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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Many of the world’s principal online casino operators are turning to Africa. This is because it is such a lucrative region to expand into. The idea of it as a collection of third-world nations is no longer true. And the concept that it’s mainly focused on the agricultural sector and extraction of resources is mistaken. Big players in the iGaming industry have unearthed huge economic potential. Ghana, Kenya, Nigeria, South Africa, and Uganda are all on the radar. This is thanks to the passion for online sports betting the citizens of these countries exhibit.

It looks like the African gaming sector will register a 12% CAGR between 2020 and 2025. Multi-functional gaming consoles are emerging into the market. This impacts on the rate of the video game markets growth and has an effect on the real money gaming sector.

Africa is the only global region experiencing an increase in its youth population. Estimates put the rise of people aged 24-years or younger near 50% by 2050. This statistic plays a vital role in the future of this continent as concerns real money gaming in its entirety.

Recent world events have seen the African iGaming industry reach new heights. Sports getting suspended or cancelled across the globe has left bettors high and dry. This is behind the surge in real money casino game entertainment. Something that could not even have imagined just a few short years ago.

There has been a huge increase in African online gambling entertainment site activity. This is despite financial stresses amplifying for everyone. The chance to relax and to win big are huge motivators. This has seen many more people trying casino games than ever before.

An Outline of Africa’s Online Gambling Sector

50+ nations and over 1 billion people makes Africa the second-largest continent. It spans 30 million square kilometres. It features six time zones. And there are eight different climates across the many divergent countries.

A snap judgement applying to all the many countries has been operational for too long. In spite of evidence to the contrary, people view Africa as almost medieval technologically! But the tide always turns. And this part of the world’s massive potential is becoming clear. Many online casino investors and vendors are waking up to the new normal.

A Mobile Revolution

The change can be partly attributed to the rapid expansion of mobile internet connectivity. Today, more than three quarters of the population has a SIM connection, and two thirds have access to mobile broadband. New mobile internet infrastructure and cheaper smartphones means that an ever-increasing number of Africans can access online sports betting and casinos.

The rapid expansion of internet connectivity is one of the most significant elements in the African iGaming scene. 2018 saw six brand-new 4G networks launching, so there are now more than 120 operators. Today, Africans make up 11.5% of the world’s internet users. This fact means online casino games and internet sports betting is more possible. It’s not limited to an elite few anymore. Anyone with an interest in it can take part.

Mobile gaming handles almost half of the iGaming industry’s annual revenue. Over 200 million Africans are under the age of 35-years. And this figure will likely double over the next 10 years. This means that the already enormous market for gaming and smartphones will enjoy an exponential expansion as well.

Mobile gaming is even enjoying more popularity in remote parts of the continent. There are more than 290 million North Africans who rely on mobile devices. The market in this region produces revenue of US$90 billion annually. It is made up of Algeria, Egypt, Libya, Morocco, Sudan, Tunisia, and Western Sahara.

What is driving growth in this industry? Well, it has vast potential. A few savvy investors making the right decision now could mean millions in a few short years. The likelihood of a hefty real money gaming industry continent-wide is not small. More sophisticated mobile technology is spreading each year. This is turning problem areas into hotspots. They are ready for legalised real money games and sports betting opportunities.

Acceleration of the rollout of Sub-Saharan Africa’s mobile operators has had a big influence. 3G coverage increased from 63% in 2017 to 70% in just 12 months. This granted over 80 million new people access. One issue in this region, however, is that, although 3+ billion people reside in locations with full mobile broadband network reach, they do not all avail themselves of it.

Especially popular among young Africans is sports betting, particularly on European football leagues. In 2018, the African sports betting industry was estimated to be worth no less than $37 billion. Cultures are becoming more homogenous. This is a simple fact of nations developing. They start to take on Western ideals. A perfect example of this kind of process is the worldwide adoration of films from Hollywood. Or the global appropriation of specific fast-food franchises, or the near-universal support for Western fashion and music.

But there are still some challenges to be overcome before the online gambling industry can really take off in Africa. In many countries, gambling laws are either outdated, vague, or unenforced. Unlike in many parts of the world, there are very few regions of Africa that are culturally against gambling. This is good news for online casino operators and investors looking to expand into the region.

The biggest markets for gambling in Africa are Kenya, Nigeria, and South Africa. Let’s take a closer look at these three markets.

