The popularity of sports betting is on the rise in Africa, with Côte d’Ivoire being no exception. Junior Beugré, a stand owner at the Loterie nationale de Côte d’Ivoire (Lonaci), describes sports betting as a combination of technique and intuition. The practical requirements for starting are simple: downloading a bookmaker’s application, an internet connection, and small amounts of money. One of the popular platforms, 1XBet, offers betting starting at just 90 francs CFA (0.13 euros).
1XBet is one of the three authorized operators in Côte d’Ivoire and is making a significant presence felt, especially as the official partner of the 2024 Africa Cup of Nations (CAN). To increase its presence, it has enlisted the services of four Ivorian influencers for their “Rejoins mon Gbonhi” (Join My Team) campaign at the beginning of 2023. This campaign is being promoted across the walls of the Ivorian economic capital, promising a “FantasticCAN” to sports betting enthusiasts.
The number of people interested in sports betting for significant wins is growing in Côte d’Ivoire and across Africa. One primary factor contributing to this growth is the perception of sports betting as a potential source of income, especially for a population with limited economic opportunities. Companies such as PremierBet, BetClic, SportPesa, and BetPawa are positioning themselves to capitalize on this relatively untapped and unregulated market where mobile internet usage is on the rise alongside a growing population.
In the early 2000s, casinos were dominant in the gambling landscape and primarily attracted wealthier individuals, expatriates, and tourists. However, the rise in mobile phone and mobile payment usage has revolutionized the industry. According to H2 Gambling Capital, African online betting is estimated to reach around $2.9 billion in 2023, which is fifty times the amount a decade ago.
Ntoudi Mouyelo, the CEO of BetPawa, is optimistic about the rapid growth of the sector due to digitization and the predominantly young population in the countries they operate in. The digital transformation of the betting industry has also resulted in a rapid increase in the number of players over 18 years old in countries across the region. As the industry continues to expand, the potential for further growth is significant, fueled by the increasing access to mobile internet and a young and tech-savvy population.
