Africa is one of the gaming industry’s rising markets. Sports betting, particularly football betting, has become the major activity for young African bettors outside the official economy in recent years. As a consequence, industry players target this oversaturated football.
Stakeholders and operators in the gambling sector must consider recalibrating their business relationship.
There is still a lot to do for Africa to become a full-scale business from developing to mature market. The most serious challenge is converting football-obsessed players to other goods. Undoubtedly, young Africans’ fondness for big European leagues has assisted the expansion of sports betting and the exodus of native African players to these leagues.
To find a lasting solution and for the gambling sector to realize its full potential, gaming operators must educate players on the foundations of betting on specific products.
Basketball, table tennis, lawn tennis, rugby, cricket, horseracing, and online casino games all have a market share. South Africa has popularized Rugby, Cricket, and horseracing. It’s popular. Aside from football, Nigerians like table tennis, basketball, and boxing.
Also, eSports betting is an area that requires attention. The Covid-19 ban in Africa and the suspension of major European competitions hit the gaming sector hard,
but football operators were hit particularly hard. However, betting organizations provide eSports betting and simulated virtual leagues to their consumers. This did not work since many sportsbooks are still recuperating from their losses from the post-Covid-19 shutdown. However, the independent study undertaken by E-Play Africa Media in several chosen African nations shows that players in Africa failed to adapt to these goods. According to the study, out of 100 participants questioned, 35% of gamers ignored the goods provided by sports betting businesses owing to a lack of awareness. The remaining 50% admit they are not interested since it is not their favorite sport.
A third of the populace doesn’t know how to gamble on sports. For example, e-sport is huge in Europe and Asia. However,
in Africa, many lack the knowledge to follow the games; gaming operators might solve this by exploiting the current channel. Also, operators must refocus their marketing efforts on other items, such as casino games. Educating players will help the sector develop, even during the football season break, operators will continue to make money, unlike when there is no football activity and most operators in Africa make little money.
Football betting is also a source of income for many casino operators, which may become saturated in years to come as more sports betting businesses enter the market.
The sector has grown exponentially in recent years, aided by digital infrastructure that allows users to access the internet from their homes and mobile devices. Because of this, investors, entrepreneurs, and established worldwide companies are looking at the continent as the next major market. So using the correct tools to educate gamers is critical for long-term progress. Meanwhile, stakeholders and industry operators must rethink their strategies as the football betting market may become crowded and stifle industry development.