Nigeria is the gem of Africa or, as we like to call it, a bottomless source of cheap gambling traffic. Why is Nigeria one of the best geographies for funneling gambling traffic? How can you profitably direct traffic to slots and betting, and which creatives work best? Read on to find out more in our comprehensive article.
Let's stop this together! Time flies when you're spinning slots – a minute feels like two! Drive your traffic to Nigeria and help struggling Nigerians overcome the 60-second barrier.
Demography, economy, and internet
Nigeria's population is 216.7 million people. In 80 years, it may become the second most populous country in the world. The national currency is the Nigerian naira (₦), while the official language is English, with numerous local dialects. So it’s better to make creatives in English.
The wealthiest states are Ikeja, Lagos, Delta, Rivers, and Oyo. The average salary is around $250, varying by state. Currently, internet penetration is at 40%, with over 63 million mobile internet users, projected to reach 83 million by 2025. Smartphone users in Nigeria are expected to grow steadily, reaching 184.79 million by 2029.
Social media
The screenshot of the most used social media platforms in Nigeria
As we can see, Meta's ecosystem is dominating the Nigerian social media scene. The most popular Facebook age groups are between 18 and 24 years old and between 25 and 34 years old.
Facebook users by age
Dynamics of Facebook user growth
IGaming and Nigeria
Online gaming is rapidly gaining popularity in Nigeria, thanks to its young demographic and increasingly better internet infrastructure. With an average age of just 17.9 years old, it's no wonder young Nigerians are embracing the digital world of iGaming. The online gaming market and betting turnover exceed $2 billion, with an estimated $675 million from online casinos by 2025. And what are Nigerians betting on? Football, of course! It's the undisputed king, with an estimated 60 million Nigerians placing bets on matches, especially those in the globally popular English Premier League and Spain's La Liga.
While sports betting is more common than online casinos in Nigeria, the country could become Africa's biggest gaming market. Nigerians tend to prefer online games where they can bet small amounts frequently and win often. This preference is common in places that are shifting from traditional betting shops to online casinos.
Gambling TA
So who's placing those bets in Nigeria? It's mostly young adults, aged 18 to 35. In Nigeria, the percentage of women placing bets is higher than in European countries. About 38% of men and 27% of women bet on sports several times a week, while 9% of men and a whopping 17% of women bet on sports several times a year.
How often are Nigerians betting? Well, 33% bet several times a week, 9% bet daily, 11% bet once a week, and 20% bet several times a month. This variety shows just how much online gaming has become a part of everyday life in Nigeria. It's not just a pastime; it's a cultural phenomenon!
Nigeria is all about mobile! Almost 83% of internet traffic comes from mobile devices, and that's shaping the iGaming scene too.
Here's the breakdown:
- Sports Betting: Nigerians are spending around 294.2 million dollars!
- Online Casinos: Close behind with 254.5 million dollars in action.
- Online Lotteries: Not far off, with 92.55 million dollars.
Interesting fact: The average bet on slots is just 0.24 euros, much lower than the global average of 1 euro. Low-risk, low-volatility games are all the rage, and who doesn't love free spins and jackpots as bonuses?
Looking ahead, the number of online gaming users is expected to hit an impressive 3 million by 2029. So, keep your eyes on Nigeria – it's a market on the move!
Approaches and Creatives
Nigeria is a Tier-3 country, where people play not for entertainment, but for big wins. This approach is often associated with fast and easy earning, which is why it's a popular way to play. Use bright and catchy creatives, as this will significantly increase your conversion.
This advice applies not only to Nigeria, but to all African countries. The brighter, the better!
The language of the creatives should be English. When it comes to winning, the winnings should only be in Nigerian naira, and the bank should be Nigerian as well. Here are the top 3 banks in Nigeria by popularity:
- Access Bank;
- Zenith Bank;
- United Bank for Africa.
Approaches that will surely work:
- News-based approaches: In Nigeria, as elsewhere, news-driven strategies work well. A well-crafted video or message indicating that a user has won a life-changing sum, suggesting that you can too, always brings good conversions. The most popular news channels in Nigeria are Channel 24, The Punch, BBC News, CNN, and TVC News.
- Thrilling slot spins with big wins and excitement: What works in other regions works here too! Slot spins with emotional reactions to wins are timeless classics. The creative should show a spin, a person spinning it, a balance field, and a withdrawal button. After the user strikes gold, a bank notification about the money being credited to their account should appear.
Licensing and reputable affiliate programs
There are two clear leaders in Nigeria for affiliate conversion:
- 22bet NG — a local license, extensive media advertising, and flexible betting options with the ability to bet large sums;
- N1bet NG — one of the most popular betting platforms in Nigeria, known for its large betting offers in sportsbooks and casinos.
Additionally, other reputable gaming affiliates in Nigeria include:
- Melbet BL1;
- Paripesa Casino;
- Valor.bet.
An example of statistics on Nigeria and Africa from our fellow webmaster (who decided to stay anonymous)
Conclusion
Africa is on the rise, and Nigeria is set to be a hotspot for affiliates thanks to its affordable traffic, high conversion rates, and growing user base. The same strategies that work in other Tier-3 regions apply here too, with some cultural adaptation, of course.
Right now, sports betting dominates in Nigeria, but casino gaming is catching up fast in popularity.
With high digital adoption, a love for gambling, and frequent repeat deposits, Nigeria is primed for gaming investment.
Start exploring the market now to reap the benefits in the next 2-3 years.
