Best African Bookmakers

Betway operates in various African countries, obtaining national licenses. In Kenya, they hold a license from the Betting Control and Licensing Board (BCLB); in South Africa, from the Western Cape Gambling and Racing Board; and in Tanzania, Zambia, Uganda, and Nigeria, they operate with local permits.

Active Localization: Integration of popular payment methods in Africa (M-Pesa in Kenya, Airtel Money, EcoCash), support for local languages, emphasis on region-specific sports (football, cricket, rugby, marathons in Kenya).

Betway actively partners with football clubs (for example, in South Africa and Zambia), enhancing brand recognition.

Bet9ja is a Nigerian betting company that has become one of the largest operators in Africa, particularly in West Africa. They hold a license from the National Lottery Regulatory Commission (NLRC). Their focus is on Nigerian football (NPFL), local sporting events, and cultural specificities.

Bet9ja expands beyond Nigeria but not throughout all African countries. In Ghana, it operates through local partnerships and licensing. It aims to enter the Kenyan, South African, Ugandan, and Tanzanian markets but faces fierce competition from Betway, SportPesa, and others. In West African countries (Benin, Senegal, Côte d’Ivoire), it targets French-speaking markets through adapted platforms.

Active Localization: Integration with mobile money (MTN, Airtel Money in Francophone countries), extensive coverage of African leagues (Nigerian, Ghanaian, Kenyan Premier Leagues, promotion of local derbies and international matches involving African teams), sponsorship of football clubs (e.g., Shooting Stars FC in Nigeria), use of local slogans and celebrities (e.g., ambassador — former footballer John Obi).

NairaBET is a Nigerian betting company operating predominantly in Nigeria and selectively in some other African countries. The company is registered and regulated by the National Lottery Regulatory Commission of Nigeria (NLRC).

The name “NairaBET” explicitly refers to its orientation towards Nigeria’s national currency (naira), emphasizing its initial focus. Emphasis on Nigerian sports: extensive coverage of local football leagues (NPFL), basketball, tennis, etc.

Sportingbet (part of the Entain group, formerly GVC Holdings) is an international bookmaker actively operating in Africa, though with varying levels of presence in different regions. In South Africa, it operates under a license from the Western Cape Gambling and Racing Board, maintaining a strong presence both online and through affiliate betting shops. In Tanzania, it holds a license from the Gaming Board of Tanzania. In Zambia, it is regulated by the Zambia Gaming Control Board. Historically present in Kenya, but now reduced activity due to strict regulation and high taxes. In some regions (like Nigeria), Sportingbet does not focus, yielding to local brands.

In countries where obtaining a license is difficult, Sportingbet can operate through partnerships (for example, with local casinos or payment systems). Emphasis is placed on mobile applications and a website adapted for users with poor internet connectivity. Payment localization: in South Africa (cards, e-wallets such as SnapScan, bank transfers), in Tanzania and Zambia (mobile money M-Pesa, Airtel Money, MTN Mobile Money). Focuses on betting for sports popular in Africa — football (including local leagues), rugby, cricket, marathons.

Hollywoodbets is a South African betting company that is one of the market leaders in sports betting in South Africa and gradually expanding into other African countries. It holds licenses from provincial regulators in South Africa (e.g., KwaZulu-Natal Gambling Board).

Hollywoodbets is gradually entering neighboring markets: in Eswatini (Swaziland) it operates through partnerships and local licences; in Mozambique, it is present in tourist zones (e.g., Maputo) with a focus on physical outlets; in Zambia and Namibia, it explores opportunities for expansion but is not yet a major player; in Kenya and Uganda, it attempts to enter the market but faces stiff competition and regulatory barriers.

It focuses on sports popular in South Africa: rugby (Currie Cup championship, Super Rugby), football (South African Premier League, English Premier League), cricket, horse racing, car races. It offers ‘spin’ bets (quick games) and ‘podi’ (number-based lottery-like bets), particularly popular in working-class neighborhoods. Supports rugby clubs (Sharks, Dolphins) and football teams (AmaZulu FC).

Fortebet is a popular bookmaker primarily operating in Uganda and several neighboring East African countries. In each country, Fortebet operates under a national license (e.g., in Uganda, from the Uganda Lotteries and Gaming Regulatory Board). Its business model is heavily oriented toward the local market and accessibility for broader segments of the population. 

Strong localization: focus on local sports — Uganda Premier League (football), boxing, as well as popular European championships (English Premier League). Advertising and support in local languages (Luganda, Swahili, etc.), sponsorship of local sports events, teams, and tournaments.

USSD-betting allows placing bets from simple mobile phones without internet connection (via short codes). Payments through mobile money — integrated with M-Pesa (Kenya), MTN Mobile Money, Airtel Money (Uganda, Tanzania).

Aggressive marketing and low entry threshold: minimum bets are very low (sometimes starting from 100 Ugandan shillings — ~$0.025), attracting mass clients. Frequent promotions, bonuses, and distribution of branded merchandise (T-shirts, caps) in the brand’s colors.

BetPaw is a relatively new international online bookmaker and casino platform actively expanding into the African market. BetPaw targets countries with emerging online betting markets: Nigeria (key market — supports naira), Kenya (shillings, integration with M-Pesa), Ghana, Tanzania, Uganda, South Africa (limited due to strict regulation), Angola, Mozambique (through Portuguese language support). 

BetPaw positions itself as a global platform but adapts its services for African users:  

• Language support: English, French, Portuguese, and local languages in the interface.  
• Content localization includes popular African sports (football, rugby, cricket, marathons).

BetPaw actively promotes the use of cryptocurrencies (Bitcoin, USDT, Ethereum) for deposits and withdrawals, bypassing issues with traditional bank transfers. Local payment methods are also supported: mobile money (M-Pesa, MTN Mobile Money), bank cards.

