Betano has set its sights on expanding its presence in Africa through a new launch in Ghana.
The move represents the 20th regulated market the Kaizen Gaming brand has launched in, and the second in Africa after previously going live in Nigeria.
“Ghana is a market with strong long-term potential, an increasingly tech-oriented population, and a clear commitment to building a structured and transparent regulatory environment,” said George Skarlatos, Director of business development at Kaizen Gaming, who was present in Accra, Ghana’s capital, to mark the occasion alongside other Kaizen executives.
“Through our strong local partnerships, and with responsibility fully embedded across our technology, processes and operations, we are fully aligned with Ghana’s regulatory framework to support a safe, well-functioning and trusted experience for all players from day one.”
Betano’s traditional stronghold is Europe and Latin America, where it has established a presence in major markets such as Brazil, the UK and Germany.
Meanwhile, it has also sought to boost its brand visibility through significant sponsorship deals in football, including becoming the first betting partner of the UEFA European Championships and Copa America tournaments in 2024.
All eyes on Africa
The African iGaming market has been boosted in recent years by a surge of mobile adoption, transforming the continent into an area of significant potential for online betting and gaming.
In Ghana alone, there are now an estimated 41.8m cellular mobile connections, representing 119% of the country’s total population. Similarly, the country’s gaming market has exhibited strong growth in recent years, generating total market revenue of $915.9m annually.
Betano will join more than 60 licensed online operators in Ghana, and Emmanuel Siisi Quainoo, the Acting Commissioner of the Gaming Commission of Ghana, welcomed the brand to the country.
“Ensuring high standards are met by all operators is crucial in safeguarding player protection and maintaining market integrity,” he said.
“Kaizen Gaming and Betano show clear commitment to these principles, and we look forward to their continued cooperation and focus on upholding safe operations for all.”