Key Points
Overall, what kind of World Cup betting trends did you find across Africa this year that stood apart from the rest of the world?
One of the clearest patterns we saw was that the football experience itself could be a stronger entry point than betting advertising alone. A lot of people came to the fan zones first to watch the matches and be part of the atmosphere. Betting only became relevant after that initial interaction.
The human element was particularly noticeable. Once people started speaking with our promoters, around 75% went on to open the app or landing page, and approximately 78% of those users completed registration. That is quite different from a standard digital journey, where the user has to navigate the process alone.
