From Taboo to Trend: How Strategic Marketing is Powering the Growth of Africa’s Gaming Culture
- Olufemi Osobajo
- Jun 23
- 4 min read
Once upon a time—not too long ago—if you were caught placing a bet in parts of Africa, you’d likely get the same side-eye reserved for skipping church on Sunday or eating jollof with a fork. Betting was taboo. A guilty pleasure. Something done in the shadows, accompanied by shame, secrecy, and plenty of “don’t tell anyone, o!”
Fast forward a few years, and the same activity is now a celebrated lifestyle choice: branded t-shirts, prime-time TV slots, endorsement deals with music stars—and even knockoff merch on street corners. What changed?
Strategic marketing.
And not just any marketing—the kind that doesn’t shout louder in a crowded room, but rather finds a different party entirely. I spent five years in the sports betting industry, not just selling odds and fixtures, but leading a culture shift. What we did wasn’t magic—it was about understanding human behaviour, storytelling, and above all, meeting people where they already were.
Because here’s the truth: people fear what they don’t understand. And the best way to get people over fear? Help them understand, or better yet, show them there’s nothing to fear.
When Everyone Zigs, You Zag
At the time, sports betting companies in Africa were in a frenzy—clawing for attention on Premier League match days, pouring money into football sponsorships, and competing for the same limited slice of visibility. It was loud, crowded, and frankly, expensive.
We decided to take a different route.
Instead of jumping into the football shouting match, we went where no betting brand had boldly gone before: reality TV. And not just any show—Big Brother, the most-watched reality program across the continent, dripping with lifestyle, pop culture, fashion, and real-time drama. The perfect storm of youth engagement.
Betting Meets Big Brother: The Cultural Crossover
We didn't just slap a logo on the screen and call it a day. We went in. We embedded the brand into the Big Brother house like it was a housemate itself:
We designed stylish, fashion-forward branded merchandise that the housemates actually wanted to wear. (Trust me, if it’s not camera-ready, they’re not touching it.)
We monetised that demand by tying access to fan engagement: place a bet or open an account, and you could win the exclusive gear. That single mechanic pulled in a jaw-dropping ₦500 million in bets.
And the genius didn’t stop at clothing. We introduced gamified coins, used during in-house concerts and challenges—essentially turning the house into a mini virtual economy. Viewers saw the fun, the competition, the wins—and it mirrored the very essence of gaming. Betting was no longer a back-alley activity; it was part of pop culture.
Merch Madness and the Knockoff Effect
Here’s when we knew we’d hit a nerve: our merchandise started being pirated.
Street vendors were selling bootleg versions of our branded hoodies and tees. At first, it was infuriating. Then we realised something critical: when your brand becomes worth imitating, it’s become part of the culture. We weren’t just changing perceptions—we were shaping trends.
Betting, But Make It Lifestyle
The Big Brother breakthrough opened a floodgate. We started showing up at music concerts, lifestyle events, and fashion festivals—all the spaces where young Africans were expressing themselves. We weren’t asking them to change. We were just showing up as a natural part of their world.
This strategy wasn’t just a gimmick. It was built on deep insight: Africa’s youth culture isn’t siloed—it’s blended. Music, fashion, hustle, play—they’re all one fabric. Betting had to fit in, or get left behind.
Rewriting the Narrative Through Content
While we were busy styling up the culture, we knew perception needed an intellectual upgrade too. So, we rolled out two campaign films that took a different tack.
The concept? Simple, real, relatable:Life is a gamble.
Apply for a job? Yes or no.
Propose to your partner? Yes or no.
Start a business? Profit or loss.
We made betting an allegory for everyday life. We weren’t promoting recklessness—we were saying, you’re already taking chances every day. Betting just gives you one more stage to play on.
This message landed beautifully with our audience. It demystified betting, humanised it, and repositioned it as a calculated risk—just like life.
Lessons from the Journey
This five-year adventure taught me that changing culture isn't about force—it's about resonance. If you want to move people from discomfort to desire, these are the keys:
Tap into what people already love – Football was obvious, but lifestyle gave us white space. People connect faster with what feels familiar.
Integrate, don’t interrupt – Our brand didn’t gatecrash Big Brother; it became part of the storyline. Subtle, immersive marketing wins hearts.
Gamify everything – People want to play, earn, win, repeat. We made betting feel like entertainment, not pressure.
Tell stories, not sales pitches – Our content invited introspection, not conversion. The result? Conversion anyway.
Embrace your influence – The moment we saw cloned merch, we knew we weren’t just a betting company. We were a lifestyle brand.
The Future of Gaming Culture in Africa
Africa’s gaming culture is booming. Mobile access, fintech integration, and a massive youth population make it ripe for further growth. But with great power comes great PR. The next evolution will require:
More responsible gaming advocacy
Better education around odds and risk
Ethical, transparent marketing
It’s no longer about legitimising the industry—it’s about building trust, depth, and value.
Final Thoughts: Betting on Culture
Gaming and betting in Africa didn’t go from taboo to trend by chance. It happened because a few of us were willing to rethink everything—channels, consumers, culture. We refused to play the same game as everyone else. Instead, we changed the rules and made the game more fun.
And in the end, when culture embraces you, the consumer follows.
Olufemi Osobajo is a marketing strategist and former head of culture and growth in Africa’s sports betting sector. With over 15 years of experience across marketing communications, banking, entertainment, and gaming, he is passionate about transforming perception, shaping trends, and making business human.
Explore these and other topics at Eventus International’s upcoming events: https://www.eventus-international.com/
Comments