South Africa, Nigeria and Kenya lead Africa’s betting market expansion
Growth in these markets has been driven by increased use of mobile platforms, wider smartphone adoption and strong interest in sports betting.
South Africa.- Africa’s betting market continues to be led by its largest economies, with South Africa, Nigeria and Kenya accounting for a significant share of the continent’s gaming activity.
Growth in these markets has been driven by increased use of mobile platforms, wider smartphone adoption and strong interest in sports betting. Combined, these factors helped lift Africa’s gaming revenue from US$3.08bn (€2.62bn) last year to US$3.2bn (€2.72bn) this year.
As participation rises and digital payments become more widespread, the continent’s major betting markets remain central to the industry’s steady expansion.
South Africa remains the largest market, with sports betting revenue projected at around US$800m (€680m) in 2026, up from US$768.6m (€653.3m) in 2025. The country has a participation rate of about 90 per cent among adults who gamble, often through online sites or apps.
Nigeria follows closely, with an estimated 71 per cent participation rate and a market driven by local operators such as Bet9ja and international brands including Sportybet and 1xBet. Kenya, where 79 per cent of gamblers take part, sees daily betting activity supported by services such as M-Pesa, while Uganda and Ghana report rates of 87 per cent and 56 per cent, respectively.
These figures come from surveys highlighting how betting has become a common activity for many Africans, with an average monthly spend of around US$20 (€17) per person in markets such as Kenya.
Growth is being fuelled by rising smartphone ownership, now above 50 per cent in many countries, expanding digital payment systems and strong interest in sport. In many markets, mobile devices account for more than 80 per cent of all bets, enabling quick wagering on live events. Economic pressures, including limited job opportunities for young people, also play a role, with many viewing betting as a way to supplement their income.
Ronnie Whelan, Chief Executive of KingMakers, said in a recent interview: “Africa is a very exciting, dynamic, growing market… It is definitely experiencing double-digit growth, driven by increasing digital penetration, rising smartphone usage and a young, expanding population.”
