Salaried Africans Embrace Football and Fast Games Amid Rising Betting Risks
The world of betting in South Africa, Uganda, and Kenya is experiencing a surge in popularity, driven by technology, modest stakes, and regulatory changes. Interestingly, fast-paced games like Aviator are now overshadowing traditional favorites like soccer, a trend that experts warn comes with escalating risks.
Football and quick-play games have become the go-to choices for many working Africans, reshaping the demographics of the industry and fueling increased mobile betting activity across the continent. However, concerns are mounting over the growing prevalence of betting addiction and the financial turmoil it can bring.
A recent 2024 review by Play The Game highlighted the escalating problem of betting addiction among young populations in Africa, leading to severe consequences such as financial ruin and even suicide in extreme cases. The institute pointed out that aggressive marketing strategies by betting companies and the easy accessibility of mobile platforms have exacerbated these issues.
The Africa Centre, a New York-based cultural and policy institution, echoed these concerns, warning that unchecked gambling-related disorders could result in financial difficulties, crime, and mental health issues.
As a response to these challenges, regulatory interventions have been implemented, such as the ban on betting firm SportPesa in Kenya, as authorities strive to strike a balance between curbing predatory betting practices and safeguarding the industry.
Another worrying aspect is the potential for addiction-induced behaviors, which could lead individuals to turn to drugs and alcohol as coping mechanisms when faced with betting losses, particularly as more salaried Africans engage in betting activities.
Changing Demographics and Betting Habits
GeoPoll’s recent report revealed some intriguing insights into the betting landscape in Africa. Contrary to popular belief, the study found that 38% of bettors are formally employed, while 29% are self-employed or entrepreneurs. Only 18% of bettors are unemployed, with students making up 14% of the betting population.
South Africa has emerged as the continent’s leader in betting participation, with 90% of respondents indicating they placed bets in 2025, a significant increase from 74% in 2022. Uganda closely follows at 87%, up from 71.4% in 2024, while Kenya, previously a frontrunner at 83.9% in 2022, now ranks third at 79%. On the other hand, Nigeria and Ghana have seen a decline in participation rates to 71% and 56%, respectively, due to stricter regulations and changing consumer preferences.
While football remains the most popular sport for betting, with 61% of bettors favoring it, the GeoPoll report highlighted the growing appeal of fast-paced games like Aviator. Used as the primary form of betting by 19% of respondents, Aviator’s rise is particularly prominent among individuals under the age of 35.
The format of games like Aviator is tailored for mobile users, making it a hit among younger demographics who are accustomed to quick interactions and instant gratification.
The Youthful Presence in the Gambling Landscape
Another report by SagaCube, Africa’s leading consumption tracking platform, shed light on the age demographics of gamblers. The study revealed that 74% of gamblers are between the ages of 18 and 35, underscoring the significant presence of young adults in the gambling scene.
Despite the popularity of betting, most users exhibit caution in their spending habits. In Kenya, 57% of users spend less than $10 per month on betting, while in South Africa, 45% fall into the same spending range, with an additional 33% spending between $10 and $25. Uganda falls in the middle, with 46% of bettors spending between $10 and $25 monthly.
Although a minority of bettors spend over $50 per month, this group remains relatively small across all surveyed countries.
The Role of Smartphones and Financial Disparities
Smartphones play a pivotal role in the world of betting in Africa, accounting for 91% of all bets. This trend is driven by the affordability of data and the convenience of app-based betting services.
In Tanzania, 93% of bettors spend less than $50 per month, but a striking 7% splurge over $500 monthly, highlighting broader economic disparities. Similar contrasts are observed in Kenya and Ghana, where most bettors wager modest amounts while a minority engages in high-risk betting ventures.
As the betting industry booms, concerns about sustainability and responsible gambling practices have come to the forefront. Financial advisors caution against practices like gambling with school fees, emphasizing the importance of responsible gambling tools as markets mature.
Credit: Seth Onyango, Bird Story Agency
