With a population of over 200 million people, a large percentage of whom are neck deep into betting waters, it would be easy to assume that Nigeria has the most prominent gambling industry in Africa. But is that the case?
Nigeria is comfortably ranked amongst the top three gambling nations in Africa, with South Africa and Kenya being the other two countries on the list. Still, the arrangement order varies depending on the metrics you are considering.
In terms of the share number of bettors, there is no competition. The Nigerian population is more than two times larger than that of South Africa and Kenya and therefore has more gamblers than these countries. However, It is estimated that over 60 million adult Nigerians are involved in sports betting. This is roughly the entire population of South Africa and more than 54 million people living in Kenya. However, when discussing gambling markets, the population is just one of many metrics considered and definitely not the most critical factor. It is usually about how much money is being generated and circulated in the industry; that is where Nigeria falls short.
In terms of Gross Gaming Revenue, South Africa is the clear leader in Africa, with the country said to control a massive 40% of the market. South Africa’s gaming revenue is projected to cross the $5 million mark by the end of 2023.
South Africa may have a lower population than Nigeria, but it more than makes up for this with its more robust economy and high GDP per capita. On average, South African bettors have a much larger staking power than their Nigerian counterparts.
It also helps that South Africa has a more developed casino industry. While Nigeria is still heavily dependent on sports betting and lottery, SA is massive on casinos- the biggest gambling vertical in the country.
And given that casino players are generally higher rollers than sports bettors and lottery players, the SA industry can generate more money.
Another metric that may be used to weigh the size of a gambling market is the number and type of operators in the country. Nigeria has quite a few lotteries going around, but there are only about 50 sports betting operators.
Kenya is particularly strong in the sports betting, especially in their online space. According to betting affiliate giants, there are more than 80 licensed betting companies in East Africa.
Kenya has arguably the best financial inclusion in Africa, mainly thanks to the MPesa mobile money platform. This has made it extremely easy for the entire population to send and withdraw money from gambling operators.
Nigeria still has some way to go before usurping its rivals. We have the population, but we don’t quite have the spending power.
Also, international operators tend to fancy a country like Kenya ahead of Nigeria because of the more explicit betting regulations.
Nigerian betting policies still need to be more specific, with a lack of clarity on online betting laws in the country. The fact that there are multiple regulatory bodies also doesn’t help. The National Lottery Regulatory Commission is the federal body, but several states like Lagos, Oyo and Anambra also have independent gaming boards. The state and federal bodies have not always seen eye-to-eye, which is not encouraging for potential operators looking to enter the market. Nigeria has a huge gambling market, but it is not quite as big as it should be. Our poor economy and unclear gambling regulations have combined to pull us well away from our revenue potential.
