Predictions of the next big thing are a common running theme across many aspects of life on a global scale, with the gambling ecosystem not averse to leaping on this trend.
The African continent is one jurisdiction often associated with such forecasts, and TVBET is an example of a company that is incredibly buoyant regarding its own prospects within the region.
Talking to CasinoBeats, Emily Asava, TVBET Sales and Business Development Manager in Africa, assesses the company’s current standing in the region, how to overcome key challenges to achieve success, which nation’s have the highest prospects and much more.
CasinoBeats: Thanks a lot for taking the team to speak to us today. To begin, could you give us a brief overview of the current gambling landscape across the African ecosystem?
Emily Asava: Hello, SBC team! Happy to talk to you again, too.
When talking about gambling in Africa, we can confidently say that players increasingly prefer to play on mobile devices rather than go to land-based points.
This is thanks to the development of mobile internet in the region. Many players have no time to attend traditional casino halls nowadays. Furthermore, the constrained game options, stringent dress codes, and various other disliked factors contribute to this shift away from such venues.
Herewith, the gambling landscape in Africa isn’t consistent across the continent; in some countries, gambling is more popular than in others. South Africa presently stands as the largest gambling hub, contributing over 40-50 per cent of the region’s gambling revenue. According to South Africa’s National Gambling Board, the country’s gambling sector rakes in approximately ZAR 30bn ($2.1bn) annually.
Following closely is Nigeria, the continent’s second-largest gambling market, marked by a swiftly expanding online gambling sphere. Kenya, Ghana, and Uganda also feature prominently in Africa’s gambling scene. For instance, Kenya boasts an estimated annual gambling industry value of around KES 200bn ($1.8bn), primarily driven by the popularity of mobile sports betting.
CB: How would you describe TVBET’s current standing across the region?
EA: We feel ourselves confident in Africa, particularly within the specified regions of South Africa, Kenya, and Nigeria. However, we recognise a significant scope for further growth and advancement, and our efforts are actively directed toward these objectives.
Within these regions, we’ve observed a keen interest among players in our TV games. These offerings blend the excitement of betting with the familiarity of traditional lotteries, all presented in a captivating live format.
This unique fusion has resonated deeply with the gaming community, drawing considerable attention and engagement from enthusiastic participants. As a result, we remain dedicated to enhancing and expanding these offerings to meet the evolving preferences of our audience in Africa.
CB: What would you identify as the major challenges/hurdles that must be overcome to achieve success in the numerous jurisdictions across the continent?
EA: Well, the biggest difficulty is, of course, knowing all the features of regulations in different African countries, as well as ways to gain access to these markets. But with good lawyers and experts in their field, overcoming these challenges will not be difficult.
It is also essential to always keep your finger on the pulse and monitor regulation changes. In some regions, the market is opening its doors; in others, the jurisdiction is becoming stricter. Therefore, you must always be aware and follow the news. But I don’t think this is a big problem for those who love their craft and businesspeople ready to develop here.
CB: Would you say that players have demonstrated a fondness for any particular type of game? If so, what are these and how will TVBET best capitalise on this?
EA: We can definitely say that African players like our live lotteries namely KENO, WheelBet, 7Bet, Lucky6 and others. Our games blend classic gaming rules with an extensive array of betting options, catering to both traditional gambling enthusiasts and sports betting fans.
In terms of our ongoing development, we continuously enhance our games’ interface and gameplay while introducing new positions. Recently, we introduced a new iteration of KENO known as Fast Keno.
What sets this game apart is its minimal downtime between draws, allowing players to engage more frequently and place more bets! Despite the swift pace, the rules remain classic, eliminating the need for players to acquaint themselves with the game from scratch.
CB: Which region/s would you identify as those that possess the highest prospects across the region? Where should industry attention be focussed and why?
EA: Several regions in Africa could be highlighted as the top regions for gambling. I would say these are South Africa and Nigeria. As it was mentioned above, South Africa boasts the continent’s largest gambling market, generating the country’s gambling sector rakes in approximately ZAR 30bn ($2.1bn) annually.
This thriving industry has witnessed a significant surge in online casinos in recent times. Interestingly, the country’s gambling landscape encompasses various forms, including casinos, betting, limited payout machines, bingo, and more, contributing to its robust market presence within Africa.
Nigeria follows closely behind South Africa, hosting a swiftly expanding igaming market. As the continent’s largest economy, Nigeria sees a burgeoning interest in gambling due to its populace having disposable income for betting activities.
The gambling scene in Nigeria operates under the regulations outlined in the National Lottery Act of 2005. This comprehensive law serves as the guiding legal framework for all gambling endeavours within the country, ensuring adherence to specified regulations and standards across the industry. Additionally, mobile technology has significantly contributed to the growth of online betting platforms, reflecting Nigeria’s evolving landscape of gambling preferences.
But these are not the only countries for igaming market development. Ghana, Kenya and Uganda should also be considered. And as in any other region, we’re always waiting for more and more countries to start regulating gambling, meaning new open doors for igaming suppliers and operators.
CB: What can we expect from TVBET when it comes to Africa through 2024 and beyond?
EA: Growth and development! We are interested in the African market, and we see great prospects here. So we don’t stop and continue to look for new partners for cooperation in the region, because we know how to please the players
