The digital age of the 21st century has vastly changed how people consume. The global connectivity brought on by the internet has many benefits, but the sheer amount of information that flows through our phones each day can be difficult to filter.
Don’t get us wrong – the fact that phones are rapidly becoming accessible in Africa has done a lot of good. But it is up to the customer to make good use of all the possibilities of the information superhighway – we all have to do our research.
Sports Betting in Africa on the Rise
If you’re a fan of online sports betting, there have been two major effects of what we just mentioned.
The first would be that there are more online bookmakers out there than ever before. Moreover, major international betting companies that otherwise would not expand their business into Africa have started opening their doors to new customers. Combined with local African bookmakers, the list of active sportsbooks is staggering.
However, being an African punter complicates things. Why? Because most of these major bookmakers are focused on catering to other markets. For instance, almost every betting site is sure to feature major European football leagues, but not many of them offer extensive coverage of African leagues. The main focus for the majority appears to be the United Kingdom – and who can blame them, seeing how profitable the UK betting scene can be. Being part of a somewhat niche audience can complicate things even further.
Picking a Betting Site in Africa
Healthy competition is usually a good thing, but it’s becoming hard to distinguish between trusted gambling companies and shady potential scams – simply because there are so many of them.
Thankfully, the average consumer is much smarter these days then they were just a few decades ago. The days of just walking into a betting shop and putting up a stake are over. Instead, people have learned to research online – for example, through online bookmaker reviews. These are intended to rank and rate bookmakers so that customers know what they are getting into and how it compares to the competition.
With that in mind, you have to educate yourself before deciding to trust a site with your hard-earned money. However, the same problems arise here as they did before. Many such review sites and aggregators are available throughout the web, but most of them are targeted towards European and British audiences.
Some things are universal – such as betting odds, which signify how profitable a sportsbook can be, or the selection of available sports to bet on. However, not all sites are available to everyone. Online sports betting – and all gambling, for that matter – is a highly regulated business, and many countries require betting companies to be licenced by the local authorities. Examples include Nigeria’s National Lottery Regulatory Commission or the Betting Control and Licensing Board Kenya. Some sites ignore these requirements because of lax enforcement – but that topic is way too complicated for this short article
For now, you just have to understand that an excellent site for someone from London might not even be available for someone from Nairobi.
There are other issues to consider as well. Making payments, for example. Long-time fans of online betting might have noticed that websites sometimes have issues accepting payments from cards issued by African banks. The reasons for this are complicated and somewhat unfair, but the reality is undeniable. As such, betting sites in Nigeria, for example, have to provide viable payment alternatives to their customers. In this particular case, those are often M-Pesa and Airtel.
So what is the point we’re trying to make?
Do the research before signing up fo an African sportsbook, but make sure what you find applies to you personally. Try to find reviews and sites which deal with betting in Africa specifically, and finding the perfect bookie for your needs will be easy.