The high stakes of Africa's gambling boom
Africa’s gambling market has witnessed a meteoric rise in recent years. Driven by a youthful population, increasing access to the internet, a larger uptake in smartphones and technological innovation, Africa’s increase in gambling promises to direct its trajectory toward becoming a leader in global iGaming.
Countries like Kenya, Nigeria and South Africa are emerging as key players. Growth in the African gambling landscape is rapid. The potential for operators is huge. But as with everything that turns to gold, this rise comes with potential socioeconomic and regulatory challenges. Concerns about gambling addiction and vulnerable populations overspending remain the downsides to such a steep advancement.
The numbers behind the growth
When examining the statistics, the scale of gambling participation in Africa is mind-blowing. In Kenya, gambling is already a fixture for young adults. Over 50% of 18–35s have placed bets, making it more common than not. Sports betting is the most common type of gambling. A 2024 survey by GeoPoll revealed that 82.81 percent of Kenyan respondents placed bets in the past year.
With its vast online sports betting sector, estimates suggest Nigeria has over 60 million people actively engaged in betting activities, contributing to a market worth around $2 billion annually. South Africa, often considered the continent’s gaming hub, accounts for almost half of Africa’s total gambling revenue. In the 2023–24 financial year, South Africa’s gambling revenue hit ZAR 59.3 billion ($3.2 billion), with online betting leading the way. A 2024 Infoquest survey revealed that South Africa’s younger gamblers engaged in gambling activities eleven times per month. This study highlights the depth of gambling’s reach in everyday life.
High participation is apparent in Ghana and Uganda, too. A 2024 GeoPoll report, Betting in Africa, pointed out that 73 percent of Ghana’s youth and 71.4 percent of Uganda’s youth engaged in gambling activities. This report also highlighted that Tanzanian youth have the highest average spending among gamblers in East Africa.
Football betting dominates across the continent. For 76.53 percent of gamblers, football betting tops the list. And in Kenya, convenience is king — 70 percent now favour mobile platforms to place their bets. Technology has a vital role to play in Africa’s iGaming growth.
Beyond the headlines and inside the reality
SiGMA News gained exclusive insights from Job Weku, a senior expert and BDM at FAZI, with over a decade of experience in the African gambling sector. We began by asking whether these statistics reflect what he sees on the ground. “No,” says Weku. “I see stats predicting that in the games market, the number of users in Africa is expected to amount to 419.2 million by 2029. This is not the case. Currently, Nigeria, DRC, Ethiopia, Tanzania, South Africa, Kenya, Mozambique, Angola and Ghana alone give you approximately 420 million users. If you add up other countries, the numbers exceed 600 million. By 2029, they might increase by 30 percent with technological advances, better internet penetration and the acceptance of mobile money in Africa.”
He adds, “If the revenues reported are based on these wrong figures, then it’s not a true reflection of what’s happening on the ground.”
Are there regional differences not captured by these continental figures?
“Yes. Sub-Saharan African countries, where iGaming is largely regulated, offer data that’s easier to capture. In contrast, many North African nations prohibit gambling altogether, pushing it into the illegal market. That makes it very difficult to assess the true scale of gambling activity there.”
How mobile tech made betting mainstream
There’s no denying that technology has driven much of the growth in Africa’s gambling market. A growing uptake of smartphones, affordable internet and more stable connections with increasing speed have allowed millions to access online gambling platforms conveniently. Mobile betting apps are popular, as they offer many options, from football betting to virtual casinos. One factor that has contributed to Africa’s upward trajectory is the introduction of cash-outs.
Technology has also diversified gambling activities. Although football is king, online slot machines and lotteries are increasingly popular. The user base in Africa’s online gambling market is set to grow to 11.4 million by 2029, proof of how the continent embraces technology and digital platforms. But with rapid innovation comes a new set of challenges.
We asked Weku whether tech is improving or worsening the industry. He didn’t hesitate to say, “We are experiencing incredibly rapid technological advancements.“
“These are causing seismic shifts in regulatory frameworks and evolving player preferences, proving that the industry is fuelled by unending innovation and adaptation.“
“The rapid increase of affordable smartphones, mobile apps, mobile money, AI and so on are posing both negative and positive effects. But the same solutions are also being developed through tech.”
Cybersecurity threats are rising. According to Job, the answer lies in strong countermeasures: “Multi-factor authentication, end-to-end encryption, and regular security audits are now essential.”
He adds that the industry is also leaning into RegTech. “Stakeholders are finding it difficult to keep up with rapidly changing regulations. RegTech solutions are now automating compliance and providing real-time updates on regulatory changes.”
Technology is changing the game, but at what cost?
From payment processing to AI-powered retention strategies, Weku notes that operators are leveraging tech to boost engagement and protect players, but it’s a balancing act: “Operators need to create a balance between profitability and ethical considerations. AI can detect problem behaviours, support self-exclusion, and embed responsible gaming messages.”
He continues, “Tech has also led to a rise in payment diversity. Operators are partnering with multiple providers and using blockchain for faster, safer transactions.”
Yet with more competition comes the need for better retention. “AI-driven analytics now help implement loyalty programmes, update games, and create community features to keep players engaged.”