Kenya

The Kenyan nation is in the East Africa’s Great Lakes region. English and Swahili are its official languages.With a population of about 47 million, most types of gambling are legal. But the online casino and iGaming world is still in its teething period. This is due to the country’s slow adoption of mobile internet connectivity. However, the industry is beginning to gain momentum, with an average growth revenue of approximately 6.8%. Like in many other African countries, sports betting is particularly popular.

PricewaterhouseCooper revealed several interesting facts in 2018. PwC found that gambling activity in Kenya accounted for nearly 7% of the nation’s GDP. The sum was close to US$25 million.

Along with many of its many fellow Africans, Kenyans love Football betting. The European Leagues see the majority of the country’s wagering.  Up to 80% of Kenyans take part in these events. And industry executives reported that almost 7 million Kenyans use online betting services.

Principal notes on Kenyan taxation include those outlined by a new draft bill which details the following conditions regarding levies for online casinos:

• Lottery operators are asked for a 5% tax on their turnover
• Betting offices must pay over 7.5% of their net profit
• Online casino operators are subject to a 12% levy on all revenue less wins
• Lottery providers are charged 15% of their gross turnover

Other essential taxation information includes:

• Winnings are taxed at 20%
• Corporate income is subject to a levy of 29%

Nigeria

Nigeria has the highest GDP in Africa. It’s also the most populous country on the continent, with over 200 million people. A ban on gambling in the country lifted in 2004. The first legal online casino was launched in 2013, and the industry has exploded since then. A 2014 survey found that about 30% of Nigeria’s population place bets daily, totalling approximately $5.5 million.

A 2014 estimate said almost 30% of Nigerians place sports wagers daily, equal to approximately 60 million people. The bulk of these bettors fall into the age group of between 18- and 40-years old. The amount wagered on a daily basis is about US$5.5 million, which brings the annual total up to around US$2 billion.

This is a potent participation and turnover rate. And it’s something iGaming and online betting corporations have not let slip by unnoticed. Nigeria is ideal for online operators.

It was as recently as 2013 that the first-ever legal Nigerian online casino opened its virtual doors. A hop, skip, and a jump from 2020 in the iGaming Grand Scheme of Things! This market’s rapid development can partly be attributed to enormous growth in payment systems developed by local businesses. 

The fintech start-up that is Paystack is a perfect example. It currently processes over US$11 million monthly. It’s a very new company, established in 2015. And it has gone on to become the most-used system for online bettors. This is particularly true for those wagering at NairaBet, the second-largest online bookmaker in Nigeria.

KPMG, the intercontinental accounting firm, says that Bet9ja is Nigeria’s premier bookmaker. The firm reports US$10 million on an average month. This can be compared to NairaBet’s total of anything between US$3 million and US$4 million. This sportsbook has roughly 2 million regulars. Other providers include 888sport, Betway, Betfair, Golden Race, Merrybet, and Surebet 247.

Nigeria follows the African trend when it comes to the most popular sports for wagering on. The main focus is without a doubt Football. Spain’s La Liga and the United Kingdom’s Premier League take up the two top spots.

South Africa

With the second largest GDP on the continent, South Africa is the largest gaming market in Africa. Sports betting has seen the most exponential growth in recent years. It accounted for 21.3% of gambling revenue in 2018, at $405 million. In fact, estimations show that about half of all South Africans place sports bets on a regular basis.

The laws around online gambling in South Africa are outdated and confusing. Only sports betting and horse racing are considered legal. But discussions on legalization and improvement of online casinos in the country are afoot. So, watch this space.

In spite of the murkiness of current gambling legislation, South Africans enjoy gambling. Estimates say that almost 50% of the country does so regularly. The average is about once a month.

Recent surveys show that almost three quarters of the population have gambled at least once in their lives. Respondents describe real money gambling as absorbing. The most popular events include Cricket, Football, Golf, and Rugby. South Africans’ favourite outlets are Betvictor, Betway, Golden Race, Scorebet SA, and Sportingbet.

Typically, tax liabilities in South Africa include:

• Value-added tax of between 5 and 10%
• Tax on winnings of 15%
• A standard tax rate for corporate income of 29%

Ghana

Over 30 million people call Ghana home, many of these located in Accra, the country’s capital and largest city. The official language is English, and the cedi is its currency. It borders 3 countries, Burkina Faso, Côte d’Ivoire, and Togo. And prospective investors will be delighted to hear that all types of gambling, both land-based and online, is totally legal in this part of the world.

