With Africa poised to be the next frontier for the online betting and gaming industry, Côte d’Ivoire (Ivory Coast) is fast stamping its authority.
In a recent Peaky Ads podcast, Vasilii Gamov, CEO of Peaky Ads marketing agency, and Olalekan Joseph Oyekunle, iGaming Executive Director (Nigeria) at 888STARZ, an industry insider with over 15 years of experience in the African betting market, gave a close-up view of the Ivorian market.
From monetary dynamics to marketing strategy, the interview showed an insider’s information guide for affiliates and operators looking to target this dynamic but complex market space.
Market Size and Capacity
Côte d’Ivoire boasts around 30 million people, and the betting market has already notched a turnover of $210 million by 2023. But here’s the surprise!
Revenue in Ivory Coast’s gambling market has been estimated to be $819 million in 2025, with an average annual growth rate of 2.34% persisting until 2029, bringing it to nearly $899 million.
Sports betting is the most popular, with 85% of the market share. Côte d’Ivoire’s youth population, increased smartphone penetration, and increased internet usage fuel this exponential growth.
Number of Active Players
Active monthly gamblers in Côte d’Ivoire stand at around 1.5 million. Notably, 70% of them place bets weekly.
«Smartphone usage has fueled the growth of this market» Joseph stressed. With mobile devices as the main entry point to gaming, mobile-first strategies are unavoidable.
Betting/Casino Ratio of the market
The landscape is greatly dominated by sports betting. «Sports betting is currently the highest growing vertical in the market» Joseph said. The reasons are apparent: a fervent football culture, convenient mobile access, and real-time betting attraction.
As much as traditional online casinos have, they come second to the pace and interaction of sports betting. Esports is also on the rise, especially among young adults, meaning diversification in the future.
Top payment methods in the region
Here are several tips to follow in terms of payments in the region
- «Orange Money and MTN Momo mobile payment issuers own the territory,» Joseph demonstrated. They allow customers to send, receive, and store money in their phones, and the process is smooth sailing.
- Weekend outages are a usual issue. «From time to time, there will always be mobile money downtime on peak weekends,» Joseph described.
Operators should be proactive and have financial backup solutions to guarantee uptime and player trust.
Key Metrics
Compared to Western markets, Côte d’Ivoire’s average deposit and spending figures are tiny. Let’s see the average metrics in the region to be aware of.
- The average deposit per transaction is $6 to $15, and monthly spending per user is $25 to $40.
- «It’s not so easy to do business with such revenues,» both speakers agree. However, many players compensate for the low ARPU (Average Revenue Per User).
- VIP players are present, occupying 10-15% of users. «A VIP can spend $100 in a single transaction and reach up to $600/700 monthly,» Joseph stated. These high-rollers are what operators are looking for in terms of pushing enhanced profitability.
Retention, however, is the biggest challenge. «The retention rate drops to 20% in the third month,» Joseph continued, citing variable internet connectivity and ruthless brand-switching behavior.
Regulatory Restrictions
Côte d’Ivoire regulation is structured and vibrant.
The main regulating body, LONACI (Loterie Nationale de Côte d’Ivoire), operates under two licensing regimes:
- Concession Regime.
Exclusively for state-owned or monopoly businesses.
- Authoritative Regime.
The determination of whether or not to issue a license is solely in the hands of the regulating body.
You need to have a corporate presence in Ivory Coast. Creating a local company takes around 15 working days, and licensing another month or more. Licensing fees are not the same. It depends on your business strategy and relationship with the regulator. The CEO of LONACI determines everything.
Taxation is modest — 5% on GGR (Gross Gaming Revenue) and withholding tax on player deposits. While not excessively high, these charges and bureaucracy hurdles force some operators into the gray market.
Moreover, 12% of gamblers use VPNs to visit offshore websites. While LONACI strives to inform users and ban unauthorized sites, full enforcement is out of reach.
Best Marketing Tactics and Channels
To market in Côte d’Ivoire, it is all about knowledge of the local culture. And in that case, grass-roots marketing works best.
Top marketing strategies to apply for the region
- Mobile-first advertising. Mobile apps, PWA, APK, or native, are critical. People typically visit betting sites via smartphones. «80% of the population uses smartphones and gets information online,» Joseph said.
- Bonuses and promotions. «Africans love gifts,» Joseph chuckled. From the welcome bonus to deposit matches, promotions are king. Spreading them across multiple game verticals (sports, crash games, etc.) boosts acquisition significantly.
- Social media and messaging apps. Media platforms like WhatsApp, Facebook, and TikTok dominate. «WhatsApp groups have a click-through rate of 18-25%,» Joseph mentioned. Influencer marketing, primarily through such media, promises tremendous ROI because of low CPMs (down to $0.50).
- SEO and organic growth. As internet penetration increases, SEO has become a battlefield. Businesses are investing in content planning to top Google’s search results and attract users organically.
- SMS campaigns. Because internet coverage is patchy, SMS remains essential. It allows users to communicate even in low-bandwidth conditions.
- Offline street activations. Operators often employ branded street teams, typically young women wearing company-branded uniforms, to engage with potential users in markets, beer bars, and university districts. «This boosts brand visibility and builds trust at a personal level,» Joseph explained.
- Traditional media (for licensed operators). Radio, television, billboards, and newspapers are valid and efficient, but only for those with valid local licenses. They are more expensive but offer better coverage and authenticity.
Regional Trends in Games and Sports
Crash games are the biggest non-sport product by far. «Crash is booming across Africa,» said Joseph. It’s fast, mobile-friendly, and a favorite among the local populace.
- In sports, international leagues are the trend. Take the Premier League, La Liga, Ligue 1, and the Champions League.
- «There are some local leagues which are yet to be patronized well,» he admitted. But that could change with increasing infrastructure and interest.
Joseph sees strong growth in the next two years. «The CAGR for mobile casino and esports betting will increase 10-12% to 2026,» he stated.
With increasing internet and smartphone penetration and regulatory maturity, Côte d’Ivoire will be a hotbed for online betting.
Conclusion
Both speakers say that Ivory Coast is a promising mobile-led market that is rapidly expanding and has a large football culture, but it still requires custom marketing and all the tricks discussed.
Whether you’re an affiliate, operator, or marketer, the Ivorian market is full of potential. But success here depends on local knowledge, regulatory adherence, and a mobile-first, community-focused approach. As Joseph so aptly said, «Be on the ground, understand the culture, and the market will reward you.«
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