Must haves before launching an online sportsbook in Africa

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No doubt sports betting is the key leader across most key markets in Africa however it’s important to keep in mind that online casino games are taking rocket sky growth too. Just like it is in the most advanced markets like the UK and the rest of Europe football is the most popular sport that bettors place bets on even though operators should look out for other sports coverage as these vary per market. E.g., in South Africa Horse racing, Tennis, and Cricket follow football whereas for most of the rest of the markets in Africa Tennis, Basketball and cricket take a secondary lead after football so these will definitely define turnover if coverage of sports offered in balance per market preference.

Virtual sports are very popular in markets that are mainly retail based whereas this is different in highly online faceted markets as online casino games have become secondary favorites after football even though for some markets virtual sports have proved to be a must-have product.

As mentioned earlier Online casino games are becoming very popular even though it’s important to note which providers one must have as their top inclusions on their platforms. The majority of sportsbooks have online casino games but their turnovers are still lagging behind because they haven’t taken into account which providers are favorites per specific markets. As experts in the region we are at your service to assist you make the best offering based on the market one may plan to establish their operations or are based.

Localization

Localization is key to commercial growth therefore is one of the key aspects operators must focus on as copy and paste will definitely cripple chances of succeeding in the region. When it comes to localization this entails product offering, services, operations, and modes of marketing & advertisement. Extensive research which would include all aspects of operations setup is very necessary I.e., from development strategies, marketing & advertisement, CRM systems and other tools that will best serve specific markets and then implement them is the best approach prior to investing heavily in marketing and advertisement that will yield very minimal results. Of course, constant analysis, development, and improvement are an essential part of the game too.

Lastly, localization player experience is also among the top priorities, which would allow the operator to create the most user-friendly journeys for each market.

Staff

The human factor is a very key factor of the equation too, operators should focus most on local professionals – employees/consultants who have experience and understand the best skills, and technical know-how when it comes to the implementation of most aspects of day-to-day operations.

Automation

In order to be fast and agile and to move with the pulse of the business, operators must invest heavily in the automation of processes. Every big idea should be automated immediately, and every human decision documented in a way that makes operating easy even for people who have never run a betting site together with local experience and know-how this combination will definitely be a great factor in driving success.

Payment methods

Mobile money is the most popular payment method across most key markets in Africa so this is a must-have and then other payment methods can be availed to as some advanced markets like South Africa have already advanced to top-level methods like those in the UK and the rest of Europe. While Mobile money is the most popular method of payment these differ based on specific markets e.g. Safaricom (Mpesa), Airtel & MTN are the leaders in most markets followed by other telecom providers like Vodafone, Glo, etc.

Compliance Expertise

Legal issues can greatly jeopardize the growth of the gambling business in some parts of Africa. The continent doesn’t have a long history in online gambling and while local authorities are figuring out the best frameworks to legalize betting, operators should be extremely adaptive as the legal frameworks are vastly different per market.

With very extensive experience across different markets in Africa having carried out marketing & advertisement campaigns for many tier-one African-based sportsbooks we are at your service to assist your operations get the desired market shares.

By Najib Balinda

Ghana a rising star igaming market in Africa

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Ghana is a country in West Africa, it abuts the Gulf of Guinea and the Atlantic Ocean to the south, sharing borders with Ivory Coast in the west, Burkina Faso in the north, and Togo in the East. With spanning diverse biomes that range from coastal savannas to tropical rainforests, Ghana is the second-most populous country in West Africa, after Nigeria with a population of over 32 million.

While it may not be the biggest nation in Africa, the country is definitely flexing its muscles in the online gambling world. Not only is Ghana considered amongst the top gambling markets on the continent, but the West African nation has also been getting plenty of love from international observers. The top order of online betting in sub-Saharan Africa is pretty much set, with South Africa, Nigeria, and Kenya leading the way, but Ghana has arguably become the best of the rest and is knocking furiously at the doors of the bigger boys.

By comparison, South African and Kenyan population figures are hovering around the 60 million mark, while Nigeria towers above everyone else with its 200 million plus people.