Once again, Football betting is by far the most common pastime.  Ghanaians show great fervour when it comes to these games! The widespread availability of land-based and web-based bookmakers makes it easy to wager.  Telephone betting is a particular favourite. Online casino games are also well-liked, with Bingo and Poker being the most played.

The Gaming Commission of Ghana is in charge of officially licensing the various bodies. Three important notes on this country’s taxation include:

• Gambling activity is levied by 18%
• There is a 17.5% VAT attached to winnings
• All revenue is subject to a corporate income tax of 29%

Tanzania

Tanzania has a population of almost 60 million. And it is another African country that has experienced a sharp uptick in online casino activity. This is alongside the internet-based sports betting surge. This is due to rapid improvements in access and availability.  Companies catering for both English and Swahili play a big role in this uptick.

A boom in sportsbook availability also fostered growth in this area. Bookmakers abound but Dar Es Salaam has the majority. M-bet, Meridianbet, Mkeka bet, Princess Bet, and Sportpesa are the most popular brands.

Revenue from sports betting activity is taxed at a rate of 25%. This provided the Tanzanian government with more than US$5 million in 2016. This was the same year that income from sports betting surpassed that of casinos. It generated over US$15 million. In the financial year 2017/2018, iGaming and internet-based betting saw the Tanzanian government collecting almost US$40 million in tax.

Uganda

Uganda also lists English and Swahili as its two national languages. And online gambling vendors can relax, because this country views gambling positively. It’s seen as a commercially viable, wholly legal activity. Casinos, lotteries, and sportsbooks are the most popular. Uganda has almost 700 sites devoted to it.

Reports reveal that the regulation of iGaming and online betting in Uganda saw the state budget swelling by over US$3 million. This was in the 2013 to 2014 period. Statistical data says that, over the course of 2016, this total then rose past the US$5 million point. This kind of information makes things clear. It becomes obvious that the region’s gambling revenue is experiencing an incredible upturn.

Ugandans spend an average of just over US$40 million on gambling-related activity yearly. Operators pay 20% tax on all revenue and withhold 15% of players’ winnings. In keeping with trends across the continent, sports betting is by and large the most favoured activity. Football takes the usual leading role. But Basketball, Cricket, Rugby, Tennis, and Volleyball are also popular. Many markets for these are available at all the best bookmakers.

Favourites include Betin, Elite Bet, SBA Uganda, Simba Bet, and Worldstar Betting. More and more Ugandans are starting to wager at online sportsbooks of late. This is due to the increase in mobile connectivity. And better support for safe payment methods has become a reality. This is a result of companies expanding nationwide.

The Lotteries and Gaming Regulatory Board recently reported that the Ugandan government saw US$12 million in revenue. This is from taxation on sports betting activity in the period extending from 2017 to 2018. Compare this to the paltry US$3 million reported from 2013 to 2014. And the mere US$66 000 from 2003 to 2004. The rate of growth is astounding!

A new gambling law recently introduced in Uganda states that operators now have to get three licenses:

• A promoter permit
• A warrant rendering them an official Ugandan distributor
• A license from the industry itself

Purchasing these license cost vendors between US$300 and US$1 500. And they need to additionally factor in payment to the National Lottery Directorate. This amount is roughly US$60 000 and is treated as a deposit for payoffs and taxation in the future. Apart from levies, the tax rate on corporate income is 29%.

Predictions for African iGaming and Online Betting

This article clarifies how big the potential for online casino and internet-based bookmakers is in Africa. If things keep going in the direction they have been, the following factors are a matter of fact:

• Disposable income will increase, and a larger middle class will begin to emerge.
• Increased connectivity will combine with ever-cheaper desktops, smartphones, and tablets. This means more and more Africans will be able to get online.
• Countries are embracing many more Western values than ever before. This will come to include gambling online.
• Legislation, licensing, regulation, and taxation will increase across the board.

Keeping these factors in mind, add in general tolerance for gambling and betting in all its forms. Then throw in the incredible diversity of this market. It’s fair to say that things are looking good. Africa could become a key player in the iGaming sector, and soon.

