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“People will lose money faster on exchanges for lots of reasons,” Marantelli says. “It inherently increases spend, volatility, lots of things. And you’re playing against a sharper audience than you’re playing against at the DraftKings sportsbook.”

He compares the effect with sportsbook cash-out features, which gave customers more apparent control over their bets but may also have encouraged greater spending. The crucial difference is that an exchange customer can be facing a specialist whose entire business is identifying inaccurately priced contracts.

Kendrick sees a warning in the history of betting exchanges. In their early growth phase, there was sufficient retail liquidity for numerous market makers to profit. As that retail pool weakened, the sharper firms increasingly found themselves trading against one another.

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As such, the ad violated rule 16.3 of the CAP Code (Edition 12).

Midnite’s operator, Dribble Media Ltd, stated that the ad had not been authorised by their company. They cited discrepancies in branding and asserted that it was created and disseminated by an affiliate, Limay Media Ltd, without Midnite’s approval. 

Midnite confirmed it had terminated its contract with Limay and would reinforce compliance reminders to its partners.

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Peter Kesitilwe, CEO of the AiA, said the industry’s growth must be matched by a stronger focus on player protection, highlighting the need for greater collaboration between regulators and operators.

“As Africa’s gambling industry continues to grow, player protection must grow with it,” he said. “Africa Safer Gambling Week brings regulators and industry together around a shared commitment to safer gambling and stronger consumer protection.

“We fully support consumers having the tools and information they need to gamble responsibly, this week, like every week, is about ensuring our customers’ safety.”