2 billion in 2025, with $ 3.26 billion generated online
🔵 Nigeria ranked second with around $ 1.6 billion
🔵 Ghana's online gross win reached $ 903.5 million
What Is Driving Growth
🔴 A young and predominantly male audience
🔴 Mobile products adapted for affordable smartphones
🔴 Local payment solutions
🔴 The popularity of football, which generates 94% of Betway’s African revenue
🔴 Strong recognition of international brands
The Role of Local Payments
In Kenya, M-Pesa accounts for around 90% of the mobile money market and is used for approximately 70−90% of online betting and gambling payments. Only licensed operators can access the service, making it more difficult for illegal platforms to operate.
Key Risks
🔵 Higher taxes may push players towards illegal operators
🔵 In South Africa, licensing is divided across nine provinces
🔵 In Nigeria, regulation has been transferred to individual states
🔵 Simply copying a European product without localisation does not work
Conclusion
Africa offers significant potential for operators but requires a localised approach. Launching an international brand is not enough — products, payments and marketing must be adapted to each individual country.
The main competitive advantage is not only scale and brand recognition, but also the ability to navigate complex regulation and understand the needs of local audiences.