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Most industries have experienced an unsought hiatus from regular business operations thanks to the novel COVID-19 and the effects that have come with it, and the gambling industry has not been spared. While online gambling has remained a steady alternative to conventional land-based betting houses, that makes it no less to suffer just as much. Due to measures implemented in an effort to contain the virus and major sporting events like the NBA, NHL and MLB being put on hold, the gambling industry has been left with little to bet on.

Effects On East African Industry 

In East Africa, things couldn’t go more downhill. As many betters still take preference of betting on land-based betting houses, the online betting industry that has about 30% of gamblers wagering online has seen an even further decrease in wagers. Eastern African sales have seen a dramatic drop of  99% since the outbreak of Coronavirus. Speaking to BBC Sports Africa, brand ambassador for GAL Sports Betting website Ivan Kalanzi noted East Africa’s deteriorating gambling industry- “We don’t have many online gamblers in Kenya or Tanzania, where we are more into betting houses.” 

Plan B? 

With a majority of a middle-aged audience who count on giant football leagues that have been put off, online betting companies are forced to seek alternative entertainment to keep betting and business afloat. In an attempt to adapt to the lack of live sports, betting companies have set to focus on esports, which allows computer users to compete against each other in the sport of their choice. Simply described as competitive video gaming, esports holds leagues for different games from racing to fighting games, first-person shooter, multiplayer online battle arena and many more.

Albeit other continents quickly becoming receptive of esports which has led to a rise since the epidemic, Africa seems to be slow on hopping on that boat.  Betway’s country manager in Ugan to esports while most major sporting events have been postponed. 

The Unknown Future 

Coronavirus has undoubtedly changed the world as we know it and has made uncertainty and panic linger about in all major industries. With the first ever postponement of the Olympics being announced, the future of sports and online gaming is left with a question mark. Revenues are expected to fall even further and new regulations imposed on betting firms in Kenya don’t make it any easier. As the government raised taxes, coupled with a ban on advertising on public platforms from May 2019, the future of African gaming is in its tightest spot yet. 

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In its current post-Mugabe era, many politicians and ordinary citizens are hopeful that Zimbabwe will begin to thrive again. The country has cosmopolitan cities, Victoria Falls and other sites of pristine natural beauty and an education system that still ranks as one of the best in Africa. There’s no reason why it shouldn’t start making an economic comeback, and increasingly it seems that gambling will have a big part to play.

Changing Attitudes Towards Gambling

Zimbabwe’s government seems to have recognised how beneficial a gambling sector could be for many years now. The last major gambling legislation was passed in 2000, with the country’s Lotteries and Gambling Act.

The Act allowed almost all forms of land-based gambling, including lotteries, horse racing, sports betting and casinos. In addition, it also successfully established the Lotteries and Gambling Board to oversee Zimbabwean betting regulation and issue licenses to operators.

Interestingly, although Zimbabwe had some of the most progressive African gambling laws of its day, the majority of its citizens disapproved of the activity until recently. Betting on sports or games was considered a social vice or even a weakness, but now most people see it very differently.

They consider it a simple, enjoyable way to pass the time, and some look at it as a potential money earner in a country where job opportunities are limited. Young people, in particular, have begun to accept gambling as a normal part of everyday life.

Zimbabweans Prefer Sports Betting

Though land-based casinos are legal and do attract some locals, these establishments are more popular with tourists and are thus usually found inside high-quality hotels. The standard games that are seen in most casinos are available, including slots, Roulette, Blackjack and Baccarat. Poker is also growing in popularity, with dedicated Poker rooms and tournaments becoming increasingly common.

The best-loved gambling pastime in Zimbabwe, however, is undisputedly sports betting. Local operator Zimbet leads the charge and offers a wide range of markets in several different sports. This is a similar situation to the rest of Africa, where betting on sports seems to have developed from watching the games. These days, it appears to be equally popular.

Online Gambling in Zimbabwe

Another thing that Zimbabwe has in common with several other African countries, is the fact that its laws were made before online gambling was widespread. Consequently, the legislation doesn’t really address internet-based betting and the activity is something of a grey area.

Since there are no rules governing online gambling, the practice is legal by default and Zimbabweans are certainly eager to play and bet this way. Currently, they are limited to offshore operators since local online sportsbooks and casinos are discouraged.

Future legislation could change the status of online betting and make it more attractive for Zimbabwean operators to launch their own sites. This idea is gathering momentum, as more politicians and businessmen recognise the huge potential for tax revenue, general profits and job creation. As online access becomes easier and more reliable, a local sector looks like an increasingly possible and profitable prospect.

