Premier Bet: The Hybrid Hegemon. How Retail and Digital Expansion Secured Leadership in 15 African Countries

Premier Bet is the quintessence of African iGaming: a brand that successfully transitioned a massive network of land-based betting shops into a dominant online player. Operating in over 15 countries, from Angola to Nigeria, Premier Bet has achieved a unique balance, offering players familiar convenience and the best mobile betting experience.

Brand History and Geography

Premier Bet was founded with the goal of becoming the leading betting operator in Africa. The brand started with a massive rollout of retail shops, which quickly ensured high recognition and player trust. Today, it is one of the most extensive networks in Africa.

Current Countries of Operation (Africa): Angola, Cameroon, Congo, Côte d’Ivoire, Ethiopia, Gabon, Guinea, Liberia, Malawi, Mali, Mozambique, Namibia, Nigeria, Democratic Republic of the Congo, Senegal.

Product Offering

Premier Bet focuses on covering the widest possible demand while maintaining platform simplicity.

• Sports Betting and Esports: The core of the business. Offers a wide line on football, adapted for local leagues and European championships.
• Online Casino: Mainly slots and table games adapted for mobile devices.
• Exclusives, In-house Games: Strong presence of Crash games (Aviator, JetX), as well as exclusive lotteries and mini-games developed with the needs of the African market in mind.

Traffic and Behavioral Metrics (November 2025)

• Visits — Total Traffic: ~25.5 million (total traffic across Africa)
• Average Session Duration: 16 minutes 30 seconds
• Bounce Rate: 28%
• Mobile Share: 93% (Key success factor)

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

1. Nigeria — 25%
2. Cameroon — 18%
3. Angola — 15%
4. DR Congo — 12%
5. Senegal — 8%

Traffic Sources

• Direct: 45% (High figure due to retail network and strong branding)
• Referrals: 10%
• Social: 15% (Active use of Facebook/Instagram for acquisition)
• Organic: 20%
• Display / Paid: 10%

Key Partnerships and Influencer Marketing

• Ambassadors: Local football stars and influencers (vary by country).
• Sponsorships: Sponsorship of leading European football clubs (including leagues popular in Africa) for global branding, as well as local sponsorship of African football leagues and tournaments.
• Partnerships: Active cooperation with local payment providers (Orange Money, MTN, MoMo).

Marketing Strategy

Omnichannel and Risk Localization Strategy:

• Hybrid Model (Retail -> Online): Using the extensive land-based network as a trust point and main channel for acquiring players into the mobile segment.
• Focus on Low Ticket Size: Offering micro-bets and jackpots for the mass market.
• Aggressive Performance: Strong work with targeted advertising on Facebook/Instagram, as well as using SMS marketing (direct messaging) for reactivation.