NAIROBI, Kenya — Sports betting is becoming increasingly embedded in everyday life across parts of Africa, as smartphones, mobile money and the popularity of football make gambling easier to access.
The shift is raising concerns among public health researchers, who say the effects of gambling on young people cannot be understood solely through the lens of addiction.
Economic insecurity, social relationships, digital access and the regulation of betting companies also play an important role.
A 2026 survey of 2,866 respondents in Ghana, Kenya, Nigeria, South Africa, Tanzania and Uganda found that football betting was widely reported among participants in several of the countries.
The survey found that 64% of respondents in Kenya, 60% in Ghana and 54% in Nigeria had placed bets on football during the 12 months preceding the study.
Among active bettors surveyed, 95% said they used mobile devices to place bets, while 67% identified football as the activity on which they bet most frequently.
The findings, published by GeoPoll, are based on respondents reached through mobile survey channels.
They are not nationally representative and should not be interpreted as estimates of gambling participation across the entire populations of the six countries.
Football and mobile technology reshape betting
The expansion of internet access and digital payment services has reduced the need for gamblers to visit physical betting shops.
Users can now register with betting platforms, deposit money, place wagers and monitor results through mobile devices. The availability of betting services throughout the day has also increased opportunities to participate.
Football remains a major attraction because of its large following, regular fixtures and extensive media coverage.
Betting promotions and sponsorship arrangements have further strengthened the connection between the sport and gambling.
However, researchers say the growing popularity of betting should be examined beyond the convenience of digital platforms.
A study involving 770 young people in Ghana found that sports betting was the most common form of gambling among participants.
The research examined how family relationships, social difficulties and support from family members and teachers influenced young people’s attitudes towards gambling.
The researchers found that social difficulties and the availability of support were associated with differences in gambling attitudes.
Their findings suggest that the social environment surrounding young people may influence their exposure to and participation in betting.
Economic pressure adds to the attraction
For some young people, gambling is not viewed simply as a leisure activity. The possibility of turning a relatively small stake into a substantial return can make betting appear to offer an alternative source of income.
That attraction is particularly concerning in communities where unemployment, limited economic opportunities and financial uncertainty affect young people’s prospects.
But betting outcomes are uncertain, and gambling cannot provide a dependable source of income. Repeated losses can place additional pressure on individuals and households, particularly where money is already limited.
The public health implications can extend beyond financial losses to include psychological distress, family disagreements and other social difficulties.
Researchers have therefore argued for a broader understanding of gambling that considers the economic and social circumstances in which young people make decisions.
Uneven gambling regulation across Africa
The rapid growth of digital betting has also raised questions about whether national regulatory systems are keeping pace with the industry.
A comparative policy study covering 49 sub-Saharan African countries found that gambling was legally regulated in 41 countries, prohibited in seven, while one had no legislation governing the activity.
However, the existence of gambling laws did not necessarily mean that countries had comprehensive rules covering newer forms of betting.
Of the 41 countries where gambling was regulated, only 15 had legislation explicitly addressing online gambling. Eighteen had provisions covering gambling advertising.
The study also identified weaknesses in regulatory transparency. Only two of the 41 countries had consistently published annual reports since their regulatory bodies were established, while 36 had not published such reports.
The researchers said the findings pointed to gaps in oversight, particularly around online gambling products, advertising and public reporting.
These differences matter as betting operators increasingly use digital platforms to reach customers across national borders.
Without effective oversight, authorities may struggle to monitor advertising, enforce age restrictions and assess the scale of gambling-related harm.
Calls for a broader public health response
The research points to the need for governments to treat gambling as both a regulatory and public health concern.
Stronger oversight of betting advertisements, particularly promotions associated with football and other popular sports, is one area that policymakers may need to address.
Regulators also need reliable information on participation levels, spending patterns and the effects of gambling on individuals and families.
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Without consistent reporting, it is difficult to assess the effectiveness of existing laws or identify emerging risks.
Age restrictions also need effective enforcement to prevent underage participation, particularly on digital platforms where access may be easier than at physical betting outlets.
At the same time, interventions aimed at young people need to take account of the economic pressures that may make betting attractive.
Employment opportunities, financial education and stronger social support systems could form part of a wider response.
The challenge facing African governments is therefore not simply to discourage individuals from gambling.
It is to ensure that the expansion of a commercially driven industry does not outpace the safeguards intended to protect consumers.
As smartphones and digital payments continue to reshape how betting is conducted, the effectiveness of regulation and public health interventions will be central to determining how the industry affects the continent’s young population.
