In July 2018, I had the rare privilege to speak at the Sports Betting West Africa Summit which held at Eko Hotel and Suites, Lagos, Nigeria. I was given the slot to talk on Marketing 101 and during my session, I talked about the sports betting marketing in Nigeria and in West Africa and the different ways sports markers can leverage on digital marketing.

1. MARKETING 101
Everything You Need To Know
About The West African Market

2. MEET ME!
● Co-Founder, Rene Digital Hub
● Certified Subject Matter Expert with Digital Marketing Institute,
Ireland
● Over 4 years + training experience and over 3000 people trained
○ Google Digital Skills Trainer
○ Facebook for Creators Trainer
○ Trains for Wild Fusion DC & Orange Academy.
● Worked at Webcoupers, Hotels.ng, Gtech Designs in Baltimore.
Worked with brands like Payporte, BIU, Total Perspectives UK,
Naijagaming, Glo etc
2

3. SPORTS BETTING IS
POPULAR
According to a recently concluded study, 60 million
residents of Nigeria in the age group of 18 - 40 are
active sports bettors. They spend an average of
3000 Naira or $15 per day on sports bets.
This trend is roughly the same across West, Central,
East and Southern Africa.
According to a report that PriceWaterHouseCoopers
the betting markets of Nigeria, Kenya, and South
Africa will be worth $37 billion by the end of 2018.
3

4. WHY THE RAPID GROWTH IN AFRICA?
4
YOUTHFUL
POPULATION &
UNEMPLOYMENT
RISING INTERNET
PENETRATION &
USE OF MOBILE.
CRAZY LOVE FOR
SPORTS (ESP
FOOTBALL)

5. Key figures
USD 70
Billion
global market value
for legal betting
industry in 2016
(GGY)* ≈
10%*
USD 7
Billion
spent on
marketing by
betting
companies
every year
≈
15%
Depending on the country,
approximately 15% of the
marketing budget spent runs
into digital channels, which
equals
USD 1.2 Billion
5

6. WHY IS DIGITAL MARKETING ESSENTIAL FOR BOOKMAKERS
6
It is measurable
Cost effective
Flexibility
Biggest channel to acquire new punters
Build the brand
Reduce the cost of acquisition: Improve conversions

7. TRENDS IN BETTING INDUSTRY
7
Focus on digital marketing and products (Shift from retail revenues
towards digital revenues)
Combination of retail and digital offers
Mobile first Approach
Improvement of digital products in usability and design
Focus on digital marketing campaigns rather than print, TV or radio
Get access to their fan/user data

8. UNDERSTANDING THE TARGET AUDIENCE (18-35YRS)
8
71% of your TA are students & formally employed & earn between 50K and 250K...with High Disposable Income
SOURCE: MPS AMPS, 2017

9. 9
Reach of Media: Mobile(incl.Digital), TV & Radio have the highest reach for our Audience
ACTIVITIES
▪ Calls
▪ Text
GENRE
▪ Action
▪ Comedy
▪ Drama
GENRE
▪ News
▪ Musical
▪ Sports
▪ Talk Show
▪ Rel. Prog
GENRE
▪ News
▪ Drama
▪ Soaps
▪ Musicals
SECTION
▪ Sports
▪ Politics
▪ Local/Nat.
News
▪ Lifestyle
(Fashion/
▪ Celebrity)
SECTION
▪ Sports
▪ Politics
▪ Local/Nat.
News
▪ Lifestyle
(Fashion/
▪ Celebrity)
EXPOSURE
▪ Posters
▪ Billboards
▪ Bus Branding
▪ Banners
▪ Mobile Vans
ACTIVITIES
▪ Chat
▪ News
▪ Info/Researc
h
▪ Sports
Updates
▪ Read & Send
Mails
SOURCE: MPS AMPS, 2017
Primary Audience: Core Male Sports Enthusiasts 18-35
Secondary Audience: General Public

10. DIGITAL MARKETING
INTRODUCTION

11. “
Digital marketing is the marketing of products or
services using digital technologies, mainly on the
Internet, but also including mobile phones, display
advertising, and any other digital medium.
Businesses leverage digital channels such as search
engines, social media, email, and their websites to
connect with current and prospective customers.
11

