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Sports Betting gaining popularity in Uganda

Niji Ng



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Reading Time: 3 minutes

The ongoing FIFA World Cup Is having several effects on the globe. One of the effects is the rising popularity of sports betting. Take for instance the people of Uganda. Sports betting is taking wings in the country. It has prompted several gambling companies to closely watch the trend.

In recent times, there has been a significant increase in the level of sports betting throughout East African countries such as Uganda, Tanzania and Kenya. This is a huge market that is largely untapped by the gaming companies.

Technology is allowing more and more people in these countries to place sports bets, whether at physical locations or online.

As internet usage and availability continue to increase in the region, there will be a race between the various betting companies to take advantage of this untapped market.

There are obvious concerns with the social consequences that may arise with increasing levels of gambling, along with the economic opportunities that may become available. Other regions outside of East Africa also have significant numbers of sports bettors, such as South Africa, Nigeria and Ghana.

Kampala is the capital of Uganda, and 736 gaming venues are located there, according to the National Gambling Board Uganda (NGBU), with 583 having the appropriate licenses. Those who have online operations in the country will pay 20 per cent of their revenue to the state, and there is a 15 per cent tax on punter’s winnings.

Sports betting fanatics in Uganda will bet on anything they can get their hands on, whether it is the Premier League or something more obscure like football leagues in Azerbaijan and Albania. The average bet is around the $0.50 mark.

Of course, the wages earned in countries like Uganda are lower than in Western countries, so this is a much greater portion of their income.

A lot of the sports betting operators advertise large jackpots and potential high-yielding bets such as accumulators. Gamblers are lured in with the idea of winning it big, something that would have the potential to change their lives.

In a developing country such as Uganda, there is not really much support for those who develop gambling issues. Events like the World Cup traditionally spike levels of betting. Through such a high-profile event with so much television and media coverage, a significant number of people are newly exposed to the world of sports betting.

Future of African sports betting

There is the ideal mix in Eastern Africa for a boom in online sports betting. The population is young, and the region’s economies are growing at a rapid rate. Smartphone usage is constantly trending upwards, there is a passion for sports, and unemployment levels are rising. This is the more optimistic viewpoint being taken by some people.

Others are a bit more pessimistic; they would point to the young population as being impressionable and therefore a vulnerable target for gambling companies and their marketing efforts. The promise of big wins in these developing countries constantly abounds but, of course, they are out of reach for most people.

All across Africa, populations are growing at a rapid pace. Unemployment is also growing and studies show that unemployed people are more likely to be active gamblers on sports. This, of course, is a major issue because they have no regular income sources to support themselves, which can lead to problem gambling.

Sports betting laws throughout Africa are generally a lot more lenient than those found in Western countries. This means that gambling companies can get away with certain things they wouldn’t dream of doing in a stricter regulatory environment.

The central marketing theme for a lot of sports betting operators in Africa is the promise of life-changing wins. With such high levels of poverty and unemployment, the allure for this get-rich-quick deal is alluring.

All they supposedly need to do is win a certain bet, such as a football accumulator, and they will be able to rise above the poverty line and live a comfortable life. Money goes a long way in these countries, so even a win of a few thousand dollars would be life-changing.

It is clear that most countries such as Uganda are sports-mad, particularly when it comes to football. Sports betting takes matters to a different level and will provide an outlet for potential financial gain for countless people in Africa. The amount of people betting on sports on the continent is only going to grow exponentially in the coming years. 



Source: VegasSlotsOnline

Niji has been in the writing industry for well over a decade or so. He prides himself as one of the few survivors left in the world who have actually mastered the impossible art of copy editing. Niji graduated in Physics and obtained his Master’s degree in Communication and Journalism. He has always interested in sports writing and travel writing. He has written for numerous websites and his in-depth analytical articles top sports magazines like Cricket Today and Sports Today. Besides reporting industry headlines from all around the globe, Niji is also head of the content management team at Impressions Content Management, based in Kerala, India, which offers writing and editing services to clients around the world.

