If you’ve been keen on the hot trending topics in the iGaming industry, then you cannot fail to notice the rising conversion on the need for player protection across the African continent. What was once a peripheral issue has now moved to the centre of industry debates, as regulators, operators and responsible gambling advocates try to provide insights on how to protect the consumers. From Lagos to Nairobi, the dialogue is intensifying.
But why is this?
It’s because the African gambling market has been skyrocketing at a rate that the experts couldn’t help but notice. In 2024, the continent’s iGaming industry was valued at $1.85 billion, and in just two years, the industry has grown to a staggering $12.7 billion and is projected to reach $20.88 billion by 2030.
While this rapid commercial growth signals immense economic opportunity, experts warn that player protection measures are lagging dangerously behind. Without strong frameworks rooted in local realities, the risks of problem gambling and financial harm will escalate.
Setting the tone for the continent’s regulatory imperative, Dr Travis Sztainert, Director of Research and Education at the International Center for Responsible Gaming (ICRG), cautions, “Without research, player protection can very easily become a collection of things that sound sensible rather than things we know actually work.”
But before we quickly get into how to protect players in the wake of this rapid growth, you may be wondering what has driven the continent’s market to skyrocket. One of the major drivers of this rapid growth is the rapid penetration of tech infrastructure, specifically the internet and mobile money. In a country like Kenya, M-Pesa accounts for 90% of the mobile money market and is used for approximately 70-90% of online betting and gambling platforms.
Additionally, the increasing availability of affordable smartphones and digital devices has also increased the general number of online bettors. Over 95% of African gamblers play on their smartphones, indicating a shift from land-based casinos to online sites. There has also been a heavy operator presence across mainstream media, social platforms, and sports sponsorships. This has increased the popularity of crash games such as Aviator and football betting.
Yet, alongside this growth comes a familiar set of systemic risks, including irresponsible financial decisions, gambling addiction, and underdeveloped protection systems. While stakeholders universally acknowledge the importance of safeguarding players, the regulatory and technological infrastructure required to balance commercial growth with consumer safety remains fragmented.
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Despite the setbacks of weak regulation and cultural scepticism, the conversation is instead moving toward solutions. The challenge is not simply to import models from Europe or North America but to design frameworks that reflect Africa’s own social and economic realities. Dr Travis Sztainert insisted:
“The opportunity is to build research and player‑protection capacity alongside growing markets so that policy and practice can evolve with the evidence.”
A crucial shift in understanding gambling harm is recognising that it exists on a continuum. It is not limited to those diagnosed with gambling disorders. Financial strain, psychological stress, and family breakdowns often emerge long before clinical thresholds are reached. This broader view demands a layered response that can reach all players, not just those in crisis. Effective player protection rests on a structured, multi‑tiered approach.
At the most universal level, safeguards must ensure that every player can make informed choices. Transparent odds displays, mandatory age checks, and clear information about risks are essential to prevent harm before it begins. But for those already showing signs of risky behaviour, targeted measures become critical. In such cases, play patterns, setting deposit limits, and triggering early interventions can help prevent escalation. At the most severe end of the spectrum, treatment options must be available.
Tumelo Mukoena, Head of Responsible Gaming at Sun International, explains, “Player protection gets a seat at the table when products, marketing, and loyalty programmes are actually being designed, which is where harm is either prevented or built in.”
This means updating governance frameworks to reflect the speed of digital development, using behavioural data to flag early warning signs, training frontline staff to recognise distress, and ensuring advertising standards are transparent and responsible.
Although Africa’s progress in ensuring players’ protection is still slow, it still has a unique opportunity to lead globally. However, achieving this requires overcoming significant systemic vulnerabilities.
Ladipo Abiose Akolade, Founder of GamblePause Initiative Africa, identified four primary structural gaps holding the continent back. One is the weak age verification system on mobile apps, which easily allows for minors to register. He stated that if a mandatory multi-step identity verification process could be employed, then the underage could be protected. Secondly, there are the limited support services which hugely restricts access to affordable counselling and rehabilitation. Another notable gap is the inconsistent standards and data deficit.
To tackle these challenges, cross-border collaboration is vital. Initiatives like GamblePause Initiative Africa have forged strategic partnerships with entities such as BetChat, GamAid Zambia, and NAMDEF to share technical expertise, research, and advocacy strategies. Additionally, economic pressure remains fundamental to how gambling risk manifests in African markets. When gambling shifts from entertainment to a perceived solution for living expenses or debt recovery, chasing losses quickly increases.
