Africa is increasingly recognized as a pivotal market for the online gambling industry, distinguishing itself from newer markets in Brazil and Latin America, as legal gambling has long been established across the continent. Early players, such as Super Group's Betway, have been active in Africa since the early 2000s.
As interest in African online gaming surges, several longstanding brands that were instrumental in the continent's gambling framework are capitalizing on the predominantly young, male demographic that has significantly improved access to mobile internet.
Successful operators and nations are emerging, fueled by sensible regulations and longstanding physical gambling venues, which have positioned them as leaders in market share and size.
Currently, South Africa claims the title of the largest online gambling market in Africa. According to H2 Gambling Capital, South Africa's gross win for 2025 is projected to exceed $5.2 billion (£3.9 billion), nearly five times greater than Nigeria's online market, which is expected to reach $1.6 billion. Online gambling contributes 63% of South Africa's gross win, amounting to $3.26 billion.
Globally, South Africa ranks as the 22nd largest market by revenue, trailing Romania's $5.56 billion gross win in 2025. H2 estimates further growth, forecasting the market will approximate $5.9 billion by the end of 2030.
Peter Kesitilwe, CEO of the African iGaming Alliance (AIA), highlights that despite its rapidly growing digital entertainment sector, Africa presents significant challenges. "What I would see as the biggest risk to the African market is not regulation," he stated. "The issue is the policymakers; they are now coming up with a lot of over-regulation that drives consumers offshore."
Established in 2025, the AIA seeks to foster collaboration among African regulators and operators, addressing issues including rising black market activity and responsible gambling.
Olabimpe Akingba, AIA board member and responsible gaming head at sportsbook tech company pawaTech, attributes some black-market proliferation to increasing taxes on players, which licensed operators find difficult to compete against. She stated, "One of the taxes that really drives people to the black market is those levied on the customers because those are especially hard to enforce on black market operators."
Kesitilwe explained the need for cross-country regulatory cooperation, noting, "You’ll find that regulators in South Africa can block illegal operators, but then another regulator in Tanzania doesn’t have such tools. So if they were to cooperate, these are some of the things that one would adapt to their markets."
The competition in South Africa is intensifying, with Super Group's Betway Africa and HollywoodBets vying for the top position in online market share. This market is described as "by far" the largest of Super Group's eight markets in Africa, according to group CFO Alinda van Wyk. Betway Africa launched in the continent in 2006, initially focusing on South Africa and Ghana.
In the first quarter, Super Group reported an African revenue of $267 million, marking a 33% increase from the previous year. The company has built momentum in South Africa through partnerships with Premier League clubs like Manchester City and Arsenal.
Van Wyk credits the company’s sponsorships for Betway’s competitive edge in South Africa, stating that 94% of its revenue comes from football. "We associated football with Betway via all these magnificent sponsorships," she noted. "People who watch football in the UK will see the Betway brand, and they will also see it in Ghana and South Africa."
She emphasized that Africa is "in our DNA." Recent strategic shifts have seen the group retreat from less successful markets in the US and Europe, redirecting its resources towards African expansions.
Other companies are looking to mimic this model, introducing brand recognition from the UK and Europe to penetrate the African market. Virgin Bet, for example, launched in South Africa in March, marking its first venture outside the UK. Operated by LiveScore Group, which already had operations in Nigeria, Virgin Bet selected South Africa for its strong pre-existing brand recognition.
Gail Odgers, general manager of Virgin Bet South Africa, stated, "Our intention when entering the South African market was really to see which of our brands would be the best fit for South Africa. That inbuilt trust and recognition we get from the Virgin brand piqued our interest."
Odgers explained that they have experience in the local market, which alongside a clear regulatory framework influenced the decision to enter South Africa. Virgin Bet, introduced in the UK by Gamesys in 2019, has a portfolio that includes LiveScore Bet and LiveScore Media. Odgers also underscored the importance of localization in their offerings, learned from their experience in Nigeria.
The complexity of South African regulations, shaped by the involvement of nine provincial regulators, has posed challenges for growth. While national legislation outlines the overarching regulatory framework, the licensing and enforcement details are dictated at the provincial level.
