Demographic drivers and player preferences
Zambia’s age distribution shows a young market:
1. 13.7% of the population is aged between 18 and 24
2. 14.9% of the population is aged between 25 and 34
3. 10.7% of the population is aged between 35 and 44
Among this demographic, the main players in online casinos are males aged between 25 and 40. They often seek entertainment and relaxation, and prefer games such as slots, roulette, blackjack and poker. Games with progressive jackpots are also popular. Most of these players are middle class, with a few from more affluent sectors, motivated by potential jackpots. In sports, football, boxing, basketball, rugby and cricket dominate the retail and online betting market.
The expansion of mobile networks and internet access has enabled Zambia’s iGaming industry to grow by 21% over the past decade. These figures suggest that investments in terminals, self-service betting kiosks and casino equipment are reflecting the broader trend towards digitalization.
Sports Betting: Legal Framework and Popular Markets
Sports betting is legal in Zambia and is regulated by the Ministry of Finance and the Zambia Gambling Control and Licensing Board. The Gambling Control Act of 1992 provides the legal basis for it, and subsequent amendments ensure that the legislation applies to online platforms. Operators must obtain a license, meet transparency standards, comply with tax regulations, and implement responsible gambling measures. Both local and international companies are subject to financial stability checks and anti-fraud audits before they are approved.
Zambia's football culture drives high betting volumes. The most popular events include the Zambia Premier League and the English Premier League, followed by NBA basketball, the Rugby World Cup, and cricket matches with South Africa. Betting activity in niche sports such as tennis and athletics also increases significantly during global events.
Betting Products and Live Markets
Zambian platforms offer a full range of sports betting markets:
I. Single bets - predict the outcome of an event, from the winner to the total number of yellow cards or the possibility of extra time.
II. Parlay betting – combining multiple matches for a higher return, but losing any one match will void the entire bet.
III. Live betting – betting on live matches via HD video streaming.
The specialist market continues to expand, with local operators covering regional tournaments and special prop betting. Betting tutorials are now widely available via mobile apps, helping new users master the game.
The role of mobile betting platforms
According to the 2024 report, 6.51 million people in Zambia (31.2% of the total population) are active online, and mobile platforms are at the heart of iGaming. Operator-developed apps allow users to easily place bets, view live scores and manage their accounts.
Live streaming on mobile devices increases user engagement, while features such as “cash out early”, “custom bets” and push notifications integrate local payment methods (including mobile payments) to enhance user trust. Mobile-exclusive promotions further drive user adoption and reward loyal players.
