Battle for Africa’s Gambling Market Intensifies as Growth Surges and Early Entrants Take the Lead

Africa’s gambling industry is on a strong upward trajectory, with projections estimating its value will reach $11.3 billion by 2032—nearly doubling the $6.1 billion recorded in 2023.

This rapid expansion is being fuelled by a combination of urbanisation, aggressive marketing by operators, increasing internet penetration, and the continent’s notably young population.

A wide range of both international and domestic brands are already active across the region, including Betway, Sun Bet, Premier Bet, Hollywoodbets and AfricaBet. These operators offer diverse gambling products spanning both digital platforms and physical venues. South Africa remains the continent’s most advanced and tightly regulated gambling market, reflecting its status as Africa’s most industrialised economy.

The sector has increasingly identified Africa as a major growth frontier, with new entrants rapidly moving into both established and emerging markets. Among the latest developments, Kaizen Gaming entered Ghana with its Betano brand in February, while offshore operator BC.Game launched operations in Nigeria shortly thereafter. Despite this influx, early movers continue to hold a strong advantage.

“It’s a little difficult to talk on the continent [as a whole], but certainly in South Africa, the top three operators are Hollywoodbets, Betway and Lottostar,” said Sean Coleman, chief executive officer of the South African Bookmakers Association (SABA).

“Betway (also operating in Ghana, Zambia, Tanzania, Malawi, Mozambique, Nigeria and, most recently, Botswana) and Supabets (Zambia, Nigeria, Tanzania and Ghana) have a further greater footprint on the continent as well.”

Beyond South Africa, other major gambling hubs include Nigeria—the continent’s most populous country—alongside Kenya, Ghana and Egypt, all of which are experiencing notable market activity.

A key driver of this growth is Africa’s demographic profile. According to the United Nations, the continent has the youngest population in the world, with 70% of people in sub-Saharan Africa under the age of 30. Although internet penetration remains relatively low compared to global averages, it has risen from 25% in 2019 to 36% in 2025, based on data from the International Telecommunication Union. Continued expansion is expected, particularly in more developed economies such as South Africa and Kenya.

Research by Astute Analytica in 2024 highlighted that individuals aged 18 to 35 make up 60% of gambling app users, marking them as the primary audience. Those earning between $300 and $500 per month represent the most active bettors, often turning to gambling as a supplementary income source.

“Several macro and micro-level factors contribute to the gambling boom in Africa,” the report noted.

“On a macro level, the liberalisation of gambling laws in many countries has opened up new markets. For instance, Uganda’s regulatory reforms have doubled the number of registered betting companies from 15 to 30 in the last three years. Micro factors include the cultural acceptance of gambling as a form of entertainment and the integration of mobile payment systems, which have simplified transactions for users. The market’s momentum is further fuelled by strategic partnerships between local tech firms and international gambling companies, aiming to innovate and enhance the user experience.”

Among the major operators, Super Group has reported significant gains, announcing in February 2026 that its revenue rose 22% year-on-year to $2.2 billion in 2025, driven largely by its African operations. The company recorded a 27% increase in revenue across the continent, highlighting Botswana as a standout market following its launch there earlier in the year.

Meanwhile, Sun International has signalled ambitions to expand its online presence. Its digital arm, Sun Bet, played a pivotal role in the company’s 2025 performance, with second-half income surging by nearly 80% compared to the previous year.

Group CEO Ulrik Bengtsson stated in March that the company plans to intensify its efforts to capture additional market share.

He said the company would be “more aggressive” in its efforts to gain market share, by focusing on product improvement and development.

Attention is also turning toward emerging markets such as the Democratic Republic of the Congo (DRC), which is increasingly viewed as a high-potential but under-regulated environment. Katerina Rybachuk, managing partner at London-based consultancy Legal Pilot, described the country as both lucrative and complex.

“In its current state, the sector generates significant cash-based activity, much of which sits outside formal reporting and taxation frameworks, meaning that while the business itself is active and expanding, the government captures only a fraction of its economic value,” she said.

“This gap is precisely what policymakers are now attempting to address, and it explains why the authorities have effectively chosen a fiscal-first approach: rather than immediately enforcing strict licensing or banning unregistered operators, the priority is to bring the market into view, register participants and begin collecting tax revenue.”

She added that identifying dominant operators in the DRC remains difficult due to the absence of a formal licensing system.

“The landscape remains a mix of regional betting brands and numerous smaller or informal operators, with companies such as Premier Bet, Betika and 1xBet often cited as having some level of presence, particularly in the online space,” Rybachuk observed.

Data from H2 Gambling Capital shows that South Africa led the continent in interactive gross win in 2025, generating $3.3 billion (onshore: $2.67 billion; offshore: $587 million). Nigeria followed with $1.1 billion (onshore: $1.01 billion; offshore: $158.1 million), while Kenya recorded $677.5 million (onshore: $553.7 million; offshore: $123.8 million) and Ghana posted $883.3 million (onshore: $695.3 million; offshore: $193 million).

Despite this growth, the rise of unlicensed operators and tightening regulatory frameworks present ongoing challenges. In South Africa, Coleman highlighted the scale of the issue, noting that by the end of March 2026, at least 50 unregistered online casinos were active in the market.

A study commissioned by SABA found that approximately 62% of all online gambling activity in the country takes place on illegal platforms. This underground sector is estimated to divert more than $3 billion in GGR annually, with as many as 16 million participants engaging in such activities over the past year.

Addressing the need for regulatory consistency, Coleman emphasised the importance of stability for operators.

“What operators want is policy certainty and stability. Operators make considerable investment and will not stay in volatile markets where regulators or governments increase taxes at short notice.”

Looking ahead, industry stakeholders believe that stronger and more harmonised regulatory frameworks could support sustained expansion across the continent. Peter Kesitilwe, CEO of the Africa iGaming Alliance, expressed optimism about future developments.

“[In 2026] Africa may see its inaugural multi-country regulatory compact, a coordinated agreement between a small group of regulators to align standards on responsible gambling, payments oversight or data sharing,” he said in January.

As regulation becomes more structured and credible, international operators are expected to deepen their presence. Following its entry into Ghana, Betano signalled plans for further expansion. George Skarlatos, director of business development at Kaizen Gaming, underscored the company’s long-term commitment.

“Ghana is our second African market and we believe in the potential of the continent,” he said.

“Africa’s dynamic markets, growing digital adoption and passionate sports communities present unique opportunities. We stay committed to bringing Betano’s engaging and responsible gaming experience to more players across the region.”

By fLEXI tEAM