However, Lungile Dukwana, CEO of South Africa’s National Gambling Board, describes this system as an edge over other countries. He explained, "In most of the jurisdictions in Africa, their point of reference in terms of gambling and other economic models is often South Africa."
Dukwana emphasized that provincial licensing must align with national laws, stating, "Our task is to ensure that the implementation of their laws is actually in line with the national legislation."
The key, he believes, is cooperation among provinces: "The function of the national legislation is actually concurrent in the sense that they are licensing and we are overseeing."
In Nigeria, the second-largest gambling market in Africa with an estimated $1.6 billion gross win for 2025, growth is supported by a youthful population, with over one million individuals turning 18 each year. Super Group has invested heavily in Nigeria, although Betway does not currently rank among the top three operators there. Van Wyk confidently states that they are working towards changing that position.
"The most important thing for us is product first. We’re very proud of a localized product," Van Wyk said. She highlighted unique local betting facilities, such as kiosks, which have yet to be fully utilized by their brand.
Nigeria's regulatory landscape is complex, marked by ongoing tensions between federal and state authorities. In 2024, a Supreme Court decision rendered the National Lottery Act void, granting states the authority to independently regulate lotteries and chance games. Subsequently, President Bola Ahmed Tinubu rejected the Central Gaming Bill intended to centralize regulation.
Akingba expresses optimism about the situation, believing the regulatory struggle might be calming and observing the potential for states to unify regulations. Bashir Are, CEO of the Lagos State Lotteries and Gaming Authority, supports collaboration between regulators to tackle illegal gambling. He asserted, "It’s significant because it’s difficult to chase an illegal operator that is operating outside of your jurisdiction."
He emphasized the importance of industry-friendly regulations, stating, "You have to have a policy that attracts business, you have to support the business, and you have to be fair in your taxes and your regulation."
Looking at Kenya, mobile gambling functionality prominently stands out. As a leader in mobile payments, M-Pesa represents around 90% of the market share for mobile money in the nation. Ed Birkin, managing director of H2 Gambling Capital, notes that M-Pesa services only licensed operators, accounting for 70% to 90% of online betting payments in Kenya. This restricts illegal competition and simplifies transactions for leading companies like Betika.
John Mutua, CEO of the Association of Gaming Operators Kenya, emphasizes that mobile money has significantly facilitated betting growth by resolving common payment problems in a way that was quicker and more accessible than traditional banking methods.
Nevertheless, Kenya's gambling sector faces regulatory instability, highlighted by recent tax changes and temporary advertising bans. Yet, the Gambling Control Act 2025 introduced a new licensing structure that Mutua describes as a "fundamental shift" for operators, bringing clarity and addressing both existing and emerging sector issues.
Kesitilwe notes that the Act brings crucial oversight structures and stronger responsible gaming obligations. Continued collaboration between regulatory bodies is critical for adequate gambling infrastructure in the region, according to Akingba.
Van Wyk indicates that the revamped regulatory landscape in Kenya has caught Super Group's interest as a future expansion region since tax structures have become more advantageous. The potential for stability allows for a profitable business pathway.
Meanwhile, Ghana's gambling market is quickly gaining recognition, ranking among Super Group's top three African regions. Increasingly seen as a stable and commercially appealing environment, Ghana is actively working on enhancing its regulatory framework to attract investment.
Kaizen Gaming launched its popular Betano brand in Ghana earlier this year, recognizing the market's encouraging long-term growth potential driven by digital adoption. With a projected online gross win of $903.5 million in 2025, Ghana is establishing itself as a key player in the African gambling scene.
As the combined gross win from Africa’s leading markets reaches values comparable to those of the Netherlands, Taiwan, and Mexico, regulatory improvements and stakeholder collaboration are making these markets even more appealing. In this diverse continent, the approach to localization remains crucial as companies seek to adapt to unique cultural contexts.
Odgers poignantly summarizes this sentiment: Africa is not a place where a simplistic strategy will suffice. For those operators who understand and navigate its complexities, the rewards from the continent's rapidly growing digital economies could be immense, representing one of the most promising growth opportunities for the gambling industry in the long term.
