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CONSUMER TRENDS
Betting now a significant cultural and economic phenomenon in Africa
By our African Marketing Confederation News Team | 2025
Soccer is the biggest driver. SA has replaced Kenya as the biggest African nation of betters in the latest GeoPoll survey.
Betting has rapidly emerged as a significant cultural and economic phenomenon across Africa, propelled by the continent’s youthful demographic, expanding internet and smartphone access, and the widespread enthusiasm for sports, particularly soccer.
Photo by Stockcake.com
This is according to the ‘Betting in Africa 2025’ report from research company GeoPoll. This builds upon the company’s previous reports – including the 2024 report, which also investigated the betting habits of youth in Ghana, Kenya, Nigeria, South Africa, Tanzania and Uganda.
“Over the past three years, betting participation across African countries has shown dynamic shifts,” GeoPoll says in a blog post.
“In 2022, Kenya led the continent with 83.9% of respondents reporting they had tried gambling or betting, followed by Nigeria at 78% and South Africa at 74%.
“The 2024 study reaffirmed Kenya’s lead, with 82.8% of respondents indicating they had placed a bet, while South Africa (73.9%), Ghana (73%), Uganda (71.4%), Tanzania (71.1%), and Nigeria (65.3%) followed closely behind.
“However, the 2025 results mark a notable shift in regional rankings. South Africa now tops the list with a striking 90% of respondents having placed bets, followed by Uganda at 87%.
“Kenya, previously the consistent frontrunner, has dropped to third place with 79%. Nigeria follows at 71%, while Ghana and Tanzania both report significantly lower betting participation at 56% each.”
Gambling frequency
Among those who reported having ever placed a bet, GeoPoll explored how frequently they engage in gambling activities. In the 2024 survey, 32% of respondents indicated they bet approximately once a week. Additionally, 20.8% placed bets once a month, 17.8% bet at least once a day, and 15.6% reported betting more than once a day.
The 2025 findings show a slight increase in weekly betting, with 35% of respondents now gambling once a week. A total of 22% reported betting once a month, while 20% do so less than once a month.
Daily betting has seen a modest decline, with 14% betting once a day and 9% placing bets more than once a day.
Mobile betting
Mobile phones have firmly established themselves as the preferred platform for betting across Africa. According to the 2025 survey, an overwhelming 91% of respondents who participate in gambling reported that they place their bets using a mobile phone.
“This highlights the critical role that mobile technology continues to play in shaping betting behaviours on the continent,” GeoPoll states.
Soccer remains the most popular form of betting in Africa, with 61% of respondents in the 2025 survey stating they mainly bet on football matches – continuing the trend observed in 2024.
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