BetKing expands from betting to broadcasting with TV launch

…targets sports and entertainment fans.

BetKing, a Nigerian sports betting firm, has launched its own online television platform, BetKing TV, on 7 May 2026. The launch marks a significant step in the company’s strategy to expand beyond sports betting into lifestyle and entertainment content.

The new platform features three original shows hosted by former Big Brother Naija housemates. Banter FC, hosted by Kuture and Denari, centres on football culture, fan conversations, and matchday energy. K’s Kourt, hosted by Kaybobo, offers structured discussions on non-football sports such as basketball, tennis, UFC, and Formula 1. Playing Games, hosted by GigiJasmine and Doris, covers youth culture, trends, and lifestyle topics.

The studio is located at BetKing’s office in Victoria Island, Lagos. Company officials describe BetKing TV as a fully owned entertainment division designed to reposition the brand as a broader sports and pop culture entertainment player.

Gossy Ukanwoke, Managing Director of KingMakers and Chief Executive Officer of BetKing, explained the thinking behind the launch. “It is a very important initiative in the life cycle of our business that we are taking this initiative to fully go into media, in a sense, and just stepping away from our focus of just sports and going more into lifestyle and media content that allows us to come closer to the population to connect and bring excitement beyond sports to our customers,” he said at the launch event.

Ukanwoke noted that the company has a track record of changing industry practices. When BetKing entered the market eight years ago, advertising standards in the sector were low. The company increased investment in media and content that spoke directly to customers. This approach influenced how others in the industry now operate.
The same mindset has shaped product development, including a recent localisation strategy and gaming-focused offerings. With BetKing TV, the company aims to extend this leadership into media content.

A key part of this transformation involves talent strategy, particularly through relationships built via Big Brother Naija sponsorship. Nengi Akinola, Head of Marketing at BetKing, has highlighted how the company sources talent from the show. While many brands have sponsored Big Brother in the past, BetKing differentiated its approach by creating distinct content and activities inside the house.

Ukanwoke emphasised the shift toward longer-term partnerships. “We have taken it up a notch, and we want to engage better and make relationships that are there for the long term, relationships that give value to both the personal brand of our talents and at the same time, the brand for the business. And that is how we have done Big Brother,” he said.

This talent pipeline has now produced hosts for BetKing TV. The decision reflects a deliberate effort to support ex-housemates as they move into media careers while strengthening BetKing’s connection with Nigerian youth audiences. By investing in these personalities beyond the sponsorship period, the company builds authentic links with fans who follow Big Brother contestants.

BetKing’s majority shareholder, MultiChoice Group, has investments across Africa and beyond. MultiChoice Group is the primary parent company of BetKing Nigeria. Through its subsidiary, KingMakers (formerly Blue Lake Ventures Limited), MultiChoice holds 49 percent as of 2021 in the sports betting company, treating it as a key sports betting arm.

Ukanwoke said this background provides valuable experience as BetKing enters the TV space. “Many of you might know that our brand company is actually a media company. So we are not just coming from no knowledge about media,” he added.

The company plans to produce high-quality content from its expanded Victoria Island studio. Officials said the initial studio setup was smaller but was scaled up to support professional production standards.

Nengi Akinola outlined how the platform will develop football content. The team plans watch-along episodes for major matches, such as Arsenal versus Chelsea, where hosts analyse events before, during, and after games. For bigger tournaments like the World Cup, BetKing intends to host live watch parties that incorporate Banter FC recordings on stage, with audience seating and multiple screens to create an immersive experience. These events will be streamed live, allowing viewers to participate in discussions.

The company has set clear goals for BetKing TV. One major objective is to change public perception. Akinola explained, “We want to move or switch or change the perception of BetKing being seen just as a sports betting platform to a sports entertainment and iGaming platform.”

Success will be measured through engagement rather than traditional metrics alone. Positive comments, audience participation in shows, user sign-ups to join programmes, content sharing, and constructive feedback will indicate progress.

“The primary audience for this BetKing TV is the everyday Nigerian sports and entertainment fan,” Akinola said. The platform aims to appeal across different interests to remain inclusive.

This launch builds on BetKing’s history of disruption. From changing advertising norms to local product development, the company has consistently expanded its role in the market. BetKing TV represents the next phase, using media content to deepen customer relationships and attract new ones through culture and lifestyle rather than betting products alone.

Industry observers note that the move comes as several betting brands explore entertainment avenues. BetKing’s combination of in-house studio, established talent relationships, and backing from a media-focused shareholder positions it with specific advantages in execution and distribution.

Ukanwoke concluded that the company invests in areas it cares about and intends to raise standards in how sports, betting, and entertainment brands approach media. The Victoria Island facility and the three shows are the first visible steps in this direction.