The Big 3 may hold the bragging rights for now, in terms of positions, but Ghana is constantly chipping away. Ghana sent a strong message of intent in November 2022, when it managed to lure global giant, bet365 into the country. Bet365 is the biggest betting site in the world. They are present in many nations and continents, across Europe and the Americas, but their entry into Ghana was their first official foray into Africa.

“It was our preferred location for our first launch into Africa, as one of the most highly regulated, and highly regarded betting markets on the continent”, a bet365 official said in a glowing endorsement of Ghana’s gambling industry.

The Gaming Commission of Ghana an Agency under the Ministry of the Interior that’s in charge of regulating and controlling the industry has endured plenty of criticism during its nearly two decades of existence, but this is surely a major feather in its cap.

Bet365 follows in the footsteps of many top betting players to launch in Ghana, with Betway, 1xBet, 22Bet, Bet-king, Betika, Mozzartbet, Odibets, and more all registered and licensed in the country. As pointed out in the bet365 statement, Ghana’s regulated gambling space has been a major attraction for these big betting players, but that is not the only thing that has been pulling them into the country. Ghana has a strong sporting tradition. It is one of the top football nations in Africa, with multiple AFCON successes and appearances at the World Cup. This sets a natural foundation for sports betting.

Over the last few years, that foundation has been built upon to become the big structure it is today. The rate of sports betting has been boosted by several factors. Technology has played a major role, with mobile penetration and internet accessibility constantly on the rise.

Perhaps, the most important catalyst has been the advent of mobile money, which has significantly improved financial inclusion in Ghana, making it super easy for Ghanaians in all spheres of life to pay for goods and services over their mobile phones. Ghana is a mobile money force not only in Africa but also in the world. All of these have combined to make Ghana a truly attractive prospect for the biggest bookmakers in the world.

Let us know if you are interested in a full market report about Ghana, Our reports will give you highlights about;

  • Market Overview – Estimated market size, main players, their estimated market shares, models of operations, and products
  • Regulatory frameworks
  • License requirements and costs
  • Barriers to entry
  • Double trade agreements (DTAs)
  • Taxation framework
  • Repatriation of funds policy
  • Advertisement and Marketing regulations etc.

Additionally, let us know in the comment section which country in Africa you would love to learn about next.

 

Ugandan government plans to increase gaming tax by 10%

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The Ministry of Finance proposed a 10 percent increase in gaming and lotteries tax. The proposals are contained in the Lotteries and Gaming (Amendment) Bill, 2023 which seeks to amend a number of provisions under the Lotteries and Gaming Act, 2016.

The amendments, signed by Finance Minister Matia Kasaija seek to increase the tax rate on gaming activities from 20 percent to 30 percent.

Key reasons that were given;

  • Ugandan bettors lose millions to illegal gaming sites
  • Gaming operators under-declare revenue by half-audit

The Bill if passed, will have a significant impact on the gaming industry but is expected to generate more revenue. It is expected to take effect on July 1.

The gaming industry in Uganda has expanded rapidly in recent years, owing in part to the growing popularity of sports betting and online gambling.

According to the Uganda Revenue Authority (URA) annual revenue performance report for the 2021/22 financial year, there was a surplus in tax collected from casinos, which resulted in a significant increase in revenue attributed to gaming tax arrears recovery amounting to Shs35.65b.

This growth resulted in a surplus of Shs22.67b and was caused by compliance enforcement actions that made taxpayers file and make payments, as opposed to prior periods when some taxpayers would only make estimated payments.

URA also indicated that Shs53.68b was collected, increasing by 303.41 percent, the highest percentage increase in tax heads in the last financial year, followed by rental income tax, which increased by 33.15 percent from Shs156.1b.  However, some critics argue that the gaming industry has negative social and economic consequences, particularly for vulnerable populations.

Proponents of an increase in game tax argue that the increase will help to mitigate some of the negative effects by providing additional funds for social programs and initiatives. However, some stakeholders argue the increment will harm the gaming industry and is likely to discourage investors.

The lotteries and gaming industry is expected to expand further in the coming years, owing to increased access to mobile technology and rising disposable income levels among the country’s population.

