Digital Marketing Guide for Sports Betting in Africa

The internet has changed the way people communicate and do business in Africa. One industry that has been greatly impacted by this technology is the Gambling industry.

Operators in the gambling industry are increasingly becoming very much aware of the fact that it is difficult for any business to thrive or flourish without leveraging the online space. As a result, more and more gambling operators and companies are now vying for their next customer online.

For you to say ahead of the competition in the casino, sports betting or gaming business, you too have to put your brand out there in Africa using a variety of digital channels. This is where digital marketing for gambling in Africa comes in.

Contained in this sports betting digital marketing guide is a brief overview of some fundamental and effective digital marketing strategies to consider for your business growth.


Studies reveal that there are billions of searches going on search engines every day. Whenever consumers are ready to make their purchase decisions, this is where they are likely to go. Therefore, every sports betting business that wants to succeed online should strive to make it to the top position of search engine results for betting industry-related search terms. The process of positioning your gambling website on these search engines is what is known as gambling SEO.

This digital marketing strategy focuses on making your sports betting website readable and easily understandable by humans and search engines as well. The more your business appears on top search engine results, the more market share it gains as a result. This ultimately leads to more exposure and revenue.

Online Banners Advertising

One of the ways to effectively boost your online traffic is with Banner advertisement. This form of digital marketing for gambling in Africa involves placing a banner-shaped designed ad (in an image format) on another website. The goal here is to promote your brand to the audience or visitors of the advertiser’s website.

If done well, the advertised banner will eventually grab the attention of the users of the host website and drive traffic to your website for more of the advertised copy. To succeed in this form of marketing, one of the most important decisions you may have to make will be finding reputable display networks or high-traffic sites to place your gambling ads on. You also want to consider the demographics and target audience of the host’s website.

Digital Marketing for Gambling in Africa

As the name implies, the sponsored article is a form of content marketing that involves paying for an article to be published on another website. This is similar to the internet banner advertisements mentioned above, but the difference is that your promotional material is written content, with a link pointing back to your website. This is a very effective strategy commonly refers to as sponsored guest post, and aims for acquiring new visitors to your websites. For example, you can write and post an article and pay for the sponsored post on, an Africa-based sports betting and casino blog.

A sponsored article usually has the features and appearance of a regular article. It is to be packed with enough value and high-quality information for the readers as is expected of any article marketing. However, it finds a way to promote your brand and services in a way that does not interfere with or disrupt the editorial content published on the host website. This way, it stands a better chance at not being ignored.

Influencers Marketing

This is a form of digital marketing for gambling in Africa that makes use of influencers for the endorsement of your brand. Recent studies have shown that consumers are no longer satisfied with just doing research about a product or service; they also want to have real-time feedback and endorsement from someone they trust. Although this marketing has been around for some, it is only recently becoming a trend in Africa, with a lot of companies increasingly devoting more effort and time on the strategy.

An influencer here is simply someone who has some sort of influence over others. These are people who have taken the time to develop trust and a loyal following within a niche or community. These influencers are paid to promote a brand’s products or services via their various media outlets such as YouTube and Instagram. The idea is to leverage the loyalty and trust that they have built within their niche to influence their followers and fans to consider your brand.

Blogging On Own Site

The concept behind this digital marketing strategy is to engage and communicate with your prospects and customers via your blog posts and over time develop relationships with them. This implies that your content is to address key concerns and questions related to the brand your consumers are looking for. 

Blogging is no doubt a great way to get the word out about your business in Africa. Successful blogging is expected to provide value in every post, and this in turn will position the blogger as an authority in the industry. The more regular your blog, the more opportunity you provide for your consumers to discover your business. And when this happens, you increase your chances of business success.

Bottom line

Like any business or industry in Africa, the gambling and sports betting industry have a lot of competition out there. If you want to stand out from your crowd, the solution lies in digital marketing for gambling in Africa. We have taken the time to put up the above sports betting digital marketing guide to help you get started.

AdHang is always there to help with your digital marketing activities. We understand that it can sometimes be an overwhelming task doing it all by yourself. So, why not allow us to take care of your digital marketing for sports betting in Africa while you focus on what you do best – running your business.

At AdHang, we help you get the best out of every marketing spend by employing the latest trends and best digital marketing practices in Africa, as well as the best tools and strategies for your digital marketing success. For gambling marketing packages click here.