Bwin Exits Zambian Market

An Austrian online betting brand, previously acquired by Entain Plc, has made headlines by announcing its departure from the Zambian market. The company cited a change in strategy at the group level, shifting its focus to high-growth markets.

Bwin, a global sports betting platform, entered the Zambian market in late November 2022, attracted by the burgeoning online betting sector in the country. However, unconfirmed reports suggest that Zambia was merely a steppingstone for the company, leveraging the market for higher returns. Despite reportedly reaping substantial profits during its two-year tenure in Zambia, Bwin is now moving to reallocate its resources to other regions.

In an exclusive interview, Bwin's Country Marketing Manager, Golden Ngandu, refuted claims of leaving due to any irregularities, such as tax evasion or profiteering at the expense of Zambians. Ngandu confirmed the company's strategic decision to exit the Zambian market and emphasized that notice had been given to relevant regulatory bodies.

Explaining the rationale behind the move, Ngandu stated, "Bwin is part of the publicly listed company Entain Plc, our group. There has been a change in strategy at Entain, focusing on high-growth markets like Brazil and North America." He further elaborated that Zambia, along with two other countries, was affected by this shift, as licensing processes were underway in South Africa and Kenya.

When pressed about the initial investment and profits in Zambia, Ngandu revealed that over $5 million had been invested during the two-year period. While Bwin Zambia consistently exceeded its monthly targets, the company fell short of meeting the new strategic objectives set by the group. Ngandu, however, refrained from disclosing specific profit figures, citing the complexity of the business operations. He suggested submitting a formal request to obtain accurate performance data.

The departure of Bwin from the Zambian market underscores the evolving dynamics of the global betting industry and the strategic decisions made by multinational companies to prioritize growth opportunities in specific regions. As the company transitions its focus to other markets, stakeholders in Zambia will be closely monitoring the impact of this development on the local betting sector and the broader economy.