Looking for a new GEO with high conversion rates and room for growth? Welcome to Zambia
Zambia’s young, mobile-first population and growing internet adoption are creating a high-potential igaming market, with low acquisition costs and registration-to-first-deposit conversion rates exceeding 50 per cent.
Press release.- When people think of Africa, countries like Senegal, Ethiopia, Côte d’Ivoire, or Morocco usually come to mind. These markets are developing rapidly and attracting more brands and affiliate teams every year. But what about Zambia? Often overlooked and rarely mentioned at major exhibitions and conferences, Zambia has become a key focus for MelBet Partners & Affiliates. Everyone in the industry knows: when MelBet Partners & Affiliates talks about a country, it definitely has something to offer its audience.
Zambia is one of the youngest markets in the region.
- Population: 21.6 million
- Median age: just 17.9 years
- Core igaming audience: users aged 18-35
- Annual population growth: +2.8%
- Urban population: 47.2%
- Social media users: 3.7 million accounts
- GDP per capita: approximately USD 1,187
- Capital and largest city: Lusaka
- Official language: English, with more than 70 languages spoken nationwide
Zambia is considered one of Africa’s rapidly developing markets with strong long-term potential. Internet penetration has currently surpassed 33 per cent (over 7.3 million active online users), and this figure continues to grow. Around 90 per cent access the internet via smartphones. The market has great potential for attracting new audiences to the mobile segment in the coming years.
All of these factors naturally lead to another advantage: user acquisition costs. Both CPC and CPM remain significantly lower than in many more competitive markets. At the same time, users are comfortable making their first deposits starting from just $1-2. As a result, the journey from registration to first deposit is among the shortest in the region, with conversion rates exceeding 50 per cent.
“Zambia continues to surprise us. Even though the market is still in its early stages, it is fully legal. The industry is overseen by the Betting Control and Licensing Board (BCLB) and the Ministry of Finance, which is why local players prefer licensed operators. For them, it’s about trust, transparent payouts, and confidence that the platform operates in full compliance with local regulations.”
That is where MelBet Partners & Affiliates have clearly succeeded. The brand holds a local licence, allowing it to deliver exactly the kind of experience users expect from a national operator. It immediately eliminates the mistrust factor among local audiences.
When it comes to payment infrastructure, many people assume that a regulated market means limited payment options, such as bank transfers only. However, that’s not the case in Zambia. The market is built primarily around mobile payments. MTN Mobile Money and Airtel Money have long become part of everyday life. Users rely on these services to pay bills, shop online, and fund their gaming accounts.
“The key point is that only locally licensed operators can access these payment systems. We understood this from the very beginning and applied for a licence from the Betting Control and Licensing Board (BCLB). As a result, our partners can confidently feature all the most popular local payment methods in their promo materials and creatives.”
As for entertainment, football is unrivalled. Just like in many other African countries, it remains the main market driver. The highest demand is for:
- The English Premier League
- The UEFA Champions League
- Major international tournaments
MelBet’s extensive line fully covers its audience’s needs, from the world’s premier football tournament to Europe’s top leagues and domestic competitions.
“One of the most important factors is the mindset of people in Zambia. Football, especially the English Premier League, is a huge passion across the country. Many people see betting not only as entertainment but also as an opportunity to earn extra income.”
At the same time, the audience is trying new formats. Over the past year, products with fast gameplay cycles have seen growing popularity, particularly Crash games and virtual sports betting.
These products require little sports knowledge, engage users almost instantly, and perform well even on unstable mobile internet connections. That is why they have already become one of the key drivers of NGR.
As you can see, Zambia today is an amazing market where several important factors converge: a young audience, digitalisation, robust regulation, and strong demand for high-quality sports products. Together, these create a stable source of NGR for MelBet Partners & Affiliates members working on RevShare.
Don’t forget that the exciting MelBet Beyond Limits contest is currently underway, offering participants a chance to win exclusive prizes. The first round has already concluded, while the second is in full swing. Join MelBet Partners & Affiliates for your chance to compete for an unforgettable Formula 1 experience. More information is available on the official website.
