Breaking Barriers: How Women Are Thriving in Nigeria’s Male-Dominated Betting Industry

It’s Saturday, and the betting shop is alive with the buzz of a football match. 

The air is thick with murmured predictions, the occasional triumphant cheer, and the steady clatter of keyboards as bets are placed. Crumpled naira notes change hands at the counter, where a weary attendant scribbles down wagers with practised speed. Amidst the familiar chaos, a woman moves through the crowd, attending to the bettors, an unfamiliar sight in this male-dominated gambling space. 

She would later tell the story behind her presence. Oluwanifemi Adabale, the betting shop cashier, takes bets from customers and pays out winnings at the Betway outlet at Challenge, a downturn area in Ibadan, Nigeria. 

It’s mid-September 2022. Oluwanifemi had just finished her tertiary education and was hunting for jobs when she learned about the vacancy of a betting cashier. The idea made her nervous at first, but gambling seemed lucrative and appeared to be her only exit out of foodlessness. 

Not long ago, gambling was exclusively reserved for men in Africa, and an unspoken taboo for women who watched from the sidelines with quiet tolerance as their fathers, brothers and husbands ranted over football matches. It was never their game, never their place. 

But times have changed. Now, women are not just watching but playing. More than that, they are stepping behind the betting counters, not just as employees but as owners, running betting shops and reigning in the industry that once shut them out. 

The culture was first neutralized after the surge of female financial independence, then the rise of online betting. The ease and comfort enshrined in online gambling sprouted enthusiasm and allowed women to participate discreetly without facing judgment from men or other women. 

Online gambling, likewise, expanded the scope of opportunities available to women. Roles like customer service representatives, content writers, influencers, accountants, website designers and other professions were made accessible to women. Even administrative positions are now within their reach, further integrating women into the industry. 

Challenges Despite the Shift

Yet, Oluwanifemi's efforts to excel in the gambling career have not been without challenges. She describes betting shops as a scenery of violence, usually emanating from payment issues. 

“This is not a woman's job,” Oluwanifemi tells sports betting site SportsBoom.com. 

“Many of the customers are men, they ask me out. They insult me whenever there is confrontation. A woman with a husband and children won't be able to go through this disrespect.”

Her awful experience at the grassroots level of the gambling industry, regardless, does not deter or discourage her. “This job feeds me, so I have built a mechanism to cope with this issue,” she added.  

Research conducted by NOI Polls revealed that N2 billion  (£1,068,976) is generated from sports betting daily in Nigeria. 

In the same vein, according to the  National Sports Industry Policy, the betting industry has the potential to generate up to $4.7 billion in annual revenue, produce 10 million jobs and contribute 1.5% of the Gross Domestic Product over ten years. 

With the high unemployment and poverty rate, it's little wonder that betting has become an attractive option for many including women. 

Spurred by the need to participate, there is the dismantling of prejudices within the male-dominated industry as women are thriving in the top managerial roles, and breaking stereotypes.

With the Right Capacity, Women Can Thrive 

One of the standout figures in Nigeria's gaming industry is Maha Otu, the country director of BetWinner Nigeria. 

Like Oluwanifemi, she explains that she has been subject to obstacles including gender bias, underrepresentation, and the need to continuously demonstrate knowledge as a woman in the gaming and betting sector. However, she draws an advantage from her capacity. 

“By concentrating on my strengths, consistently expanding my skill set, and producing quantifiable outcomes in my projects, I was able to overcome these challenges,” she told SportsBoom.com. 

“Another important factor was mentoring; asking for guidance from encouraging leaders helped me.”

With a trajectory from contact centre agent to a top executive, Maha’s dedication to excellence has brought her feats despite being in her youth.

The tech and gaming expert thinks the betting industry can better support and empower women, both as customers and as professionals. She explains that putting in place focused diversity and inclusion programs could help the betting business empower and entertain more women. 

“Attracting and keeping female talent can be facilitated by providing flexible work schedules and maintaining a secure, welcoming workplace. Personalised experiences and marketing techniques that take into account women's preferences can also increase women's pleasure and involvement as consumers.”

Several opportunities,  according to Maha, are available for women in the betting industry, particularly in technology, marketing, customer experience, and leadership.  

“Women can capitalise on these opportunities by leveraging their unique perspectives to innovate and drive growth within the betting industry.”