How to drive traffic to online casinos in Africa

In the Gambling and Betting niches, competition in the U.S. and developed European countries grows tougher and more expensive each year. As a result, many webmasters are looking for alternative GEOs, with African countries increasingly becoming the focus. Low competition, cheap clicks, and a steadily growing base of internet users make this region highly attractive. In this article 888STARZ Partners team will break down the unique characteristics of the African market and identify the most promising countries for online casino marketing campaigns.

A brief overview of African region and its’ key features

While average incomes in African nations remain modest, the population has always shown a strong interest in online Gambling and Betting. The lion’s share of the market consistently belongs to Southern African countries, which account for more than half of the continent’s total gross gambling revenue. The rise of major international players in the region is closely tied to increasing internet penetration:

The rapid development of technology, the introduction of 5G networks, and a high percentage of young people (average age here is 19.2) place countries like Nigeria, Uganda, Angola, and Mali at the forefront of promising markets.

According to Statista, Africa’s online gambling market revenue is expected to reach $1.47 billion in 2024. The market’s compound annual growth rate (CAGR) from 2024 to 2029 is projected at 5.71%, leading to a total market value of $1.94 billion by 2029:

Since iGaming is still emerging in these countries and many residents lack internet access, high deposit volumes can’t yet be expected. However, with the right approach, affiliates can focus on maximizing the volume of deposits instead. This GEO is still relatively untapped — most webmasters and advertisers only started entering the African market in late 2023.

While individual countries have their unique features, several factors unite all of them:

1. Increasing mobile internet penetration

Progressive countries and major cities have a greater concentration of traffic. This opens up a wide range of opportunities for working with mobile campaigns in Africa.

2. Moderate education levels

Around 46% of Africans aged 15-29 have primary or incomplete secondary education, while 23% hold complete secondary or higher education. This allows affiliates to take maximum advantage on simple creatives and fully capitalize on offers.

3. Rapid population growth

Africa’s population surpassed 1.5 billion in 2024 and is projected to reach 2.5 billion by 2050, representing 28% of the global population.

4. Young audience

Africa has the youngest population structure globally. In 2021, nearly 40% of Africans were under 15, with a median age of approximately 20. This creates an ideal audience for iGaming offers.

5. High social media engagement

Facebook, Instagram, and WhatsApp dominate the African social media landscape. FB leads due to its wide reach, while WhatsApp is the main source of quick communication. Instagram, in turn, is particularly popular among younger audiences in countries like South Africa and Nigeria.

6. High unemployment rates (up to 30%)

Despite unemployment challenges, employment levels are steadily growing. Coupled with relatively low incomes, Gambling has become an attractive alternative for generating income. For many, sports betting and slots are no longer just entertainment but a way to improve their financial situations.

7. Prevalence of English language

English is widely spoken across Africa, alongside popular European languages like French and Portuguese. This enables affiliates to use standard, straightforward offers without the need to adapt to local dialects — a significant advantage given the region’s linguistic diversity (1,000–2,000 languages). Countries like Zimbabwe, Kenya, Uganda, and Nigeria are particularly English-friendly.

Pros and cons of African GEOs in affiliate marketing

Based on the factors outlined, the African market offers the following advantages for webmasters:

Low competition

Many experienced webmasters continue to focus on expensive markets in Europe and the U.S., leaving Africa relatively undervalued. This presents opportunities for new players to test and scale campaigns with less competitive pressure.

Affordable leads

The cost of acquiring users in Africa is significantly lower than in Western markets, making it particularly appealing for affiliates aiming to reduce costs and achieve high ROI.

Development of mobile internet

Major cities in Africa now have stable mobile internet coverage, ensuring online casinos are accessible to a broad audience. Notably, mobile traffic dominates this market, accounting for about 74%.

Accessibility of technology

In recent years, mobile internet has driven Africa’s digital transformation. The number of users who can view ads in Africa, visit casino websites, and make deposits via mobile payment systems is growing steadily.

Rising popularity of Gambling

In countries like South Africa, Kenya, and Nigeria, interest in Gambling is on the rise. Platforms featuring simple game mechanics, bonuses, and jackpots resonate well with this audience.

Lenient regulations

Many African countries have less stringent advertising regulations for Gambling market, offering greater flexibility for launching ad campaigns compared to the U.S. or the European Union.

Audience engagement with localized content

African users respond positively to creatives tailored with local themes, promotions, and simplified mechanics. For instance, registration bonuses or special deals attract significant interest.

Among the cons of affiliate marketing in Africa, the most notable is the relatively low payout per user. Additionally, the majority of the target audience is concentrated in a few capital cities and major urban areas of leading countries, so it is necessary to study the places of traffic concentration in order to target more precisely.

As traditional traffic sources for Tier 1 and Tier 2 GEOs become oversaturated, Tier 3 markets, such as Africa, emerge as an excellent alternative for scaling iGaming campaigns. With proper targeting and localized strategies, affiliates can unlock the full potential of this untapped region.

How to promote Gambling in Africa: sources and useful tips

There are no strict limitations on traffic sources when targeting African countries. While Gambling is prohibited in some regions (e.g., Ethiopia and Eritrea), there are no widespread bans on websites or mobile applications. Now let’s consider some effective traffic sources.

Warm leads can be attracted thanks to the popularity of mobile apps, especially through in-game video ads. Webmasters who drive traffic to Africa use push notifications frequently since  there aren’t many bots in the area and the format is still relatively new to the locals. Pop-ups, pop-unders, and click-unders also work well here. Since the population is highly active on Google, webmasters use contextual ads and targeting.

A particularly promising source is Pin-Submit (offers that allow direct mobile payments), as payment systems do not require entering any codes. The catch is that many people in this GEO still have limited access to bank cards.

