There’s something of a rush underway across key African betting markets, with more and more international operators searching for new customers and revenue streams and finding themselves coming up against entrenched competitors – ones like SportPesa.
Active in Kenya, South Africa and Tanzania, SportPesa has been a major player in African iGaming for over a decade. But with more major multinationals like bet365, Kaizen Gaming and Super Group expanding in Africa, is the firm worried about growing competition?
Not all, the firm’s Chief Commercial Officer, Jason Gibson, tells SBC News, ahead of his appearance at the SBC Summit in Lisbon. In an exclusive interview, Gibson shares his perspective on the highs, lows and future prospects of the African betting industry.
SBC News: SportPesa was founded in Kenya over 10 years ago. What have been the most significant developments in the Kenyan betting market since then, in your view?
Jason Gibson: The market has changed a huge amount since 2014, and technology has probably been the biggest driver of that. Customers have access to much better apps and websites than they did ten years ago, and that has opened the door to a much wider range of products, including casino games.
But what is interesting for us is that, even with all of that change, some things have stayed very consistent. SportPesa was the first betting company to bring SMS and USSD betting to the market, and those are still popular ways for our customers to bet today. So yes, the technology has moved on, the casino offer has grown, and the app experience is much more advanced, but 10 years on, SMS and USSD betting are still important.
We regularly see changes to tax rates in core African markets like Kenya. How do you factor this into your strategic and financial planning?
I think the industry is quite used to dealing with tax changes across different markets, and when proposals come up, operators do try to work together. From our side, we know these changes can happen, so we try to build as much flexibility as possible into our planning and make sure we are prepared for different scenarios.
But the most important thing is that governments and regulators speak to the industry early. Operators are the ones with the data, the customer insight and the day-to-day experience of how the market actually works. If that conversation happens before decisions are made, everyone has a much better understanding of what tax changes could mean in practice, and there is a better chance of getting the policy right.
The difficulty comes when new measures are introduced without a proper discussion with the industry, or without a clear understanding of the likely impact. That is when you can end up with changes that do not really help the industry, the market, or the wider policy objective.
Regulatory changes are also not uncommon. Is this a challenge for brands like SportPesa?
Gambling is a highly regulated industry, so change is always going to be part of the picture. The issue is more when decisions are made about the sector without the sector being properly brought into the conversation.
Operators have a lot of practical insight. We have the data, we understand customer behaviour, and we see how the market works day to day. That can be really valuable for governments when they are trying to design regulation that works in the real world. If those conversations do not happen early enough, there is a real risk that new rules end up not being fit for purpose.
Has the high frequency of regulatory change in African markets made the local industry more adaptable, or has it held back growth and development?
SportPesa always complies with all relevant regulations, and we take that responsibility very seriously. I think the gambling industry is used to change, wherever it operates. You see it happen in markets like the UK and the US, and Africa is no different. If anything, the pace of regulatory change here has made operators more adaptable, and in some cases it has actually brought the industry closer together. Operators have had to share insight, compare experiences and speak with more of a collective voice.
At the same time, though, there is a balance to strike. Regulation works best when it is developed with the industry, not simply imposed on it. If rules are introduced without that engagement, it can slow growth, hold back innovation and make it harder for the market to develop in the right way. And ultimately, if customers feel the regulated market is not working for them, there is always a risk they will move towards unregulated platforms, which is not good for anyone.
South Africa stands out as one of Africa’s biggest betting and gaming markets, and it stands to reason that it is a pretty big one for SportPesa too.
The largest African economy by GDP and sixth largest country by population, South Africa is a nation with a passion for sports – be it football, rugby, cricket or horse racing – and this has driven significant growth for the local industry.
Gaming revenue in 2023/24 rose 25.7% year-over-year to R47.2bn (£2.5bn) according to the National Gambling Board (NGB). However, as with any market, South Africa comes with challenges.
Concerns around regulatory fragmentation have been cited in recent years, with the NGB overseeing a system of regional regulations. The growth of the industry has also prompted some concerns about societal impacts and protection of vulnerable people in a country which still sees high poverty rates.
SBC News: We’ve come across some conversations lately about the fragmentation of South Africa’s regulatory landscape, and the challenge this presents. What’s your view on this? Would a harmonisation of regulations there help the market grow even more?
Jason Gibson: Yes, if harmonisation means raising the standard for everyone in terms of consistent player protection, responsible gambling and KYC obligations, and a level playing field on market integrity. What it shouldn’t mean is weakening capable regulators like the WCGRB, who we work closely with and who are already doing that job well.
We think sustainable growth comes from two sides. By protecting the player, and by protecting compliant operators against the unlicensed ones who ignore these frameworks. We’ll support any framework that strengthens both.
How much importance do regulators in Kenya, Tanzania and South Africa place on player protection and social responsibility? What are the key requirements you have as a licensee?
Regulators approach player protection differently from market to market, and some countries are definitely further ahead than others. But across South Africa, Kenya and Tanzania, there is a clear consistency in what regulators want to see. They want the industry to protect minors, offer self-exclusion, and give customers the right tools to gamble responsibly.
