The African gambling market is forecast to reach a value of $11.3 billion by 2032, a significant increase from its $6.1 billion valuation in 2023, driven by factors such as urbanization, increased advertising by operators, expanding internet access, and a predominantly young population. This growth underlines the continent’s potential as an emerging market for global and local gambling brands. As a result, companies such as Super Group’s Betway, Sun Bet, Premier Bet, Hollywoodbets, and AfricaBet have established operations across the region. South Africa, holding the title of the most industrialized nation on the continent, remains the most regulated gambling market, underscoring its appeal to operators. The focus on Africa highlights the region as a lucrative opportunity for expansion, attracting brands like European-based Kaizen Gaming, which entered Ghana with its Betano brand earlier this year, and offshore operator BC.Game, which recently launched in Nigeria.
Industry experts identify early entrants as market leaders, with Hollywoodbets, Betway, and Lottostar being prominent in South Africa. The reach of Betway extends beyond South Africa to Ghana, Zambia, Tanzania, Malawi, Mozambique, Nigeria, and Botswana, while Supabets operates in Zambia, Nigeria, Tanzania, and Ghana. Alongside South Africa, Nigeria, Kenya, Ghana, and Egypt are recognized as leading gambling markets across the continent.
Africa’s youthful population is a key driver of this market expansion. The United Nations reports that 70% of people in sub-Saharan Africa are under the age of 30. Although internet usage on the continent lags globally, it is expected to grow, particularly in more developed economies such as South Africa and Kenya, with internet usage rising from 25% in 2019 to 36% by 2025. According to a 2024 report by Astute Analytica, young adults aged 18 to 35 are the primary users of gambling applications, making up 60% of the user base. These individuals, often earning between $300 and $500 monthly, frequently participate in gambling for supplementary income.
The liberalization of gambling laws in various countries also contributes to market growth. For instance, Uganda’s regulatory reforms have doubled the number of registered betting companies in the past three years. Cultural acceptance of gambling as entertainment, coupled with the integration of mobile payment systems, has simplified transaction processes, further propelling market momentum. Strategic alliances between local technology firms and international gambling companies aim to enhance user experiences.
Super Group, with interests spanning the continent, reported a 22% rise in revenue for the 2025 fiscal year, reaching $2.2 billion, largely due to robust performance in Africa. Revenue on the continent increased by 27% year-on-year, with Botswana being a highlighted market following its February launch. Sun International, a gaming and hospitality firm focusing on South Africa, announced plans to expand its online presence. Sun Bet, the company’s online division, significantly boosted the group’s 2025 performance with a near 80% year-on-year income growth in the second half. CEO Ulrik Bengtsson emphasized the company’s intention to be “more aggressive” in capturing market share through product improvement and development.
The Democratic Republic of the Congo (DRC) emerges as a market with high potential, characterized by informal regulation, increasing demand, and limited governmental oversight. Katerina Rybachuk, managing partner at Legal Pilot, suggests that the DRC’s gambling sector, despite significant cash-based activities often evading formal reporting and tax systems, offers vast opportunities. Authorities are now prioritizing the registration of operators and tax collection over immediate strict licensing enforcement.
H2 Gambling Capital data indicates that in 2025, South Africa was the largest African market by interactive gross win at $3.3 billion, followed by Nigeria at $1.1 billion, Ghana at $883.3 million, and Kenya at $677.5 million. However, the prevalence of illegal gambling operations poses significant threats to market growth. In South Africa, for example, the lack of regulatory protection has led to a flourishing illegal market, with an estimated 50 unregistered online casinos operating by March 2026. A study commissioned by the South African Bookmakers Association (SABA) found that approximately 62% of online gambling occurred on illegal platforms, diverting over $3 billion in gross gaming revenue annually.
Stable regulatory environments are crucial for operators, who demand consistent policy frameworks to justify significant investments. Rapid regulatory changes disrupt market stability, discouraging long-term investment by operators.
The prospect of regulatory harmonization across African nations presents an opportunity for market standardization, potentially facilitating responsible gaming, payment oversight, and data sharing frameworks. Peter Kesitilwe, CEO of the Africa iGaming Alliance, suggests that 2026 could see the continent’s first multi-country regulatory compact, aligning standards across key markets like South Africa, Kenya, Ghana, Botswana, and Nigeria.
With regulations gaining legitimacy, international operators are likely to expand their presence across Africa. After establishing operations in Ghana, Betano has expressed intentions to further its footprint on the continent, recognizing Africa’s dynamic markets and increasing digital adoption as significant opportunities.
Moving forward, the key focus will be on the implementation of regulatory frameworks and their impact on market expansion. Observers anticipate that the continued development of coherent policies will play a critical role in shaping the future landscape of the African gambling sector.
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