What strategies are driving the success of betting sites in Africa?
Africa’s betting industry has witnessed considerable growth since the early 2000s. Much of this growth is due to internet availability and the spread of mobile gaming. However, over the years, betting companies have also devised useful strategies that contribute to their overall growth. This article will highlight the secrets to the success of the industry.
Market localisation
Although betting has become widely acceptable, each region or country has its own rules and regulations that guide its betting market. Market localization means understanding your target market’s prevalent sport, leagues, or favoured players and tailoring your content visual and public outreach accordingly. As the saying goes, “when in Rome behave like the Romans.”
This strategy ensures that the activities of betting platforms align with the gambling laws of any given market, and has so far helped betting companies tap into the full potential of African markets.
Programmatic advertising
Programmatic advertising is a strategy many betting companies in Africa utilise. This unique way of advertising involves displaying pop-up ads on websites and apps. An example is the betting platform ad pop-ups you see on live score result websites or sportsbook reviewer sites like Cheekypunter. This type of advertising reaches a large number of potential customers daily while offering unique deals and bonuses.
Influencer marketing
Influencer marketing is one of the most effective ways of spreading product awareness and creating leads nowadays. And the betting industry has tapped into this mode of marketing to promote their sites. It’s becoming increasingly common to see public figures and celebrities with large social media followings signed as ambassadors to different betting platforms. This strategy allows betting companies to reach the large followership of these ambassadors and attract them with unique promo code deals.
Enhancing search engine optimisation
Many people still rely on the internet and the results of their searches. So when a site ranks high on betting-related searches, this will naturally lead to organic growth. In order to achieve this, betting sites regularly publish quality content that is informative and relevant.
In-venue marketing and sponsorship
In-venue marketing involves displaying ads during sporting events or at sports centres. A good example is purchasing ad space at stadiums or sports bars. Sponsoring events or specific teams is another way betting companies promote their product. This highly effective approach exhibits your brand directly to sports lovers.
Referral programs
Referral programs are a strategy employed by betting companies to good effect. This basically involves offering existing customers referral codes with rewards for every successful referral. It’s the equivalent of word of mouth since it’s actual bettors that are inviting their friends and acquaintances to join in.
The betting market in Africa has shown great potential, and betting companies are taking advantage of this conducive environment. You can see this by the share number of sites streaming into the continent. The success enjoyed by betting sites is tied to similar universally employed tactics. Strategies such as market localization, influencer marketing, programmatic advertising, and in-venue marketing are some of these approaches that continue to drive the success of betting sites in the African market.
