We have Reached the Highest Number of Betting Audiences Outside Google

In this interview, the Chief Executive Officer, Dochase Adx, Chibuike Goodnews, speaks on the betting industry in Nigeria, the challenges and major wins in 2024, and other issues. Excerpts.

What were the major wins and challenges for the betting industry in the year 2024?

The year 2024 can be described as challenging for betting, especially a court ruling about licenses that made it challenging for gaming players to run campaigns on Google platforms. There were other things like unclear regulations, general economic setbacks in the country and more. That is not totally bad as some new entrants still made some progress in market share.

Can you give an overview of the growth potential of the betting industry in year 2025 especially.

2025 promises to be a growth year for the sector. We see some stability in the exchange rate, inflation and energy prices. Bettors will see betting options, new features in the gaming and healthy competition.

Betting companies will see stability in cost and can plan as well. The economy will also see the entry of new companies as Nigeria is the biggest market in Africa in terms of number of bettors. We will see more people turning 18, more games to play, increased hope as well. The market has not been saturated yet.

Considering the fact that you are a partner in this industry? As a marketing technology platform that helps companies and organizations meet their core mandate, how have you been able to leverage technology to drive growth, increased competitiveness and efficiency for companies in 2024?

Dochase has been a strong acquisition partner for many betting companies helping them achieve core goals of awareness registration, first time deposits and ROI. This comes from our deep experience in the advertising sector, our ownership of the technology that connects all the places where bettors visit on the internet.

Years back, the goal was clicks but we saw that was not enough, we then built an algorithm that uses AI to match the adverts to the high intent bettors, measure customer journeys and optimize repeated ads to those likely to register and deposit.

Was a complex process, but I am happy we pulled through in that. With Dochase, betting companies do not have to depend on Google alone, but have access to users on related websites, apps and channels. We have deployed advertising types like pop ups, natives adverts, videos and walk through ads that give fantastic results.

We have seen success with many of the advertising companies we have been working with. We are just a platform and therefore any number of companies can use it as managed service or self-serve.

Our reporting system gives insights on the cost of each user and can help companies manage acquisition costs and measure their expectations.

What do you think will be the marketing needs of betting companies and sites in 2025 and how prepared is Dochase to meet these needs?

The marketing needs of betting sectors remain the ultimate return on investment, that being said, there are still steps to that and a lot of moving parts that lead to such.

They need to have the highest form of awareness and reach in the betting communities, people need to know their differentiators, they need to be on the faces of their users every match day and evenings. They want to know what makes users take action and want to influence action to their favour.

Further down the funnel, betting companies need to get users to register, measure first time and repeat deposits. They also want to know the customer lifetime value and how to utilize that to their advantage.

Dochase as a technology partner has taken these feedbacks and built an acquisition engine for them.

Our platform checks all the needs along the acquisition funnels. We reach the highest number of betting audiences outside Google.

We have integrated hundreds of third party channels like phoenix, opera, besoccer, goal.com,  truecaller, daily hunt, links, native in one platform. So we are not just driving eyeballs, we are achieving registrations and deposits .

What are the new models, and solutions that Dochase is building in 2025 to help betting companies and sites scale growth?

In 2025 we are building on top of the successful breakthrough in the acquisition process to further help them drive down the cost per user.

This is a major concern for betting companies. We are also bringing in innovations that will help the companies track offline results and know the impacts of their marketing projects.

We are also enhancing our dashboard to offer a single source of trust for the different metrics they are measuring in their marketing activities.

How efficient is your solution in helping betting companies and sites to track the number of their users, and subscribers?

I will say it is very efficient. We have integrated our pixels and third party attribution services to compare results. The feedback has been very efficient. The results you see on Dochase dashboards can be compared with your backend results and most times, they are the same.

Can your solution help betting companies and sites track profits and sales quarterly?

We have been driving a return on investment for betting companies for two years. With our reporting systems and visibility, they can track sales, profits, customer lifetime value, cost of each customer and lost more. Sales and profits are derivatives from these key parameters.

What is your advice to potential investors about the African betting market?

The market is huge, key markets are Nigeria, South Africa, Kenya, Ghana and over 100 million potential users. Though the African market still has its own challenges, it is the only market that can give multiple returns on the investment. Over markets will give you additional returns, but African markets will give you multiple returns.