Cola Group is a world-class games and entertainment company. The focus of the business is to provide accessible, instant, and seamless access to gambling and entertainment products to both gamblers and operators.

Cola.bet currently holds iGaming licenses in Curacao, Zambia, Ethiopia, Kenya, and most recently, Nigeria. Localization is the driving force for business expansion and having an on-the-ground presence is vital. With that in mind, the company has offices in Castletown, Dubai, Kyiv, Nairobi, Lagos, Addis Ababa, and Lusaka. There are currently 80 employees on the team, which is expected to grow to 750 by the close of 2022.

The proprietary software platform has been developed in-house by an experienced tech team, enabling it to be highly customizable for each market. In time there are plans to provide the platform as a white label solution to other operators.

What is Cola.bet’s plan for Africa?

Initial plans are to consolidate the company’s position in countries where the sports betting operation is running. Cola.bet operates in Kenya, Zambia, Ethiopia, and now Nigeria after the Lagos State Lotteries Board granted the certification for a locally incorporated, Cola.bet subsidiary company, Cola Games Limited.

The next stage will see the business finalize seven more licenses for Africa, with further countries in the latter legal and market research evaluation stages. Long-term ambitions are to be licensed in more than 10 markets across Africa by mid-2022.

Licenses for Africa’s regulated markets provide the pathway for growth and then allow localized marketing strategies to bear fruit. The goal is for Cola.bet to be a brand known to respect sports fans and ensure they enjoy an authentic betting experience tailored for them. Several promotional campaigns will run to communicate this brand position that will build trust with the product.

In time, B2B partners will benefit from a multi-currency, multi-lingual, cross-domain platform, which will be supported with an affiliate program, SMS services, and various payment solutions depending on the market needs.

A consulting service is available to provide partners with an end-to-end iGaming service. Experiences gained while working through the complicated license procedures and building the Cola.bet platform has curated an unrivaled understanding of Africa. The consulting service enables partners to gain insight into Africa’s best practices and the strongest strategy to launch.

Why did you initially focus on Kenya, Zambia, Ethiopia and now Nigeria?

Africa is a rapidly expanding and exciting sports betting market with a huge appetite for sports, and football is top of the table. Improvements are constantly being made throughout Africa in areas of internet speed. The foundation is there for the rollout of Cola.bet’s contemporary, mobile-first and intuitive technology platform that delivers outstanding player experiences.

The reason for beginning with the aforementioned markets is that they had firm roots within sports betting, and Cola.bet’s research had identified them as fertile ground for growth. Other factors played a role in that the barriers to entry were agreeable. The past experience meant Cola.bet could quickly negotiate the sometimes tricky license processes to allow a shorter time to market.

Nigeria, the second largest African sports betting market, has similar characteristics to Ethiopia in that both are retail-focused rather than digital. This calculated move for Cola.bet means the operation can leverage the marketing template that returned such positive results from Ethiopia.

Where do you see the African market in 10 years?

Considering the evolution of the gambling market in Africa in the past five years and the expected online CAGR in Africa of 15.6% for the next five, we see the African market as a very lucrative region in the long term. Ongoing internet penetration will be the catalyst for rapid development of the African market.

We expect the markets identified to follow in the footsteps of South Africa, which at the moment is the largest gambling market on the continent.

What are the biggest opportunities and obstacles for the region?

Opportunities far outweigh the obstacles within Africa’s sports betting landscape. There has been high industry growth for the past decade and the potential market reach is vast given the continent’s population of roughly 1.4bn. More and more countries are regulating to create favourable business environments.

One factor that is holding growth back is internet penetration and slow speed internet, but these issues will soon be a thing of the past. Regulatory restrictions around marketing practices in certain African countries also means some of our strategies to source traffic will have to be slightly adapted initially.

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Odibets is an innovative online and SMS betting platform operating in Kenya and Ghana since 2018. The connection with Kenya’s national team will no doubt allow the company to broaden its own horizons.

The KSh 5 million that FKF will receive from Odibets will reportedly go towards the team’s preparations for the coming matches this month.