For players and bettors, a more regulated industry would mean their rights and privacy were properly protected. With this peace of mind, they might well indulge themselves and gamble more often, thereby generating even greater prosperity. As betting becomes a more accepted pastime in Zimbabwe, this protection is more important than ever.

With so many potential benefits, pressure on the government to update the online laws is mounting and is expected to continue to do so. Clear, comprehensive guidelines will take time to create, as has been seen in neighboring countries and other African nations, but the efforts should be well-rewarded with a successful, smoothly functioning internet-based gambling industry that could help the country recover from the ravages of Mugabe’s rule.

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BtoBet has just released a report titled ‘Transforming the South African iGaming Industry Into a Model for Africa’. In it, the online casino and sportsbook solutions provider explores current and future situations of internet-based gambling in South Africa.

As a well-developed supplier of white label, management tools and other services and products for online operators in Africa, BtoBet is in a prime position to capitalise on opportunities in markets across the continent.

A Success and an Example

South Africa has mobile and internet penetration, established land-based casinos and solid year-on-year growth of online gambling in the country. All of this makes experts agree that SA desktop and mobile casinos have great potential. The technological infrastructure is already in place, with BtoBet Chairman Alessandro Fried confirming that South Africa is far ahead of its neighbours in this regard.

Not only could SA be a success in its own right, but the developed state of its technology could allow it to set a great example to the rest of Africa about the directions in which their local industries should be moving.

Insiders Are Enthused

Executives from BtoBet, South African politicians and other interested parties have all been expressing enthusiasm for a fully legal, strictly regulated online gambling industry in SA. As well as creating new jobs, generating more taxes and providing some much-needed economic stimulation, this would allow for a much greater level of consumer protection. Support could be given to responsible gambling initiatives, and operators’ illegal financial and other activities could be curtailed.

Chief Marketing Officer at BtoBet Sabrina Solda commented that South Africa’s reputation as a gambling retail mecca is already set, and that the task at hand now is to replicate this situation in the online space. The Casino Association of South Africa’s Chief Executive Officer, Themba Ngobese, shares this view. Time, dedication and concerted government involvement are all critical to realising SA’s online gambling potential, but it is possible and the expected rewards would be great.

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Illegal activities in Football betting appear to be a growing concern, and one that officials within the sport are taking seriously. The most recent example of this is the decision by the Ghana Football Association (GFA), to take action against unauthorised accepting of sports bets on major competitions.

Sports betting is legal in Ghana, both online and in land-based establishments, but unlicensed operators remain a concern in the country. At the Ghana Premier League (GPL) season launch in the December of 2019, new GFA President Kurt Okraku publicly banned sportsbooks from offering GPL markets, as well as markets on any other competitions run by the GFA, without holding the appropriate licences.

In spite of this edict, the GFA found that several operators offered odds on GPL matches in late December 2019 without having the authorisation to do so. This prompted the Association to instruct its legal team to take action against the bookmakers involved in the illicit wagers.

The GFA’s Public Statement

At the time of instructing its lawyers to take action, the GFA issued a public statement warning all betting companies to stop taking bets on any GFA product without explicit GFA authorisation, or face legal proceeding without further notice.

At the same time, the organisation said, they wanted to alert the Gaming Commission of Ghana which serves as the national regulator of the unlawful activities. The bookmakers in question were licensed, but their specific accepting of these bets was not.

Stricter Corruption Prevention

In addition to banning the use of GFA fixtures and results in sports betting, Okraku announced that all domestic Football participants – players and anyone else involved in the industry – are also prohibited from placing any future bets.

Collectively, the measures appear to have been put in place in order to combat corruption within Ghanaian sport in general and Ghanaian Football in particular. Kwesi Nyantakyi, previously the President of the GFA, was banned from the sport for life after being found guilty of breaking corruption and bribery regulations.

Football teams also appear to be taking the crackdown on corrupt behaviour seriously, with GPL team Elmina Sharks appealing to the GFA to investigate what they termed a fake friendly involving their academy in December 2019. The Sharks contended that the game was put together for betting and match-fixing purposes.

For now, the situation is similar to the ban by the British Football Association, or FA, on any of their associates placing wagers on Football-related matters. The FA’s decision also came after a series of betting scandals rocked the industry. Clearly, regulatory organisations across the world want to preserve the integrity of The Beautiful Game.

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