BetGames is capitalizing on the strong demand in South Africa, but according to James Everett, the company’s Africa Sales Director, there are even more opportunities throughout Africa’s casino market. Everett discussed the untapped potential he sees in the region during a conversation with CasinoBeats.
He suggested that online casino gaming might surpass sports betting within two years, driven by an unprecedented increase in technological adoption.
Reflecting on the past decade, Everett noted that online casinos remain a relatively new concept in Africa due to regulatory acceptance and the evolving web and mobile infrastructure, which has delayed this market’s growth. Nevertheless, he pointed out that Africa is currently the fastest-growing continent, particularly regarding technology, and this growth is reflected in its gaming market.
In the last few years, more game providers have tapped into this market, recognizing the opportunity presented by developing infrastructure and a more educated population. Mobile betting remains the most popular option among players, leading operators to prioritize mobile-first gaming.
When asked about the most popular regulated markets, Everett confirmed South Africa’s position as the largest in terms of gambling turnover, followed closely by Nigeria, which has significant traffic. Ghana, Kenya, Tanzania, and Ethiopia are emerging markets that have recently seen growth, and BetGames is eyeing these countries for expansion due to their promising prospects.
Discussing connectivity issues, Everett indicated that mobile infrastructure has improved greatly, resulting in mobile betting outperforming desktop options. The rise of modern smartphones has prompted providers to rethink their strategies, adapting to the growing demand for mobile-friendly gaming experiences.
Gambling preferences in Africa differ from Europe, with sports betting remaining dominant. However, Everett cited a rising interest in online casinos, driven by increased accessibility to affordable mobile technology. Virtual games, which gained prominence during the pandemic, continue to thrive in the region, drawing a distinct contrast to other markets where virtual gaming mainly served as a temporary alternative.
As for player acquisition, Everett believes online casinos do not rely solely on cross-selling from sportsbooks, as they increasingly attract players on their own merits. He anticipates significant growth for online casino offerings in the next couple of years, especially as acceptance by regulators increases. The familiarity of land-based casinos supports the expectation for rising online casino demand, enabling players to enjoy gaming from home or on the go, thanks to advancing mobile infrastructure.
Looking to the future, Everett emphasized Africa’s vast potential, highlighting Ghana, Kenya, Nigeria, Tanzania, Ethiopia, Cameroon, Congo, Zambia, and Uganda as key markets for growth. Although Africa may lag behind in technology compared to more developed regions, the rapid rate of adoption presents a unique opportunity for companies seeking to enter one of the world’s fastest-growing markets.
