Salaried Africans Drawn to Football and Fast-Paced Games, But Betting Risks Persist
Tech, modest stakes, and regulatory changes are spurring a betting bonanza in South Africa, Uganda, and Kenya, with wagers increasingly favouring fast-paced games like Aviator over soccer as experts sound the alarm on rising risks.
Seth Onyango, bird story agency
Football and quick-play games like Aviator are capturing the attention of working Africans, changing the industry’s core user base and driving up mobile betting activity across the continent.
This, however, comes amid growing concern over the serious risks of betting addiction and financial ruin.
A 2024 industry review from Play The Game, an initiative by the Danish Institute for Sports Studies revealed that “betting has become a growing problem among young populations in Africa, leading to addiction, financial ruin, and even suicide in extreme cases.”
The institute further notes that aggressive marketing tactics by betting companies, coupled with the accessibility of mobile platforms, have exacerbated these issues.
New York-based cultural and policy institution, The Africa Center, also cautioned that if gambling-related disorders in Africa continue to grow unchecked, would lead to “financial difficulties, crime, and mental health problems.”
Such cases have prompted regulatory interventions, including the previous ban on betting firm SportPesa in Kenya, as authorities work to curb predatory betting while safeguarding the industry.
There are also concerns about addiction-induced behaviours which may lead to heavy reliance on drugs and alcohol as a coping mechanism when wagers lose, even as betting gains traction among salaried Africans.
GeoPoll’s just-released report shows that 38% of bettors hold formal employment while 29% are self-employed or entrepreneurs.
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Contrary to notions that betting is driven by unemployed individuals, the study finds that only 18% are jobless, while students constitute 14%, reflecting betting’s diverse and widespread appeal in Africa.
Meanwhile, South Africa now leads the continent in betting participation, with 90% of respondents reporting they placed bets in 2025, a sharp rise from 74% in 2022.
Uganda follows at 87%, up from 71.4% in 2024, while Kenya, once the undisputed leader at 83.9% in 2022, now ranks third at 79%.
Nigeria and Ghana, meanwhile, have seen participation dip to 71% and 56%, respectively, amid tighter regulations and shifting consumer priorities.
While football remains the continent’s betting mainstay, favoured by 61% of bettors, the GeoPoll report shows Aviator, a fast-paced online game based on timing and quick payouts, has gained a significant foothold, now used by 19% of respondents as their primary form of betting. The trend is concentrated among under-35s.
“These findings highlight football’s enduring appeal, while also pointing to a growing interest in alternative, high-speed betting formats like Aviator,” the report noted. Basketball lags at 6%, reflecting football’s cultural dominance despite the rise of niche alternatives.
The game’s format is designed for mobile users, making it especially popular among younger demographics familiar with short-form content and instant interaction.
A separate report by SagaCube, Africa’s largest consumption tracking platform shows most gamblers are young — 74% are aged between 18 and 35 — highlighting the strong presence of young adults in the gambling landscape.
Spending data shows that most bettors are cautious with how much they wager. In Kenya, 57% of users spend less than $10 monthly on betting.
South Africa reports similar numbers, with 45% in the same spending range and another 33% between US$10 and US$25. Uganda sits in the middle, with 46% falling into the US$10–US$25 category.
Though a smaller share of bettors spends above US$50 monthly, this group remains a minority across all countries surveyed.
Across Africa, smartphones drive 91% of bets, enabled by affordable data and app-based convenience.
In Tanzania, 93% of bettors spend under US$50 monthly, yet a striking 7% spend over US$500 monthly, a disparity mirroring broader economic divides.
Kenya and Ghana show parallel contrasts –– while most stake modest sums, a minority splurges heavily, illustrating the sector’s dual role as both pastime and high-risk venture.
The boom raises questions about sustainability. Though GeoPoll’s sample skewed urban and male (65%), its findings hint at broader risks, such as students gambling with school fees — a practice financial advisors caution against. “Responsible gambling tools are critical as markets mature,” said Tech analyst Martin Macharia.
bird story agency
