Stian Enger Pettersen, from EveryMatrix, offers a unique insight into Nigeria. The country is poised to be Africa’s largest slots market.
EveryMatrix, a pioneer in providing compliant gaming technology solutions to Nigerians, is one of the first content aggregators who has brought a wide range of diverse and exciting games to Nigeria.
Our seventh Slot Trumps Report serves as a primer for those who are unfamiliar with the world of online casino games. It sheds light on trends, player behavior, and key players.
Internet penetration in Nigeria
In general, the Nigerian market has a lower Internet penetration rate (42%) than other markets we have covered in Slot Trumps Reports. The average internet penetration in Europe is 89% and in LatAm it’s 68%.
Nigeria has a lower bandwidth compared with other African markets. It is also lower than previous markets in Europe or Latin America that we’ve analysed.
Statista reports that this trend is quickly reversing, with Nigerians using mobile internet increasing by 20% between 2023 and 2024.
The igaming sector in Nigeria is characterized by a unique environment. Operators should first look at lightweight casino games. They must be optimized for minimal data usage and to work on limited network speeds. In order to keep audiences entertained, it’s important to accommodate lower-end browsers and devices.
Our data shows that different game developers choose to address this specificity in different ways. Some game providers, for instance, provide games without sound in order to reduce the size of their games. Some choose to create games that are small in size right from the start for African markets.
Slot Trumps Nigeria: Early-stage player behaviour
Does this have an impact on the behaviour of players in Nigeria? In our Slot Trumps report, we take a closer look.
In our initial data from Nigeria, we noticed some distinct player behaviors and trends. The lowest average wager of all the games in our SlotMatrix Network is what stands out.
Slot Trumps’ Nigeria report shows that players on average spend EUR0.24 for each spin of the 40 top games. It is a significant amount less than the EUR1 global average.
Nigerians have not yet shifted their online gambling habits to casino games from their sports betting. This is due to their preference for lower volatility games.
The current internet penetration levels and bandwidth can help explain this. When these aspects improve, it is possible that the demand for online casino gaming will increase.
Bonus features are still very appealing, despite the fact that they cost less than usual per spin. It is a great way to convert across all verticals. Free spins in-game (55% of the top 20 games), are an excellent example. Jackpots are also included in 35% of the top 20 games. Also, we recommend that you look at other options like buy features.
In-game bonuses such as free spins give Nigerian players much more time to play. This can be linked with our large dataset of 90 days.
We expect that as the market grows, average wager sizes will decrease. The market will grow as more brands of online casinos, vendors, and content become available.
Get instant Nigeria Market Share with Slot Trumps Strategies
Success in Nigeria depends on tailoring the content to local tastes, behaviours and preferences. If you get this right, the market has great potential. Operators must also consider the size and mechanics of games when localising content.
To ensure that their audiences have the best online casino experience, they should also adopt a strategy that puts mobile first. The market is constrained by its technological limitations. If you concentrate on this now, then you are also preparing yourself for the future market.
Would you like to learn more? SlotMatrix can assist operators who are looking to expand their operations in Nigeria, or launch an operation there. Our experts will assist in developing the best content mix for generating early revenue and capturing instant market share.
Understanding Nigerian Online Casino Players
EveryMatrix, as the largest igaming aggregater in the industry, has access to data on early player behavior trends. Our partners can better understand the preferences of players and their cultural differences before they enter new markets. Nigeria is, of course, a prime example.
This data can be as important as it is surprising. Asian theme is amongst the five most popular themes for games in Nigeria, along with Classic, Animals Animals Fruits Action.
Flexibility is essential in markets like Nigeria where player behavior and trends are constantly changing. Adapting your content to the local market is a good way to remain agile and capitalise on opportunities. Consider how you can add layers of fun and excitement for your local audience. Gamification can be a good example. Gamification tools like tournaments or tier-based challenges can be used to engage players and attract more local players.
