Africa
NSoft on iGaming industry in Africa: Raising the stakes in Africa

The African continent is the future of the global economy in every aspect and the rising star in the iGaming industry.
Sub-Saharan Africa is home to more than 1 billion people, half of whom will be under 25 years old by 2050. It is a diverse region offering human and natural resources that have the potential to yield inclusive growth in the area, enabling Africans across the continent to live healthier and more prosperous lives.
“Today, we can proudly say that NSoft has a footprint across the globe with 150+ of customers worldwide. NSoft’s rich experience in retail is certainly an important asset for the African markets due to the popularity of land-based betting operators and preferences of its players,” explains Marko Džoić, NSoft’s Regional Sales Manager for the African market.
Africans are very enthusiastic about sports, and the interest in sports betting as well as online games is fast growing with the expansion of mobile internet connectivity. According to recent research on Africa’s betting market, the sports betting industry was estimated to be worth $ 37 billion in 2018 and could reach near $100 billion during this century. Roughly 60 million Nigerians between the ages of 18 and 40 are involved in active sports betting. On average, these punters spend around 3,000 Naira (about $15) every day on bets.
“Despite the issues caused by the COVID-19 pandemic, most African countries have managed to boost betting worth even in 2020, and that growth will continue this year since we’ll have more sport events combined with much better access to the internet. We are very optimistic, adds Marko.
Opening new markets in Africa
Africa is the rising star in the iGaming industry and a high-growth market for which the understanding of new technologies is essential for future development. Beyond developing games and applications, NSoft must comply with the regulations, tax policy, and follow security protocols. This varies from country to country. The number of African countries adopting a regulatory framework is on the rise, which is crucial to the industry.
“Before the COVID-19 pandemic, Africa had most of the gambling revenue in the land-based betting business, but due to all of the restrictions caused by lockdowns, now we can clearly see a growth of the online channel. There is an increased number of Africans moving from USSD and SMS betting to standard online betting as we have in markets across Europe and Asia,” stated Marko.
Ethiopia is the largest and most populated country in the Horn of Africa, home to more than 100M people, and it was the next step for NSoft.
Commenting on opening a new market in Ethiopia, Marko adds: “As a result of good market research and recognizing the potential of the Ethiopian market, we signed the first retail agreements in Ethiopia back in September 2019. Since the internet penetration was very low, we focused on the land-based that is supported with our amazing Web-code generated option for boosting retail business. That was the right move to do, and now we see first clients that are going completely online. My colleague Davor Konjevod is leading Ethiopian clients, and currently, we are working on new projects that will definitely establish us there as the market leaders.“
Doing business during the COVID-19 pandemic
The COVID-19 pandemic lockdowns encouraged NSoft to strengthen its online presence.
Explaining the power of NSoft’s unique retail solutions combined with our online presence, Marko emphasizes: “Today, one year after the beginning of the COVID-19 pandemic on the global level, we have managed to sign new retail deals in Madagascar, Swaziland, the Central African Republic and South Sudan. Hopefully in June, I will be visiting DR Congo to sign new contracts. All of this is the result of dedicated teamwork between our Sales and Development divisions. We’re working on products that are rising stars in Africa – draw-based games like Lucky 6 and our amazing comprehensive Sportsbook software solution, including Pre-Match Betting and Live Betting.
Marko added that many NSoft’s clients aim to transition from retail to other channels during the collaboration.
“We are making that transition possible. I hope to see very soon the first tickets played in the last few African countries where we don’t have our presence now,” Marko concluded.
Stepping up with satellite stream solution
Africa’s low internet speed coverage represents one of the main issues for betting operators around the continent. This has led to NSoft adjusting its products for the satellite stream solution. The fast delivery of its top tier product, draw-based game Lucky Six, through satellite streaming has made this game now available even in locations with low internet speed and poor connection, such as Africa. This solution is an answer to growing customers needs in retail who are facing troubles with an internet connection. The satellite stream is performed via shared channel and with no additional fee for the satellite steam service. Operators’ investment is at a minimum and only requirements are a satellite dish antenna and a receiver.
Plans for the future – converting land-based to mobile
While the African gambling market was dominated by land-based betting operators so far, the number of online players has been growing quickly with the spread of smartphones and mobile data coverage. One of the pillars of NSoft’s constant progress is listening to our clients, which gives us important feedback and helps us make new better products as well as update existing ones to keep our clients and punters satisfied.
Marko adds: “Clients not only give us their opinion on the products, but they also serve as a bond between NSoft and punters. Where there is a market gap, we are here to listen and develop something new. This was the case with our Lightning games – a new category of virtual games offered in our portfolio. NSoft’s most desirable games Lucky Six and Roulette have been totally revamped and adapted for web and mobile usage. They are easy to play, fast as lightning and provide the possibility for players to win big. More and more Africans are discovering the joys of sports betting on the move and they will surely do the same with online casino games.”
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Africa
LEON Celebrates One Year in Tanzania by Announcing Partnership with Brand Ambassador Simon Msuva

