It’s no longer a surprise to walk into a cafe in Lagos or Abuja and hear the ping of notifications from sports betting apps and casino games. Over the last few years, Nigeria has surged to become one of Africa’s most dynamic online gaming markets. And as the Guardian Nigeria News has it, over 60 million Nigerians engage in some form of iGaming daily, highlighting the market’s high potential.
For companies like Jackpot City operating in this space, relying on a one-size-fits-all strategy no longer works. You must build a platform that reflects the heart and hopes of the Naija player; otherwise, you risk losing your competitive edge. But what does adapting to the Naija player really look like? Is it just about translating English into Pidgin or slapping a green-white-green banner across the homepage?
Well, of course, given that modern players, including those in Nigeria, have become more discerning, just a simplistic approach may not work. That’s why operators are really working hard to dig deeper into what truly drives the Nigerian player. And if you want to learn about some of the things they’re doing, then reading this article will do you well.
Localisation of content and culture
Have you noticed that most billboards in cities like Lagos often feature vibrant colours and catchy Pidgin phrases? This is what localisation is all about. It entails customising a product to meet the needs of a particular local market, which can really help stand out in a crowded market like Nigeria. According to Zoe Marketing & Communications, 84% of marketers report seeing revenue growth from localisation.If that’s not enough, AppDrift says localising the app experience can improve downloads by up to 128%. Which serious business would not want to take advantage of such statistics? Realising the growing need for localised experiences, iGaming companies targeting the Nigerian market are no longer treating Nigeria as just another checkbox on an expansion list. Instead, they are redesigning interfaces with familiar themes and tailoring promotional calendars around major national events.
The days when they would only provide generic experiences are long gone. Today, you can log into a platform and be met with a Yoruba interface or even a football-themed slot game. This makes platforms feel less foreign, which, in turn, encourages exploration. Also, when many Nigerian players spot such platforms, they tend to trust them more than those that don’t localise. It’s a big part of why, according to Contact Centre Pipeline, over three-quarters (76%) of customers prefer to buy products in their native language.
Payment innovations and accessibility
You will agree that it can take a lot of effort to appeal to over 60 million gamblers. Take payment preferences, for instance. In order to appeal to all of these individuals, your platform must support a wide variety of payment options. After all, not every player will prefer the same transaction method. Some may favour traditional banking options, while others lean toward newer options like digital wallets.If you fail to accommodate all these preferences, you may end up losing almost eight in ten consumers, who, according to applause.com, are likely to leave when their preferred payment method is unavailable. As such, platforms eyeing this market often have numerous options to ensure they don’t miss out on these users.
And when it comes to supporting instant transactions, these operators also enable Nigerian players to fund and withdraw funds without delays. Mark you: according to the Central Bank of Nigeria, digital payment transaction volume has increased by 276% over the past five years, meaning that the country is already dancing to the tune of faster transaction processes.
Thankfully, iGaming companies have not been left behind in this trend. Many of them now incorporate options like PayPal, allowing players transact without worrying about unusual delays. For players without bank accounts, carriers like MTN Mobile Money and Airtel Money have them covered. At a time when mobile money usage in the country is on the rise, operators are turning to these options to maintain their relevance.
Meeting the growing demand for security
Data from Businessday NG shows that Nigeria recorded the world’s sharpest rise in cyberattacks in late 2025. Given the rate at which cybercriminals are advancing, imagine what this might translate to in the coming years, especially if preventive measures aren’t taken. On the positive side, Nigerians are not asleep; many of them are becoming more security-aware. Government and partner-led initiatives are also scaling up, providing avenues for citizens to learn more about safe online behaviour.For iGaming operators seeking to dominate such landscapes, prioritising safe play becomes non-negotiable. Ignoring players’ security could harm your reputation and, in turn, drive users to competitors who prioritise data protection. But since no one wants to incur such losses, these companies now integrate robust security measures, such as biometric authentication and SSL encryption.
As you can see, leading the Nigerian market doesn’t just happen by chance. It takes aligning with players’ preferences to deliver a safe, seamless and localised experience. After all, gone are the days when a player would flock to an online platform to only spin reels in their favourite slot game. Today’s players want more than that, which explains why companies targeting this market are working hard to ensure they are customer-focused in every possible way.