A Proud Moment

Odibets general manager, Dedan Mungai, said that the brand has come in to boost the national team. And, as a company, the brand is committed to standing with the Harambee Stars. He’s confident that the Stars will represent their country and make everyone proud.

As for the president of Football Kenya Federation, Nick Mwendwa, he thanked Odibets for their continued support. He did not miss the opportunity to urge the Harambee Stars not to drop the ball in the team’s upcoming matches and to continue to do their best.

Mwendwa said that through the new partnership, Odibets has once again reiterated its support to Kenyan football development at grassroots and national level. For this, he says the brand says “asante sana”. He added the brand and the team now have a chance to make a statement. Not only in this month’s friendly matches and at the AFCON qualifiers, but in the upcoming World Cup qualifiers too.

An Exciting Season Ahead

Residential training for the Harambee Stars will kick off soon on March 10, in preparation for the matches. Following that will be several friendly matches that will serve as practice. The Stars will play South Sudan on March 13 at the Nyayo Stadium, and then Tanzania twice on March 15 and 18, 2021. March 25 and 29 will see the Stars playing the final rounds of the 2022 Africa Cup of Nations qualifiers against Egypt. These matches will take place at home and Togo in Lome respectively.

The FIFA World Cup 2022 qualifiers will occur later in the year between June 6 and November 16, 2021. The national team is yet to qualify for the World Cup. But a good motivation partner could have a positive effect. Not only on the financial support for the team, but also on the support of the public. This could make all the difference.

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The brand-new Frapapa aims to expand Nigeria’s gambling opportunities. It will be offering a multitude of options. A sportsbook, pre-match and in-play markets will be available. As will eSports, jackpots and virtual sports. Not only this, but it promises to deliver even more gaming products both online and offline.

A New Frontier In Betting 

Chief Operating Officer of Frapapa, Layi Oyalinka, spoke about the partnership. He said he’s excited to be part of the innovative team of experts coming to the Nigerian gaming industry. He added that the brand’s vision was clear. They want to create a gaming framework that provides a superior betting platform. This platform must have impactful, life-changing offerings and more. 

Frapapa is the result of extensive market research. This research focused on providing a better betting experience. Oyalinka is confident in BtoBet’s record. He’s also sure their flexible, scalable technology will provide an engaging experience. Frapapa look forward to introducing players to a next-level betting experience in Nigeria. They aim to target the online and on-property environments. And they’ll seek to deliver a user experience that matches more mature markets.

An Employment Boost

Soloti Gaming Ltd hopes to provide employment to Nigerian youth in the next three years. Chief Executive Officer Derrick Bell says they are looking forward to launching Frapapa. He said that it supports their strategic business decision and global growth strategy. And they aimed at adding value to the gaming industry.

Gambling fans can expect Frapapa to increase the speed of payouts. It will also provide a simple, easy to use interface. On top of that, bettors will receive a generous welcome bonus. 

Soloti management expressed confidence in the partnership with BtoBet. They explained that significant market research informed their agreement. A view shared by Sabrina Soldà, BtoBet’s Chief Marketing Officer.

Despite Soloti being a young enterprise, they promise to revolutionize gambling in Nigeria. They recently received 2 more operating licenses. The Lagos State Lottery and National Lottery Board both issued them certification. Now, they hope to flourish in new markets. 

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Delasport offers an up-to-date sportsbook platform that appealed to MTN Group Limited spokesperson Mike Johnson said. Johnson said that Delasport are well-known for their cutting-edge software solutions. By choosing their platform they’d be able to skyrocket our in-house platform and offer players a betting experience unlike anything else that’s available on the market. 

He added that their local market expertise and Delasport’s advanced technology were a good match and they were excited to work together and see the results of the partnership.

Already a Winner In The African Betting Market

AfricaWinner offers a platform for people to place bets on international games, and over 20 different sports. By collaborating with Delasport it aims to rise to the top of the African market and become a big name in the online betting industry. 

