Africa is a region that is discussed with cautious curiosity in arbitration. It would seem to be a huge market, a growing mobile audience, cheap traffic… But is everything so rosy? In this article, we analyze whether Africa is really a new growth point for arbitration in 2025, or is it another trap with low-quality leads.
🌍 Why is everyone looking at Africa?
Rapid growth of mobile internet. According to statistics, by 2025 the number of smartphone users in Africa will exceed 600 million. This is a huge and inexpensive audience.
Low-competition market. Unlike the overheated Tier-1, here traffic costs pennies, and competition is still at a minimum.
The emergence of local payment systems. Thanks to the development of fintech (for example, M-Pesa, Flutterwave), it has become easier to receive payment for subscriptions and goods.
⚠️ What’s the catch?
Solvency. Low revenue per user is one of the main problems. Even with a large volume of leads, conversions to payments can be weak.
Creatives must be hyperlocalized. Tier-1 style videos and banners simply do not work here. Images close to the local culture are needed.
Poor analytics. Little data on behavioral analytics and retention metrics, especially in niche GEOs.
💸 What’s pouring in Africa in 2025
Mobile subscriptions (Vas/SMS billing). Especially in Nigeria, Kenya, South Africa. Simple utilities are popular: flashlights, cleaners, wallpapers.
Betting and gambling. Very popular in Nigeria and Ghana. The main thing is to comply with the requirements of local affiliates and use “workaround” links.
EdTech and language learning. ESL (English as a second language) is doing well in Tanzania and Uganda.
Nutra and digital goods. Only with adaptation to the local income level and delivery.
⚙️ Traffic sources that work
Facebook and Instagram Ads. Still provide the best conversions, especially with the right targeting.
Google UAC and YouTube. For utilities and software, a reliable source in Android-dominant regions.
In-App Ads. Provide cheap traffic, especially through SDK networks.
🧠 Practice: Advice from those who have already tested Africa
Don’t scale until you test locally. One city ≠ the whole country.
A landing page without localization is a minus right away. It is advisable to adapt the language, currency, and style of presentation.
Affiliates that provide a white-label for a region are your best friend.
Conclusion: Africa – a chance or a failure?
Arbitrage in Africa in 2025 is like the Wild West. There is gold, but it is not easy to mine. If you are ready to adapt the approach, test, optimize and forget about “quick money” – you have a chance to stake out a place in a still unfilled niche. But if you are looking for easy leads – it is better to pass by.
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