From our perspective, customer protection is something we take very seriously. But it only really works if the whole industry is committed to it, and if customers properly understand the tools and support available to them.
We’ve seen some political scrutiny around betting and its societal impact in markets like South Africa. Is this attention making player protection even more important?
Player protection has always mattered. But when betting is under more political scrutiny, it becomes even more of a focus. That is when governments and operators need to be working together, not talking past each other, to make sure the right support is in place across the whole industry for the small minority of customers who may need it.
The African betting and gaming space is seeing a huge amount of international interest.
A range of international companies are setting up shop across the continent. Super Group has been particularly active in chasing African leads, sharing some of the same markets as SportPesa such as South Africa and Kenya.
Kaizen Gaming’s Betano made Ghana its 20th market this year. On top of this, there are many locally founded African firms which have set up strong footholds in their home nations – HollywoodBets and Sun international in South Africa, and Betika in Kenya.
With international and domestic betting businesses on the offensive in Africa, how is SportPesa responding to an increasingly competitive environment?…
SBC News: There is also a lot of talk of Africa being the next big destination for international betting brands. Are you seeing more competition from multinational betting companies setting up in African markets?
Jason Gibson: As more international brands look at Africa, competition is going to increase, but we welcome that.
What gives SportPesa confidence is that we have been part of the African betting industry for more than a decade. We know these markets, and more importantly, we know our customers. We understand what they care about, what they expect from a betting brand, and how important sport is in their daily lives.
That is where I think SportPesa is different. We are not just operating in these markets from a distance. We are in the communities, we are alongside the teams fans love, and we are helping to elevate African sport. You cannot take a one-size-fits-all approach to building a successful betting brand in Africa. You have to understand each market, and you have to earn your place in it.
How are you responding to this increase in competition? What makes you confident SportPesa will stand out from the crowd as major multinationals move in?
Competition is healthy and it shows just how much potential there is in these markets. For us, the important thing is that we are very clear on what makes SportPesa different.
Of course, customers care about products and good services, but they also care about sport, community and whether a brand is genuinely invested in the places where it operates. Our customers know that when they play on our platform, they are also supporting African sport and communities. That matters.
And for us, this is not a marketing exercise. We do not do it simply because customers like it. We do it because it is the right thing to do, and because it has been part of SportPesa from day one. That long-term commitment is what really sets us apart from other operators.
A central theme of SportPesa’s business development has been its work with sports, particularly football. Since the firm’s foundation in Nairobi back in 2014, it has worked closely with a plethora of sports in Kenya, including football, boxing, cricket and rugby at the grassroots level.
It has also made moves at the professional level too. The firm partnered with the Kenya Premier League in 2015, Premier League clubs Arsenal and Southampton in 2016, Kenya’s Shagana FC in 2023, and the Football Kenya Federation (FKF) in 2025 – to name just a few examples.
So, is football the key to success in Africa?…
SBC News: SportPesa has partnered with a lot of sporting organisations over the years. How significant has this been to your brand development?
James Gibson: Partnering with sporting organisations has always been about much more than building the SportPesa brand. Of course, sponsorship helps with visibility, but for us the bigger point is the role sport plays in people’s lives. In many of the markets where we operate, sport is seriously underfunded.
Clubs, teams, athletes and grassroots programmes often need real support to grow, compete and create opportunities for the next generation.
That is where SportPesa has tried to make a difference. Giving back has been part of our identity from day one and it is central to who we are and how we think about our role in the markets where we operate. We call it the SportPesa effect.
Are football partnerships the most effective form of sports sponsorship in Africa, or have you found that other sports have a loyal following which can be tapped into?
Football is massive in Africa. The passion for it is everywhere, and for SportPesa it has always been a big part of our story. We have supported football at every level across our markets, and in Kenya we have just wrapped up the first season of the SportPesa League, which is a really proud moment for us.
It is also the sport our customers come back to again and again. The SportPesa jackpot, which we launched in 2014, is built around predicting the results of 17 football matches, and it remains one of our most popular games today.
Sport is a huge part of everyday life across Africa, and different sports have incredibly loyal followings. That is why we have supported teams and athletes across rugby, boxing, rally driving, marathon running and more. For us, the point is to support sport wherever we can make a real difference, whether that is at grassroots level or on a much bigger stage.
What do you think the main talking points around the African betting industry will be at the SBC Summit Lisbon?
Africa’s gambling industry is entering an exciting new phase. Regulation will remain central to the conversation, but there should also be a moment to recognise how far the industry has come. We are on the cusp of something significant, and that is especially exciting for operators like SportPesa, which have helped shape the market from day one.
SBC Summit is one of the world’s largest gatherings of betting and gaming professionals. Taking place in Lisbon, Portugal, from 29 September-1 October, the event will bring together 40,000 attendees from across the international industry.
The event encompasses three days of learning, networking, and discussion, alongside a major exhibition featuring leading brands from around the globe.
For more information and tickets, visit sbcevents.com/sbc-summit