AvaBet, an international sports betting and casino platform, now operates in 20 countries, and more than half of them are in Africa. Nigeria sits alongside Egypt, Côte d’Ivoire, Ghana, Tanzania and Zambia among the company’s key African markets.

In 2025 the company also launched an affiliate programme, AvaBet Partners. Taken together, the two parts of the business show how AvaBet plans to grow on the continent: a mobile product built for local fans, plus a network of the websites and channels those fans already read.

What Nigerian users see

Open the AvaBet app in Nigeria and the account balance is shown in naira. The home screen leads with live games and the day’s top pre-match fixtures, with separate tabs for sports, esports and casino.

Football takes up most of the space. Next to the English Premier League and other European competitions, the football betting section lists the AFCON 2027 qualifiers and Nigerian domestic football, down to regional events such as the Akwa Ibom State pre-season tournament. Live markets and match statistics are available for many games.

The app runs on Android. For users on budget handsets and prepaid data, speed counts for more than design: a betting app that hangs during a live match rarely gets a second chance.

Twenty markets, twenty sets of habits

Running one platform in Lagos, Cairo and La Paz means dealing with different languages, currencies and payment habits in each city. AvaBet localises the product market by market instead of shipping a single version everywhere.

Distribution is local too. Football fans in Nigeria rarely find a new sports service by searching for it. They hear about it from a tipster they trust, a Telegram channel they check every morning or the football group on WhatsApp. AvaBet Partners was set up for exactly those publishers.

The affiliate offer

Under the programme’s published terms, partners can choose revenue share of up to 50%, CPA, hybrid deals or several other payment models. Payouts are weekly, and the minimum withdrawal is $30.

One detail stands out for smaller publishers. Any negative balance is reset at the end of each month, so an affiliate who has a weak month does not start the next one in debt. For a football blog or a Telegram channel with a few thousand readers, that removes a real risk.

Incentivised traffic is not accepted, and brand traffic is allowed only by agreement. Each partner gets a personal manager, promotional materials and their own promo codes. AvaBet Partners takes applications from Nigerian sites and channels with a football audience.

What to watch

The platform is open only to users aged 18 and over.

On paper, AvaBet’s plan for Africa is fairly simple. Whether it works will depend on how well the product keeps up with the phones fans actually use, and on how many of Nigeria’s football publishers decide the partner terms are worth signing up for.