Mobile money unlocks $17.63bn growth across Africa’s market
The gambling sector in Africa grew significantly in 2025, driven primarily by the growth of mobile money services. The services made the deposit and withdrawal processes easier, eliminating the need to deal with banks. As a result, gamblers can now make their bets in a matter of seconds using mobile money services, which are now incorporated into their daily expenditure patterns. The ease and convenience of using mobile money services have made them the preferred option for the majority of the millions of customers using the services.
Mobile money services expand the customer base
Mobile money services, such as the use of M-Pesa in Kenya and OPay in Nigeria, allow customers to deposit money directly into their accounts. The services will also enable them to withdraw their winnings using mobile money services. As a result, the use of mobile money services has attracted new customers, particularly those who had previously been out of the system. Consequently, the market has grown significantly, reaching a value of 17.63 billion (€16.22 billion) and attracting more than 440 million customers across the continent.
Fast payments facilitate small stakes
Mobile money services connect directly with the accounts of the bookies, making the deposit and withdrawal processes easier. The services facilitate fast payments, making them the preferred option for the majority of customers. The use of mobile money services has made the bookies in Kenya, such as SportPesa and Betika, successful. The services use M-Pesa, which facilitates large transactions. Similarly, bookies in Nigeria, such as Bet9ja and NairaBet, use mobile money services such as OPay and PalmPay, making the deposit and withdrawal processes easier. The use of mobile money services facilitates small stakes, which are usually below 10 (€9.20). The use of small stakes encourages the majority of the customers, particularly students and young workers, to participate in the market.
Youthful markets drive demand
Africa has a relatively youthful population, with most people aged between their 20s and 30s. This population seeks entertainment that involves their favourite sports. The availability of relatively cheap smartphones and data bundles ensures that betting can occur from anywhere, even in rural areas that were previously unreachable. This kind of availability ensures that betting activities continue to rise, hence increasing revenues for companies that are competing for loyal customers. For example, last year, Betway noted that it generated about 63 percent of its US$517 million (€475.64 million) revenue from Africa during the first quarter of the year. This, it said, was because it had a significant footprint in at least six nations on the continent.
Concerns over rising risks
Although betting companies are benefiting from easy funding options, critics have expressed concerns that this might promote reckless betting and poor spending habits. The population, especially the youth, who are most active in betting, lack adequate spending controls. It exposes them to significant risks, especially regarding betting.
Balancing growth with protection
In response, betting companies are focusing on educating their customers on how best to engage in betting responsibly. This new focus includes developing mechanisms that can easily identify unusual spending behaviour. The future success of betting companies will depend on how effectively they balance the need for easy funding with consumer protection. The use of mobile money has revolutionised the betting industry, but success will depend on how it balances consumer trust with protection.
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