Super Group has revealed plans to scale up its Betway operations in Nigeria, driven by the country’s vast market potential and increasing demand for online sports betting and gaming services.
The company’s drive is bolstered by the Supreme Court decision that granted state governments authority over gaming regulation, ending years of uncertainty that has seen it maintain a cautious but steady presence in the Nigerian market since 2015.
In November 2024, the Supreme Court struck down the National Lottery Act of 2005, settling a long-standing dispute over whether federal or state bodies should oversee lotteries, betting and gaming. The court affirmed that these regulatory powers belong to state governments, providing clarity and paving the way for companies like Super Group to deepen their investment in the region.
Nigeria, with its population of more than 235 million, represents a significant market opportunity for Betway Africa, which operates across eight countries, including South Africa and Ghana. The operator initially launched in the country a decade ago but held back due to conflicting regulations between Lagos and Abuja.
Now, with states like Lagos taking the lead through dedicated agencies such as the Lotteries and Gaming Authority, Betway can pursue state-specific licences tailored to local market needs.
Laurence Michel, CEO of Betway Africa, said:
“We’ve been in Nigeria for a while, and we do have a profitable business there. The regulatory environment has now improved. Federal versus state has been cleaned up, and we’re ready to give it a go.”
Betway made a striking market entry in Botswana earlier this year, capturing a 95 per cent share of the online betting market within months, a feat Michel called “our best country launch ever”.
The operator plans to leverage insights gained from its Botswana operation, including the successful launch of Betway Scores, to boost user retention in the Nigerian market. Data shows that 93 per cent of the operator’s revenue in the first half of 2025 came from loyal customers, highlighting the company’s focus on building ongoing relationships rather than quick wins.
Looking ahead, Super Group plans to expand into Ethiopia, Angola, Namibia and the Ivory Coast as part of its broader African growth strategy. Michel estimates the total licensed online gaming market on the continent to be worth $12bn.
Success in Nigeria could boost the company’s entire African operation, generating jobs in technology support and marketing while increasing tax revenues for state governments.
Source: focusgn.com