Exploring iGaming Opportunities in Africa: Trends, Pitfalls, & A Vision for 2025

With WA.Technology’s Director of Operations for Africa, Hayley Joseph

Africa is a unique continent of many nations whose individual stories meld to create a vibrant community of iGaming enthusiasts. The continent’s exponential growth with rising internet and mobile access, increasing young adult population, and transforming regulatory environment mean operators are increasingly looking to Africa and its iGaming potential.

Join us as we explore the considerations, key trends, and potential challenges those in the African iGaming industry face. Learn from the best with expert advice from WA.Technology’s Director of Operations for Africa, Hayley Joseph, as she offers her professional perspective on the industry’s trajectory and advice for operators looking to establish a successful foothold in the region.

The African iGaming Landscape: An Overview

The emerging and established regions of Africa’s iGaming markets have consistently grown since their inception. The expansion of mobile connectivity and internet access has eased the way for potential investors and brought iGaming to a larger audience than ever before. 

Statista data puts projected revenue from the African online gambling market at US $1.85 billion by the end of 2024, with the expected annual growth rate (CAGR 2024 – 2028) to reach 6.28%. Online sports betting is likewise projected to reach the heights of US$ 0.86 billion by the end of 2024.

Pretty good for a continent with such a sporadic spread of tech access and affordability.

Mobile & Internet Penetration: Key Growth Drivers

Sub-Saharan Africa has seen a significant rise in mobile internet users. Mobile penetration in the region is anticipated to hit 50%, while unique mobile subscribers are expected to rise to 700 million by 2030. In North Africa, 290 million+ people now own a mobile phone, with a high use of 5G network coverage (Research and Markets). 

As mobile and internet penetration continues to rise and the availability of mobile devices becomes more widespread, iGaming will continue to increase. Alongside tech access, mobile payment methods have also eased the situation. Methods such as M-Pesa have simplified transactions and made online use more accessible and convenient.

Regulatory Environment: Mixed Regulations, Clear Opportunities

The varied regulatory frameworks throughout Africa mean there are many approaches to iGaming for operators. Some countries, such as South Africa and Kenya, have built their established industries to successful standards. In contrast, others are less defined or have no market at all, with all forms of gambling prohibited. 

For this reason, the prospect of any new operator or provider venturing into Africa can be a daunting and often risky undertaking. It is, therefore, essential for any prospective African brand to work closely with experienced and qualified professionals who understand the nuances involved when it comes to laws, licences, and regulations.

Key Challenges for iGaming Operators in Africa

The regional challenges of the African iGaming scene can present many hurdles and procedures that operators must navigate with careful consideration and expert guidance. 

Operators beginning their iGaming venture in the African market must contemplate the following:

1. Reliability and Stability: 

Websites and apps must be optimised for each region. Intermittent internet access requires lightweight, resource-efficient technology to avoid disruptions, ensuring smooth usability and first-rate uptime.

2. Local Experts and Presence: 

Remote operations can be demanding and arduous. How things appear to outsiders may differ when viewed with a local eye. Smooth processes require proven expert support, either located within the market itself or from those with demonstrated, extensive experience working in said market. 

3. Understanding the Audience: 

Local players’ unique preferences must be considered and acted upon. Knowledge of demographics cannot be underestimated. For example, complex bonus systems and tiered promotional strategies that engage with European or American players may put off African players who are unused to or sceptical about such offers. Simple promotional campaigns and personalised offers work best.

4. Payment Flexibility: 

Another vital aspect is payment methods. Entering Africa with only bank transfer and credit card deposit methods is a surefire way to halt brand progress before it begins. Vast areas of Africa still have low traditional banking access, so various payment options, including mobile wallets, are crucial.

5. Cultural Sensitivity: 

Personalisation and localisation are vital to successful operations. Everything from language and game themes to sportsbook sports choices should be localised for improved engagement. Operators should also be mindful of any local regulatory limitations regarding certain types of gambling. Not all verticals and gambling types are permitted in all regions.

Hayley Joseph’s Perspective on iGaming in Africa

Hayley Joseph, Director of Operations for Africa at WA.Technology, has been recognised as one of the most influential women in African iGaming and recently received a prestigious nomination as an Ambassador for Women in Gaming, The African Chapter, for her pivotal role in advancing the industry and building cross-continental collaboration.

