Africa’s gambling market is projected to be worth $11.3 billion by 2032, driven by rapid urbanisation, robust operator advertising, growing internet access and the continent’s predominantly youthful population. That would be almost double the $6.1 billion that the industry generated in 2023.
Dozens of global and local brands, among them Super Group’s Betway, Sun Bet, Premier Bet, Hollywoodbets and AfricaBet, are active on the continent, offering a whole gamut of gambling modes, both online and land-based. South Africa, the continent’s most industrialised and largest economy, is its top regulated gambling market.
The sector has set its sights on the African continent as the next big opportunity and brands are flooding the leading and emerging markets in quick succession. Among those are European giant Kaizen Gaming, which entered Ghana with its Betano brand in February, and leading offshore operator BC.Game in Nigeria, this week. But who’s already winning, thanks to early entry into the continent?
“It’s a little difficult to talk on the continent [as a whole], but certainly in South Africa, the top three operators are Hollywoodbets, Betway and Lottostar,” Sean Coleman, chief executive officer of the South African Bookmakers Association (SABA), tells iGB.
“Betway (also operating in Ghana, Zambia, Tanzania, Malawi, Mozambique, Nigeria and, most recently, Botswana) and Supabets (Zambia, Nigeria, Tanzania and Ghana) have a further greater footprint on the continent as well.” In addition to South Africa, Nigeria, the continent’s most populous nation, Kenya, Ghana and Egypt rank among the top gambling markets in Africa.
Youthful populations driving gambling demand in Africa
The United Nations says Africa has the youngest population globally, with 70% of the people in sub-Saharan Africa being under the age of 30. Although average internet use on the continent is the world’s lowest, having grown from 25% in 2019 to 36% in 2025, per International Telecommunication Union data, it is set to continue growing, particularly in its more developed economies such as South Africa and Kenya.
A 2024 report on Africa’s gambling market by Astute Analytica said the key end users of gambling applications are young adults aged between 18 and 35 years, who also constitute 60% of the user base. People earning between $300 and $500 monthly are the biggest gamblers, often seeking additional income via betting. “Several macro and micro-level factors contribute to the gambling boom in Africa,” the document noted.
“On a macro level, the liberalisation of gambling laws in many countries has opened up new markets. For instance, Uganda’s regulatory reforms have doubled the number of registered betting companies from 15 to 30 in the last three years. Micro factors include the cultural acceptance of gambling as a form of entertainment and the integration of mobile payment systems, which have simplified transactions for users. The market’s momentum is further fuelled by strategic partnerships between local tech firms and international gambling companies, aiming to innovate and enhance the user experience.”
Who are the biggest operators today?
Super Group, which has operations across the continent, reported in February 2026 that its revenue grew by 22% in its 2025 financial year to $2.2 billion, propelled by the strong performance of its Africa portfolio. Revenue on the continent accelerated by 27% year-on-year, the giant said, singling out Botswana after it launched there in February of that year.
The South Africa-focused gaming and hotel company Sun International also recently announced a plan to double its online footprint. Its online gaming arm, Sun Bet, drove the group’s performance in 2025 after the unit’s H2 income grew by almost 80% year-on-year.
Group CEO Ulrik Bengtsson said in March the company would be “more aggressive” in its efforts to gain market share, by focusing on product improvement and development.
Huge potential of the DRC
Katerina Rybachuk, managing partner at London-based law consultancy, Legal Pilot, belives the Democratic Republic of the Congo (DRC) is one of the most lucrative and high-potential markets in Africa. It is largely characterised by an informal regulatory structure, growing demand and limited state oversight.
“In its current state, the sector generates significant cash-based activity, much of which sits outside formal reporting and taxation frameworks, meaning that while the business itself is active and expanding, the government captures only a fraction of its economic value,” she notes.
“This gap is precisely what policymakers are now attempting to address, and it explains why the authorities have effectively chosen a fiscal-first approach: rather than immediately enforcing strict licensing or banning unregistered operators, the priority is to bring the market into view, register participants and begin collecting tax revenue.”
On the brands operating in the DRC, she says the absence of a formal licensing regime makes it difficult to come up with a definitive list. “The landscape remains a mix of regional betting brands and numerous smaller or informal operators, with companies such as Premier Bet, Betika and 1xBet often cited as having some level of presence, particularly in the online space,” Rybachuk observes.
H2 Gambling Capital data shows that South Africa was the largest African market by interactive gross win in 2025 at $3.3 billion (onshore – $2.67 billion, offshore – $587 million); Nigeria at $1.1 billion (onshore – $1.01 billion, offshore – $158.1 million); Kenya at $677.5 million (onshore – $553.7 million, offshore – $123.8 million); and Ghana at $883.3 million (onshore – $695.3 million, offshore – $193 million).
Illegal gambling market a concern in Africa
However, tightening regulatory frameworks and the increase of unlicensed operators pose threats to the growth of Africa’s gambling sector. In South Africa, for example, there is no protection by local regulators from the impact of the illegal market, Coleman points out. At least 50 unregistered online casinos were operating in that market by the end of March 2026.
SABA recently commissioned a study that established approximately 62% of all online gambling activity in that country occured on illegal platforms. The underground market siphons off more than $3 billion in GGR from South Africa every year, with as many as 16 million players having been involved over the past year.
On the importance of stable regulatory frameworks, Coleman tells iGB: “What operators want is policy certainty and stability. Operators make considerable investment and will not stay in volatile markets where regulators or governments increase taxes at short notice.”
Regulations becoming more legitimate as internationals promise further expansion
There is still all to play for in Africa, and expansion is happening fast. What is proving most attractive to operators is strong regulatory frameworks and a clear outlook. Peter Kesitilwe, Africa iGaming Alliance CEO says he is confident strong regulations, which are close to global standards, will set a positive trajectory for growth across core markets like South Africa, Kenya, Ghana, Botswana and Nigeria.
“[In 2026] Africa may see its inaugural multi-country regulatory compact, a coordinated agreement between a small group of regulators to align standards on responsible gambling, payments oversight or data sharing,” Kesitilwe told iGB in January. As regulations become more legitimate, international players will continue to diversify across the continent. After launching in Ghana, Betano committed to further expansion.
“Ghana is our second African market and we believe in the potential of the continent,” George Skarlatos, Kaizen Gaming’s director of business development, told iGB. “Africa’s dynamic markets, growing digital adoption and passionate sports communities present unique opportunities. We stay committed to bringing Betano’s engaging and responsible gaming experience to more players across the region.”
Original article: https://igamingbusiness.com/finance/who-is-dominating-the-african-gambling-market-today/