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1xBet The New Official Sponsor Of The Confédération Africaine De Football Tournaments

George Miller



1xBet The New Official Sponsor Of The Confédération Africaine De Football Tournaments
Reading Time: 2 minutes


1xBet bookmaker company officially announces its partnership with some of the most prestigious African football competitions.


The partnership will see 1xBet sponsor CAF’s main events across Africa through the Clubs tournaments (Total CAF Champions League, Total CAF Confederation Cup, Total CAF Super Cup) and CAF’s flagship tournament the Total Africa Cup of Nations.

1xBet bookmaker company will activate its sponsorship on CAF’s official digital platforms as well as official stadiums of the competitions.

The 1xBet brand will be integrated on the CAF website, social media, LED panels, 3D carpets, and can also be seen in the interview areas and on the reserve benches.

“CAF is engaged in the support and development of international football on the African continent and we are very excited and proud that our cooperation with CAF has started. Supporting key sporting events is a key strategy for us to engage football fans across the African continent and people from all over the world,“ the 1xBet press office commented.

“1XBet, a fast-growing company, has changed the image of online betting, just as CAF has also started this change in African football. Thus, for the Confederation, a partnership with one of the key players in online sports betting is obvious, “said CAF President Ahmad Ahmad. “This simple and user-friendly platform will help raise the profile of African teams and especially clubs outside the continent,” he added.


About 1xBet:

1XBET is an international bookmaker company with more than 10 years of experience and is one of the most rapidly developing companies in the betting industry. 1XBET has the largest number of markets in pre-match and live and accepts more than 250 payment solutions worldwide with the added comfort of customer support in over 30 languages. The company provides 24 hour Casino, slots, live casino from main providers and also develops in-house white label solutions and unique products for betting operators in addition to an extensive affiliate programme. 1XBET encourages responsible gambling.

About CAF:

The Confédération Africaine de Football is the governing body of African Football and was founded in 1957. The founding members are Egypt, Sudan, Ethiopia and South Africa. The 54 members associations are organized in six zones across the continent. The head office is located in Cairo, Egypt. CAF’s main objective is to develop the most popular sport in Africa: football. Women’s football, youth football, beach soccer and futsal are just as much a concern for CAF as for Interclubs – Total CAF Champions League and Confederation Cup – and Total AFCON. The Total Africa Cup of Nations, CAF’s flagship event, will inaugurate in 2019 its new formula with 24 selected teams. CAF is also committed to the development of Africa and has chosen as the theme of social responsibility for 2018 and 2019: education.

For more information, visit

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Racing Point signs sponsorship agreement with Kenyan bookmaker SportPesa

Niji Ng




Racing Point signs sponsorship agreement with Kenyan bookmaker SportPesa
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Reading Time: 1 minute


Racing Point, the Silverstone-based outfit, owned presently by a consortium led by Canadian billionaire Lawrence Stroll, has inked a two-year sponsorship deal with Kenyan betting company SportPesa. The deal is believed to be worth an annual fee of “under $15m” (£11.4m). The parties have not officially confirmed the deal yet.

The amount will be slightly less than the $15m figure that the Best Water Technology Group (BWT) paid for its partnership with the team.

For its money, BWT saw the Force India adopt a livery in 2017 and 2018 which reflected its corporate colours, and while BWT will remain with the team this season, it is claimed that the livery will be modified. It is likely to have more blue, the corporate colour of SportPesa.

SportPesa is a sports betting platform with operations in Kenya, Tanzania, South Africa, the Isle of Man and the UK. Pevans East Africa, a company with shareholders from mostly Kenya, Bulgaria, and the United States, founded the company in 2014 in Nairobi. The deal follows that involving Red Bull and Asian online gaming provider,, that was announced in December, which itself followed F1’s own controversial $100m partnership with Interregional Sports Group (ISG) and Sportradar to enable live betting during races.

Racing Point will unveil its 2019 livery in Toronto on February 13.


