Across Africa, the surging mobile penetration is fuelling a new era for iGaming, with the potential of numerous markets in the region growing exponentially.
Across Africa, the surging mobile penetration is fuelling a new era for iGaming, with the potential of numerous markets in the region growing exponentially. Despite the continent remaining the least connected globally, industry experts like Dmitry Starostenkov, CEO of EvenBet Gaming, assert that the growth of online gaming on the continent is an unstoppable “high-speed train.”
Recent research from GeoPoll, as reported by iGaming Times, underscores increasing player engagement with gambling products as technological advancements accelerate across the continent. Dmitry Starostenkov, CEO of EvenBet Gaming, emphasized, as reported by iGaming Times (originally iGaming Expert), that for the market to truly flourish, the continued expansion of mobile penetration is pivotal. He noted that in 2024, only 38% of Africa’s population had access to the internet. While this figure represents a doubling of internet access compared to just seven years prior, it still trails significantly behind the global average. Starostenkov stressed the importance of looking beyond well-connected regions like South Africa and Nigeria to gain a holistic picture of the market. He highlighted the remarkable progress, stating, as reported by iGaming Times, that “Ten years ago, online gaming in Africa seemed impossible, and now, it has come to fruition and boasts strong potential. It is a high-speed train that can’t be stopped.” He acknowledged the continent’s notable technological and connection limits but asserted that no one should “underestimate the importance of a whole new region with a 1.4 billion population being added to the iGaming map in only a few years.”
The ways players engage with gambling products have also significantly evolved. Research indicates that players are tapping into gambling content and platforms on a far more regular basis than previously observed. As a direct result, it has become imperative for gambling firms to develop a deep understanding of the local culture and market nuances specific to each region within Africa.
Starostenkov cautioned, as reported by iGaming Times, that a common mistake is made by many when speaking about Africa, similar to how they reference Latin and South America: treating it as a homogeneous entity. He warned that despite being a single continent, the differences between its various markets are “enormous.” Starostenkov commented, as reported by iGaming Times, that “It’s simply impossible to compare French and Arabic-speaking North Africa with Lusophone equatorial countries or diverse cosmopolitan hubs such as South Africa in terms of culture, the role of gambling and betting in society, and player habits.” He provided specific examples of these differences, noting that while Nigerians might be eager to use crypto payments, Angolans could be extremely wary. Similarly, South Africa might already be familiar with online betting, but almost all other countries south of the equator are not.
He also pointed out, that the extensive work required to make gaming platforms truly localised, including language and other cultural aspects, has “only just begun.” Furthermore, Starostenkov highlighted that there are many markets where players require basic education about gaming due to a lack of a historical gaming culture. In these markets, players may have no idea how to play, manage their balance, or solve potential issues during a gaming session. In such regions, operators, affiliates, and providers must adapt their offerings and marketing tools to ensure that their business model avoids negative patterns such as: registration, bonus, all money lost, and subsequent player churn.
The insights provided underscore that while Africa presents a massive growth opportunity for iGaming, success is contingent upon nuanced understanding, deep localisation efforts, and adapting offerings to highly diverse regional player needs and technological realities.
