1xBet History: Expansion Across Africa & Emerging Markets

Africa Strategy

Why did 1xBet focus on Africa?

After losing its UK operating license in 2019 and facing restrictions in Western markets, 1xBet doubled down on Africa as its primary growth region. The continent offered a large young population with rapidly growing smartphone adoption, significant appetite for sports betting, and less saturated regulatory environments compared to Europe.

Which African countries does 1xBet operate in?

1xBet has established operations across multiple African nations including Nigeria, Kenya, Ghana, Uganda, Cameroon, South Africa, Tanzania, and Côte d'Ivoire. The company tailors its offerings to each market, supporting local payment methods and languages.

How did 1xBet grow in Nigeria?

Nigeria became one of 1xBet's most important markets. The company invested in localized marketing, local payment gateways, and customer support in Nigerian English. 1xBet Nigeria operates under a franchise model and has attracted over 400,000 registered users, establishing itself as one of the top online betting platforms in the country.

Emerging Market Approach

What is 1xBet's franchise model?

1xBet operates globally through a franchise model, similar to a fast-food chain. In each country, a local entity runs the 1xBet brand under licensing and operational agreements with the parent company. This approach allows rapid market entry while ensuring local compliance and customer service expertise.

How does 1xBet serve markets with limited banking?

To serve users in emerging markets where traditional banking access is limited, 1xBet supports over 100 payment methods including mobile money services (such as M-Pesa in East Africa), local bank transfers, e-wallets, and cryptocurrency. This broad payment infrastructure has been critical to the company's success in Africa and Southeast Asia.