The growth of Blue Bloods in Africa
Globally, internet adoption has steadily increased over theyears, and Africa has not been left out. Quite the opposite. Thegrowing young population of the continent and uptake ofinternet and smartphone technology have driven the growthof various industries. According to the Global System forMobile Communications Association (GMSA), Africa will have120 million new mobile subscribers by 2023, reaching newheights of a total of 615 million, corresponding to 50 percentof the region’s population. This digital movement is openingup new possibilities that are giving new forms ofentertainment a chance to thrive, one of which is online sportsbetting. It is fair to say that in the past ten years, sportsbetting has emerged all over Africa, and is expected to growwith the digital economy of the world.
Picking up on trends popular in Europe and North America,and with Africa’s love for sports, it is fast becoming an onlinegaming continent. With accessibility increasing, the questionarises: what’s available and which companies are trusted topave the way for wins for the users?
No matter their culture, language, political persuasion, socialstatus, or race, people across the African continent have onething in common. The shared love for sports – especiallyFootball. Combine that with a population of 1.3billion people,of which around 70% are youths, and you get a highlydesirable market for sports betting operators. In February2018, BetKing launched in Africa, with its first office in Lagos,Nigeria with a solid mission – to create an efficient systemthat enables the quests of its Kings and Kingmakers byproviding the right technology, radical innovation, anduncompromising service to all customers while at the sametime drive as much impact within communities as possible.
BetKing believes everyone is a king and this is reflected ineverything that makes up the brand; from the colours thatsymbolize royalty and wealth, to its excellent service deliverythat is specially designed for Kings and most importantly, anobjective to grow the Kingdom – one King at a time.
Within four years of operating in Africa, the company hasspread its tentacles to other countries in Africa includingEthiopia, Kenya, and just recently, Ghana. Currently servingmillions of customers across Africa, BetKing fast has become afavourite among punters across Africa – despite having accessto a plethora of other bookmakers.
So, what then, has accounted for BetKing’s success acrossAfrica, and to be the platform of choice?
Transforming lives through sports entertainment
A look at the company’s activities would send a clear message–BetKing Cares. Across all markets, BetKing, unlike anyother business, is known as a company that providesentertainment for individuals but is also known forempowerment, transforming lives, and the positive impact thebrand brings to individuals and communities. The company’sgoal is to change the face of sports betting in Africa and indoing so, BetKing remains committed to initiatives thatimprove the conditions of the societies they operate. This hascome to life through various initiatives that cut across –entrepreneurship and employment, sports development, andenvironmental sustainability, to mention a few.
Under the company’s CSR initiative BetKing Cares, whichserves as the cornerstone of the organization’s commitment topositively affecting lives both within and outside of thecommunities it operates in over the past four years, BetKinghas made significant contributions to the socio-economictransformation of Nigeria, Kenya and Ethiopia. In Nigeria, thecompany rolled out a ‘Month of Good’ initiative designed topositively impact communities. Through collaborations withtwo well-known non-governmental organizations (NGOs) -Market Doctors and the African Clean-Up Initiative (ACI), thecampaign supported medical outreach impacting hundreds ofpeople in significant cities like Lagos, Ibadan, Abuja, Benin,Enugu, Port Harcourt, and Anambra, as well as beachfrontand drainage clean-up initiatives in some of these cities.
In 2020, the Ethiopian Premier League heralded a new era inEthiopian football with the backing of BetKing andMultiChoice. The investment and partnership aimed toprovide international exposure to the league by givingEthiopian football players a platform through which to putEthiopia on the world football map. In Kenya, BetKinginvested in the renovation of Dagoretti Youth CommunityCentre based in Nairobi’s Kawangware slums.
The Making of ‘Kings’ and ‘Kingmakers’
BetKing’s agent network has enabled thousands of individualsto own their businesses and become their own boss. Theenterprise has enabled the youth amongst these fans to viewsports betting as a business rather than just a game. Thisopportunity creates direct & indirect employment incommunities and the ripple effect leaves a positive impact onthe economy. The agent network has proven invaluable for theyouths involved and most individuals have gone further totestify that the business has a positive impact on theirstandard of living, and soci0- economic well-being. Asidefrom giving thousands of youths the chance to work forthemselves, the company invests in ability building for itsnetwork of agents. A recent collaboration between BetKingand DSTV would offer new agents complimentary DSTVequipment and subscription which reduces setup costs anddrives customer engagement.
BetKing’s unique approach to customer experience and CSRefforts combined with its offer of the biggest odds-on majorleagues with exciting markets across several sports and virtualgames has powered its rapid growth in Africa in just fouryears.
The expansion to Ghana
BetKing’s agenda is not for Nigeria, Kenya and Ethiopia alone.BetKing is dedicated to changing the face of sports betting inthe whole of Africa – including Ghana. On August 6, 2022,BetKing officially launched in Ghana with a high-levelstakeholder event that presented an opportunity for the brandto reiterate its plans for the Ghanaian market. The Head ofPolicy for the Sports Ministry, Mohammed Sannie Adams, theCommissioner of the Gaming Commission of Ghana, PeterMireku, former Black Stars – Asamoah Gyan, John Paintsiland Samuel Kaffour; the media, and key players from thesports industry were all present at the event, which was heldat MultiChoice Ghana Limited.
As seen in recent years, there is a unique opportunity andtalent in the country to grow Ghana into a world-class sportsecosystem and BetKing hopes to play a major role in thisjourney – with a more dedicated focus on youth. Sincedifferent markets, regions, and communities have differentneeds as opposed to a one size fits all approach, the company’sstrategy is to gain insights into communities in Ghana tounderstand what they need and how BetKing can supportthem. BetKing aims to reach underserved communities toguarantee inclusion for all. As part of the company’s plans,BetKing aims to develop entertainment centres while cateringto their needs and overall ensure value is delivered in animpactful and sustainable way.
Positively affecting communities and bringing excellentresponsible gaming & compliance standards stays BetKing’scollective commitment to sports fans across Ghana andbeyond – and helps ensure sports betting continues to be anexciting, engaging, entertaining, but most of all, impactful ifnot a life-changing experience.
By Gossy Ukanwoke, Managing Director forKingmakers