Lottery
business is well patronised in Africa, with Ghana not an exception. Lottery
kiosks are visible in various corners across the country. Weekly lottery
results used to be shown on national television in times past; an indication of
its popularity back then. It still is.

But a
different kind of lottery is growing leaps and bounds in the country—sports
betting. This is where sports fans wager or place a bet on the outcome of a
sporting event with the payment of a small fee. If the odd bet comes through,
one wins a bigger amount. They capitalize on the fans’ passion and love for
European football like the English Premier League and other leagues around the
globe. But the fans also place bets on other sports including boxing, rugby,
tennis, NBA basketball and others. Many also offer virtual gaming for patrons.
Within the
last few years, as much as five companies have invested to set up operations in
the country. Their operations are legal and are regulated by the country’s
Gaming Commission. They are well-patronised and successful to the extent that,
they open more branched than mobile telecom or banks do.
Premier Betting has operations in 27 other African
countries and currently has 5 shops in Ghana and growing, a testament to the
increasing popularity of the sports betting business in Africa. Speaking at the
launch of their newest shop, the Operations Manager of Premier Solidere Ghana
Limited, operators of Premier Betting,
Tony Hill said “it is our belief that Ghana and Africa as a whole has
tremendous potential for expansion of Premier Betting Solidere Ltd”
The shops
are normally packed to capacity with young men especially on weekends and match
days. Giant flat screens showing various sports events are a massive draw for
fans. Bets can also be placed on the phone and via online channels. Betting
shops are strategically located in densely populated areas of the city where
large and mainly unemployed sports-loving fans can be found.

It is these
jobless youths that Africa Gaming and Entertainment Limited, operators of Safaribet, another of the betting
companies, seeks to offer employment to. The company currently has 4 shops in
the capital Accra and employs 140 people after six months of launching.
Safaribet hopes to create 4,000 direct and 15,000 indirect jobs within the next
three years to tackle the unemployment menace in Ghana.
Unemployment level
currently is quite high. Additionally the company hopes to take the business to
as many fans as possible through shops, franchise shops and online betting.
Chief
Executive of Safaribet Ghana, Halit Karabashoglu explained “also we want to
partner with small businesses for franchising in order for them to grow and
also employ others”.
Sports
betting can also be used to raise the profile of domestic football leagues in
Africa when they are included in the bouquet of sporting events that can be
waged on, according to Kwaku Ohemeng Adjei, CEO of mybet.com. Mybet.com has been on the scene for about a year now but
the success it has chalked in this short time in Accra has led firm to open
branches in Kumasi, Ghana’s second largest city.
The
popularity of the local Ghana football league has waned and sports fans prefer
to watch European matches every weekend instead.
But Mr Adjei
is hoping to change that. “Since we came to the market, we have included the
Ghanaian Leagues in it, so as to give it more of a local content”. Now we have
bookmakers across the globe inquiring about the leagues, thinking that if we
are taking bets on the local league, then there is credibility to the local
league”, he says. The company is hoping to branch out and take bets on social
events in the future such as political elections.
Mobile phone
usage and specifically internet use is growing in the country. The mobile phone
subscription rate is about 103% and increasingly more people are using smartphones,
especially cheaper versions imported from China.
In February this year Recognition Limited,
launched a unique Mobile betting product called ‘Dreambet’ to tap into the growing
internet use among consumers. It allows bets to be placed via a text messaging
short code and it promises a much higher payout on winnings. It also aims to provide
a better betting experience for sports betting lovers in the country. Another
innovation from the same company is an innovative pool betting to establish a
broad channel of ways to bet on football and win.
South
African company, Supabet is also
active on the market.
Sports
betting business offers employment, quick money for patrons, tax revenue for
government and economic growth as a whole, but it is not without its critics.
Some believe
that the quick money nature of betting, just like lottery is addictive, and
will make many young people lazy and not seek productive means of getting
employment. If not checked children can use the available channels like phone
and online to partake without being detected.
The benefits
of sports betting across Africa far outweigh the negative sides and it
represents investments into Africa that governments have been seeking for.
So for now,
let the betting machines roll on.