Influencer marketing is increasingly drawing Nigerians into gambling. Social media personalities boasting millions of followers routinely advertise substantial returns from online sports betting.
Tunde Adebisi, a researcher specialising in youth culture and football gambling at the University of Ulster in Northern Ireland, highlights the amplified allure of online sports betting in Nigeria.
“Online sports betting in Nigeria has become more addictive [because] the influencers have also replicated the same social networking associated with [physical betting], where people converge online to maximise their chances of winning while offering privacy and convenience,” said Adebisi.
According to Adebisi, influencers are highly effective gambling promoters compared to traditional betting brands. In fact, some betting companies have begun collaborating with influencers to reach a wider audience.
Notable influencers such as comedian and actor Emmanuel Ejekwu, actor Samuel Perry, and actor Adebowale Adedayo, popularly known as Mr Macaroni, boast millions of followers on platforms like TikTok. These influencers can earn significant sums ranging from 200,000 naira ($237) to 2 million naira ($2,371) for endorsing betting platforms to their followers.
In addition to well-known influencers, there is a presence of lesser-known influencers operating on platforms like Telegram. These influencers manage channels where they share tips and strategies for online betting.
Rest of World observed the presence of 12 such channels in October and November, with membership ranging from 20,000 to 350,000 individuals. The administrators of these channels promote various methods for placing bets, further contributing to the growing influence of online sports betting in Nigeria.
The rise of online casinos in Nigeria
The gambling industry in Nigeria has seen growth in recent years. In addition to the widespread popularity of sports betting, Nigeria is also experiencing a surge in online casino activities. The growth of this sector can be attributed to the diverse array of games available in the online gaming market.
Due to advancing technology and increased internet accessibility, Nigerian players can enjoy a broad spectrum of gaming options, including classic casino offerings such as slots, roulette, and poker.
New casino games just added to online casino platforms also attract players with their innovative features and themes. Crash games, for example, have garnered attention for their fast-paced and exciting gameplay. In this game, players bet on a multiplier that escalates rapidly, adding an element of suspense as they must cash out before the multiplier crashes.
Online platforms in Nigeria are continually introducing new casino games that entice players with interactive bonus rounds, captivating themes, and immersive graphics. The potential for live casino games in Nigeria is expected to expand even further as the digital landscape continues to evolve.
Innovative technologies such as virtual reality (VR) and augmented reality (AR) hold promise for delivering an enhanced gaming experience, while regulatory frameworks and a receptive audience set the stage for growth in this sector.
With the growing digital literacy rate, improved internet connectivity, and increasing mobile penetration in Nigeria, the demand for live casino games is poised to soar. The collaborative efforts between technology providers, regulatory authorities, and players themselves indicate a promising future for the iGaming industry in Nigeria.
