In a bid to strengthen its position in the African sports betting and gaming market, Cola.bet has launched its new ‘Zero Margin’ campaign for players on the continent.

The first betting firm to launch this type of offer in Africa – where the company has detailed an ambition to consolidate its ‘strong position’ – Cola.bet will initiate Zero Margin across Ethiopia, Kenya and Zambia. 

Cola.bet aims to provide its African customers with ‘improved odds and potential cash-outs’, making the campaign available for football matches and ‘certain pre-match markets’. Players signing up to the offer will be rewarded with a 150% deposit bonus, ahead of the company’s plans for the rollout of a new bonus structure.

Cola.bet CMO, Dana Varnytska, commented: “Cola.bet’s mission is providing the best sports betting experiences on the market and our Zero Margin campaign is another example of our commitment to Africa’s bettors. Our localised expertise has enabled us to hit the ground running and make fantastic progress on Cola.bet’s expansion ambitions.”

The African sector has been a major target of Cola.bet and the wider Cola Group as part of its international expansion plans, with the operator having reported a 320% rise in new active African users within three months of commencing activities on the continent.

Cola.bet is also active in Nigeria in addition to the three markets where the offer will be initiated, having secured the approval of the Lagos State Lotteries Board last month, and has detailed plans to become the largest mobile-based betting firm in the country.

The firm is hopeful that the new campaign in Ethiopia, Kenya and Zmbia will ‘enhance business expansion’ across the region, whilst it also maintains plans for a $14.5 million investment into its iGaming division with the goal of operating in over 10 African jurisdictions by mid-2022.