Mozzartbet: The Technological Bridge. How the Serbian Giant Conquers West and East Africa through Mobile Experience

Mozzartbet (a Serbian international group) arrived in Africa with a strong technological backend and European experience. In Kenya, Nigeria, and Ghana, the brand offers high product quality, focusing on Live Betting, its own lottery, and an extensive Live Casino, distinguishing it from local competitors.

Brand History and Geography

Mozzartbet has a long history in Eastern Europe and entered the African market with an ambitious strategy. Leveraging their experience in lotteries and land-based betting, they quickly built a recognizable brand in Kenya and Nigeria.

Current Countries of Operation (Africa): Kenya, Nigeria, Ghana.

Product Offering

Mozzartbet offers a full spectrum of gambling products aimed at a more advanced user.

• Sports Betting and Esports: Very detailed Live line and high odds, especially on European football.
• Online Casino: Extensive section with leading global providers (slots, table games), strong focus on Live Casino (Evolution, Pragmatic).
• Exclusives, In-house Games: Unique Mozzartbet Daily Jackpot and specialized lotteries integrated with their retail network.

Traffic and Behavioral Metrics (November 2025)

• Visits — Total Traffic: ~14.2 million (total traffic across Africa)
• Average Session Duration: 23 minutes 00 seconds (Highest figure among analyzed brands due to Live Casino depth)
• Bounce Rate: 24%
• Mobile Share: 95% (Excellent app optimization)

Top 5 African Countries where the brand is present (by traffic share):

1. Nigeria — 40%
2. Kenya — 35%
3. Ghana — 15%
4. Uganda — 5% (Projection)
5. Tanzania — 5% (Projection)

Traffic Sources

• Direct: 40%
• Referrals: 8%
• Social: 12%
• Organic: 30% (Strong SEO strategy in highly competitive markets)
• Display / Paid: 10%

Key Partnerships and Influencer Marketing

• Ambassadors: Local music stars and leading athletes.
• Sponsorships: Active sponsorship of local football clubs (in Kenya and Nigeria), as well as organizing their own social sports tournaments.
• Partnerships: In Kenya and Nigeria, the brand is known for its major Corporate Social Responsibility (CSR) initiatives — for example, supplying medical equipment and water.

Marketing Strategy

"European Quality and Local Contribution" Strategy:

• Technological Advantage: Promoting the brand as the most reliable and fastest (advantage of mobile app and Live betting).
• Social Responsibility (CSR): Using charity as a primary tool to increase trust and brand recognition.
• Orientation towards High-Value Players: Focus on Live Casino and advanced betting options, attracting players with higher LTV.