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.

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.