Entrevistas e Editoriais

Por que as plataformas de iGaming estão investindo pesado em mercados emergentes

27.01.2025.

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When Europe’s iGaming sector hit maturity, operators could have settled for slower growth. Instead, they packed their chips and moved to emerging markets—regions bursting with potential but full of complexities. Think of it as trading a well-paved autobahn for an off-road rally: unpredictable, thrilling, and potentially far more rewarding.

But what’s behind this shift? Let’s unpack the data, dig into the strategies, and call out the hurdles that stand between iGaming platforms and their next big payday.

1. The Emerging Market Jackpot: Why Everyone Wants a Piece #

While Europe and North America plateau, regions like Africa, Latin America, and Asia promise an entirely new level of opportunity. But this isn’t just about expanding for the sake of it—emerging markets represent the perfect storm of conditions for iGaming to thrive.

Africa: A Mobile-First Goldmine #

Africa is a case study in leapfrogging. Forget credit cards or fiber internet—this continent skipped straight to mobile. By 2025, mobile internet penetration in Sub-Saharan Africa is expected to hit 50%, according to GSMA, making smartphones the primary gateway for millions entering the online economy.

Kenya leads the pack. Geopoll reports that 88% of bets in the country are placed via mobile platforms, thanks to seamless integrations with mobile wallets like M-Pesa. Safaricom’s dominance in the payment space has essentially turned smartphones into mini banks.
Nigeria isn't far behind. Statista projects its online gambling market will hit $110 million in 2025, driven by a tech-savvy youth population and a deep love for sports.

Fun fact: The most popular betting event in Africa? Football matches featuring English Premier League teams—Manchester United and Arsenal have cult-like followings.

LATAM: The Football-Obsessed Powerhouse #

South America, especially Brazil, is emerging as one of the most exciting markets for iGaming. This isn’t just because of its size (212 million people); it’s because Brazil lives and breathes football, the lifeblood of the betting industry here.

With sports betting legalized in 2023, Brazil's online gambling market is forecasted to hit a staggering $2.39 billion by 2025. However, tapping into this market isn’t a free kick—operators must navigate stringent regulations, including mandatory partnerships with local companies and a strict licensing process. For newcomers, it’s a challenge, but the rewards are undeniably worth it.
Colombia is LATAM’s poster child for regulatory success. Since introducing its licensing framework in 2016, the country has attracted 15 international operators, with its market expected to reach $2.03 billion by 2029.

Key insight: Brazil and Colombia require more than just football-focused platforms. Operators must incorporate culturally relevant payment methods like boleto bancário (Brazil) and secure cash-based systems to win consumer trust.

Asia: The Giant That Requires Precision #

Asia is as massive as it is complex. With 4.8 billion people across wildly diverse countries, no single strategy works here. Instead, operators focus on tailoring their offerings to regional preferences.

Sports betting—especially cricket—dominates in India. The country has also emerged as the world's largest fantasy sports market, with platforms like Dream11 thriving despite restrictive gambling laws. Skill-based formats have found a sweet spot in this legal gray area, propelling the online gambling market toward a projected value of US$3.20 billion by 2025.
Southeast Asia: Countries like the Philippines and Vietnam are experiencing an eSports betting boom, fueled by a younger, mobile-first demographic. At the same time, retail casinos are thriving across the region. Southeast Asia's online gambling market is expected to hit US$1.34 billion by 2025, reflecting the growing appetite for digital entertainment.

Challenge: Asia’s fragmented regulatory landscape means operators must navigate a patchwork of legal systems. In India, what’s legal in one state could land you in hot water in another.

2. Challenges: Why Betting on Emerging Markets Isn’t for Everyone #

Emerging markets may sound like easy money, but the reality is far messier. Operators must overcome a series of hurdles that range from regulatory ambiguity to infrastructure gaps.

Regulation Roulette #

Africa: Laws vary significantly across countries. South Africa has clear guidelines for sports betting, but markets like Nigeria and Kenya often see sudden tax hikes or shifting legal frameworks.
LATAM: Brazil’s sports betting licenses are limited and expensive, with requirements to form local partnerships. In Argentina, regulations differ province by province—Buenos Aires operates independently from neighboring jurisdictions.

Pro tip: Successful operators partner with local compliance experts to stay ahead of shifting regulations. NSoft, for example, collaborates with in-market legal teams to ensure full compliance before launching.

Payment Infrastructure: The Dealbreaker #

Emerging markets don’t play by the same payment rules as Europe or North America. If your platform can’t integrate with local systems, you’re out.

Africa: Mobile wallets reign supreme. Take Kenya’s M-Pesa—it owns a massive 93.4% of the mobile money market. If your platform doesn’t integrate with M-Pesa, you’re basically shutting the door on a huge chunk of customers.
LATAM: Brazil is still big on cash. Boleto bancário remains a major player in online payments, especially for consumers without credit cards or bank accounts. Meanwhile, Pix, Brazil’s instant payment system, is taking off. To succeed here, you’ll need a hybrid approach that bridges cash and digital payments.
Southeast Asia: E-wallets are the name of the game, especially for the younger crowd. In the Philippines, GCash leads with over 20 million users handling everything from bills to shopping. Over in India, Paytm is dominating with its all-in-one payment platform. This shift to digital payments is fueled by a young, tech-savvy population eager for convenience.

Cultural Customization: One Size Does Not Fit All #

You can’t just copy-paste a European betting platform and expect it to succeed in Nigeria or Peru. Operators must deeply understand local betting habits, from game preferences to marketing strategies.

Example: In Brazil, offering a Neymar-themed bonus or odds boost during World Cup qualifiers drives sign-ups. Meanwhile, in Kenya, jackpot-style bets with small entry fees resonate strongly with users.

3. Success Stories: Who’s Doing It Right? #

NSoft in Africa #

NSoft entered the African market by tailoring its B2B platforms for mobile-first users with limited bandwidth. By focusing on lightweight apps and seamless mobile wallet integration, NSoft has become a trusted partner in countries like Namibia and Lesotho.

Bet365 in LATAM #

Bet365 cracked Brazil by localizing its payment options, hiring Portuguese-speaking customer service agents, and tailoring its promotions to football fans. This level of adaptation has made it one of the region’s most popular platforms.

Dream11 in India #

By focusing exclusively on fantasy sports, Dream11 bypassed India’s restrictive gambling laws and became a market leader. Its success underscores the importance of understanding local legal loopholes.

The Bottom Line #

Emerging markets aren’t for the risk-averse, but for operators willing to adapt, the rewards are immense. The combination of youthful populations, rapid digital adoption, and evolving regulations is creating a perfect storm of opportunity.

But succeeding here isn’t about replicating past strategies—it’s about embracing the unique challenges and opportunities each region presents. Companies like NSoft are already proving that with the right tools, partnerships, and insights, emerging markets can be the foundation of iGaming’s next big growth phase.

So, will you take the leap? The game has already started.

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Marko Zelenika

VP de Desenvolvimento de Negócios

Marko ingressou na equipe de vendas da NSoft em 2020, rapidamente provando sua competência na área. Como VP de Desenvolvimento de Negócios, ele impulsiona iniciativas de crescimento e constrói parcerias fortes, garantindo que a NSoft continue sendo líder no competitivo mercado de iGaming.

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