Africa’s sports betting market is an attractive opportunity for sportsbooks and is projected to be worth around $37 billion by the turn of the
year. In Kenya alone, a 2017 study found that an estimated two million individuals engage in
mobile-based sports betting. Understanding the nuances of the market and betting habits is the best way to capitalise.
Despite Africa effectively being made up of 54 different markets, there are some characteristics common throughout
the continent. Research reveals that bettors rarely stray away from the main football 1×2, total goals or goalscorer markets– 75% of activity revolves around these. Opening up bettors to new markets is a key way to get the
most from Africa. One barrier has been the slow uptake of smartphones as data is incredibly expensive to download apps. Solutions can be found in providing bettors somewhere to log-in, explore markets, deposit, and place bets all from one Hub. Ahead of Russia 2018, the World Cup Hub was launched for Bet Boss (betboss.co.ke) powered by
Bettorlogic data analysis and insights. These Hubs give bettors access to analysis and data at a
relatively low cost. Our partner Truewave optimised (less than 400KB) landing pages with dynamic content
which are integrated with several sportsbook platforms. Local understanding of internet usage patterns and
publisher tie-ups help deliver strategies to achieve big returns. Africa is key market for Truewave, who
have produced excellent results for clients in Kenya, Ghana, Uganda, Tanzania and South Africa. Betslip population
improved by 6x times during the World Cup thanks to the ability to deliver content across mobile, web, social media
and SMS in the region. The Hub features a multitude of reasons to bet on sports which people are comfortable with, but also a few markets not previously considered predicted from user behaviour. Focusing on markets known to be of interest makes the experience more personal and improves the offering. Time difference is a factor, so there is no reason displaying events which are in the middle of the night. It’s a slimmed down sportsbook with excellent engagement.