Betsson Expands African Gambling Market FootprintThe British games provider, Betsson is no stranger to the African gambling market. The group has set up several brands in the African market, including – most recently - Betsafe in Kenya. Recently, Betsson announced that it had inked a deal with Incentive Games to provide a suite of fantastic titles to Betsafe. Incentive Games is known for its free customer acquisition games and has created African-focused virtual games and jackpots.

The Incentive Games titles are also especially suited to the African market – where players are more drawn to sports-focused products – an area in where the group specializes.


Africa as a New Region for Betsson Group

The product director at Betsson group, Ciara Nic Liam pointed out that Africa is a new region for Betsson, and the company sees it as a potential as one of the fastest growing online sports betting regions in the world.

“As with other regions, we are taking a localised approached to the Kenyan market,” said Liam. “To that end, we believe offering free to play and pay to play virtual sports games will be a major acquisition channel for us, and Incentive Games is one of the leaders in this area. We look forward to launching its games to our players shortly.”

Original African-Centered Betting Content

Also commenting on the deal between Incentive Games and Betsson was the CEO of Incentive, John Gordon, who said: “We are delighted to be aligned with the Betsson Group and providing bespoke free-to-play and pay-to-play games for the Betsafe brand. We do not take a “copy and paste” approach to deliver games for clients. We pride ourselves on providing real value, and we are looking forward to helping another gaming brand launch effectively in the region.”

New to the Kenyan Betting Market

Kenya Betsafe launched only very recently – in December 2020. Betsson said that it hopes to lead the Kenyan market in the areas of top quality betting options, safe gaming, excellent customer service and innovation.

The brand has managed to secure partnerships with a number of Kenyan Premier League football clubs such as AFC Leopards and Gor Mahia FC. Incentive Games already has a presence in the African betting market. The group provides its suite of free to play games to several brands such as BtoBet and the East African sportsbook, BetLion.

Kenya’s sports betting market is a thriving, growing one and attracts wagers of millions each month. Players who are of legal age can place real money bets in Kenya at licensed sports betting sites. Mobile wagering is hugely popular and is an important tool for Kenyan gamblers.

Betsafe Operates in South African Betting Market

After it was established in 2006, Betsafe enjoyed a meteoric rise in popularity, and was snapped up in an acquisition deal by Betsson AB in 2011. The group is licensed for betting in a number of well-regulated markets, including the United Kingdom, Malta, Denmark and Sweden. The group supports multiple currencies and languages and is considered one of the most trusted and solid international betting platforms.