African countries combine to form an “interesting betting market” that is marked by an “exponential growth” in technology, according to a new industry report from BtoBet.
‘Francophone Handbook: Augmenting user experience through tailored content‘, provides operators with essential data and statistics for the region’s 26 countries in regards to internet and smartphone penetration, mobile internet usage, the local population’s access to financial institutions and mobile money.
As part of the report, International Telecommunication Union (ITU) estimates that – for the first time ever – more than 50 per cent (or 3.9 billion) of the global population will have access to the internet by the end of 2019.
Much of this progress is coming across Africa, in which the number of households with access to a computer increased to 9.2 per cent in 2018 from 3.6 per cent in 2005.
BtoBet Chief Marketing Officer Sabrina Soldà said that while it is still “unrealistic” to compare Africa with Europe, it would be unwise to ignore the numbers at hand.
“At this stage it would be unrealistic to place Africa on a par with the more mature European market,” she said. “ The local market is still playing catch-up to the more established markets in terms of internet and smartphone penetration and payment gateways.
“Yet to truly consider the opportunities of the market, one should keep in mind that Africa is the second most populous continent in the world with a population reaching well over the 1 billion mark. And what is worthy of notice is that over 65% of the population is under 35 years of age, with the median age being 19.4 years.
“But what really sets the continent apart from any other emerging scenario is that the population has skipped the desktop stage almost entirely. The spread of the mobile divide has resulted in low-cost products and cheaper services to users.
“So even though many still consider the iGaming industry in Africa to be in its embryonic stage, there is a solid base for an exponential growth.”
This report follows the launch of BtoBet’s new portfolio of dedicated content for the African market, focused on a more customised sports betting and casino experience.
However, this content also meets the increased demand for virtual sports amongst local punters by providing players with a unique virtual ‘Super League’.
This concept is, according to Soldà, “not only unique, but also highly customizable and adaptable to include all the different local teams depending on where the partner is operating and what the player preferences are”.
“Content innovation is the key,” she explained. “The Super League that we have provided to some of our African partners is one prime example, where the players are provided with virtual super leagues, where the local sports teams are put in the same fold of the internationally renowned teams, and thus creating a set of unique betting circumstances.”
To download the full report, click here.