Gambling problems and addiction concerns
Challenges present themselves in burgeoning markets. In 2023/24, thousands sought help for gambling addiction in South Africa, with young people making up a sizeable share. Claire Heckrath, Managing Director of InfoQuest, warns of the dangers of widespread accessibility. Heckrath noted that gambling had become a “constant companion” for many young Africans.
While some see gambling as recreational, with the odd parlay or accumulator bet on a weekend or a punt on a big event, others are drawn to gambling because of financial desperation. More often than not, these bettors chase their losses, hoping for a quick win to break even. Research shows patterns that need a firm focus on responsible and safe gambling, as well as targeted interventions to reduce addiction and financial harm.
We move to the sensitive subject of whether support systems for gambling addiction are currently strong enough to meet rising demand. “In developed markets, they seem strong enough. But in Africa, no,” says Weku. “Opportunities to gamble are everywhere, especially in Sub-Saharan Africa. But support systems, prevention programmes, and treatment facilities are scarce, especially for youth.”
He outlines four essential responses:
- First, enforce underage gambling laws.
- Second, increase public awareness.
- Third, boost funding for mental health and addiction support.
- Fourth, build collaboration between governments, civil society, researchers, and treatment providers to develop real public health strategies.
Spending patterns and frequency
Spending patterns for African gamblers vary by region. The GeoPoll 2024 report suggests most respondents spend modest amounts, often less than USD 5 per month. For the average user, this is affordable. Tanzanian youth report the highest spend, followed by their Ugandan and Ghanaian counterparts. Younger gamblers tend to rely on surplus funds or reinvest winnings. Only a small percentage uses gambling as a primary source of income.
The frequency of gambling is a crucial factor when we examine the depth of gambling penetration in Africa. Younger demographics gamble more often, with daily betting reported by 17.76 percent of respondents and weekly betting by 32 percent. This consistent activity highlights gambling’s integration into the daily lives of many. These figures will only grow as Africa’s gambling boom reaches new heights.
Projections for Africa’s gambling market
The future of Africa’s gambling market is bright. According to Astute Analytica, Africa’s online gambling market is expected to reach $11.27 billion by 2032, driven by mobile-first users and regional innovation. This is notably higher than earlier projections and reflects the scale of mobile-first uptake and localisation trends.
Online casinos and lotteries will continue to grow significantly, with current projections pointing to steady year-on-year increases. South Africa’s love of sports betting positions them for substantial growth. Egypt currently holds the largest market share, while Ethiopia is recording the fastest growth rate at 20 percent CAGR.
Weku believes the growth in mobile betting presents new, unforeseen challenges for regulators. He says, “The rapid growth of mobile betting has raised concerns about corruption, match-fixing, and data protection. There are issues with team owners having stakes in gambling companies, and challenges around enforcing fair play and transparency.”
He points to the increasing use of RegTech and secure systems to counter this. “iGaming operators are now required to use certified random number generators, offer deposit limits, and enforce self-exclusion tools. We’re also seeing new data protection measures come into play: encrypted transactions, secure servers, and strict KYC compliance.”
But underage gambling remains a primary concern. “Many countries now require age verification and onboarding KYC checks, including video verification,” Weku notes. “Still, we see minors gaining access through parents or using shared credentials.”
What safeguards are in place, or still missing, when it comes to underage or first-time gamblers?
“Minors are often bypassing security measures with ease,” says Weku. “Online games rarely verify players deeply. Even when they do, children often gain access using family details. Some parents even act as de facto bookies for their kids.”
He adds, “Regulated online gambling is better than offshore markets, but we need family-level education too. Parents need to understand the risks. Gambling isn’t a bonding activity. It is an adult product, and it must be treated that way.”
Protecting players in a booming market
So, how can African nations balance market opportunity with the moral responsibility to protect vulnerable groups?
Weku believes in a multi-layered approach. “Operators must follow responsible gambling codes, and their ads must be clear, accurate, and responsible,” he says. “This includes disclaimers, avoiding risky messages, and promoting healthy behaviours like setting limits and viewing gambling as entertainment.”
He advocates for creative solutions: “Use AI to monitor gambling patterns, block harmful behaviour, and deploy interactive features on platforms like Instagram and TikTok to teach users about safe gambling.”
User-generated content can also play a role. “People sharing their own stories around gambling can help break the stigma and encourage others to seek help,” he says. “Operators can support this while building genuine community engagement.”
Africa’s gambling market may explode, but regulation is lagging. Across the continent, many nations still lack the laws needed to protect players from addiction, underage access, or exploitation. Africa must implement cohesive and effective regulation across its borders to enable continued growth. This market maturity also needs to benefit economies without worsening social inequalities.
Experts are demanding stronger rules. They want better age checks, more self-exclusion options, and limits on gambling ads. South Africa’s Responsible Gambling Foundation has made progress, but most countries still have a way to go yet. If the market is going to grow, it needs to protect its players, too.
Beneath the boom, cracks appear
Africa’s gambling market is gaining pace. A tech-savvy youth, cheaper smartphones, and better internet are all pushing it forward. Although great opportunities exist, operators must balance them cautiously for long-term moral, financial, and business success. The challenge is balancing this expansion with responsible regulation and support systems.
The numbers point to growth, and the potential is clear. But if Africa’s gambling industry is to thrive long-term, it needs more than momentum — it needs strong hands on the wheel.
