Why Experiential Marketing Is Becoming Non-Negotiable for Gaming Operators

Iyke Bede participated in a recent webinar organised by SLEC Africa, where the keynote speaker, Abayomi Ayoola of Exposé Marketing Solutions Limited, argued that operators in the gaming industry who ignore experiential marketing risk being left behind, no matter how visible they are

With over 16 million punters placing wagers daily in Nigeria, the crowded nature of the market has left operators searching for new ways to win consumer trust and sustain loyalty.

That challenge was the focus of the September webinar hosted by SLEC Africa, a platform driving skills and insights across Africa’s gaming sector. Managing Director of Exposé Marketing Solutions Limited, Abayomi Ayoola, delivered the keynote address under the theme ‘Pop Ups to Sign Ups: The Experiential Marketing Effects.’ The session was moderated by Olafadeke Akeju, Managing Partner at WYS Solicitors. She also doubles as a Co-Founder of SLEC Africa.

Olafadeke Akeju

SLEC Africa is a leading platform dedicated to capacity building, specialised training, and policy advocacy across Africa’s gaming industry. With a strong focus on compliance, legal, and operational excellence, the organization equips gaming operators with the knowledge and tools necessary to meet regulatory obligations, strengthen governance, and improve business performance.

Through its monthly webinars, SLEC Africa delivers practical insights, fosters informed dialogue, and shares actionable strategies that add real value to operators, businesses, and careers. Each session is designed to spark meaningful conversations, address pressing industry challenges, and support the sustainable growth of gaming across the continent.

Ayoola argued that operators who ignore experiential marketing risk being left behind, regardless of their visibility. He pointed out that most brands compete heavily on odds and promotions but do little to create experiences that leave lasting impressions on punters. According to him, being well-known does not necessarily translate to being trusted, and one viral campaign cannot guarantee consumer loyalty.

He stressed that punters respond strongly to brands that connect with them on a personal level. “Well-thought-out experiences,” he said, place a brand in the most desirable spot for consumers, ensuring faster and deeper connections. Elements such as spontaneity, storytelling, and personalisation, when applied effectively, help operators stand out in a market filled with identical offerings.

Examples from Nigeria’s betting industry were used to illustrate the point. BetKing, for instance, has gained attention through high-profile stunts such as Guinness World Record attempts, while Betway has developed a reputation for its lively match-viewing events. Both strategies, Ayoola noted, highlight how activations can convert awareness into long-term engagement.

He described the “sweet spot” for brands as the ability to foster emotive connections and build trust through consistent engagement. Beyond campaigns, he identified three areas where betting companies can excel: consumer engagement through brand-focused activations, encouraging product trials that turn users into advocates, and adopting immersive technologies that enhance user experiences.

Technology, he added, has a role beyond offering betting platforms. Adaptive tools and immersive digital campaigns can extend the reach of physical activations, providing punters with additional layers of interaction. For brands looking to convert pop-up excitement into sustained sign-ups, technology is no longer optional—it is central.

The discussion also highlighted the scale of opportunity in Nigeria’s betting sector. With millions of active punters and new operators entering the space, Ayoola’s message was that those who fail to invest in experiences risk being forgotten. Punters, he said, have shown a clear preference for brands that understand connection, personal value, and storytelling.

The webinar concluded with a reminder that while odds and bonuses may initially attract attention, it is experience that ultimately secures loyalty. For Nigeria’s sports betting operators, the path from pop-ups to sign-ups will depend on how well they convert engagement into trust in an industry that continues to grow at a rapid pace.

  • Related Posts

    Benin 0-2 Nigeria: Five key takeaways as Super Falcons outclass Amazons in Lomé

    Benin 0-2 Nigeria: Five key takeaways as Super Falcons outclass Amazons in Lomé

    6,000 secondary students to compete in Nigeria’s biggest flag football league

    6,000 secondary students to compete in Nigeria’s biggest flag football league

    Leave a Reply

    Your email address will not be published. Required fields are marked *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    Business & Economy

    Access Holdings posts N320.57 billion pre-tax profit in first half of 2025 

    Top 10 high-paying artisan jobs in Germany for skilled migrants in 2025 

    Meet Maj. Gen. Waidi Shaibu, Nigeria’s new Chief of Army Staff 

    Fintech holds key to Africa’s $17 trillion real estate market – Virety CEO 

    Bank of Agriculture secures $200 million Livelihood Support Fund for displaced Nigerians  

    Lagos Free Zone remains the best investment destination for Nordic businesses in Nigeria – CEO, LFZ, Adesuwa Ladoja 

    Customs intercepts drugs concealed in imported vehicles worth N5.3 billion at Tin Can Port 

    DMO re-opens N260 billion AUG-2030, JUN-2032 bonds on Monday 

    Finally, Nigeria Exits FATF, Global Financial Crime Watchlist

    Abimbola Olashore: As Kids, We Used to Sit on NTA’sFloor for Tales By Moonlight

    Redesigning Skills for Nigeria, Others’ Creative Future

    Nivea Rolls-out 100million Fund to Advance Child Wellness

    Stallion Group Unveils 4 New MG Models in Nigeria

    Spiro Electric Bikes Cut Costs, Promote Cleaner Environment

    Report Says Human Skills Crucial to Stay Relevant in AI Era

    Naira strengthens to N1,455/$ as foreign reserves hit $42.8 billion 

    Aradel Holdings acquires 40% ND Western, deepens upstream footprint 

    FMDQ Exchange lists N30.05 billion fresh Commercial Papers in one week 

    Tigran Gambaryan: Court sets November 27 for judgement in detention case against Nigeria

    Tinubu hails FATF for removing Nigeria from grey list, calls it reform milestone 

    NGF, federal stakeholders, Woodhall Capital explore funding frameworks for state-led infrastructure – Organisers

    NGF, federal stakeholders, Woodhall Capital explore funding frameworks for state-led infrastructure – Organisers

    Kaduna: SON destroys N25 million worth of expired sugar, substandard goods

    IMTO inflows down $193.14 million in Q1 2025, miss remittance target

    FATF removes Nigeria from grey list, boosting investor confidence

    Afreximbank assets grow to $40 billion as Elombi takes over presidency 

    Nuli celebrates grand opening in Washington, DC

    Breaking: President Tinubu sacks service chiefs, appoints new military leadership 

    NEM Insurance records N5.8 billion Q3 2025 profit on booming investments 

    Lagos water transport: High fares threaten potential amid €410 million Omi Eko push 

    Nigeria’s fiscal deficit widens to N13.5 trillion in 2024 – Budget Office  

    Nigeria Immigration dismisses 2 officers for kidnapping, others

    CGT: How Nigeria compares with other African countries 

    Bonny Light boom: Nigerian crude set for biggest weekly surge since June rally 

    Meet Guinness Nigeria’s newly appointed company secretary, Abimbola Ajibola-Jimoh 

    Most indebted listed oil and gas companies as of June 2025   

    NEM Insurance revenue for second quarter 2025 soars to N75.41bn as sector grosses N1.2tn