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Digital penetration and branding of sports betting websites in Zambia



DIGITAL PENETRATION AND BRANDING OF SPORTS BETTING WEBSITES IN ZAMBIA

I noticed a hype about sports betting in Zambia. So I embarked on a quick analysis using some digital marketing method, to assess the website country rank, engagement and traffic sources of sports betting websites in Zambia.

It is interesting to note how BetPawa and BetWay are competing. For example, in February, 2019, BetPawa ranks as number 24 in terms of the most visited website out of all (overall, including non betting websites) websites in Zambia, while BetWay ranks number 8. However, it is interesting to note a sharp and wide gap in terms of engagement. BetWay got 663, 920 visits while BetPawa got a whooping 2,400,000 visits. Users spent about 26 minutes on average, visited 18.9 pages on average, on the BetPawa website while users spent almost 7 minutes and visited 2.8 pages on average, on each visit.


There are other websites such as M-Bet which look visual, have good social media presence and branding/graphics but seem not to have effective email marketing, display advertising, search engine optimisation and Google analytics linkage. Probably as a result, they are losing out on ranking and engagement as well as measuring of digital efforts.

I have gained interest in this sports betting hype and trying to learn more about how people are going about making money and which company pays better, and any other information that makes punters prefer one company to the other.

I am also trying to review their branding and marketing strategies, especially social media presence, display advertising and search engine optimisation and how this contributes to their website ranking, traffic sources and engagement.
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