East Africa: emerging potential requiring insider knowledge


With a population of 1.26 billion people, Africa is the second most populous continent in the world. It is however crucially a young continent, with 67% of its population under the age of 35, with the ‘working population’ expected to grow exponentially to reach the 450 million mark over a span of 20 years.

As BtoBet's Industry Report outlines, when it comes to the gambling sector it is East Africa that emerges as arguably the most appealing regions of the continent, with rising mobile penetration and a legal landscape in many countries which offers an important basis of stability for operators.

With Africa in general considered as one of the world’s leading innovators when it comes to using mobile technology, it is again Eastern Africa and Kenya which distinguish themselves as one of Africa’s fastest growing gambling markets, with increasing smartphone penetration driving the industry’s rapid expansion.

Despite the fact that the gambling sector is predominantly land-based, there has been a clear growth of mobile use and penetration in the region.

This exponential growth is an indication of the route that the retail side of the industry must take e to satisfy the needs of the gambling community, with this tendency expected to further weigh in favour of a move from shop-only to mobile.

Importance of shops and mobile interaction
BtoBet’s chairman Alessandro Fried stated that a strong operating partnership with the retail side of the industry is fundamental for reaping the full benefits of the mobile experience. The technological aspect must be seen as a maximization of the experience in the shop, with technology itself providing the support to enable the delivery of the strongest betting proposal to players.

This enables the operator to make use of a dedicated set of tools that will allow them to collect the players’ data and process this information to deliver a tailor-made offer and satisfactory experience to the player, regardless of channel.

Alessandro Fried also noted that all those operators thinking about entering or expanding their activities in the African market will have the chance to meet BtoBet at this year’s SBEA edition from the 10th till the 11th April.

Subscribe to the iGaming newsletter