Melbet shares insight on Ethiopia's iGaming potential

In 2025, Ethiopia was chosen by the MelBet Partners & Affiliates team as one of its primary areas of focus for the years ahead.

While many have concentrated their efforts on more established GEOs, the MelBet team is actively promoting and developing its product in what is poised to be one of the most promising GEOs of the coming years. Company representatives shared their commentary and insights about the work already accomplished.

Why is Ethiopia a promising market?

Ethiopia was not chosen by MelBet Partners by chance. The region is growing rapidly, with a steady rise in population and strong indicators of digital adoption. Moreover, sports are highly popular in the country — the audience is engaged, active, and predominantly young. All of these factors create a favourable environment for launching and popularising a quality iGaming product.

To understand this potential, it's worth starting with the legality of gambling and betting in Ethiopia. All gambling activities are strictly regulated. The only legal form is official lotteries, overseen by the National Lottery Administration (NLA), established in 1961 and governed by Proclamation No. 535/2007 and Order No. 160/2009. As for betting, it is permitted, but operators must obtain an NLA licence to operate. The country also has a legal land-based casino, located exclusively in Addis Ababa.

Target audience and preferences

One of the reasons for entering the Ethiopian market is its young, active, and growing population. This allows for long-term product development strategies. The following statistics reflect key demographics:

• Population: 134 million

• Annual population growth: 2.6% (around 3.4 million people)

• Urbanisation rate: 23.9%

• Average age: approximately 19 years

• Internet penetration: 21.3% (28.6 million users)

• Active social media users: 8.3 million

• Main traffic source: Mobile devices (76.68%), primarily Android (96.07%)

Based on these data, MelBet Partners & Affiliates has concluded that a mobile-first strategy is the key focus for the Ethiopian market.

Favourite devices among Ethiopian users

If you decide to operate in Ethiopia, understanding the device landscape is crucial:

• Most popular browser: Chrome (89.27%)

• Dominant smartphone OS: Android (96.07%)

• Devices used: Smartphones (76.68%), Laptops and PCs (21.88%), Tablets (1.44%)

What do Ethiopians play?

All gambling activities in the country fall into two primary categories: casino games (slots) and sports betting. According to statistics shared by MelBet Partners, the following products have proven the most popular in the region:

• Crash Games: The most popular title is Aviator (Spribe), valued for its simplicity, accessibility, and quick withdrawals.

• Slots: No dominant slot titles, but strong preference for certain providers: Microgaming (Mega Moolah), Pragmatic Play, NetEnt, and Betsoft.

• Live Casino (Roulette and Baccarat): Growing in popularity due to its atmosphere and interactive nature. The top providers in this category are Evolution Live, Playtech, NetEnt, and BetGames.TV.

• Lotteries and Wheel of Fortune: Favoured by an older demographic (35+). Commonly played for smaller stakes, with popular providers such as TVBet and BetGames.TV.

• Blackjack: Not as popular as roulette or baccarat, but has a dedicated following within the "middle class" segment, which tends to favour strategy-based games.

Sports Betting

• Football: The most popular sport for betting. Users wager on the local Ethiopian Premier League, as well as international leagues such as the English Premier League, La Liga, Italian Serie A, German Bundesliga, French Ligue 1, and the UEFA Champions League.

• Athletics: Ethiopia is home to legendary athletes such as Haile Gebrselassie, Kenenisa Bekele, and Tirunesh Dibaba. The local audience is highly engaged in betting on international marathons and Olympic events.

• Basketball: Quickly gaining popularity among younger demographics, especially in larger cities. The NBA is closely followed, with a particular interest in finals and top players such as Giannis, LeBron, and Curry.

• Traditional Games: Includes sports such as Genna and stick fighting. Although betting is not available, these activities help foster a strong local sports culture.

• Boxing: Growing interest among younger generations, especially in urban areas.

Effective marketing strategies

Yes, all gambling activities in Ethiopia are strictly regulated. As a result, many brands quickly leave the market due to their inability or unwillingness to adhere to local regulations. However, MelBet Partners & Affiliates has successfully adapted to the Ethiopian market, focusing its efforts on:

• Organic traffic generation via Facebook and Google

• Advertising formats focusing on product quality and legal compliance

• Multilingual landing pages to maximise conversion and efficiency

• A/B testing of user acquisition funnels

• Strict compliance with local legislation

Outlook and conclusion

According to MelBet Partners’ experience, Ethiopia is not just a promising but a pivotal market for iGaming brands in 2025. The country has an active, engaged, and youthful population. Its deep-rooted sports culture and regulated betting environment create opportunities for quality offerings.

MelBet Partners & Affiliates is already implementing its projects in Ethiopia, recognising its long-term potential and inviting other partners to seize this opportunity. However, it’s vital to remember that adapting offers and marketing campaigns to the local legislative landscape is essential — what worked well last year may no longer be effective today.