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East Africa Edition 5 Sportpesa Size INDUSTRY FIRST Mobile Wallet: SportPesa became the first Gaming Company to use mobile money for transactions on its platform. Partnering with two mobile money providers M-PESA and Airtel Money. SportPesa’s customers can deposit and withdraw money from their SportPesa accounts at any time. Instant Payouts: SportPesa prides itself on crediting the accounts of its customers instantly when they win. The customer is notified by SMS and is able to access the funds immediately. Highest minimum jackpot: In 2015, SportPesa had the highest minimum Jackpot amount in Kenya, at Ksh 5 million. In 2016, MARKET the minimum amount increased to 10 million. COUNTRY FIRST Kenya is the third largest gaming market in Africa. In 2017, the Mega Jackpot was introduced English Premier League: Its betting revenues are expected to reach 5.1 starting at a minimum of 100 million. SportPesa became the first Kenyan Company to billion Kenyan shillings by 2020, a 142% rise This is the highest amount offered by a betting feature on the shirt of an English Premier League from 2014. SportPesa is the market leader in the company in Kenya. team – Hull City during the 2016/17 season and country. In fact, its website is the second most Official Betting Partner in Africa for 2 English Everton starting from the 2017/18 season. visited website on smartphones, after Google Premier League Clubs (Arsenal and Southampton) It was also the 1st to appear across the and before Facebook. Official Shirt sponsor of Everton F.C and pitch side branding boards during English 1 Championship Club (Hull City): Premier League Games played at The Emirates ACHIEVEMENTS SportPesa became the first firm to secure betting Stadium, St. Mary’s Stadium, KCOM Stadium and SportPesa’s greatest achievement is that it is a category exclusivity for Arsenal, Southampton, Goodison Park. ground-breaking new concept that overcame Everton and Hull City in Africa. SPORTPESA ALL-STARS: multiple hurdles, to be known as “THE” market Title Sponsor and Official Betting Partner of SportPesa is the first Kenyan company to leaders in online gaming in Kenya and the World. Kenyan Premier League: sponsor and form an all Kenyan stars’ football AWARDS SportPesa is the first betting company to team through its partnership with various 2017 become the title sponsors and first ever-official football stakeholders in Kenya and in the UK • The BEST African Sponsorship support of betting partner of the Kenyan Premier League. to play in the UK with a development side and (grassroots football through) The SportPesa English Premiere League Club – HULL City. Super 8 League; Discovery Sports - Industry SPORTPESA SUPER CUP: SportPesa became Awards (DSIA), South Africa the 1st Kenyan company to form a regional • The BEST Pan-African Campaign of the competition named SportPesa Super Cup that year for the sponsorship of the ‘MADE OF brought together clubs from Kenya and Tanzania WINNERS’: The Discovery Sports - Industry in a knock-out competition whose winner played Awards, South Africa English Premier League side Everton in a historic • SportPesa was one of the finalists for the match played in Tanzania. 2017 Football Business Awards for Best Brand SPORTPESA PREMIER LEAGUE ALL-STARS: Activation Involving Football for work with SportPesa became the 1st Kenyan company Everton: - Everton in Tanzania and with Hull through its partnership with the Kenyan Premier City: - SportPesa All Stars. League Limited, to send a league representative to • “TUJIAMINI” recognised as one of the Best Headline Partner and Official Betting Partner of Spain for a series of matches with La Liga Clubs. Sports Marketing Campaigns of 2017 by Kenya Rugby Union: Marketing Society of Kenya. SportPesa is the first betting company to partner 2016 with the Kenya Rugby Union and acquire • The BEST African Sponsorship for The category exclusivity as the Headline Partner. SportPesa Premier League - Discovery Sports Title Sponsor and Official Betting Partner of The - Industry Awards (DSIA), South Africa Boxing Association of Kenya: • Valuable Taxpayer Certification – Kenya SportPesa became the first betting company to Revenue Authority partner with the Boxing Association of Kenya and 2015 acquire category exclusivity as title the sponsors • Best Sports Advertisement and Best Marketing of the National Boxing league. Campaign, Marketing Society of Kenya Awards, Official Betting Partner of Football Kenya Kenya Federation: • Best Use of Social Media, SOMA Awards SportPesa became the first betting company to (Social Media Awards), Kenya partner with the Football Kenya Federation. 