Africa Emerges as a Strategic Growth Market for the Global Gambling Industry

Countries such as Nigeria, Kenya, and South Africa are leading this transformation in Africa, showcasing strong demand and regulatory openness that support the rise of land-based casinos, sports betting companies, and online gambling platforms. These markets are attracting significant investment and interest from global players eager to tap into Africa’s large, youthful, and increasingly connected population.

According to The Business Research Company, the global gambling market will reach $618.69 billion in 2025, and Africa plays a significant role in this growth due to the rapid development of the online segment. The main growth drivers are:legalisation of gambling;

urbanisation and the growth of the middle class;

technological progress.

South Africa remains the largest gambling market in Africa, accounting for an estimated 40–50% of the continent’s total gambling revenues. In 2023, player bets in South Africa exceeded R1.14 trillion (approximately $63.1 billion), with sports betting alone contributing around 60% of total market revenue. Although online casinos are officially prohibited, they remain widely accessible, fueling annual market growth of around 20%.

The market is regulated by the National Gambling Board (NGB), which faces several challenges—most notably, outdated legislation and regulatory gaps in the online sector. The current legal framework, based on the 2004 National Gambling Act and its 2008 amendments, does not fully address online gambling. This regulatory grey area allows some operators to function without full oversight. Additionally, tax disparities persist: online bookmakers pay significantly less tax than land-based casinos, creating an uneven competitive landscape.

In Nigeria, one of the fastest-growing gambling markets in Africa, it is projected that the industry could reach $500 million by the end of 2025. Growth is being driven by a large and youthful population, improved digital infrastructure, and the presence of both local and international gambling operators. The country has legalised sports betting, casinos, lotteries, and online gaming, all of which require a local licence—creating a foundation for both market development and regulatory oversight.

Kenya is also experiencing growth in the gambling sector, particularly following the reduction of the betting tax to 7.5%. This has attracted more operators and enabled the market to grow within a regulated framework. Kenya is considered a pioneer in mobile payments for gambling, especially through the M-Pesa platform, which has become the backbone of online betting in the country. The sports betting market is growing at 15–20% annually, and online casinos are gaining popularity, driven by gamification features and personalised offers. The country’s regulatory authority, the Betting Control and Licensing Board (BCLB), is actively working to strengthen oversight by introducing stricter licensing requirements and advertising restrictions to protect vulnerable groups.

Overall, the rapid expansion of Africa’s gambling market is outpacing regulatory initiatives. In Nigeria, Kenya, and South Africa, legislation often lags behind technological advancements and market trends. For instance, online casinos remain illegal in South Africa, yet are readily accessible via international platforms—highlighting significant regulatory gaps. In Nigeria, the lack of clear standards for online gambling increases the risk of fraud, while in Kenya, growing regulation may begin to limit innovation.

Overcoming these challenges requires close cooperation between national regulators and parliaments to harmonise legislation and introduce technological integration tools (blockchain, AI).

For Ukraine, Africa's experience is a valuable example of how the relevance of legislation to the current situation and the prompt response of legislators to dynamic changes in the market can prevent a number of fairly predictable problems that are easier to prevent than to deal with.