 

SCCG and Genius Gaming Consult Enter into Business Development Partnership for Africa

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Stephen Crystal, Founder and CEO of SCCG Management announced a business development partnership with Genius Gaming Consult of Kampala, Uganda, for the gaming market in Africa.

SCCG and Genius Gaming Consult enter into business development partnership for Africa

Crystal said of the announcement,

“We are extremely proud to be partnering with Mr. Najib Balinda, Genius Gaming’s Chief Business Development Officer – Africa, and their extended team. This group of seasoned gaming executives was a perfect fit for SCCG, both in terms of culture and vision, as we seek to build and extend the successes of the Casino Gaming, iGaming and Sports Wagering sectors within Africa. With a market whose revenue is expected to grow from USD 3B today, to USD 5B by 2030, largely concentrated in South Africa, we see tremendous opportunity for government regulated industry growth throughout the continent.”

With the collaboration of SCCG Management and Genius Gaming Consult, focusing on the growth and extension of regulated Gaming and iGaming for Africa at the B2B level, we are able to provide tremendous value to operators and suppliers who share this vision. Our ability to deploy turnkey services regionally, allow us to immediately add value to our business partners, including:

  • Feasibility Market Reports and Business Plans
  • License Application and Acquisition Support
  • Business Development and Management
  • Talent Acquisition and Placement
  • B2B Partnership Development and Negotiation
  • Due Diligence and Regulatory Reviews
  • Marketing and Advertising Support

This very special partnership between SCCG Management and Genius Gaming Consult allow us to bring the very best capabilities with respect to operations, systems, technology, platforms and content into Africa’s fast growing, high value Casino and iGaming markets.

ABOUT GENIUS GAMING CONSULT

Genius gaming consult (GGC) is a consulting firm servicing the gaming/gambling industry across Africa.Our services primarily include feasibility market report, B2B/B2C business development & management, operations setup/expansion, partnership setups, marketing and advertisement, license application and acquisition to sports betting, Casinos, Lotteries, Bingo & Esports operators, software & sports data providers, Slot machine manufacturers & service providers, investors, regulatory bodies and governments.

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About SCCG Management

SCCG specializes in sports betting and data, developing worldwide brands, representation before governmental agencies for complex regulatory matters, intellectual property, and strategic business development within international, land-based casinos, internet gambling, gaming, esports, and entertainment markets.

https://sccgmanagement.com

Contact

Stephen A. Crystal

Mobile/WhatsApp: +1 702-427-9354

Email: Stephen.Crystal@sccgmanagement.com

Social Media: https://www.linkedin.com/company/sccg-management

SCCG and Uganda’s Genius Gaming Consult sign Africa-oriented business development partnership

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Gaming and sports betting consultancy SCCG Management announced Monday a business development partnership with Genius Gaming Consult of Kampala, Uganda, for the gaming market in Africa.

Confirming the news, Stephen Crystal, Founder and CEO of SCCG, said: “We are extremely proud to be partnering with Mr. Najib Balinda, Genius Gaming’s Chief Business Development Officer – Africa, and their extended team. This group of seasoned gaming executives was a perfect fit for SCCG, both in terms of culture and vision, as we seek to build and extend the successes of the Casino Gaming, iGaming, and Sports Wagering sectors within Africa.”

Crystal cited projections that argue the African market, largely concentrated in South Africa, could grow from $3 billion today to $5 billion by 2030. “We see tremendous opportunity for government-regulated industry growth throughout the continent,” SCCG’s CEO added.

Through the collaboration of SCCG Management and Genius Gaming Consult, focusing on the growth and extension of regulated Gaming and iGaming for Africa at the B2B level, both parties would be able to provide “value” to operators and suppliers who “share this vision.” SCCG’s ability to deploy turnkey services regionally also allows it to “immediately add value” to business partners.

This includes areas such as feasibility market reports and business plans; license application and acquisition support; business development and management; talent acquisition and placement; B2B partnership development and negotiation; due diligence and regulatory reviews; marketing and advertising support.

“This very special partnership between SCCG Management and Genius Gaming Consult allows us to bring the very best capabilities with respect to operations, systems, technology, platforms, and content into Africa’s fast growing, high-value Casino and iGaming markets,” the parties concluded.