Altenar Outlines Key Trends in African Sports Betting Market

Yannis Mamfredas, Head of Platform Account Managers at Altenar, discussed the development of the African sports betting market. The interview highlights user behavior patterns and product adaptation strategies for the region.

Market Growth and Structure

The African betting sector is characterized by rapid expansion and structural differences compared to European or US markets. According to Statista data, the region's sports betting revenue is projected to reach $3.08bn in 2025, with the user base expected to grow to 27.5 million by 2029. The market remains highly fragmented, defined by mobile connectivity limitations and a dominant retail presence. Mobile adoption and a young digital audience drive engagement with international sports.

User Behavior and Betting Preferences

User engagement in the region is driven by a preference for accumulator bets rather than single wagers. Bettors frequently construct large parlays containing 10 to 30 selections, creating a lottery-style experience with small stakes and potential for high payouts. Football competitions, including the UEFA Champions League and African Champions League, remain the primary focus, alongside basketball, cricket, virtual sports, and esports.

Product Adaptation Strategies

Operators are adjusting product strategies to align with these local expectations. Platform providers prioritize user interfaces optimized for parlay construction and rapid event discovery. Promotional tools, such as boosts that increase payouts with additional selections, are utilized to support this betting style. Broad event portfolios are maintained to ensure coverage across diverse sports categories.