Gossy Ukanwoke: Unlocking New Customer Demographics for BetKing

BetKing, a sports entertainment brand, recently unveiled Tobi Bakre and Broda Shaggi as its new influencers to unlock new customer demographics for its upcoming products.

Gossy Ukanwoke, the Managing Director of the parent company, KingMakers, Nigeria, in this interview with MARY NNAH, explains that the target is to capture the attention of young customers who are interested in sports, gaming and other forms of entertainment

BetKing recently unveiled two new influencers. Can you speak more about this partnership?

As a brand that has been operating within Nigeria for over five years, we have achieved immense success and become one of the most recognised sports betting platforms in Nigeria. However, as we continue to develop and include new products in our portfolio, we believe it is time to onboard new representatives that would allow us to unlock new customer demographics for our upcoming products.

Jay Jay Okocha represents football in the country, and we have done well by identifying with him and targeting our football customers, but the generation that can identify with Jay Jay is the older demographic, and it’s time for us to target young customers interested in sports, gaming and other forms of entertainment. This is imperative because, as a sports entertainment brand, we actively engage in activities beyond sports betting, and it’s time for us to unlock new sets of customers, and that is what our partnership with these amazing influencers will help us achieve.

How long will this partnership last, and what factors influenced the selection of Tobi Bakre and Broda Shaggi?

We hope the partnership will be a long-lasting one because we try to build a synonymous representation of our brand with the personalities we work with. For instance, when people say BetKing, they usually refer to the brand as the one Jay Jay works with, so we hope to replicate that lengthy and memorable relationship with the new influencers. Furthermore, regarding our choice of influencers, Broda Shaggi will help us target customers who are at the grassroots because he is very relatable to that audience demographic. In contrast, Tobi Bakre would help us break into the entertainment industry and target young people interested in entertainment and gaming. Together, we aim to tap into the excitement and relatability of these personalities for our brand.

Amidst the growing unemployment rate in the country, do you see the sports entertainment industry creating more jobs for Nigerians?

Concerning our socio-economic impact as a business in Nigeria, we take great pride in our significant contributions to the local economy. We have directly employed over 250 individuals within our company; also, through our extensive network of shops, we have created employment opportunities for more than 80,000 persons nationwide. Our commitment to job creation and empowerment is a testament to fostering economic growth and supporting local communities.

Furthermore, we are honoured to be recognised as one of the most significant contributors of taxes to both the State and Federal Governments. Our consistent and substantial tax contributions have earned us prestigious awards from the government, highlighting our significant role in supporting public infrastructure, education, healthcare, and other essential services that benefit the nation.

Sports betting may receive less brand attention and industry exposure than other industries, but it significantly contributes to the economy. For instance, football unites people across different works of life, and in Nigeria, we have abundant talent in various fields, including technology, entertainment, and healthcare. However, one area where Nigerian talent truly shines is in sports. It helps us showcase our remarkable abilities to the world, and this consistent production of exceptional talent across the nation is a testament to the importance of sports to us as a country.

While some may argue that sports betting be separated from sports, it is important to recognise that they are intertwined and go hand in hand because one cannot exist without the other. So, if you look at the impact of sports betting and sports, the outcome remains consistent because it generates employment opportunities and contributes to tax revenues. Also, BetKing is highly patronised because we are committed to responsible gaming and ensuring people have a healthy experience when using our platform.

BetKing has been operating for five years. Can you provide an overview of your operations and presence in the country?

BetKing began operations in Nigeria in 2018. When we launched, we were the 20th in the market, but currently, we are one of the top two brands in Nigeria. This has won us significant investments from leading companies like MultiChoice Group. We also recently introduced “Superpicks” and “Super Sports Bets” in South Africa.

Reflecting upon our growth trajectory, we have transformed from a modest team of five individuals to a colossal workforce exceeding 600,000 people worldwide. We have also expanded our operations nationwide, securing state and federal licences. In the span of a mere five years, we have transitioned from a small-scale enterprise to a highly recognisable and respected brand.

You have a shirt sponsorship deal with a Lagos – based football club, Ikorodu FC. Do you have plans to also support any of the national teams?

We became the shirt sponsor for Ikorodu FC about a month ago. This decision was driven by our strong commitment to bolster grassroots football in Nigeria. Currently competing in the NNL, Ikorodu FC has displayed remarkable potential and is on track to ascend to the esteemed first division.

Our collaboration with Ikorodu FC also aligns seamlessly with our goal of fostering football development in rural areas, alongside our sponsorship of various teams at the Youth Academy level, such as KidSports. This reflects our unwavering dedication to nurturing football at all levels. We also sponsor the Footballing Leagues in other countries. For instance, we have sponsored the Ethiopian League and the Kenyan League. Ultimately we are looking to invest in football and sports development where it matters. We are currently building a stadium in Ifako Ijaiye in Lagos, and that’s the level we are at in Nigeria regarding investing in grassroots sports development. This is even more prevalent in our initiatives because sports development is the key to our Corporate Social Responsibility (CSR) framework at BetKing.

The Premier League ended last week, and other European competitions are ending. What initiatives or offerings do you have for your customers as the football season ends?

Lastly, how do you plan to incorporate the influencers in these activities? It’s interesting how the football season coincides with the announcement of the influencers and the launch of our non-football and sports products into the market. Similar to our previous approach, we are leveraging our virtual product as a catalyst for our post-football season events and activities.

Also, while the football season ends, other popular sports like Basketball and Tennis are readily accessible on the BetKing platform. With our new products being launched, we hope our brand influencers will plug into that and take good entertainment to our customers.