‘The Future is Here’: Odegbami Calls for Nigeria to Lead Africa’s Sports Economy Through Gamification

Former Nigeria international and ex-Super Eagles captain Segun Odegbami has urged Africa to embrace gamification as the new frontier of the sports business, stressing that Nigeria must lead the continent in harnessing technology to build a thriving sports economy.

Speaking at the 3rd African Gaming Expo held at Eko Hotels in Lagos, Odegbami described the event as ‘an incredibly fascinating experience’ that showcased the potential of Africa’s sports industry.

He recalled how, three decades ago, the business of sport in Africa was limited to broadcast rights, sponsorships, and consultancy, but highlighted how digital platforms and gaming ecosystems are now reshaping the sector.

‘The name of the new game is gamification,’ Odegbami said, emphasizing the role of fantasy sports, predictions, e-sports, and digital technology in transforming fan engagement.

He noted that Africa’s youthful population, with more than 60 percent under the age of 25, provides the perfect demographic to fuel growth in sports gaming and digital fan interaction.

Odegbami pointed to Nigeria’s progress in decoding the complexities of the industry, citing the rise of sports betting and gaming as one of the fastest-growing sectors globally, generating over $200 billion annually.

He stressed that Africa’s sports betting market, valued at $3.5 billion in 2021, could reach nearly $19 billion by 2030 and approach $30 billion by 2035 if properly regulated.

‘The continent possesses the talent, the audience, and the technological momentum required today to build a thriving sports economy,’ Odegbami said.

‘By embracing gamification responsibly and strategically, Africa can transform sport from a cultural passion into a powerful engine of economic development. The future of sport will be shaped not only by athletes on the field but by the digital platforms, data systems, and engagement technologies that surround the game. Africa is ready for that future. And the future is here.’

Odegbami concluded by calling on Nigeria to take the lead in developing the systems, infrastructure, and partnerships necessary to unlock the full potential of Africa’s sports economy.