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LEON, an international sports betting and casino brand, proudly announces the signing of Tanzanian football star Simon Msuva as its official brand ambassador in Tanzania. The partnership marks a milestone as LEON celebrates its first anniversary of operations in the country.
Simon Msuva, one of Tanzania’s most recognized players, has represented the national team for more than a decade. Known for his speed, technical skills, and consistency, he has earned over 70 international caps and remains a key striker for the Taifa Stars, celebrated by fans both at home and abroad
As part of the partnership, Simon Msuva will be the face of LEON national campaigns — from fan meet-and-greets and press conferences to autograph sessions and sporting events. His charisma and energy embody the spirit of the brand: just as a lion rules the jungle, LEON has claimed its place in the world of betting. Through these campaigns, the brand and the player connect with fans on the same wavelength, sharing anticipation, the joy of victory, and pride.
Jerome Dufourg, Regional Director of Operations at LEON, added:
“Tanzania was our first African project, where we learned to adapt to the local context. After major marketing campaigns to build brand awareness, we’re now focusing on our sportsbook with the signing of the Tanzanian national team captain. His dedication and humility reflect our vision at Leonbet Tanzania, in a country preparing for AFCON 2027 and competing in this year’s tournament.”
This collaboration reinforces LEON commitment to supporting sports culture in Tanzania and strengthening its bond with local communities through football.
The post LEON Celebrates One Year in Tanzania by Announcing Partnership with Brand Ambassador Simon Msuva appeared first on European Gaming Industry News.
Africa
SportPesa Goes Pink for 2025 October Breast Cancer Awareness Month

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Leading online gaming firm SportPesa will reaffirm its commitment to social impact by taking part in the 2025 October Breast Cancer Awareness Month (BCAM) campaign.
Throughout the month, the gaming company will run a special campaign dubbed SportPesa In Pink aimed at raising awareness, celebrating the resilience of those fighting cancer and promoting early detection across all its markets in Kenya, Tanzania, South Africa, the United Kingdom and the Isle of Man.
The campaign will see SportPesa integrate the colour pink across its digital platforms, events and partner activations while employees, stakeholders and associates will adorn pink during their various activities, symbolising solidarity with breast cancer warriors and their families.
Being the main sponsor of football giants Gor Mahia, Shabana, Murang’a Seal and the Kenya 7s rugby team as well as Kenya Cup side Nondescripts RFC, SportPesa will collaborate with the teams to spread awareness to fans all across the country through various channels.
Breast Cancer Awareness Month, marked every October, unites people worldwide in the mission to increase awareness and reduce the stigma around breast cancer through education, support and fundraising.
SportPesa’s involvement underscores how corporate organisations can leverage their influence to drive meaningful social change.
The post SportPesa Goes Pink for 2025 October Breast Cancer Awareness Month appeared first on European Gaming Industry News.
Africa
Playbook Football™ lands in Nigeria and UK with LiveScore Bet

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Players can go for goal with innovative real money virtual football management game
Playbook Fusion, the innovative supplier that is revolutionising the online betting industry by combining the worlds of sports betting and video gaming, has taken its flagship Playbook Football title to the Nigerian market through a breakthrough deal with LiveScore Bet.
Players on LiveScore Bet will be the first in Nigeria to experience Playbook Football, a unique, real money, virtual football management betting game where players build their own teams, place bets, receive in-game rewards, climb divisions and compete on leaderboards.
Playbook Football is delivered via Playbook Fusion’s proprietary RGS platform in collaboration with the provider’s exclusive distribution partner, Games Global.
The announcement comes simultaneously with the UK launch of Playbook Football with LiveScore Bet and Virgin Bet in the UK.
Steve Rogers, Founder and CEO at Playbook Fusion, said: “Playbook Football offers a unique betting and entertainment experience, designed to draw players into the game as they build and develop their teams, place bets, earn rewards, improve their skill and progress through divisions.
“We are delighted to see it become available to LiveScore Bet’s players in Nigeria. This is a country that is mad about football, and the mobile-first nature of the game makes it easily accessible to players.
“This is an important deal for Playbook Fusion as it marks our arrival in the African market, and we look forward to working closely with LiveScore Bet to ensure the success of Playbook Football in this new territory”
James Connelley, Director, LiveScore Bet Nigeria, said: “The sports betting space has long been ready for a revolutionary product to come along and change the game, and we believe that Playbook Football is that product.
“The game offers a truly unique experience that will resonate strongly with our extensive player base in Nigeria.
“It’s partnerships such as this that have allowed us to establish LiveScore Bet as a leading online sportsbook in the market, and we are genuinely thrilled to be the first to bring Playbook Football to football fans and bettors in the country.”
The post Playbook Football™ lands in Nigeria and UK with LiveScore Bet appeared first on European Gaming Industry News.
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