Online gambling is more popular among Africans from almost all countries on the continent than ever before. The market is projected to be worth about US $2.36 billion by 2028. Despite this growth, online gambling remains a small portion of the total gambling market in the continent when compared to retail or land-based gambling. Africa has only a few dozen large casinos, but plenty of betting shops across many of its biggest countries. However online betting is growing fast. So how come that is happening?
This article, focusing on South Africa but with a look to the wider continent, will look at regional dynamics and key markets, the legal and regulatory landscape, future trends to watch out for and possible challenges to growth. All so you have a complete picture of what online gambling means in Africa today.
Mobile Expansion is a Growth Driver Across the Continent
Africa, by and large, has a very youthful population, more and more of whom are becoming internet connected by cheap smartphones and lowered connectivity costs. This also means that there is significant room for expansion – currently around 40% of Africans have personal internet access.
Secondly, mobile payments and mobile technology have been widely embraced across the continent. Startups in South Africa and Nigeria in particular have pioneered African-based tech solutions for mobile payments. Thirdly, many African countries absolutely love sports. Football is popular across the continent, and rugby is massive in South Africa.
If you’re looking to bet in Africa, you want a top-tier internationally recognised online sportsbook. One with the best odds, promotions, rewards, bonuses and, of course, the top markets from the wide world of sports, from football to rugby to cricket or handball.
Interestingly, many Africans predominantly follow and bet on European football leagues, following African stars in the Premier League, Ligue 1, Serie A and La Liga. Global sports leagues, broadcasters and operators are keenly aware of this, and investment has poured into African sports in recent years.
These combined factors make sure both the demand and the technical supply for sports betting and other forms of gambling are there, and both are growing.
South Africa is the Key Regional Market, Nigeria Not Far Behind
The biggest online gambling market on the continent is South Africa. Recent analyses have suggested that the market will be worth around USD$3.6 billion in 2025. South Africans predominantly bet on mobile, around 81% in fact. Over 70% of South African’s own a mobile phone, where only around 15% of people own a desktop or laptop PC.
There have also been unique innovations in the country, taking advantage of the unique gambling laws to legally offer fixed odds casino betting games – while traditional online casinos remain illegal.
Meanwhile, Nigeria has a much larger population than SA – but reporting is patchier. It is estimated that around 60 million people are active sports bettors in Nigeria, but a smaller fraction of that is on mobile. Many Nigerians prefer to bet at local betting shops, often times on the black market. The online segment is growing however, and gambling influencers are proving increasingly popular on Nigerian social media.
Growth Looks Strong but Future Far from Certain
Although growth is expected to continue for the next few years, there may be some pitfalls ahead. Online gambling legislation is patchy across the continent, creating confusion for customers and businesses that stifles innovation and legal growth across borders.
Africa’s high inequality across regions mean many people living in rural areas simply don’t have the income to spare on gambling, or might not be connected to the internet at all. While coverage and general living standards are improving for millions, a significant chunk of Africans look likely to remain priced out of betting online in the immediate future.
Although millions of Africans are betting online right now, the total market may only account for around 1% of the population. A far cry from the 6% in Europe or 25% in the USA. That could mean there is huge room for growth, or it could mean a large percentage of people just aren’t interested in online gambling. The truth is probably a mix of the two.
What are the Trends for a Future Outlook?
Overall though, the trajectory for the online gambling market in Africa does appear promising. The online segment is expected to grow at a rate of roughly 6.3 % between 2024 and 2028.
Emerging trends such as the innovative fixed odds casino games in South Africa, the expansion of crypto payments in places with limited banking options and increased government attention on betting markets are things to certainly watch out for.
Digital literacy is also important. Knowing what makes a reputable online operation is important, and as more people come online in the next decade it will be more important than ever. Expect sports and gambling to continue to grow closer together and extend promotional efforts, but responsible gambling and digital education will also be considered.