Africa is generally considered one of the most dynamic markets in the world. While in many areas, African countries lag behind their European counterparts, they are catching up fast, especially in areas related to technology. This is one of the reasons why it is considered “the next big thing” in areas like online gambling.
Many connected people
More and more Africans are now connected to the internet, and this shows both in their shopping – and betting habits. Smartphones are becoming a hub for the digital lives of African users, with everything from online stores, mobile payment solutions, and sports updates in one place. This makes smartphones the perfect means for betting.
In Nigeria, in-person betting is still the dominant form of wagering in sports. In other countries, in turn, mobile is becoming the most-used method. Statistics about the recent online gambling growth in South Africa show that smartphones are the devices the majority of people use to gamble online.
A thriving sports scene
Sports – especially soccer – are really big in most African countries. On the one hand, the local teams in most countries are starting to do better both on a local and a continental level – even globally, in some cases. Just think of the performance of the Senegalese national team that beat Ecuador or the Moroccan national team that was just one game away from winning the bronze medal at the 2022 FIFA World Cup in Qatar.
Interest in European club football has been growing ever since local TV stations started broadcasting matches, especially after some African football stars started to make a name for themselves abroad. And let’s not forget other sports like cricket and rugby, where teams are doing great internationally. South Africa’s Springboks, for example, are one of the top rugby teams in the world.
With a wide availability of sports broadcasts and streams, along with online betting options, drives the growth of sports betting in Africa.
Improved quality of life
Finally, there’s one more thing that helps online gambling develop incredibly fast in African countries: the improvement of the quality of life. According to numbers by the Africa Development Bank Group, the Africans’ quality of life has improved significantly over the last two decades. And the better off the people are, the more of them can afford to spend more on products and services, including betting. Plus, many consider betting a means of making some extra money, which also contributes to its growth.
Africa is the next growth market
In conclusion, Africa is the next growth market, not just in iGaming but in other areas as well. Big consumer companies like Unilever, Coca-Cola, and Nestlé are working on extending their networks on the continent. Major betting companies are doing the same, because they, too, believe that it’s the next big thing in the industry.