12. THE R’S OF DIGITAL MARKETING
12
RELEVANCE
RIGHT
ENGAGEMENT
REPETITION

13. THE COMPONENTS OF DIGITAL
13
CONTENT ADVERTISEMENTPARTICIPATION

14. OUTBOUND VS INBOUND MARKETING
14
OUTBOUND MARKETING
- PUSH
- INTERRUPTION
INBOUND MARKETING
- PULL
- PERMISSION (CONTENT BASED)

15. 15
THE MOST RELEVANT CHANNELS
Display advertising also known as banner
advertising is a form of advertising that conveys
a commercial message visually using text,
logos, animations, videos, photographs, or other
graphics. The converted message is then
inserted in various formats of banner displayed
on different websites.
SEO is the process of getting
traffic from “free”, “organic”,
”editorial” and “ natural listings” on
search engines such as Google or
Yahoo.
SEM is the process of getting paid
traffic to your website from search
engines such as Google or Yahoo.
Display Advertising Search Engine Search Engine
Optimization (SEO) Marketing (SEM)

16. 16
THE MOST RELEVANT CHANNELS
Social Media Marketing is the use of a
number of social media outlets (i.e.
Facebook, Twitter, Instagram etc.) and
communities to generate publicity to
increase the awareness of a product,
brand or event.
Content Marketing focuses on creating
and distributing valuable, relevant and
consistent content to attract and retain a
clearly-defined audience.
Social Media Content Marketing Video Marketing
Using videos to promote or market your
brand, product or service in the Internet.
Videos can be used and distributed on
various owned or paid media channels.

17. 17
TYPES OF MEDIA

18. MOBILE MARKETING
18
Source: https://www.iab.com/wp-content/uploads/2017/06/2017-IAB-Global-Mobile-Experience-Study.pdf
Some key facts
● Mobile devices are an integral part of consumer‘s daily
lives: Worldwide, the internet is accessed via
smartphones at least once a day per smartphone
● The majority (63%) of smartphone owners worldwide
use their mobile device at least every 30 minutes.
● Brand Interactions on smartphones are much higher
than via desktop

19. MOBILE MARKETING
19

20. MOBILE MARKETING
20
7
11
17
24
35
0
10
20
30
40
50
49
60
2016 2017
*
2018
*
2019
*
2020
*
2021
*
Trafficinexabytesper
month

21. SOCIAL MEDIA MARKETING
21
10%
34%
56.8%
93.3%
of social media users love to
share about sports
Frequency with which fans are
accessing sports content on
social media daily
Customers think social media is
an impactful technology in
sports
Global sports leaders believe
social media engagement of
fans will grow in the 5-10 years

22. SOCIAL MEDIA MARKETING
22

23. SOCIAL MEDIA MARKETING
Focus on Social Media as key
communication channel by all the
major players
Facebook the platform of Choice.
23

24. DIGITAL TRENDS FOR BETTING INDUSTRY SUMMARY
Native and content advertising
Content related advertising, create stories rather than simple ads
Digital video
Awareness and interaction with digital video ads is much higher than with regular ads
Mobile marketing
Shift from marketing budgets towards digital marketing, especially mobile marketing
Digitalization of sponsorships
Use your offline sponsorships for customer and data acquisition
24

25. Customer Acquisition activities concentrate on turning Leads into customers
Customer Retention activities and actions are done to retain and build up a
long lasting customer relationships

26. 26
Customer acquisition
Customer retention
Customer acquisition vs. customer retention
Mobile Marketing
Search Marketing
Display Advertising
Bonuses & promotions
Social Media
OOH
Loyalty programs
Product updates and improvements
Customer care support
Re-targeting
Email Marketing
Content marketing

27. 27
CONCLUSION
● The Sport Bet Space is very saturated and new entrants are expected.
● The Big players are heavy on TV, Radio, OOH & Digital.
● The big players have an optimised online platform and physical shops to support sales and drive street
level visibility.
● Heavy use of promo’s to incentivise and drive followership and members to their platform.
● Use of Brand Ambassadors to help promote Brand and extend awareness beyond direct advertising.
● Category TG are mainly comprises mainly students and working class individuals within ages of 18-45.
● Brand awareness, Brand visibility and Digital presence is key for new entrants.
● Social Media, Mobile Marketing, Display Advertising as well as cheap firms of transit advertising (bus
branding) aids TOMA in the Sport Bet Category.

28. www.renedigitalhub.com
peaceitimi@renedigitalhub.com
+2347034598359