It may be seen as patronising to question why there aren’t many truly pan-African operators. After all, there are very few operators that have a brand presence across Europe, which is a more mature market with relatively low barriers to operating across borders. However, regulatory issues can hinder operators in Europe. Similarly, in Africa, there are very few operators with brand names that work in multiple countries. Regional gaming seems to be the limit of ambitions for now. Below are some examples of pan-African players:
- Editec – Premier Bet
- Pari-Mutuel Urbain
- Powerbets
- 1xBet
- Betway
- SportPesa
- Bet365
- Dafabet
While many European bookmakers serve players from Africa, it is not a priority for most. They tend to enter Africa through partnerships with local operators. African markets are regulated at a country level, and the cultural differences between countries create challenges for pan-African operations. Brand loyalty is strong among local African brands, making it difficult for external brands to compete. However, as economies of scale come into play and technology platforms improve, pan-regional brands are expected to emerge in the future. The attractive demographics of Africa and the untapped market potential are drawing the attention of international operators. Local companies currently dominate the market, but this may change with the entry of external operators and potential M&A activity.
The full InnovateChange Africa Report, which provides more insights into the African gaming market, will be published later this week. This report precedes ICE Africa Digital, the continent’s major B2B gaming trade show, which will be held on the SwapCard platform from October 27th to 29th.
