Senegal is today one of West Africa’s most promising iGaming markets, which has emerged over the last few years. As mobile penetration has grown, with developing digital infrastructure and a young, tech-savvy population, there is fertile ground for investors and operators.
On Peaky Ads’ podcast, its CEO, Vasilii Gamov, and iGaming Sales Expert, Olalekan Joseph Oyekunle, elucidated the dynamics currently shaping the Senegalese iGaming market.
In this piece, the PeakyAds team will recap what they had to say while providing background and analysis.
Market Overview: Rapid Growth with Centralized Regulation
Senegal’s iGaming sector has been registering sustained growth over the past few years. Testament to this traction is the 266 billion CFA francs (about $440 million) turnover that national lottery regulator LONASE recorded in 2022.
In Senegal, gambling is regulated by two main governmental entities: the Ministry of Interior and the Ministry of Economy and Finance.
They oversee compliance and licensing. LONASE also has a unique position, monopolizing the nation’s lotteries and sports betting. As Joseph explained: «LONASE is the primary gatekeeper of Senegal’s internet gambling market. Without them, access is not possible.»
Legal gambling formats include:
- Lotteries (state-controlled)
- Sports betting (monopolized by LONASE)
- Casino gambling (licensed venues)
- Poker (only within licensed casinos)
This tightly controlled environment poses both a challenge and an opportunity — while access is restricted, the centralized framework offers clarity and structure for those who enter.
Sports Betting: Dominant Vertical in the Region
Sports betting is by far the most dominant vertical in Senegal. Football, in particular, is deeply embedded in the culture.
What happens on the Ivory Coast is the same as in Senegal. People bet on the Champions League, La Liga, and other international leagues
A 2022 study revealed that approximately 29.09% of the population actively participates in sports betting. An estimated population of around 18 million translates to roughly 6 million bettors, a substantial and engaged user base.
The data displays a variety of accounts of gambling behavior:
- 63.26% are motivated by the desire to make money
- 20.56% get a thrill from the game
- 32.81% are more inclined to watch sports after placing a bet
This emotional engagement provides a powerful user retention incentive. Individuals don’t simply bet; they invest, support, and interact with their games and teams on a deeper level.
Alternative Betting Niches
Football is the crowd favorite, but it’s not the only game in town. Emerging verticals include:
- Crash games, especially Aviator, are what Joseph calls “the most attractive vertical to players.”
- Virtual sports and table games
- Basketball and cricket, which are gaining ground among younger audiences
For more minor affiliates and niche operators, these less saturated segments offer viable entry points into the market.
Market Competition: Space for New Entrants
Despite the booming interest in betting, the market is not yet saturated.Currently, the most dominant international operator is 1xBet, with only a handful of local platforms.
There is room for new international brands. The market is growing, and local competition is still relatively limited.
Unlike more mature markets like Kenya or Nigeria, Senegal offers a «first-mover advantage» for well-prepared operators. The regulatory gate is strict, but the field is open.
Licensing Process in Senegal
Entering the market legally requires a structured approach:
- Register a local company
- Submit a comprehensive business plan.
- Apply through LONASE for a license.
- Deposit a minimum guarantee (financial security for player payouts)
The operator’s business plan speaks volumes. It determines whether a license will be granted. The minimum guarantee — a security deposit — averages around $20,000, though the exact figure may vary depending on negotiations and risk assessment. If everything is in order, licenses can be granted in as little as two months.
This relatively swift process appeals to new entrants, especially those who are flexible and willing to localize their approach.
Payment Infrastructure: Mobile Money Domination
Just as in many parts of Africa, mobile money is the foundation of financial transactions in Senegal.
Local services include:
- Orange Money
- Wave
- Free Money
“Mobile money platforms dominate the payment landscape. They are essential for deposits and withdrawals,” said Joseph.In 2022 alone, mobile transactions in Senegal reached a staggering 12 trillion CFA francs, showcasing how integral mobile payments are to daily life and the iGaming experience.
Effective Marketing Strategies for Senegal
Marketing in Senegal requires a highly localized and culturally sensitive approach. The following strategies have proven most effective.
Mobile marketing
SMS campaigns and app notifications work well due to the universal use and limited internet bandwidth.
Social media advertising
Platforms like Facebook and Instagram allow precise targeting. However, crafting messages that resonate with local culture and languages is essential.
Influencer and affiliate marketing
“Influencers today prefer fixed payments over revenue share. Operators must allocate budgets to attract and retain them,” Joseph explained.
Operators like 1xBet structure collaborations using contractual agreements with clear KPIs, such as the number of FTDs (First-Time Depositors).
Offline promotion
Traditional channels still work well:
- TV and radio ads
- Billboards
- Street activations using brand ambassadors to engage with the public
“We send young, energetic people into the streets to promote the brand. It’s very effective here,” said Joseph.
Localized content
Offering content in French and local dialects enhances trust and engagement. Operators should invest in regionally relevant branding and communication.
Challenges vs. Opportunities in Senegal’s iGaming Sector
As with any emerging market, there are challenges and opportunities in Senegal’s iGaming industry. Operators must be ready to work around a draconian regulatory framework and compete with several existing operators. But the nation’s young population and nascent digital infrastructure offer compelling reasons for those willing to be flexible.
Key challenges
- Regulatory compliance, especially for offshore operators
- High competition from dominant players like 1xBet
- Limited transparency in licensing costs and procedures
Key opportunities:
- A growing young and digital-native population
- Increasing smartphone penetration
- Underserved verticals like crash games and local sports
- Room for custom-tailored partnerships with local influencers and affiliates
Joseph summarized it well: “The major challenge is compliance, but the opportunities lie in the receptive audience and the growth of digital infrastructure.”
Vasilii and Joseph emphasized the importance of mutual trust and shared responsibility in influencer relationships. Prepayment should be partial, based on clear contracts and deliverables: “Know your partner, then pay 50–60% upfront. Balance the rest after targets are met,” Joseph advised.
Conclusion
Senegal provides a vibrant, rapidly developing iGaming market ripe for innovation. Operators can establish foundations for success by learning local law, developing culturally sensitive marketing drives, and investing in online and offline media.
Vasilii concluded, “Senegal is a breath of fresh air in the African iGaming ecosystem. If you do it right, there’s space, demand, and a path.”
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