Sports betting in Africa is on the rise, blending tradition and innovation to enhance fans’ engagement with sports. What once relied on informal wagers and roadside kiosks has now evolved into a thriving industry with millions of fans across the continent. This is thanks to technologies like smartphones, 4G and 5G internet, VR, and AR.
As Africans continue to embrace sports betting, let’s examine how the tech driving the industry has evolved and will continue to evolve in 2025 and beyond.
The history of sports betting in Africa
You may think sports betting is new in Africa, but it dates back centuries. Before Malawians enjoyed online Malawi betting platforms like Betway in 2025, North Africans were betting on horses in the 15th century. Africans, meanwhile, had been betting on sports for over 7 decades. These histories reflect a deep cultural connection to sports and community betting that, alongside technology, is crucial to the growth of sports betting in Africa.
The rise of modern sports betting, bookies, and kiosks
Governments in Africa only started regulating sports betting in the mid-20th century. Since then, this industry has experienced incredible growth. Nearly half of South Africa’s adult population regularly participates in sports betting. The country currently has the biggest betting market in Africa and, coupled with Nigeria and Kenya, made $40 billion in betting revenue in 2018.
At the beginning of the sports betting wave in these three countries, much of the betting took place in betting kiosks run by local bookies. This was a way to offer sports betting services to areas that had very low smartphone and internet penetration at the time.
The kiosks had betting booths and one or two computers, at best, with the bookie recording bets on physical tickets. As sports betting grew more popular, self-service booths replaced these general kiosks.
Mobile and live betting
Around the 2010s, mobile penetration in Africa grew, making it possible for bettors to access betting markets on their phones. Mobile betting through platforms like the Betway app has become popular because of its convenience and affordability. Mobile money services like M-Pesa also make it easy to place your bets online and access your winnings in an instant.
As of 2025, 70 percent of Africans own a smartphone, a number that will keep growing. With 5G internet increasing internet access, all of these smartphone users can stream and bet on live matches. Recent research reveals that 80% of African bettors prefer live, in-play betting to before-he-match betting.
The future of sports betting tech in Africa
Africa is a vibrant market for sportsbooks like Betway. As technology continues to make sports betting more accessible to Africans, the future of the industry will be defined by regional customization, mobile-driven innovation, and innovations such as blockchain and AR/VR. Reputable platforms like Betway must then focus on meeting the specific cultural needs of African bettors while tapping into our love for sports.
