The gambling market is experiencing a period of rapid growth, especially in developing countries. While industry giants are fighting for saturated European and North American markets with strict regulatory requirements, some companies are choosing a different path. Since its launch in 2016, 1Win bet has focused on geographies with high potential and minimal competition. This strategy has allowed it to cover more than 50 countries and build a base of over 30 million players in eight years of operation. Let’s see how the company is moving towards a global presence and which markets it is choosing for expansion.
Three-Region Strategy
From the outset, 1Win’s management understood that success in online gambling depends not on scale, but on the right choice of markets. Instead of attempting to enter the US or UK with their complex licensing procedures, the company focused on three large regions: Asia, Africa and Latin America.
Asia
Asia was the first area of expansion. India has established itself as 1Win’s largest market on the continent thanks to its huge population, growing internet penetration and cultural affinity for gambling. Sponsorship of national sporting events such as the IPL. Bangladesh and Indonesia complement the Asian presence as markets with young populations and rapid digitalisation.
Africa
Africa is showing the highest growth rates. Internet penetration on the continent is increasing by 15-20% annually, and the young population is actively embracing mobile technology. 1Win operates in 15+ African countries, including Kenya, Nigeria, Ghana, Senegal and Côte d’Ivoire. In 2024, the company received an official licence in Nigeria, the continent’s largest economy with over 200 million inhabitants.
Latam
Latin America completes the geographical triad. Since 2023, 1Win has been actively developing the region, launching services in Brazil, Argentina, Chile, Peru, Colombia, and Venezuela. Mexico received special attention — in 2024, the company obtained a licence in the country and established partnerships with local clubs.
Why Does 1Win Choose Emerging Markets?
The choice of geography is not accidental. Analytics show that online gambling markets in Africa and Latin America are growing by 20-30% annually with minimal competition from large international operators. For comparison, European markets are showing growth of 3-5% with fierce competition from dozens of licensed companies.
Economic factors also play a role. The middle class in India, Brazil and Nigeria is growing rapidly, increasing the number of people with disposable income. The young populations of these countries are technologically savvy and eager to use mobile applications.
Localisation as a Competitive Advantage
Success in international markets is impossible without deep localisation. 1Win adapts its product to each region, going far beyond a simple translation of the interface. The platform supports 22 languages, including not only major languages such as English and Spanish, but also regional dialects such as Hindi, Bengali, and Tamil for India, and Swahili for East Africa.
Payment systems are selected to suit local conditions. In India, UPI, PhonePe, Paytm, and Google Pay are the most popular payment methods. Mexicans top up their accounts through OXXO and SPEI, Brazilians through Pix and Boleto Bancário. African countries have been integrated with M-Pesa and Airtel Money, mobile wallets with millions of users.
Content is also adapted. Sponsorship of local sports teams and tournaments increases brand awareness. In India, 1 Win sponsors esports disciplines and runs special promotions during the IPL. In Mexico, the company has partnered with football clubs, and in Africa, with national football and basketball championships.
Licensing New Jurisdictions
2024 was a turning point for 1Win’s regulatory strategy. The company obtained official licences in Nigeria and Mexico, which opened up legal access to the two largest markets in their regions. The process took months of negotiations with local regulators, but the result was worth it — millions of potential players can now use the service without legal risks.
Brazil and Kenya are next in line. Negotiations for licences are actively underway. The Brazilian market is particularly attractive: a population of 215 million, high interest in sports and gambling, and a developed payment infrastructure. Kenya will become a springboard for strengthening the company’s position in East Africa, where it already operates in several countries.
At the same time, the company is expanding its presence in Canada, Cameroon, Azerbaijan, Uzbekistan, Mali, Senegal, and Uganda. Each new market requires studying local legislation, tax conditions, and cultural characteristics, but experience in more than 50 countries allows us to scale processes.
Industry Recognition
1 Win’s strategy is gaining recognition from the professional community. In 2024, the company collected a series of awards at international conferences. At AW Eurasia, it received the “People’s Choice” award for its popularity among players. SiGMA Africa named 1Win the best casino operator on the continent. At SiGMA Americas in São Paulo, the company was recognised as the best esports operator in Latin America.
The affiliate programme did not go unnoticed either. Affpapa awarded it the titles of “Sportsbook Operator of the Year” and “Bonus Offer of the Year”, noting the generosity of its bonuses and the quality of its terms and conditions for partners. At MAC 2024, 1Win received the “Best Brand” award for its recognition and trust among its audience.
Expansion Results
In eight years, 1Win has built an international network covering 50+ countries in Asia, Africa and Latin America. The base of 30+ million players is growing by 20-30% annually thanks to a focus on emerging markets with minimal competition. An affiliate programme with 100,000+ participants and daily payouts of $1+ million has become the cornerstone of the marketing strategy. Licensing in Nigeria and Mexico in 2024 has opened up legal access to major regional markets, with negotiations in Brazil and Kenya ongoing.
Deep localisation with support for 22 languages, local currencies and payment systems creates a competitive advantage. Proprietary developments and a library of 10,000+ games from 110+ providers retain players, and industry awards confirm the correctness of the chosen global expansion strategy.