Tom Beck, Head of Content & Social Media at Logifuture, presents on SBC News the first Logifuture Wrapped, which breaks down player behaviour in Nigeria throughout 2025, and reveals key data for one of Africa’s bigger markets.

As Bet9ja closes out 2025, the numbers tell a clear story. It was a record year across multiple categories. The inaugural Logifuture Wrapped shows how Nigerian players are building bigger slips, moving faster between products, and driving record activity across sportsbook, virtuals and casino. As Head of Content & Social Media at Logifuture, the B2B technology and marketing powerhouse behind Bet9ja, Tom Beck sees this shift every day in the data and on the platforms where fans engage.

We drew inspiration from the world’s biggest brands, such as Spotify and Apple Music, and decided to leverage real player data to shine a light on customer behaviour and trends. This data tells us something essential about how our audience plays. We’re using extensive user data to build bespoke social content creative. This hasn’t been done on a wide scale before, especially in Nigeria.

For me, the story of 2025 is not just growth. It is confidence. Players are no longer tentative. They are stacking more selections and experimenting with new products and features. They are switching between verticals with ease.

Sports fans in Nigeria bet with ambition and are willing to try new products. You can see it in how many selections they add to a slip, how often they move between sportsbooks and virtuals, and how quickly new formats are adopted.

What Nigerian players actually backed in 2025

The Premier League still sets the pace. It finished as the most popular league to bet on in 2025, ahead of La Liga and Serie A. That order tells its own story. English football still dominates attention, conversation and volume inside Nigeria.

But here’s what actually happened across the year:

• Most backed Premier League team: Liverpool
• Least backed: Wolves
• Best value: Brentford
• Worst value: Manchester United
• Most popular team (all competitions): Real Madrid

What we learned is that form and momentum matter more than legacy at the ticket window, but players still emotionally back global brands even when returns don’t justify it. You see that split in the data. Manchester United are backed on reputation while Brentford deliver actual value for disciplined bettors.

When players want certainty, they follow pedigree. Real Madrid were our most popular team to bet on in 2025, which reflects how confidence shapes selection.

The metric that stood out to me the most was the average selections per betslip: 10.19. It shows an attitude to playing that is aspirational, where players are willing to stack outcomes for the chance of life-changing returns.

The results show what that means in practice: 10,000+ players became millionaires through betting in 2025. For context, NGN 1 million is approximately £515.

This is no longer a low-stakes, low-expectation market. It is a high-volume, high-belief environment where confidence drives behaviour as much as analysis.

The biggest wins that defined 2025

Individual payouts reveal something the volume numbers alone cannot. Here’s what our players actually achieved:

• Zoom Soccer biggest win: N19.8 million (~£10,000)
• Simulate biggest win: N9.9 million (~£5,000)
• betBOOM biggest win: N47.2 million (~£24,400)
• Sportsbook biggest win: N58.7 million (~£30,300)
• Casino biggest win: N79.2 million (~£40,900)

Zoom Soccer, our virtual league with real team names but simulated results that runs a new season every 20 minutes, delivered that N19.8 million win. That tells me virtual football is no longer a secondary play.

Simulate lets our players hit the button and get the results of their accumulator instantly instead of waiting for Saturday’s kick-off. You can add up to 50 selections and repeat the simulation 15 times.

betBOOM is different. The product works through random odds amplification, with players’ betslips able to receive BOOMs of up to a 100x multiplier. That N47.2 million result proves our players understand and trust it. There’s no pattern-chasing there, just pure belief in the mechanic.

But the real story I’m seeing is distribution. Our largest traditional sportsbook win came through football markets. Casino eclipsed everything at N79.2 million. Our players are no longer specialists in one product. They’re portfolio operators, rotating between verticals based on appetite and opportunity.

This is a mature market now. The diversity of wins across categories tells me our players have real options and the confidence to use them.

What this means for operators in 2026 and beyond

From my side of the business, the most critical shift is not which product won the biggest headline. It is how comfortably players now move between them.

Sportsbook is no longer a starting point. It is one part of a wider playing pattern. Virtuals feed momentum. Zoom Soccer feeds instant gratification. Simulate feeds speed. Casino feeds the appetite for familiar traditional games. Players rotate between them all based on mood, appetite and confidence, not habit.

That behaviour changes how operators must think about product design. You cannot build silos anymore. Players expect frictionless movement across verticals. They expect consistent wallets. They expect offers that recognise their full activity, not just a single slice.

With average slips now carrying more than ten selections, risk exposure is spread across clusters of high-volatility behaviour. That demands sharper monitoring, faster reaction times and deeper behavioural modelling than many markets traditionally required.

What stands out most is how digitally fluent this audience remains. Adoption curves are steep. New formats don’t need years to bed in. If a product feels intuitive, flexible and entertaining, it scales quickly.

We’re seeing that play out right now. The next advancement of video content we’re targeting is live streaming. Particularly in the buildup to World Cup 2026, we’re planning weekly live streams with real content – commentary, reaction, analysis on big matches. That’s something no brand has really done at scale in Nigeria yet.

Nigeria is no longer a proving ground. It is a reference market. The players are confident. The platforms are ready. The numbers now reflect both. And from where I sit, the operators who succeed next will be the ones who treat this market not as emerging, but as fully arrived.