Hayley heads up all things Africa at WA.Technology, including the specialist WA.Africa product, and frequently speaks publicly about Africa and its future in iGaming. Hayley recently participated in two successful Africa-related panels at SiGMA Europe, giving insights from across the continent and discussing why it’s the region to watch. 

As Hayley has observed the market’s transformation first-hand during her 20+ years in the industry, she shares her insights for operators manoeuvring in the region.

"As the Director of Operations for Africa at WA Technology, I’ve had the privilege of observing the iGaming landscape across the continent and its transformation into a thriving industry. During my long and varied career in Africa, starting in land-based operations before embarking on online gambling, I observed remarkable growth and many changes and developments. To stand out from the crowd, operators must understand local contexts and respect the intricacies of Africa.” 

“Africa’s players are young adults, digitally active, and keen sports fans – particularly about football (soccer). For example, countries such as Nigeria, Kenya, and Angola have a huge percentage of football fans.” Hayley explains that “Their interest extends beyond the African Cup of Nations (which is very popular) with bettors keenly following international leagues and competitions such as the English Premier League.”

Hayley also emphasises the importance of casinos, especially in countries like South Africa and Kenya. “Casino is steadily making an increasing impact in Africa. Mobile-friendly solutions have allowed a much wider audience to engage with casino games. Slots, table games, and poker are widely enjoyed. Localised game options – with local themes and languages – are particularly popular. Many players appreciate localised games that reflect cultural themes, providing familiarity in gameplay.”

Hayley continues, “Lottery-type games, like Lucky Numbers, have always been popular. A broader African audience enjoys the simplicity of the lottery. Esports are also gaining ground. The younger adult demographic includes many avid PC and console gamers. Nigerians, Kenyans, and South Africans have brought about a surge in competitive gaming – so it makes sense that esports betting would also grow.”

Hayley then stresses the importance of embracing technological advancements, such as AI, mobile-first design, and blockchain, and how they’ve driven growth in the sector. 

“Mobile technology remains the single most transformative factor in African iGaming. Widening the accessibility kickstarted the surge we see today. Mobile payments like M-Pesa have made transactions easier and more secure. Data analytics and AI-driven personalisation have vastly improved the customer experience and bettered security and risk management. This improved trust reassures players that fraud detection and protection are priorities. Cryptocurrencies and blockchain security are attractive to young adult players who understand the need for high-tech operations.”

She continues, “Looking ahead, Africa’s market will continue to develop and change, shaped by stabilising regulations and improved access to better technologies to meet the needs of the young adult populations. Players here expect a simple, seamless experience that makes betting fun and secure.” 

Hayley advises operators, “To succeed in Africa, you must adapt to local market conditions and invest in localisation and infrastructure. Operators prioritising quick payments, transparent support, and an accessible platform will establish trust vital in African markets.”

Hayley concludes, “As a Women in Gaming Ambassador and a recognised leader in the industry, I am proud to be part of the growing community of influential women in iGaming and to have contributed my insights at SIGMA Europe recently. I look forward to many more similar ventures in the future. We are witnessing history in the making in Africa’s iGaming sector, and the future looks incredibly bright.”

Outlook for iGaming in Africa: 2025 & Beyond

As internet access, mobile penetration, and regulations evolve, we will see further expansion and formalised, established markets across the vast expanse of Africa, creating a more stable environment for operators.

WA.Technology is committed to supporting operators in Africa and the rest of the world. WA.Technology’s expert insights and personalised and localised solutions drive its WA.Africa omnichannel platform and successful African operations. Spearheaded by Hayley Joseph, new and established African operators that collaborate with WA.Technology can rest assured that they are in the safe hands of a dedicated expert team whose passion and determination constantly provide the best solutions for demonstrated brand success.

Achieve in Africa 

Africa’s iGaming sector is at the threshold of great things. Growth and exciting opportunities to ignite the passion for iGaming are ready for operators willing to meet the challenges head-on with the support and guidance of the right solutions provider. By combining strategic local insight, technological innovation, and regulatory adaptability, iGaming businesses have the potential to thrive and make a positive impact on the continent.

To find out more about how WA.Technology and WA.Africa can bring success to your African iGaming brand, 

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