Global iGaming content provider Booming Games is making a bold entry into East Africa through a new partnership with Kenyan operator Odibets. Announced on June 10, the deal sees Booming Games integrate its portfolio of over 100 online slot games into Odibets’ platform for players in Kenya. This move not only expands entertainment options for Kenyan gamers, who will gain access to popular titles like Burning Classics and Buffalo Hold and Win, but also marks another step in the company’s strategy to unlock Africa’s gaming market for global publishers.
 

With Odibets being one of East Africa’s leading regulated betting platforms, the partnership is poised to enhance Odibets’ offerings while cementing Booming Games’ footprint in the region.
‍

The Gist

Booming Games, known for its diverse and mobile-optimized slot catalogue, has entered a strategic distribution agreement with Odibets as part of its international growth plans. Initially, players in Kenya will be the first to enjoy Booming’s rich library of HTML5 slot games, directly through Odibets’ online casino section. The lineup includes some of Booming’s top-performing games – from classic fruit-machine styles to modern video slots – all of which have been tailored for smooth play on smartphones, a crucial factor in mobile-heavy markets like Kenya.

Odibets, licensed by Kenya’s Betting Control and Licensing Board, has quickly risen as a popular sports betting and gaming platform in the region. By partnering with Booming Games, Odibets is significantly expanding its casino content, offering its customers a wider variety of entertainment. “Partnering with Booming Games allows us to continue delivering top-notch entertainment to our players,” said Benedict Murithi, Head of Marketing at Odibets. “Their engaging and diverse slot portfolio is exactly what we were looking for to further enrich our offering.” For Kenyan players, this translates to a more robust selection of slots, from the high-octane “Cash Pig” game to the adventurous “Gold Coins Hold and Win”, there’s something for every taste. Importantly, these games are mobile-friendly, aligning with the habits of a market where many users access gaming services via smartphones.

For Booming Games, which is headquartered in Europe, the Odibets deal is part of a broader push into African markets. The company has been eyeing Africa’s emerging iGaming sector as a key area for expansion. “We’re excited to partner with Odibets, a strong and reputable brand in East Africa,” said Solomon Godwin, Booming Games’ Head of Africa. He noted that this collaboration enables Booming to bring its content to “East Africa’s vibrant and promising markets” and expressed confidence that their games will resonate with local players. Booming Games’ confidence likely stems from its prior successes and the growing appetite for digital gaming content in Africa. In fact, this isn’t the company’s first foray on the continent; industry reports indicate Booming Games has also pursued partnerships in West Africa (such as a recent deal with Nigeria’s Chopbet) as part of its Africa expansion roadmap.

The Odibets integration is rolling out in phases. Kenya is the launch pad, given its well-established betting industry and regulatory framework. Plans are in place to extend the partnership’s reach into other regulated East African markets where Odibets operates or plans to expand. Countries like Tanzania, Uganda, or Ghana could potentially be next, assuming compliance with local gambling laws. By taking a regulated-market approach, Booming Games ensures it navigates the differing legal landscapes responsibly, which is crucial for long-term sustainability in Africa. Odibets, on its part, gains a competitive edge over rivals by being first to host Booming’s games in the region: a win-win that could attract new users and boost engagement among existing customers.

The Bigger Picture

This partnership underscores a larger trend of international gaming companies targeting Africa for growth. Africa’s gaming industry – spanning both video gaming and online betting – is on an upswing, buoyed by the continent’s young population and expanding internet access. In 2024, Africa’s overall gaming market (inclusive of console, PC, mobile, and betting) was valued at approximately $1.8 billion, with a healthy 12.4% year-on-year growth. 

The mobile and online segments, in particular, account for the lion’s share of this growth, thanks to the prevalence of smartphones. For global content providers like Booming Games, this represents a significant untapped audience. By connecting global gaming content to Africa’s user base, companies can both drive new revenue and diversify the experiences available to African gamers.

In the iGaming (online gambling) sector, we are witnessing a wave of similar deals. Booming Games’ East African venture comes on the heels of other suppliers doing the same, for instance, SYNOT Games (another European developer) just this week announced a partnership to distribute its casino titles via a local aggregator in Nigeria and Liberia. These moves highlight that major iGaming players view Africa as the “next frontier” due to increasing regulation and market maturity in countries like Kenya, Nigeria, and South Africa. Each partnership brings international expertise and game variety into Africa, while local operators (like Odibets) provide market knowledge and customer access. The outcome is a more vibrant ecosystem where African players get to experience a broader spectrum of games that were previously unavailable or hard to access.

For the African gaming community, such partnerships can be a double-edged sword that mostly leans positive. On one hand, players benefit from world-class gaming options and innovation, elevating the entertainment standards in the market. Odibets users, for example, can now spin the same slot games enjoyed in Las Vegas or European online casinos, all from their phone in Nairobi. This can also spur local competition – domestic game developers and platform providers may up their game to match the quality and variety offered by newcomers. On the other hand, regulators will be challenged to keep pace ensuring proper consumer protections, responsible gaming measures, and local revenue retention as more foreign content flows in. The Kenyan regulator’s oversight of Odibets shows that a framework is in place to manage this, which can encourage more global firms to enter knowing there are established rules.

Economically, the Odibets–Booming deal (and others like it) can have ripple effects. It could generate more tax revenue for governments through licensing and taxes on increased gaming activity. It may create jobs indirectly – for instance, in customer support, marketing, or tech integration to support these new games. It also validates Africa as a viable market in the eyes of global investors and companies, potentially attracting further investment into the continent’s gaming infrastructure (such as payment systems, internet connectivity improvements, or even setting up local game development studios).

Finally, this trend contributes to bridging African gamers with the global gaming world. Culturally, as more Africans engage with the same gaming content as their peers elsewhere, it fosters a sense of inclusion in the global gaming community. We’re already seeing African players livestream slot gameplay or share big wins on social media, joining global conversations around these games. In a broader sense, such integration might encourage cross-continental collaborations – perhaps future African-themed games developed with global audiences in mind, or global games incorporating African elements authentically, given the growing two-way exposure.

‍