There is no doubt that football is the most popular sport in Africa. It was introduced to the continent by its European colonisers over 100 years ago and has remained prevalent and in demand even after liberation. Some of the reasons behind the sport’s popularity may include access to the African Cup of Nations (AFCON) and the organisation of the 2010 FIFA World Cup in South Africa. Sports betting, especially on football, is huge, too. In a bid to understand the market demand, Eagle Predict, a local soccer prediction site, surveyed its members.
The survey received a total of 788 responses, with users selecting answers from various multiple-choice question sets. The research revealed a strong user base for the platform across different countries, including 33.2% in Nigeria, 9.1% in Ghana, 8.5% in Kenya, and many others. Despite football’s popularity, the survey also showed responses demanding predictions for other sports. While 12% of respondents wished to see projections for basketball and 8% for tennis, growing trends were also seen for cricket, rugby, and volleyball.
This data indicates a rising demand for other sports predictions, suggesting that tapping into them can unlock new market potential.
The Growing Appeal of Other Sports in Africa
The popularity of basketball has witnessed a steady rise in Africa, thanks to the Basketball Africa League, which has been active since 2021. In Nigeria, where Eagle Predict has a user base of 33.2%, basketball fandom has been booming, with local trailblazers like Charles Bassey, Josh Okogie, and Precious Achiuwa regularly featuring in the NBA. Ghana and Kenya, with a devoted user base of 9.1% and 8.5%, have invested in grassroots basketball programs to gain momentum.
The survey also showed that tennis is a highly sought-after sport among bettors. Out of the 454 responses received under “Are there any other features you would like to see on Eagle Predict?,” 8% of users (around 34) explicitly mentioned tennis and Grand Slam tournaments like Wimbledon. Like basketball, tennis has experienced strong popularity on the continent. A player like Ons Jabeur (Tunisia), who is a former women’s top ten player, is an international sensation with a strong fan following. Similarly, Angella Okutoyi is the first Kenyan player to win a Grand Slam in girls’ junior tennis. Among South African and Kenyan responders, 5% and 3% aligned with a similar demand for tennis predictions.
26.5% of total surveyors also expressed an interest in receiving live tennis scores due to its fast-paced, in-play betting opportunities. The survey further highlighted 6% and 4% of users requesting predictions for cricket and rugby, respectively, while 53% of members valued the inclusion of a data-driven tool, such as a betting calculator.
Patience is the Key to Success
Diving headfirst into untapped sports markets is a risk. Although the initial returns may be modest, the long-term benefits can be rewarding. So, patience is key. It will take consistent efforts to promote the new sports betting additions on the bookmaker platforms. With time, the 12% demand for basketball or the 6% demand for cricket will improve. Diversifying sports offerings by adding high-profile events like the South Africa T20 cricket league, Wimbledon, the NBA Finals, and others can attract new bettors.
Bookmakers often miss out on attracting niche audiences by excluding virtual sports. While these are not live tennis or live rugby games, their unpredictable nature can contribute to the increased number of bettors. The trends also show 18% of daily users prefer multi-sport betting, and to them, virtual sports can be an interesting area to explore.
The Eagle Predict survey also pointed out that 31.6% of users require trend analysis. This specific demand is prevalent not just in Africa but globally, as it makes room for skill-based betting. When a bookmaker develops trend analysis tools, they are able to give users historical data, odds movements, and player stats to bettors, enabling them to make informed betting decisions. Moreover, the addition of new sports is also an opportunity to target new and younger audiences with unique promotions and bonuses. 57% of surveyors claiming never having used a promotion is a cause for worry, but this is also a chance to explore user sentiments and target the right audience, and change the wind in the favour of the bookmaker.
A Straight Road Forward
The road to capitalising on finding new members does not have to be a difficult one. Bookmakers can leverage Eagle Predict’s survey and expand predictions into basketball (12%), tennis (8%), cricket (6%), rugby (4%), etc., to tap into unexplored markets. Trends indicate that bettors are seeking new promoters in different African countries that enable them to bet on a wider range of sports. Adding tennis and basketball predictions to their repertoire might be the answer for local bookmaking businesses.
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