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Incentive Games Enter Into Exciting Partnership With Betlion To Launch Their Innovative Games Offering In Africa

George Miller



Incentive Games Enter Into Exciting Partnership With Betlion To Launch Their Innovative Games Offering In Africa
Reading Time: 3 minutes


Incentive Games have announced an exciting new partnership with rising sports-betting company Betlion which will see their highly innovative free to play games released to a whole new audience across Africa.

The deal will initially involve the launch of a new Betlion App rolling out two of IG’s flagship products, a single game fantasy football competition and a correct score predictor game with the potential for more to come.

Peter Stagles, Betlion’s Director of Operations expressed his satisfaction with the collaboration by saying “We are delighted to be partnering with Incentive Games and feel it’s a real coup to be the first to bring their slick games offering to Africa.”

Stagles added. “It’s a great extension of our product offering and will appeal not only to sports-bettors but every adult who is passionate about football across Kenya, Uganda and beyond. It will be a tremendous opportunity to increase our brand exposure whilst also bolstering acquisition and improving retention”.

Both games will provide a free to play opportunity for fans to have added interest in high profile matches and to win considerable cash prizes either by correctly predicting top performing players or by correctly predicting scorelines.

Incentive Games build software for businesses which allows them to acquire customers at a fraction of the industry standard cost through innovative gamification. They create engaging, accessible games which go beyond customer acquisition in providing businesses the means to retain their existing customers more effectively, as well as more efficiently monetise their userbase through upselling to their clients’ value chain and in-app purchases.

Formerly ‘Premier Punt Group’, Incentive Games have been moving from strength to strength since completing their rebranding campaign in late 2018. Building on their initial success designing industry-specific B2B tools as PPG, Incentive Games has diversified their offering significantly with products now applicable to any industry.

Specialists in customer acquisition, retention and monetisation, the company were tipped as one to watch at last year’s ‘Engage, Invest, Exploit’ (EIE) Scotland showcase and are off to an encouraging start this year with the announcement of a notable deal with African betting operator BetLion, signed in late 2018. The agreement will see Incentive Games expanding their reach into a lucrative new customer-base in the emerging African i-Gaming market.

The popularity of sports betting and other gambling formats is fast rising to become a phenomenon across the continent; Ghana, Kenya, Nigeria, Uganda and South Africa are all experiencing surges in all forms of both off and online gambling from lotteries and poker to slot machines, with this growth led primarily by sports betting and mobile online gaming. In a 2017 study, Kenya was found to have an estimated 2 million users actively engaging in mobile-based sports betting and gaming. The combined gambling industry of Kenya, Nigeria and South Africa alone is projected to be worth $37 billion with over 50% of each population betting regularly.

BetLion has gone from strength to strength since their launch in Uganda just prior to last year’s World Cup. They have quickly accumulated a considerable player base with their culture focused model, hiring homegrown talent to offer regional insights and localisation expertise whilst providing what their audience desires, a football-first approach, which their sponsorship of the national team, The Uganda Cranes, is testament of.

They have since launched in Kenya at the tail end of last year with numerous other countries rumoured to be on the way and have also recently launched Africa’s biggest football Jackpot, the $3.5Million ‘Goliath’, which is a clear sign of their intent and ambition.

“We are delighted to be integrating with such a fast-growing sportsbook in BetLion.” said John Gordon, Incentive Games CEO, “Our shared values of looking to offer best-in-class, engaging experiences for users is our springboard to launch successfully across Africa”

The focus is to drive BetLion visibility across the continent for existing customers whilst capturing a greater market share through the combined expertise of Scottish customer acquisition, retention and monetisation specialists,

Incentive Games, and the marketing and domain knowledge provided by BetLion. The combination of market familiarity provided by BetLion and the customer engagement tools provided by Incentive Games look certain to make a noise in the football-crazed continent.

Incentive Games will be present at this year’s ICE London conference, the largest B2B gaming conference in the world. If you would like to book a meeting with Incentive Games whilst at the event, please contact or visit the team at stand N9-506.

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