Among unconventional traffic sources, affiliates can use various platforms popular in Africa, including:

• DuckDuckGo.

A privacy-focused search engine that does not track user data and provides unbiased search results. This appeals to audiences concerned about their online privacy.

• WeChat.

A popular app for messaging, social networking, and mobile payments, widely used in Africa. Its versatility allows users to send messages, make payments, and book services.

• IrokoTV.

A local streaming platform focused on Nollywood and regional content. It attracts audiences, particularly in South Africa, who favor African-made films and series.

• SMS marketing.

A highly popular approach in the region. Mobile traffic and message open rates in South Africa remain high, allowing webmasters to reach a wider audience.

• Forums.

Specialized forums and local online communities are still popular and can be effective platforms for promotion and engaging interested users.

With traffic sources for Africa now well understood, it’s crucial not to overlook the finer points. To successfully promote casino offers, here’s what you should focus on:

Emphasis on quick wealth

In Tier 3 regions, Gambling isn’t seen merely as entertainment but as a way to earn money quickly. Ad creatives featuring luxury, big wins, and vibrant emotions are in high demand. Therefore, eye-catching and dynamic visuals can significantly increase conversions. It’s recommended to use English in promotional materials and showcase winnings in local currencies to resonate with the audience.

Mobile platforms are key

In Africa, mobile devices dominate internet usage, as access is predominantly via smartphones. That’s why it’s essential to optimize websites and apps for mobile use: fast loading speeds, user-friendly interfaces, and responsive designs enhance user experience and improve conversions. For instance, at 888STARZ Partners, we offer custom PWA (Progressive Web Apps) and native applications to meet these needs.

Understanding local culture and mindset

Creatives targeting African GEOs should be simple, avoiding complex wording or calculations to ensure accessibility for a broader audience. This is especially important to attract users whose education is limited. Also it’s better to avoid culturally sensitive topics. Additionally, there may be skepticism towards European and American brands in some African countries due to historical reasons. In order to build trust, advertisements should refrain from emphasizing such associations.

Incorporating local languages and dialects

Africa is home to numerous local languages, and while they aren’t widely used across the continent, leveraging them in campaigns can strengthen audience trust. Although English is an official language in many African countries and widely spoken, some regions may differ. Targeting campaigns with the local language of a specific country can make offers more relevant and trustworthy to the audience.

Highlighting benefits

Africans with limited incomes tend to look for the most value from their investments. Promoting Gambling bonuses, free spins or free bets, and other incentives can greatly increase interest and conversions. Make sure your ads clearly outline the conditions for receiving these bonuses and add time-sensitive offers to create urgency and drive more conversions.

This GEO comprises 62 countries, so to avoid being overwhelmed, start by testing campaigns in South Africa, Nigeria, Côte d’Ivoire, Kenya, Uganda, Ghana, and Cameroon. At 888STARZ Partners, recently we’ve been working with the most promising countries in this region, providing tools and expertise to help affiliates succeed.

Which online casino creatives convert in African countries

Now is the perfect time to dive into creatives that are likely to convert best in Africa. Here’s couple of advices on how to promote online gambling website:

1. In this GEO, slot spin creatives emphasizing emotions and big wins are especially popular. This classic approach performs well not just in Africa but globally. Such videos should showcase the spinning process, the player’s reaction, the account balance, and the cash-out button. After the win, include a bank notification confirming the deposit. It’s crucial to feature local banks, such as Access Bank, Zenith Bank, and United Bank for Africa, to ensure authenticity and build trust with the audience.

We provide seamless integration with local payment systems. If you encounter challenges, our specialists are available in real time to assist and provide tutorials tailored for specific GEOs, including popular African countries.

2. When making creatives, it’s important to consider regional languages. The most widely spoken language among the target audience is Afrikaans, commonly used in South Africa, which also has 12 official languages and around 50 regional dialects. In countries like Kenya, Nigeria, and Zambia, English is prevalent, while in Senegal, Congo, Niger, and others, educated residents are fluent in French.

At 888STARZ Partners, we offer many creatives already customized for the African market, including images and symbols that resonate with local preferences.

3. Creatives featuring promotions, bonuses, and special deals capture the attention of users seeking ways to earn. Mentioning attractive terms like free spins, free bets, and loyalty programs significantly boosts click-through rates and conversions.

We provide not only exclusive bonuses for our partners but also generous offers for players, ensuring everyone benefits.

4. Captivating narratives and news stories about people whose lives were transformed by their winnings perform exceptionally well. Solid video ads with a compelling message and delivery inspire users to engage. Popular news channels like Channel 24, The Punch, BBC News, CNN, and TVC News can be excellent sources of inspiration for creating such content.

Clickbait headlines, «rags-to-riches» stories, and promises of quick wealth resonate strongly with the audience in this GEO. Creatives showcasing stacks of cash (in local currencies) or storytelling formats highlighting significant wins or real-life stories of people receiving massive payouts are highly effective.

Conclusion

The African market is still in its early stages but has the potential to become the next Latin America. Traffic cost in this GEO is affordable, while the population is economically advancing, exploring the world, its entertainment, and opportunities. With widespread English proficiency, you can save on translations into local languages. If you manage to connect with an audience with decent income levels, Africa could deliver substantial profits.

Africa is also an incredibly diverse region with various countries, each with its own unique traits, mentalities, religions, and traditions. It’s essential to account for these factors when working with this GEO. At 888STARZ Partners, we’re well-versed in these and other nuances, as we’ve been successfully driving traffic to casinos and betting platforms in Africa’s leading countries for years. Contact your personal manager to start attracting a target audience in one of the most promising GEOs today!