Africa's gambling market is set to reach $11.3 billion by 2032, fueled by urbanization, youth engagement, and technological advancements. Major operators like Betway and Hollywoodbets dominate, while emerging markets present new opportunities. However, illegal gambling poses challenges. As regulations tighten, the potential for growth remains high.
Africa's gambling market is on the brink of a significant transformation, projected to hit a value of $11.3 billion by 2032. This surge is largely attributed to rapid urbanization, aggressive marketing strategies from operators, increased internet accessibility, and a predominantly youthful demographic. In comparison, the industry generated $6.1 billion in 2023, highlighting the immense potential for growth.
Numerous global and local brands are establishing their presence on the continent, with notable names such as Super Group’s Betway, Sun Bet, Premier Bet, Hollywoodbets, and AfricaBet offering a diverse range of gaming options both online and offline. Among these, South Africa stands out as the largest regulated gambling market, showcasing a robust framework for operators.
The race for market share is intensifying, with operators from Europe and beyond swiftly entering both established and emerging markets. Kaizen Gaming, for instance, made its debut in Ghana with the Betano brand in February, while BC.Game has recently launched operations in Nigeria. But who are the frontrunners benefiting from their early investments?
Identifying the leading operators can be complex, but in South Africa, Hollywoodbets, Betway, and Lottostar are at the forefront, according to industry experts.
Betway has expanded its footprint beyond South Africa, operating in Ghana, Zambia, Tanzania, Malawi, Mozambique, Nigeria, and recently, Botswana. Similarly, Supabets has made its mark in Zambia, Nigeria, Tanzania, and Ghana, solidifying its position across the continent's major gambling markets.
The youthful demographic in Africa is a significant driver of gambling activity. The United Nations reports that 70% of the population in sub-Saharan Africa is under 30 years old. While internet usage remains relatively low at 36% as of 2025, it has shown a steady increase from 25% in 2019, particularly in more developed countries like South Africa and Kenya.
A 2024 analysis by Astute Analytica highlights that young adults aged 18 to 35 constitute 60% of the gambling user base, with those earning between $300 and $500 monthly being the most active participants. This demographic often turns to gambling as a means of supplementing their income. The report notes that several macro and micro-level factors are fueling this gambling boom.
Super Group has seen impressive growth, reporting a 22% increase in revenue to $2.2 billion in its 2025 financial year, largely driven by its African operations. Particularly noteworthy is Botswana, where the company launched in February 2026, contributing to a 27% year-on-year revenue increase on the continent.
Sun International, a major player in South Africa's gaming and hospitality sector, is also pushing to expand its online presence. Its online gaming division, Sun Bet, recorded an almost 80% year-on-year increase in income in the second half of 2025. Group CEO Ulrik Bengtsson has indicated a more aggressive strategy to capture market share through product innovation.
Katerina Rybachuk, a managing partner at a London-based law consultancy, identifies the Democratic Republic of the Congo (DRC) as a market ripe with potential. Characterized by an informal regulatory environment, rising demand, and limited government oversight, the DRC’s gambling industry operates largely outside formal reporting and taxation frameworks.
She points out that while the sector is active, the government captures only a fraction of its economic value. Policymakers are now focusing on a fiscal-first approach to regulate the market, prioritizing registration and tax collection over immediate enforcement of strict licensing.
In terms of operators, the absence of a formal licensing regime complicates the landscape. Rybachuk notes that companies like Premier Bet, Betika, and 1xBet have a notable online presence, but many smaller or informal operators also populate the market.
According to H2 Gambling Capital, South Africa led the continent in interactive gross win in 2025, generating $3.3 billion, followed by Nigeria at $1.1 billion, Kenya at $677.5 million, and Ghana at $883.3 million.
Despite the promising growth, the rise of unlicensed operators and tightening regulations pose significant challenges to the sector. In South Africa, the illegal gambling market is particularly concerning. Coleman highlights that by the end of March 2026, at least 50 unregistered online casinos were operating within that market.
A recent study commissioned by SABA revealed that approximately 62% of all online gambling activity in South Africa occurs on illegal platforms. This underground market is estimated to siphon off over $3 billion in gross gaming revenue annually, with around 16 million players participating over the past year.
Stable regulatory frameworks are essential for the industry’s health. Coleman emphasizes that operators seek policy certainty and stability, as considerable investments are at stake. They will not remain in volatile markets where sudden tax increases are a risk.
As the gambling landscape in Africa continues to evolve, the potential for further expansion remains high. Operators are increasingly drawn to markets with robust regulatory frameworks and clear prospects for growth. Peter Kesitilwe, CEO of the Africa iGaming Alliance, expresses confidence that strong regulations, aligning with global standards, will foster growth in key markets such as South Africa, Kenya, Ghana, Botswana, and Nigeria.
Looking ahead, Kesitilwe anticipates that 2026 could see the establishment of Africa’s first multi-country regulatory agreement, aimed at aligning standards on responsible gambling and payment oversight. As regulations become more legitimate, international operators are likely to diversify their presence across the continent.
After its successful entry into Ghana, Betano is committed to further expansion, with George Skarlatos, the company’s director of business development, emphasizing the continent's potential and the dynamic markets that present unique opportunities. The goal is to deliver engaging and responsible gaming experiences to players throughout the region.
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