Delasport Sportsbook Platform is a long-established independent international company offering software solutions to a wide array of gaming operators, with access to online casino providers in addition to a comprehensive collection of sporting events on which to bet. AfricaWinner will not only be able to take advantage of this rich resource, but will also be able to rely on Delasport’s effective risk management system, extensive backend capabilities and over a decade of experience in the business. 

Eli Moscovich, the B2B Manager at Delasport, welcomed the collaboration with MTN Group Limited. “We are delighted with the opportunity to work together with MTN Group Limited in bringing our market-leading solutions to their new brand,” he remarked.

“Together, we will look to quickly capitalize on our advantages and corner the market until we can be considered the gold standard for sports betting in Africa!”

Focusing On Development

Delasport is without doubt glad to be entering into this regulated venture, which will aid the company’s international development. Currently they have established offices in Gibraltar, Israel and Bulgaria and offer a choice between Asian and European view; a 2-way market approach versus the more traditional 1X2 market and events sorted by jurisdiction. AfricaWinner will evidently benefit from the range of opportunities offered by the MTN Group’s new partner as it trains its sights on becoming the shining star in the Africa iGaming industry. 

AfricaWinner will have the immediate advantage of launching to a large player base as a result of this collaboration. MTN Group and Delasport are looking forward to a fruitful partnership, which will doubtlessly thrill sports betting fanatics. 

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Nigeria is the most populous country on the African continent. It’s also a growing gambling hub with specific interests in sports betting and lotteries. As a country with one of the most successful soccer teams on the continent, sports are a huge draw. With around 201 million citizens, Nigeria is perfect for SoftSwiss’ global expansion. The country boasts one of the fastest developing, most competitive gambling markets in Africa. 

An Exciting Opportunity

SoftSwiss founder Ivan Montik, expressed his excitement about his company’s new move. He said that entering into the Nigerian market is a turning point for the brand. The brand is thrilled to be expanding their global presence to a brand-new continent. 

The tech giant launched online casino platforms in India, Japan and South Korea in December 2020. At the same time, it expanded its sportsbook services to India. It’s their new SoftSwiss Sportsbook that’s set to make waves in the Nigerian gambling industry. While all kinds of gambling are popular, there is a special interest in sports betting. It’s traditionally an offline activity. Now, it’s getting bigger online.

Montik added that Nigeria is one of the fastest-growing online gaming markets. SoftSwiss cannot wait to provide their services there. Nigeria is a great achievement for the brand. Now, they are planning on moving even further into other regulated markets.

A Welcome Addition

It’s certain that Nigeria will welcome SoftSwiss. The international brand provides verified software and possesses a massive portfolio. Their offerings include an Online Casino Platform, Game Aggregator and sportsbook. They were also the first to integrate cryptocurrencies into their services. They are ahead of the curve in new developments and evolution in the gambling industry. An affiliate platform also falls under its umbrella. This allows iGaming operators to work more efficiently. 

Nigeria will be glad to welcome the company. Especially as it’s a leader in the online gambling industry. SoftSwiss is described as “the leading technical expert”. The brand brings together online gaming and the developing field of cryptocurrencies. 

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The event focuses on retail and online sports betting and brick-and-mortar casino and lottery industries. iGaming will also be represented. It’s a great opportunity to discover how the industry is developing in markets across the continent. Businesses looking to launch or expand in Africa will be able to catch up on the latest developments.

An African Gaming Experience 

The main body of SBC Digital Africa 2021 is a four-track conference. A wide array of professionals will be in attendance. Industry executives, regulators, marketing specialists, legal experts and industry media will all attend. They’ll discuss the opportunities in the growing gaming and online betting industries in Africa. 

The agenda consists of 60 speakers. They’ll give an in-depth picture of the markets across South Africa. As well as Tanzania, Kenya, Nigeria, Ghana, Uganda and Cote d’Ivoire. In addition, they will address the best way to approach technical and marketing challenges. New and established operators in the market will benefit. 

A Full Exhibition

SBC Digital Africa will also feature an exhibition. 20 interactive booths will have product displays. These will feature the latest casino, sportsbook and payment innovations from leading suppliers. On top of that, delegates will have the chance to connect further. They’ll be able to develop new business relationships through a programme of networking roundtables. 