92 SportPesa uses every possible way to get its message out there, from advertising campaigns to social media, from competitions to sponsorships. If there is a way to promote the brand they will do it. Some of their unique promotions were: Road to Emirates: In 2016, SportPesa ran a competition for 10 lucky customers to win an all-expenses paid trip to the United Kingdom to watch an Arsenal game at the Emirates Stadium. Rafiki Bonus: Rafiki Bonus rewards a customer for introducing others to the SportPesa platform. The customer gets rewarded after the person they have HISTORY one bet slip on pre-selected fixtures. The players introduced places a bet that has a KShs. 100 SportPesa is a globally recognised Kenyan-based get rewarded from 12 correct predictions on the stake or higher. The customer gets a KShs. 100 sports gaming company, that is owned and SportPesa platform. reward deposited into their SportPesa account. operated by Pevans East Africa Limited. It was MID-WEEK JACKPOT Made of Winners registered in 2012. SportPesa Kenya is licensed The Mid-Week Jackpot is designed to engage the In 2016, The Made of Winners Competition by the Betting Control Licensing Board (BCLB) sports consumer with 13 different options on 1 allowed SportPesa customers a chance to under the Betting, Lotteries and Gaming Act [3] bet slip on pre-selected fixtures. The players get experience VVIP treatment at the 2016 to operate sports gaming. rewarded from 10 correct predictions on the SportPesa Festival. The company is also licensed and operational SportPesa platform. in four other core markets such as Tanzania, MULTI-BET BRAND VALUES South Africa, Isle of Man and The United The Multi-Bet is designed to engage the SportPesa believes that there is so much more Kingdom, where it operates in conjunction with customer as they follow their favourite sports to its brand than Gaming. They don’t just provide the well-established company TGP Europe. and teams and get rewarded on the SportPesa entertainment, but are also about supporting the In 2014 SportPesa officially launched services platform. Customers can choose as many local communities. Their brand values are: from its offices at Sameer Business Park. At the time, different combinations of fixtures on one • Reliability there were only 10-15 permanent staff that included bet slip. • Consistency bookmakers, IT, Customer Care and Finance, before SINGLE BET • Passion expanding in subsequent years to include marketing, The Single- Bet is designed to engage the • Leadership legal, administration and audit departments. customer as they follow their favourite sports • Integrity Initially, the company only had a single-bet and teams and get rewarded on the SportPesa • Community Social Responsibility product then expanded by introducing the multi- platform. Customers get to place bets on bet product in the first few years. different games. www.sportpesa.org SportPesa faced many challenges at the beginning. It offered a totally new concept, RECENT DEVELOPMENTS and it was difficult breaking down people’s SportPesa is always looking to grow the services preconceived ideas of betting. Some of the major it provides. They understand that one must Things you didn’t know about hurdles they had to overcome were: innovate to keep the customer engaged and SportPesa Business partnerships: satisfied. SportPesa experienced challenges in forging SportPesa Android App • SportPesa has made over 200 millionaires business relationships given the poor The SportPesa App was launched in 2016 since its inception with customers getting understanding of its business among the masses. It designed to enhance the online user experience. pay-outs in jackpot winnings, bonuses and took a lot of perseverance to convince partners It minimises data usage on phone and gives the multi-bet single-bet winnings. that SportPesa was a viable business option. customers an interface they can easily navigate to • SportPesa through sports sponsorship has Cash Flow: place their bets. been able to give a source of income to over Like most businesses SportPesa faced cash crunch in Mega Jackpot 10,000 players and sports administrators. the startup phase. It required expensive technology The MEGA Jackpot was introduced in 2017. to set up and the delay in getting local partners This bet has 17 preselected matches that are • SportPesa broke convention in the industry by creating a community involving gaming delayed its penetration into the Kenyan market. played over the weekend. The Jackpot starts at brand that is deeply committed to sports ICT: 100 million, the amount increases by a certain development in local communities. SportPesa is heavily reliant on technology to be percentage every week until it is won. able to deliver what it guaranteed customers. QUICK PICK • SportPesa recruited and trained Customer Care representatives who provide 24/7 The set-up and operation of such systems took The quick pick was introduced in 2017 for the service. longer than anticipated due to numerous factors Jackpots. Here customers opt for a random pick ranging from availability of required resources to by the system. They then send this via SMS to • SportPesa is the most-visited Kenyan getting the right skilled personnel. 79079 i.e MJP#? (for the Mega-jackpot quick pick) website after Google and ahead of Introducing & Educating: and JP#? (for the mid-week jackpot quick pick). Facebook. The market response to the new product was Live Betting • SportPesa customers can place wages as not as expected, as people did not know or It is Kenya’s most user friendly live game low as 49 shillings understand it.
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