Twain Sports, the sportsbook vertical of BetGames, has partnered with Betway to put its African expansion plans into action.
The firm’s T-Basket product will be the first to go live in Africa as Twain seeks to ‘bridge the gap in demand’ for live sport with ‘high frequency entertainment’.
T-Basket features professional athletes competing to score the most points in 60 seconds with eighth players per tournament and a new game every three minutes, broadcast across one hour at a rate of 14 tournaments daily.
BetGames’ VP Sales – Africa, James Everett, said: “Africa as a whole is a hotbed for sports betting and the Twain Sport proposition is perfectly suited to match the rapidly-growing demand for contemporary entertainment in the space.
“We expect T-basket and then T-kick to make a real impact with Betway. As one of Africa’s most trusted names in betting we couldn’t have hoped for a higher profile partner to get started with – the opportunity this represents cannot be understated.”
Making its debut in the continent in collaboration with the Super Group sports betting brand, BetGames’ hybrid sports product will launch initially in South Africa, where BetGames first established a presence in 2015 and has since partnered with several operators.
Twain intends to offer a range of betting markets to African customers, accompanied by a mobile-first designed UI targeting ‘multiple audience demographics’.
In its six-year operational history in Africa, BetGames has identified sports betting as a strong market with growth potential, and is currently looking into expansion in Ghana, Kenya and Nigeria, as detailed by Everett in an interview with SBC News in October.
Twain Sports was subsequently launched by BetGames in June 2022, initially releasing T-Basket as well as the T-Kick football themed tournament, with additional plans to expand its portfolio throughout 2023.
Looking ahead, Twain seeks to leverage Betway’s ‘significant customer base’ in South Africa, where the operator has curtailed market visibility through a partnership with the T20 Challenge Twenty20 cricket tournament, among other deals.
Mark Rowles, Betway Head of Marketing, added: “We’re excited to launch the Twain Sport offering across our African markets and look forward to seeing the traction of this innovative new feature across our existing offering.”