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MelBet is doubling down on East Africa, and Ethiopia is at the heart of its 2025 strategy.
With a population of over 134 million and a median age under 20, Ethiopia offers a powerful combination of youth, digital growth, and mobile-first usage that’s ideal for iGaming innovation. Despite a strict regulatory framework, betting is legal with an NLA license, and MelBet is actively aligning with these laws to ensure full compliance while scaling up its presence.
Crash games like Aviator are dominating user engagement thanks to simplicity, instant wins, and mobile compatibility. Slots from Microgaming and Pragmatic Play are gaining traction, while live dealer content is steadily increasing in popularity, particularly roulette and baccarat.
MelBet’s localised approach multilingual landing pages, Arabic and Amharic UI, A/B tested funnels, mobile-optimized platforms, and regional influencers has become a model for success in emerging GEOs.
The company’s efforts highlight a broader shift in iGaming: African markets are no longer a long-term bet they’re today’s opportunity. Ethiopia’s demographic edge, sports passion, and digital acceleration make it one of the most lucrative frontier markets for global iGaming operators.
For stakeholders, Ethiopia isn’t just promising it’s pivotal.
