Nigeria’s Sports Betting Growth: The Rising Power of Influencers

Nigeria’s betting surge is increasingly driven by social-media tipsters who turn Telegram, X, and Instagram followings into traffic for sportsbooks. A recent FT profile of BoomBetNG—a micro-influencer with tens of thousands of followers—shows how “picks” and bet-slips are packaged as daily content, nudging fans toward specific bookmakers. The story also links the boom to tough household economics and football fandom, which make “small-stake, big-win” bets appealing.

Behind the hype is a fast-growing market: industry trackers project ~$500m in online gambling revenue in 2025, expanding at about 16% annually, with sports betting the main driver.

Regulators are responding. Lagos State Lotteries and Gaming Authority (LSLGA) has stepped up responsible-gaming campaigns and media partnerships to curb underage play and raise awareness. Expect more guidance—and scrutiny of influencer promotions—as states defend their oversight role amid federal centralization attempts.

Public-health researchers also warn that brands increasingly use micro/nano-influencers to push gambling content, heightening exposure among young audiences. For operators and creators alike, clearer disclosures and safer-gambling signposts are becoming non-negotiable.

Bottom line: Influencers amplify reach and acquisition for sportsbooks, but the compliance and harm-prevention bar is rising—especially where audiences include students and first-time punters.