Founder and CEO of SBC, Rasmus Sojmark stressed the success of the first SBC Digital Africa event. He said that it generated a great deal of positive feedback. Plus, it promoted new business opportunities.

About this year’s conference, he said that they’ve worked hard to develop the event further. SBC Digital Africa 2021 is now even better for delegates, exhibitors and sponsors. That means the agenda will feature hard-to-find information about more markets. The strongest speaker line-up at a gaming industry conference in Africa. And highly effective ways to showcase products and network with new contacts.

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GoldenRace is well known throughout Africa for providing 24/7 access to realistic virtual sports betting experiences through the use of high-definition 3D video and a real sportsbook with entirely virtual outcomes. 

A New Frontier In Online Betting

Virtual sports betting is a relatively new arrival on the African gambling scene; however, it is spreading quickly. GoldenRace, among other betting technology providers, have gained solid footholds in countries like Ghana, Kenya, Uganda, Tanzania, and Nigeria. 80% of virtual sports bets in Nigeria and Kenya are currently placed through GoldenRace.

South African punters will now be able to place bets through GoldenRace’s impressive online platform as well as purchase their HTML5 hardware for use in retail outlets. Among their wide variety of virtual sports available online is 3D Virtual Football, 3D Virtual Horse Racing, Keno, Perfect 6, and more. 

Gaining certification in South Africa is perceived as a massive victory for GoldenRace and its parent companies as the nation is unquestionably the largest gambling market on the continent – dominating a staggering 48% of African gambling. Even Morocco and Nigeria, the runners up in the African gambling market, do not come close to matching South Africa’s vast network of betting enthusiasts.

GoldenRace’s proprietary technology is highly regulated, safe, and now legal to use in South Africa. The National Gambling Board (NGB) prohibits online gambling except in the form of bets placed through licensed bookmakers, therefore South Africans can safely engage in any online betting through GoldenRace without fear of prosecution or having their winnings confiscated. 

A Big Name iGaming Brand

GoldenRace is a fierce competitor in the international online gambling market having won multiple SBC awards in the Virtual Sports Supplier category. They have also been recognised as the best virtual sports provider in Central, Eastern, and Southern Europe by the CEEG (Central and Eastern European Gambling) Awards, SEG (Southern European Gaming) Awards, and BSG (Baltic and Scandinavian Gaming) Awards. 

Their V4 online solution (which includes an extended games portfolio and a new backoffice) is making waves in the global virtual sports market. Only days before they became certified by GLI Africa to operate in the continent’s southernmost nation, they were approved to operate within the Lithuanian retail market. For GoldenRace and its innovative betting services and solutions, it seems the sky is the limit. 

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BtoBet, along with their regional Certified Partner STM Gaming, has recently gained a foothold in the Kenyan online betting market by signing an agreement with Wazibet – a Kenyan sports betting operator. 

BtoBet Grows Their Reach

BtoBet has already signed several agreements with African bookmakers who recognise the advantage of bringing their brands to compete in the ever-growing world of online betting. By partnering with the European software company, Wazibet will gain access to the innovative Neuron 3 Platform. 

Apart from an extensive gaming portfolio and state-of-the-art online betting software, Wazibet will be granted tech and management support for their agents and users. 

BtoBet’s proprietary software has been tailored to fit in various global markets – meeting the technological and content requirements of the region. With Wazibet’s established brand presence in Kenya, BtoBet will undoubtedly see their robust gaming portfolio thrive. 

Alongside BtoBet’s exceedingly popular virtual sports betting and online gaming comes novelty betting – a way for users to place bets on non-sports related events such as high-profile talent contests, awards show outcomes, and elections. 

BtoBet has also developed a wide range of mobile gaming experiences (Tiny Roulette, Hot 36, and Viva Vegas slots among others) that are designed to operate smoothly on African mobile devices. With access to such an extensive game portfolio on mobile, Kenyan users will be able to play their favourite casino games at any time, from any location. 

