Africa is emerging as a major player in the online gambling sector, already home to established legal gambling practices that predate those in newer markets like Brazil. Operators such as Betway, part of Super Group, have been active in the continent since the early 2000s. Now, as the appetite for online gambling in Africa surges, many of these legacy brands are benefitting from a predominantly young and male demographic that has gained improved access to cellular internet.
The leading online gambling market in Africa today is South Africa, which generated a gross win of over $5.2 billion (£3.9 billion) in 2025. This figure is nearly five times larger than Nigeria, the continent's second-largest market, which earned $1.6 billion in the same year. Notably, online gambling accounted for 63% of South Africa's gross win at $3.26 billion.
In global rankings, South Africa is positioned as the 22nd largest gambling market, just behind Romania, which recorded a gross win of $5.56 billion in 2025. Projections suggest that South Africa's online gambling market could reach approximately $5.9 billion by 2030.
Despite the clear opportunities in Africa's booming digital entertainment economy, challenges persist. Peter Kesitilwe, CEO of the African iGaming Alliance (AIA), highlights the risks posed by over-regulation, which can push consumers towards unregulated offshore gambling. The AIA was established in 2025 to foster collaboration among regulators and operators, addressing issues such as the prevalence of the black market and problem gambling.
Olabimpe Akingba, a board member of the AIA as well as head of responsible gaming at pawaTech, notes that increasing taxes are driving gamblers toward black markets, as these taxes are difficult to enforce against illegal operators. Akingba explains that customer taxes particularly push licensed operators into a disadvantage, leading players to seek out unregulated options.
Kesitilwe points out the inconsistency in regulatory enforcement across African countries, using South Africa's ability to block illegal operators as an example contrasted with Tanzania's lack of similar tools. He advocates for greater regulatory cooperation to enhance market conditions.
In South Africa, competition among operators is intensifying. Super Group's Betway Africa and HollywoodBets are vying for the leading position in online market share. According to group CFO Alinda van Wyk, Betway Africa was one of Super Group's earliest markets, entering in 2006 alongside Ghana. The brand's revenue in Africa reached $267 million in the first quarter of this year, a 33% increase from the previous year. Betway's sponsorship deals with Premier League teams like Manchester City and Arsenal have provided significant visibility, contributing to its success. Van Wyk stated that football sponsorship is a key revenue driver, with 94% of their earnings in Africa linked to the sport.
Emerging operators such as Virgin Bet, which began its operations in South Africa in March, also aim to build on previously established brand awareness. Gail Odgers, the general manager of Virgin Bet South Africa, emphasized the importance of leveraging the Virgin brand's existing recognition in South Africa, along with the country’s well-defined regulatory environment. Odgers pointed out the need to tailor their offerings to avoid a one-size-fits-all approach previously applied in the UK.
South Africa's regulatory environment sees nine provincial regulators operating with their own rules, which can create fragmentation, as noted by Kesitilwe. However, Lungile Dukwana, CEO of the National Gambling Board, reframes this as a potential advantage, stating that South Africa's national regulations provide a framework for the provincial authorities, guiding consistency and cooperation.
Nigeria ranks as the second-highest gambling market in Africa, with a gross win of approximately $1.6 billion in 2025. A young demographic, with over a million youths reaching the legal gambling age annually, fuels its growth. Super Group's Betway is actively working to improve its market position, according to Van Wyk. He mentioned ongoing efforts to localize products and adapt to Nigeria’s unique betting landscape, including the prevalence of street kiosks.
Despite its potential, Nigeria remains troubled by ongoing conflicts between federal and state regulators. A significant ruling from the Supreme Court in 2024 asserted state rights to regulate lotteries independently. Following this, President Bola Ahmed Tinubu rejected the proposed Central Gaming Bill which aimed to centralize gambling oversight.
Akingba finds hope for improved regulatory stability in Nigeria, suggesting that the tensions are starting to resolve. Collaboration among state regulators is essential for combating illegal gambling, as emphasized by Bashir Are, chairman of the Federation of State Gaming Regulators.
Kenya is setting the standard for mobile functionality in the gambling realm, particularly due to its reliance on M-Pesa, which dominates the mobile money market. H2 Gambling Capital estimates that M-Pesa accounts for 70% to 90% of online payments in Kenya. John Mutua, CEO of the Association of Gaming Operators Kenya, stated that M-Pesa’s quick and accessible solution for payments has been beneficial in promoting betting.
However, Kenya's market has experienced regulatory turbulence, with significant tax changes and recent advertising bans for operators. Nonetheless, under the new Gambling Control Act of 2025, the market has gained a clearer structure, introducing defined licensing categories and addressing emerging sector challenges.
Now, there is a potential for stabilization that has caught the eye of operators like Super Group, leading Van Wyk to express optimism about possibilities for growth in Kenya as the tax setup becomes more favorable.
Ghana has emerged as a notable player in the African gambling landscape, often overshadowed by the larger markets. Kesitilwe remarked on Ghana’s emerging reputation as a stable and commercially attractive market. In February, Kaizen Gaming launched its Betano brand in Ghana, highlighting the country's growth prospects due to strong digital engagement and a supportive regulatory framework. H2 Gambling Capital recorded a gross win of $903.5 million in Ghana in 2025.
Although challenges exist, the combined gross win of Africa's major markets positions them alongside other global gambling leaders. Stability in regulations and cooperation among stakeholders enhances the appeal of these regions while stressing the importance of localized approaches due to Africa's diverse cultures. Odgers concludes that a mere replication of strategies from other regions won’t suffice; operators that succeed in adapting stand to reap significant rewards in the continent's burgeoning digital economy.
