A recent report called Francophone Handbook: Augmenting User Experience Through Tailored Content, has found that the African betting market shows “exponential growth” in technology.
BtoBet, an online gambling industry platform and solutions provider released their findings in order to provide essential data and statistics to operators in the region. The 26 countries form an emerging betting market that, while not as mature as its European counterpart, is “interesting” and has a huge potential for growth.
Africa’s Technology Catchup
With the Handbook, BtoBet hopes to assist online casinos and sportsbooks with information on Internet and smartphone penetration, local populations’ access to various financial institutions, mobile money operations and mobile Internet usage.
The International Telecommunication Union, or ITU, has predicted that by the end of 2019 3.9 billion people will have Internet access. This is over half of the world’s population, and marks the first time that global access has surpassed 50%.
Africa is responsible for much of this progress; the number of households with access to the web has rocketed from 3.6% in 2005 to 9.2% in 2018. A lot of this is due to the explosion in mobile technology over recent years. The products and services cost less than their desktop versions, which has enabled more African users to access them.
Interestingly, a huge section of the continent has bypassed the desktop stage entirely, using the Internet for the first time on their smartphones. This “catchup” is what is providing so many business opportunities in the populous region, and generating a lot of excitement for online sportsbook and casino providers. Sites like Bet9ja Mobile have catered directly for the mobile market, and many other brands are following their example.
Expanding The African Portfolio
The Francophone Handbook was released after BtoBet launched a portfolio of dedicated content. In addition to focusing on the African market to create more customised casino and sports betting experiences, the new portfolio offers a virtual “Super League”.
The unique virtual league is intended to satisfy the increased demand among local bettors for virtual sports facilities. Depending on where the operator is based and what their players’ preferences are, the adaptable league platform will include various local teams.
By putting the teams into the same rotation as successful international sides, unique wagering opportunities are created. Betting this way is also really enjoyable, as individuals can follow the development of their favourite players very carefully.
Huge Growth Potential in Africa
Sabrina Soldà, BtoBet’s Chief Marketing Officer, has commented that comparing Africa and Europe is unrealistic, but that ignoring the current numbers would be unwise. The European market is older and more mature, she explains, while payment gateways and Internet and smartphone penetration are still maturing in Africa.
However, Soldà adds, the African population totals well over 1 billion, and more than 65% of those people are under 35. The median age on the continent is 19.4 years, making the market a key demographic for technology providers.
At this age many people are also seeking out the excitement of betting on races and casino games, so the emerging online gambling industry in Africa is doubly appealing. As Soldà puts it, the continent is a solid base for massive iGaming growth.
