A representative from 1xbet summarized the company's participation in SiGMA Africa 2025 and analyzed the key growth factors of the African online betting market.
Interview.- From March 10 to 12, 1xBet participated in SiGMA Africa, the largest professional exhibition in the region. In this interview, a representative of the betting house shared the key growth factors of the African online betting market, the peculiarities of the audience, and the contribution to the development of sports on the continent, stating that "the igaming sphere in Africa has unlimited potential."
What are your impressions of SiGMA Africa?
SiGMA Africa is an excellent platform for exchanging experiences with leading industry professionals. The exhibition allowed the company to strengthen existing partnerships, discuss promising projects, and present innovative solutions. 1xBet will continue to improve its product, offering players and partners the best conditions.
The event took place in South Africa, one of the most developed countries on the continent in terms of online gaming. How do you think the regulation of the sector will evolve in the rest of the continent in the coming years?
The Republic of South Africa is rightly considered the flagship of the betting and gaming industry on the continent. The country is one of the top five global iGaming markets and continues to grow. With a population of about 60 million and a participation rate of 30 percent, it is estimated that about 18 million South Africans place bets. Meanwhile, Nigeria ranks among the top ten countries for online betting, with 65 million people engaging in sports betting there. Kenya completes the top three with steady growth, especially in the sports betting segment.
In 2024, the gaming market grew strongly in many countries, such as Rwanda (+131.62 percent), Malawi (+115.86 percent), the Democratic Republic of the Congo (+87.68 percent), and Togo (+83.21 percent). These figures indicate that the iGaming sector in Africa has unlimited potential.
African governments will try to establish an effective regulatory framework to support the development of the industry and ensure safe conditions for all involved participants.
What are the main specific challenges of the African market compared to the global market?
The gaming market in Africa is not homogeneous. Unlike Europe, there is no unified approach to regulation. Some countries have well-defined laws, while others are still forming their legal frameworks. Additionally, there are countries where gambling is completely prohibited. For example, Kenya and Ghana have transparent regulations, while in Nigeria regulatory powers have been delegated to the states, resulting in a fragmented market. The government of the RSA has worked hard to control the activities of gaming operators and aims to transfer licensing to the regional level. At the same time, Rwanda plans to create a national regulator and review the licensing system.
Another important feature of the African market is the high penetration of mobile technology. Many operators place bets through smartphones, which simplifies access. However, this also poses new challenges for regulators. Often, laws have not kept pace with technology, thus creating legal loopholes. Business in Africa requires a deep understanding of local legislative nuances, but offers incredible prospects. The audience is growing rapidly, and the demand for quality gaming platforms is colossal.
1xBet has a proven track record in various markets, which allows it to develop a comprehensive profile of players in each region. Could you share your vision of the African market in this regard?
The African market is a unique ecosystem where gaming is more than just entertainment: it is part of cultural identity. 1xBet has been operating in this region for a long time and knows its specifics perfectly.
In 2024, the number of betting app downloads almost doubled, while the development of mobile payments like M-Pesa has made transactions comfortable and fast. The demographic factor also plays an important role: more than 60 percent of the population is under 25 years old, while urbanization is advancing at a record pace. All this forms the ideal terrain for the growth of the online betting sector.
1xBet was prepared for this evolution and actively improved its mobile product. The result was the recognition of the brand as BEST IN MOBILE 2025 at the prestigious SiGMA Africa Awards 2025. Football is the absolute leader in preferences, with the Champions League and the English Premier League arousing the most interest. At the same time, the number of fans of esports and virtual games is growing, especially among the youth.
It is worth noting that African players are highly involved in the 1xBet promotion, making the game even more exciting. The brand also has a lucrative offer for online entrepreneurs. Owners of news sites, blogs, YouTube channels, social media pages, and other social media can join the 1xAffiliates program and receive a lifetime commission for each player brought in. The company guarantees high conversion rates, quick assistance from a personal manager, and automatic weekly payments. It is a great opportunity to contribute to the development of the industry and secure a stable long-term income.
In 2024, 1xBet partnered with the African Football Confederation and supports major African football tournaments. What does this agreement mean for the company and what are your expectations for the future?
The support of the African Football Confederation (CAF) and the major tournaments under its auspices allows 1xBet to expand its regional presence and increase its audience loyalty. In the future, 1xBet plans to sign new sponsorship contracts with major clubs and sports federations in Africa and will continue to support the African Cup of Nations and other prominent competitions. Another crucial mission of the brand is to invest in infrastructure and youth programs that help discover new talents.
The sports sponsorship strategy of 1xBet is not limited to its cooperation with the CAF. The brand has sponsorship contracts with the Cameroon Football Federation, the Senegalese Football Federation, the Burundi Football Federation, and the Cameroon Basketball Federation. The company also supports the following football clubs: Diables Noirs (Congo-Brazzaville), PWD BAMENDA (Cameroon), and Kabwe Warriors (Zambia). And that's not all: 1xBet organizes amateur tournaments in Nigeria, Zambia, Kenya, Cameroon, and Congo-Brazzaville, giving young athletes the opportunity to prove their worth at the national level.
For 1xBet, supporting African sports is more than a marketing strategy: it is an investment in the future of the continent. Promoting the sports traditions of the region creates strong ties with players and partners, turning sports into a powerful tool for unity and progress.
If you had to define the African igaming market in a few words, how would you describe it?
