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Betway brings mobile betting to Nigeria

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UK betting giant Betway have continued their relentless rollout across Africa, bringing top class mobile betting to millions of sports fans. After already enjoying rapid success in Kenya, South Africa and Ghana, Nigeria is the latest addition to the company’s continental portfolio – and few would bet against seeing similar success roll out just as quick.

Industry observers have been predicting Nigeria to possibly be the most lucrative African nation of all for mobile sports betting by the start of the next decade. So why are they so confident? Here are a few of the reasons why the UK firm will be patting their backs for launching in this incredibly high potential market.

A Huge Interest In Sports & Gambling

Let’s start with the obvious. Nigeria’s 178 million people rank at close to double second placed Ethiopia. As for interest? Just look at the excitement that takes over the country whenever the Super Eagles take to the pitch. Football is by far and away the biggest sport when it comes to mobile betting, and with the key 18-40 demographic also providing millions of overseas viewers for the top European leagues (especially the UK’s EPL) it does look an absolute cert.

The only question really remains in rolling out the service to smartphone users instead of the traditional bookie services. Smartphone use isn’t going to be the problem – there’s already close to 100 million and just below that amount of internet users. It would be fair to say that those figures are going to be very closely aligned, so in combination with a demonstrable interest in sports and a growing gambling industry there are simply few better new markets worldwide.

Mobile Betting Will Be Affordable

An outdated and often overlooked notion surrounds whether Nigerians will be able to afford to use mobile gambling services. There are two key reasons why this will not be an issue.

Firstly, Nigeria has gradually become a more affluent country with an expanding percentage of middle-class citizens. Higher disposable income + the above-mentioned interest in sports gambling = market monetization.

Secondly, international betting companies can easily vary their minimum stake levels. This has already been seen across Africa and will be exactly the same in Nigeria. Expect no deposit/withdrawal fees to be imposed (just like is the case in Europe). It is also worth noting that free broadband and wi-fi access is far wider available than many Europeans are aware of, especially in the key cities.

The Sheer Quality Of Service

Quite a few rival companies tend to still have underpowered mobile gambling apps that offer reduced services compared to their primary websites. Instead, here we have a company that is basically obsessive about offering every element of their service on their apps. Live play is seamlessly fast to use, a dream to navigate and offers a staggering number of betting options across all the major sports. Sure football is king, but players can also wager on cricket, rugby, tennis, major athletic events, boxing – you get the drift! If there is an interest in a sporting event, this app will offer the opportunity to bet on the outcome.

Where Next For This African Expansion?

Most of Northern Africa will obviously remain out of bounds for cultural reasons, but there’s nothing preventing the company from expanding into most others. After all, the app is universal – all that really needs to be adapted is local currency and language settings (plus gaining local permissions, of course). It is difficult to see anything but mobile sports betting growing both within Nigeria and beyond. What a time to be a sports fan!


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