Grappling with Sports Betting Addiction and Africa as a Key Market: Elbet's Patrick Udu Discusses Salient Points

SportsBoom recently caught up with seasoned i-gaming industry expert, Patrick Onyinye Udu and in an exclusive interview, the Global Business Development Manager for Elbet talked about the impact of sports betting on Africa, and how it tends to be addictive if left uncontrolled and what he feels about teams getting sponsorship from sportsbooks. 

Elbet Limited, licensed, and regulated by the Malta Gaming Authority are a robust provider of variety of virtual games with no fewer than 70 sportsbook clients worldwide. 

Having worked as the regional manager sales, Africa for the platform before his promotion, Patrick believes Africa is a key market for any booming sportsbook, and rightly so. 

How most African punters see betting

Recent data has shown sports betting in the African market to be currently valued over $4 billion and is still expected to well surpass that figure by double by the time 2030 draws around, growing at a CAGR of about 8.2%.

It is scarcely hard to fathom the reason why. With over 460 million people in sub-Saharan Africa currently living in abject poverty dating back to the effects of the COVID-19 pandemic, most people in the region who bet on sporting events see betting as a poverty alleviation exercise, a notion which Patrick affirmed on. 

"Africans see sports betting as an easy route to alleviate poverty and improve livelihood", a light-hearted Patrick told betting news site SportsBoom.com.

Battling addiction and underage gambling

Patrick reiterated how addictive betting could be, and the need to enforce its age restriction policies by betting platforms. 

When queried on how addiction and underage gambling can be controlled, he said: "Well, there is already an age restriction for minors, which is very important. However, all adults should acknowledge other responsibilities, and there is absolutely nothing that can be done about that, about that one."

"All that need promoted more is the gambling awareness, no one needs to use emotions while at it. The more you chase one's losses, there is every chance that it gets to you. You must avoid that. Go touch some grass, and get in the reality. There's that prize money that can turn one's head but get in the reality and throw what you can afford to lose at the bookies."

Now in the continent, in places like South Africa and Nigeria, several movements are being put in place to foster gambling awareness, establishing a unique organisational structure aimed at promoting responsible betting.

What's in it for sports teams getting sponsorship from sportsbooks and is it right?

Recall that there have been recent calls for a number of sports teams, particularly Premier League clubs to do away with promoting sportsbooks on their match day front shirts, a move that had threatened a massive loss in annual sponsorship deals for affected sides.  

Patrick feels it is a bit difficult judging whether it is right or wrong, or maybe the governing bodies could device an efficient way of checkmating against sportsmen meddling with betting, rather than jettison the idea completely.

"The issue is quite complex, but I see it as being about branding awareness and making a profit through sponsorships. On the other hand, sports governing bodies do not allow players to place bets and penalize them for the outcomes.