A Focus Online

Chief Marketing Officer for BtoBet commented that Africa’s betting market is taking a rapid turn towards online platforms, even more so than other foreign markets. She expressed her pleasure at their newfound partnership with Wazibet as they make their move into the realm of online betting. 

Nathan Omurambi, Wazibet’s Marketing Director expressed similar sentiments regarding their collaboration with BtoBet. He voiced his admiration for their consistent push for innovation in the industry and their dedication to providing a player-focused user experience in challenging global markets. 

BtoBet’s expert support and state-of-the-art software combined with Wazibet’s established presence in Kenya’s online betting market will surely be a competitive force to be reckoned with. 

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Betway Up’s programme comprises two phases designed to upskill participants and improve logistics – one group focused on community sports teams and the other on top-tier teams such as Karela and Bechem United. 

Beneficiaries can expect top class training in Sports Ethics and Integrity, Intermediate and Advanced Coaching, Recruitment and Scouting and Talent ID. To complement the more sports-specific courses, participants will also receive coaching in Branding and Social Media Leverage, Public Relations and Medical and Fitness Training. 

An Uplifting Program 

Kwabena Oppong-Nkrumah, Country Manager in Marketing, explained that Betway Up would focus on uplifting sports teams in Ghana, stating that the programme is open for all teams with members above the age of 18. It will not be reserved for soccer teams and the initiative looks forward to working with male and female teams across many sports disciplines. Along with training, Betway Up will strive to provide much-needed equipment to developing teams. 

Oppong-Nkrumah said that they have a number of well-trained people who will offer training to the various teams. Additionally, organisations will also receive training equipment as part of the support structure.

The Ghanaian Amputee Football League will be among the first to benefit from Betway Up’s programme. Last year Betway provided support to teams competing in the league in the form of gear and equipment. A portion of every bet placed online was dedicated to uplifting the sports community in Ghana, and commentators were hopeful that the donations would encourage other companies to show similar generosity. 

Developing Teams At Grassroots Level

This year Amputee clubs will receive medical and fitness training from experienced professionals when Betway Up launches in February. Kwabena Oppong-Nkrumah remarked that Betway was very glad to be able to lend support to developing sports teams in Ghana and was looking forward to making significant contributions towards those in need. 

February will see the first phase of the Betway Up programme kick off and teams can expect to participate in the first round of training until June this year. 

Clubs and teams interested in receiving support should visit a Betway outlet to learn more. They are also available to be contacted through their website.

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The gaming market in South Africa is a robust one, with a gross gaming revenue of almost R35 billion expected in 2020 which is predicted to expand by a compound interest rate of 6% annually. Casino games total over 70% of gaming revenue, with one in every 10 South Africans enjoying these regularly. 

Vegas Lounge® Mobile Live Dealer Games

IGL is a first-rate supplier of management systems for retail gaming and they will be distributing Playgon’s proprietary Vegas Lounge® suite of live dealer games for mobile users. These titles have all been developed for beginners and seasoned players alike and provide fast functionality along with a range of in-game options. They have all been optimised for one-handed gameplay in portrait mode. 

Playgon Chief Executive Officer Darcy Krogh stated that the African gaming market presents a wonderful opportunity for his business’ product. He added that he’s thrilled to be partnering with one of South Africa’s foremost iGaming aggregators in IGL and revealed that he’s very excited about developing the products together in the expanding market going forward.

Intelligent Gaming CEO Marc Plaxton-Harrison was equally delighted about the partnership, commenting that his team is always on the lookout for fresh content to deliver to their South African customers. He described the Vegas Lounge® product as one obviously designed with players’ needs at the forefront and stated that he is sure that consumers are going to love it.

IGL Will Also Integrate Supabets 

Along with the Playgon Vegas Lounge® suite, IGL will also onboard its premier operator, Supabets. The noteworthy casino and bookmaking brand boast an extensive business in Africa, with digital and land-based operations in Ghana, Nigeria, South Africa, Tanzania, Zambia, and Zimbabwe.

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