Unlocking Growth: Matthew Barker on Genius Sports' Success in Africa

Matthew Barker, Business Development Manager for Africa at Genius Sports, recently shared insights with Gambling Talk regarding the company's impressive expansion in the African market.

Q: What do you consider to be the key factors behind Genius Sports' rapid growth in Africa?

A: Sports betting differs regionally across Africa. However, one thing that is consistent across all regions is the need for fast, accurate, in-venue data that allows operators to capture the huge in-play revenues available. At Genius Sports, we specialise in delivering this for the world’s biggest football leagues and that has been key for our growth in Africa where football accounts for 73% of GGR.

This data also underpins our fully managed trading solution that allows operators to drive efficiencies and increase profits by outsourcing pre-match and in-play odds and risk management.

Innovative products like MultiBet (our betbuilder), which is available both pre-match and in-play, is also invaluable in the region, with betbuilder now a must-have product for any operator looking to gain market share.  

Esports and virtual sports also have a 6% GGR market share in Africa, and as such, our competitive gaming portfolio of 150,000+ events is a key growth product. Combine eSoccer and eBasketball with our 24/7 virtual sports and we offer operators compelling round-the-clock engagement content.

Q: How has the landscape of sports data and technology changed, and how has this affected your sportsbook products?

A: In recent years, the demand for richer, faster in-play data has skyrocketed and new automated technologies have emerged. Our access to this premium data and proven trading technology is the foundation for providing sportsbooks with high-quality solutions.

AI and machine learning technologies are undoubtedly going to impact the sports betting industry. One area where we are using the technology is with our new automated pricing solution, Edge. This product is designed to unlock greater profit margin for operators on every bet. By ingesting real-time liability and bet data, Edge dynamically recalculates odds at a fixture and market-type level, including on our MultiBet product. This enhancement gives our customers greater trading flexibility, allowing them to use automation to outsource much of the manual work associated with trading large amounts of content concurrently.

Overall, technology enhancements allow us to deliver smarter, more automated betting experiences, ensuring that operators stay ahead in a competitive landscape.

Q: How does Genius Sports tailor its services to meet the unique needs of different regions and operators?

A: At Genius Sports, we understand that no two markets are the same. That's why we offer a flexible, customisable approach to content, trading and support, with 24/7, 365 days a year global coverage.

From a trading standpoint, operators can fine-tune their offerings to match local preferences—from choosing specific fixtures and market types, to setting overrounds and suspension triggers. Our local African portfolio includes over 16,000 events from 35 countries, this includes thousands of in-venue football events from 21 countries. This content is the bedrock for each operator and is strengthened by our official partnerships with the world’s biggest sports leagues, such as the Premier League and NFL. The combination of local vs globally popular content allows us to deliver a best-in-class product.

Q: What are some of the challenges and opportunities across African sports betting markets?

A: Africa’s sports betting markets are as diverse as they are dynamic, presenting both challenges and opportunities. The key challenge lies in navigating the differences in consumer behavior from one country to another. Every region is at a different stage in its sports betting growth, from the average stake size to the retail vs online betting landscape.

A one size fits all approach is not viable and understanding the nuances of each country is critically important. In terms of opportunities, rapidly growing internet connectivity and mobile penetration is allowing more customers than ever to access operator sites instantly. This means the demand for in-play betting in particular (and therefore access to the fastest possible data), continues to grow.

When it comes to acquiring and retaining players, our free-to-play gaming products are highly popular across Africa because they meet the appetite for gamified experiences. For the same reason, our betbuilder product, MultiBet, is driving engagement as user familiarity grows with the product.

Q: What are the biggest differences between sportsbook products in different African markets?

A: African markets each have their own distinct characteristics, influenced by factors such as the balance between online and retail betting, the popularity of different sports, and variations in staking sizes.

For instance, while football is a universal favorite, other sports like cricket or basketball are gaining traction in specific regions. Retail betting remains strong in some areas, whereas others see a shift toward online platforms. This can be affected by geography with urban areas having the infrastructure to thrive with mobile betting, with rural areas relying more on retail institutions.

Despite these differences, one constant across the region is the need for ultra-fast, reliable venue content covering major football leagues. By delivering this alongside a versatile range of customisable products, we ensure that operators across Africa have the tools they need to cater to their specific market conditions, offering a seamless, high-quality betting experience.