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“We also, from the point of view of the Alliance, intend to do Africa-wide studies around prevalence of problem gambling in different markets, obviously working with regulators and associations,” he says.
Alongside this, the AiA wants to use the lessons from the inaugural week to broaden participation and establish the campaign as a permanent fixture.
“Our ambition is to expand participation each year and make the week an established feature of the African gambling calendar,” Kesitilwe continues.
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The latest 2025 contribution report indicated that $127 million was awarded, with $53.3 million specifically allocated to sport-related organisations.
Caroline Lamb informed a recent review that the current responsibility of annually processing over 500 ClubGRANTS applications within a short time frame imposed significant constraints.
Lamb described this task as “practically limiting the authority’s ability to most effectively monitor compliance” across the scheme.
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The way customers used the offering was equally instructive. Bets outside the match-winner market accounted for 63% of pre-match turnover, compared with 57% in 2022, reinforcing the importance of depth beyond traditional markets.
Post-World Cup, Kambi is now working to offer more shots-on-target options before matches and additional automated intervals in-play, creating further betting opportunities as games unfold.
“Giving bettors more ways to personalise their wagers around the players and moments they care about was a big takeaway from the tournament and one which continues to inform Kambi’s development of cutting-edge sports betting products,” Lamb says.
