SportPesa has been around since 2015 and the Nairobi-headquartered company has had some troubles in Kenya of late, necessitating expansion into more international markets. This includes the UK, where it recently obtained a UK gaming license and secured several sponsorship deals. This also gives the sportsbook and casino a jump into a wider reach of other well-known new markets such as New Zealand and Canada.
SportPesa’s success depends internationally on how they compare to other well-known international casinos and whether they offer the same level of service as those establishments. SportPesa has increased its investments in the most popular gaming and betting options, adding multiple promotions, banking options, security features and even mobile betting. They’re tracking their increased online investments with an even bigger marketing campaign costing billions of Kenyan shillings to offset any drop in sales locally. But is that enough?
Sports betting and online casino
SportsPesa has recently expanded its sports-related presence by developing new international sponsorship deals and expanding sports betting to new countries in recent years in direct response to increasing financial pressures in Kenya. Their success depends on how high the quality of gaming experience is and how fast they are expanding their user base.
When it comes to comparing SportPesa to other international sportsbooks, they are quickly becoming a big player. Not only did SportPesa include the most popular sporting events, but they also designed the site’s layout for ease of use, making sure to offer all the games that can be found at other popular establishments. One of the biggest advantages they have over their competitors is a live betting interface that offers a wide platform of available events as well as a long list of upcoming events. Players can also explore industries like politics and eSports for more betting options that don’t just include regular sports.
SportPesa offers a full online casino platform utilizing industry heavyweights, Microgaming. The partnership with Microgaming allows them to offer the largest selection of casino games available, including the world’s most played slot game, the progressive jackpot Mega Moolah. In terms of video slots, SportPesa sits right where other major online casinos are. However, when it comes to virtual table games, there are not many differences between SportPesa and other casinos that offer Microgaming software through online promotions.
Promotions and Marketing
The international online casino business is very competitive. Operators must have brand awareness and promotional offers to attract new players. SportPesa ran an aggressive marketing campaign, underscored by sports sponsorship deals in Kenya and abroad. Their recent sponsorship deal with Everton in the English Premier League follows other high-profile shirt and endorsement deals with the likes of Hull City and Arsenal.
The other component to success is the offer. The lucrative casino welcomes bonuses to develop a broad base of new players. Promotions are a major attraction for many players, but they require a significant financial outlay. The number of players registered at a casino is directly related to revenue. However, a positive cash flow is only generated after new players settle into the casino. This can take several quarters and the upfront investment can be a massive burden. The deal with Hull City was valued at Sh13.2bn and it costs Sh1.3bn a year to sponsor Everton. Therefore, the investment must be paid back quickly to keep the balance.
The future for SportPesa
The showdown with the Kenyan government is over, taxes and revenues are far from over and SportPesa needs to expand to thrive. They are well positioned to succeed in international markets due to their impressive gaming experience and aggressive marketing campaign. The significant investments they’ve made in their website, marketing, and promotions will need to pay off over the next few quarters to truly measure their value. In the highly competitive online betting industry, SportPesa seems to be on the right track to success.