Entain eyes Africa launch by end of 2021

Entain expects to enter the African online sports betting market by the end of 2021, according to CEO Jette Nygaard-Andersen.

Over the course of the last year, Entain has established a 51%-owned subsidiary called Impala Digital that will help to facilitate the operator’s launch on the world’s second-most populated continent.

In March, Impala Digital acquired the trade assets of an unnamed B2B technology platform business currently operating in Africa for an initial $40m.

The transaction provides the FTSE 100 operator with a regulated platform on which to enter the African betting market, while the shareholder agreement grants Entain the opportunity to purchase the remaining 49% of share capital in the business in due course.

Entain CEO Jette Nygaard-Andersen

“We’ve acquired a technology and product platform which really allows us now to build out our product in Africa,” said Nygaard-Andersen during Entain’s H1 results call.

“Africa is a little bit different because it’s very mobile driven and based on 2G and 3G.

“We’re acquiring technology and a platform that will enable us to fast build products that are relevant for that market before applying for licensing and building up the organisation.

“We’ll then look at the different countries as we go forward but we do expect to be entering at least one market by the end of this year,” she added.

Under former CEO Shay Segev – the Dane’s predecessor – Entain had highlighted Kenya, Uganda and Tanzania as key territories for African entry.

Nygaard-Andersen revealed that Entain would continue to pursue M&A opportunities in Africa following the platform purchase but did not rule out an organic approach to growth either.

“Every time we look at these markets, we look at the best way in,” she told investors. “If it’s M&A, we look to see if there is a good team there and whether we can invest in a disciplined manner.”