SportPesa is one of the most renowned betting companies in Africa, originating in Kenya and extending its influence to other countries on the continent. Established in Kenya in 2014, it quickly became a market leader due to aggressive marketing and sponsorship of sporting events. Initially named Pelepesa, it later changed its name to SportPesa.

• Kenya — domestic market where the company has strong positions (license from Betting Control and Licensing Board, BCLB).  
• Tanzania — successful presence, license from Gaming Board of Tanzania.  
• South Africa — operates through provincial regulators’ licenses.  
• Other countries: Attempts were made to enter the markets of Zambia, Uganda, Nigeria, Rwanda, but with varying degrees of success.

SportPesa Business Model Features in Africa  

• Mobile payments as the foundation. Integration with M-Pesa (Kenya, Tanzania) made betting accessible to millions without bank accounts. Also supporting Airtel Money, Tigo Pesa, bank cards.  
• Massive investment in sports sponsorships. Supported football clubs in England (Everton, Hull City) and in Africa (e.g., Kenyan teams Gor Mahia, AFC Leopards). Funding local sports leagues and tournaments.  
• Product localization. Focus on local sports (Kenyan Premier League, Tanzanian league).

Premier Bet is one of the largest bookmakers in Africa, particularly prominent in francophone countries but also extensively represented in Anglophone regions. It operates under licenses in each country (e.g., in Côte d’Ivoire — ARJ regulator, in Senegal — LONASE). In some countries (Nigeria, Ghana), it has separate legal entities to comply with local ownership requirements. Known for loyalty to regulators — rarely involved in scandals unlike some competitors.

Premier Bet operates in over 15 African countries:   

• Francophone Africa: Côte d’Ivoire, Senegal, Cameroon, DR Congo, Benin, Togo, Mali, Burkina Faso, Niger, Congo, Gabon.  
• Anglophone Africa: Nigeria, Ghana, Uganda, Zambia, Tanzania, Kenya (limited).  
• Lusophone (Portuguese-speaking) Africa: Angola, Mozambique.

Recognizable branding: green-and-white color scheme, slogan “Votre partenaire de jeu” (“Your game partner”). In some countries (e.g., Ivory Coast), Premier Bet is synonymous with betting due to its vast network.

Strong localization: support for local languages (French, English, Portuguese, Swahili, and local languages in advertising), focus on local sports (football leagues of each country, local tournaments, as well as popular European championships), cultural integration (participation in local events, team sponsorship, e.g., sponsoring TP Mazembe, AS Vita in DRC), integration with Orange Money, MTN Mobile Money, M-Pesa (depending on the country).

BetKing is a fast-growing betting brand actively operating in several African countries, particularly in Nigeria, where it has become one of the market leaders.  

Nigeria (National Lottery Regulatory Commission (NLRC) license) — primary market where BetKing competes with Bet9ja for top position. Ghana (Ghana Lottery Board (GLB) license) — second important market, actively developing. Ethiopia: works in partnership with the state-run Ethiopian Lottery Administration since private betting is prohibited but lotteries are allowed. Kenya: license from Betting Control and Licensing Board (BCLB).

Active Localization: payment systems adapted for Africa (in Ghana — MTN Mobile Money, Vodafone Cash; in Nigeria — mobile wallets), focus on football (Nigerian Premier League (NPFL), English Premier League, other European leagues), sport sponsorship (funding local football clubs, tournaments, e.g., sponsors Rivers United club in Nigeria). Brand ambassadors — famous athletes (e.g., Nigerian footballer Obafemi Martins was the face of the brand). Slogan: “King of Betting.”

Ensure that the website has a license specifically in your country (e.g., strict requirements in South Africa, individual regulators in Kenya, Nigeria, Ghana, etc.). 

Find out what penalties and risks exist for playing with unlicensed operators (some countries penalize players too).

Choose a bookmaker that accepts local payment methods (mobile money, local banks, vouchers) and allows funding/payouts in the national currency.  

Pay attention to fees and withdrawal speed — market leaders typically offer faster payouts.

 For football in Africa, Bet9ja, BetKing, Mozzartbet, 22Bet, Melbet, and Betway stand out: they offer a wide range of matches (EPL, CAF, local leagues) and competitive odds.  

If you’re focused on local tournaments and regional competitions, look at sites specializing in local leagues (Bet9ja, Mozzartbet, Odibets, SportPesa, etc.).

If you place a lot of parlays and want maximum promotions, consider BetKing, Mozzartbet, 22Bet, Megapari, and similar platforms — they offer enhanced odds and cashback promotions.

For large welcome bonuses and free bets, benefit from Betway, 10Bet, 888Starz, Campeonbet, and BC.Game (especially for crypto).

Choose platforms with a simple interface and fast mobile apps: Betway, Melbet, 10Bet, MSport are known for their convenience and mobility.  

For active live betting and streaming, Sportingbet, 1xBet, Betway, and BC.Game are better suited, offering streams and a wide live market.

For “universal” play (football, live betting, promotions, local payments): Betway, 22Bet, Melbet.  

For focus on Nigeria and local markets: Bet9ja, BetKing, MSport, Betpawa.  

For players from South Africa: Hollywoodbets, Sportingbet, Betway, 10Bet, Gbets.  

For fans of jackpots and express bets: Mozzartbet, SportPesa, BetKing.  

For crypto betting and numerous bonuses: Stake, BC.Game, 888Starz.

Availability of 24/7 support, local languages, and a clear dispute policy adds to the credibility of larger, reliable operators.  

Deposit limits, self-blocking features, and other tools for responsible gaming are particularly well-developed by leaders such as Betway, Frapapa, and several licensed national brands.