Inside Africa’s billion-dollar sports wagering boom—and the young people driving it.
This is part of our ongoing coverage of African digital life—the platforms, systems, and behaviors shaping how the continent’s next generation earns, spends, and connects.
Across the vibrant streets and markets of Africa’s cities—from Lagos to Nairobi, Accra to Johannesburg, Kampala to Dakar—a shared ritual unfolds daily. Young people, smartphones in hand, gather in small clusters, eyes locked on live football feeds. A last-minute goal for Arsenal or Manchester United erupts in cheers, groans, and rapid finger taps on betting apps. In seconds, small stakes are placed through mobile money, each wager carrying the tantalizing promise of a windfall that could change everything.
Africa has become one of the world’s fastest-growing frontiers for sports betting. Fueled by a youthful population, explosive smartphone adoption, and seamless digital payments, the industry now generates billions annually. Yet this boom raises urgent questions about economic promise versus social peril—from job creation and tax revenue to addiction, debt, and fractured families.
A Continent-Wide Boom
According to recent market analyses, Africa’s sports betting sector is projected to reach approximately $3 billion in revenue for 2025, with the broader gambling market—including online and land-based activities—approaching $17.6 billion in some estimates. Nigeria stands as the continent’s undisputed volume leader, with projections placing its gambling revenues near $3.6 billion in 2025, driven by its population of over 230 million and deep passion for European football leagues.
A 2025 GeoPoll survey across Ghana, Kenya, Nigeria, South Africa, Tanzania, and Uganda found that over 70% of young respondents had engaged in betting at some point, with mobile phones dominating: 94% place wagers via smartphone. Football accounts for the majority of bets, reflecting the continent’s fervor for the sport.
Recent GeoPoll data shows shifting leadership in participation: South Africa now tops the list, with around 83% of respondents reporting having placed bets, bolstered by a mature, regulated environment. Kenya follows closely at 79%, down slightly from prior highs. Nigeria hovers around 71–73%, with an estimated 60 million active bettors—predominantly males aged 18 to 40.
These figures underscore a mobile-first revolution. Platforms integrate effortlessly with systems like Kenya’s M-Pesa, allowing instant deposits and withdrawals even in rural areas without traditional banks.
The economic upside is undeniable. The industry creates thousands of jobs—from app developers and customer service agents to street-level agents and marketers. In South Africa, gambling supports tens of thousands of direct and indirect positions while generating substantial tax revenue. Operators sponsor local leagues and teams, injecting capital into cash-strapped sports ecosystems. Governments collect levies that fund public services, and fintech innovations tied to betting accelerate digital payment adoption continent-wide.
Yet the risks loom large. Gambling addiction has emerged as a quiet public health crisis, particularly among youth facing high unemployment. Surveys indicate frequent low-stakes betting—many spend under $10 monthly—but even small losses compound in low-income households. Reports from Nigeria, Kenya, and Ghana describe families strained by debt, young people dropping out of school or work, and rising mental health concerns linked to chasing losses.
Regulation varies sharply. South Africa boasts one of the most structured frameworks, with clear licensing and responsible gambling mandates. Kenya’s 2025 Gambling Control Act introduced stricter oversight, including advertising limits that prohibit celebrity endorsements and restrict broadcast ads to after 10 PM, alongside a real-time central monitoring system. Nigeria operates under a federated model, with national and state-level bodies, though enforcement gaps allow unlicensed platforms to flourish.
Critics argue that uneven rules and aggressive marketing—often featuring promises of quick wealth—exploit vulnerability. In some cases, governments hike taxes on winnings to curb excess, but this can push activity underground.
The stories are personal. Winners celebrate life-altering payouts, as seen in viral moments of triumph.
A Kenyan bettor celebrates a massive win—one of the rare but powerful draws that fuel the industry.
For many others, the pursuit ends in regret. Health experts and community leaders call for stronger protections: mandatory self-exclusion tools, loss limits, and public education campaigns.
As Africa’s digital economy surges forward, sports betting embodies both its potential and its pitfalls. It offers innovation, revenue, and entertainment in a region hungry for opportunity. But without balanced regulation and societal safeguards, the thrill of the game risks becoming a costly gamble for the continent’s future.
The question is no longer whether sports betting will grow in Africa—it already has. The real debate is how to harness its benefits while mitigating the human cost.