Regulatory Clarity Sparks Super Group’s Renewed Push in Nigerian Market
Super Group is turning its attention back to Nigeria, with Betway Africa preparing to expand its footprint after years of uncertainty over gaming regulations.
The company had previously slowed its activity in the country while awaiting clarity on who was responsible for gaming oversight. That uncertainty eased last November when the Supreme Court ruled that state governments, not the federal government, should regulate the industry, a decision that has revived investor confidence.
Nigeria’s market potential is huge, with more than 235 million people and an estimated $2.6 billion total addressable market. Betway Africa CEO, Laurence Michel says the country is now positioned for major investment. “We’ve been in Nigeria for a while, we do have a profitable business there,” he said. “Federal versus state has now been cleaned up, and we’re ready to give it a go.”
Since launching in 2015, Betway Africa has grown into one of the continent’s most recognized gaming brands, operating in South Africa, Mozambique, Malawi, Zambia, Botswana, Tanzania, Ghana and Nigeria. Its second-quarter results highlighted the strength of that footprint, with revenue from Africa and the Middle East rising 38.8% year-on-year to $229 million — 40% of Super Group’s global total.
Michel believes the opportunity ahead remains enormous, describing Africa as a $12 billion regulated market with some of the world’s fastest-growing economies. “When Africa thrives, so does our business,” he said. “Our local expertise and operational depth give us an advantage as we expand.”
Read Also: NLRGB Rallies Agencies Against Irresponsible Gambling
The company has also identified Ethiopia, Angola, Namibia and Ivory Coast as its next potential growth territories. One of Betway Africa’s most successful rollouts came in Botswana, where it launched in early 2025 and quickly captured a dominant share of the market. Michel called it “our best country launch ever.”
Betway Africa’s growth strategy is anchored in casino gaming, mobile engagement and new market development. Casino products now generate about two-thirds of the company’s net revenue, with wagers increasing more than sevenfold since 2022. Its dedicated casino brand, Jackpot City, has become one of South Africa’s top online gaming names in just over a year and is slated to debut in Ghana before the end of 2025.
To sustain this momentum, the company is investing in technology and customer experience. Its proprietary platform, Synapse, is designed to enhance scalability and speed up feature deployment, while the Betway Scores app has been upgraded with richer sports content to boost user engagement.
Michel said that long-term customer relationships remain central to Betway Africa’s model. “Acquiring customers means nothing if you can’t retain them, and we do,” he noted. Data from the first half of 2025 shows that 93% of the group’s gaming revenue came from returning players — a sign of loyalty as the company prepares to deepen its commitment to Nigeria and other high-growth markets across the continent.
