The African gambling industry has welcomed a historic expansion period, with the continent's gambling revenue reaching $6.1 billion in 2023, and is expected to increase to $11.3 billion by 2032, almost doubling. The growth is mainly driven by the increase in internet access rate from 25% in 2019 to 36% in 2025, and the young population structure.
United Nations data shows that 70% of the population in Sub-Saharan Africa is under the age of 30, and the 18 to 35 age group constitutes 60% of the core users of gambling applications. Among them, the user group with a monthly income of $300 to $500 is particularly active, viewing gambling as an important way to supplement income.
#SuperGroup's #Betway, with its multinational operating network and continuous financial growth, has become one of the most prominent participants in the African gambling field. Sean Coleman, CEO of the South African Gambling Association, pointed out that in South Africa, the most industrialized and largest regulated market in Africa, the top three operators are Hollywoodbets, Betway, and Lottostar.
Betway has the highest national reach, even extending to Ghana, Zambia, Tanzania, Malawi, Mozambique, Nigeria, and recently Botswana, #Supabets also operates in Zambia, Nigeria, Tanzania, and Ghana.
Specific data further highlights the leading position of Betway's parent company Super Group.
According to the financial report for FY 2025 released by Super Group in February 2026, the group's revenue reached $2.2 billion, a year-on-year increase of 22%, with the African business revenue increasing by 27% year-on-year, becoming a major part of the group's growth. In the first nine months, African revenue accounted for about 64% of the group's total revenue, reaching $646 million.
Super Group's global monthly active customer count reached 5.6 million in 2025, a year-on-year increase of 17%, rising to 6.1 million in the fourth quarter, with the African market contributing the most critical increment.
🔴Betway's standout success is fundamentally due to its precise strategic choices, especially the advantage of early entry and multi-market layout. Before global operators massively entered Africa, Betway had already established operations in multiple countries, setting up localized operation teams. This first-mover advantage allowed it to occupy channel and brand recognition advantages in countries with stable policies and great market potential.
Super Group prioritizes resources in high-growth areas, focusing on Africa and other advantageous sectors after exiting the US market, and meets the demands of young users for mobile instant experiences through product iterations.
The deep integration of mobile ecology and local cooperation is crucial, as the growth of the internet in Africa mainly relies on smartphones and mobile money. Betway simplifies the payment process by collaborating with local tech partners, directly serving users with middle to low monthly incomes.
The final key is brand promotion and market timing. Strong advertising investments combined with sports community culture, and timely entry into emerging markets like Botswana, all validate the accuracy of Betway's strategy.
➡️ After obtaining the official license from the Botswana Gambling Authority in February 2025, Betway quickly launched the betway.co.bw platform through the local entity Delta Bay and initiated localized operations, completing the transition from licensing to full operation within weeks.
The company not only invested millions of Pula in signing a three-year official betting partnership agreement with the Botswana Football Super League but also rapidly enhanced brand exposure through global Premier League sponsorship local conversions, celebrity ambassador activities, and customized promotional events.
➡️ Simultaneously, Betway reached a strategic cooperation with Play'n GO, introducing popular games like Book of Dead and Reactoonz to local players, and committed to creating 109 jobs locally. Betway's operations in Botswana are also considered by the company as one of the most successful new market launches in history.
Compared to this, #Hollywoodbets remains strong in South Africa, 🔴 in August 2025, the company launched Africa's first comprehensive online poker platform through cooperation with EvenBet Gaming, introducing professional poker products like Texas Hold'em to South African players for the first time, filling a local gap in high-end poker casinos.
Sun Bet demonstrated its local deep cultivation potential with nearly 80% half-year growth in online revenue, while #PremierBet and other regional brands are active in informal markets like the Democratic Republic of the Congo.
Premier Bet in the Congo market mainly relies on a mixed retail and digital expansion model. 🔴 In June 2025, the company reached a multi-market cooperation agreement with Jelly Entertainment, simultaneously launching Crash games, slot machines, and instant lottery products in 18 African countries including Angola, Zimbabwe, Malawi, Cameroon, and the Democratic Republic of the Congo; in July of the same year, it renewed contracts with boxing superstar Francis Ngannou, Ngannou personally participating in marketing activities and community projects, further strengthening the brand's trust among young gambling users.
Kaizen Gaming's Betano brand also entered Ghana in February 2026 and will further expand regionally.
Overall, the success of these multinational operators proves that early strategic layout, product localization, and mobile ecology adaptation are key elements to achieving a leading position in the African gambling market. As regulation becomes more standardized and digital penetration accelerates, it is expected to drive the entire African market towards a broader and more mature direction.
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