adekunle adeniji's blog

  "At some level, all of us are virtuous, powerful, and wise. But none of these gifts works all the time." We'll stray from our principles, falter in our efforts, or make a bad decision now and then. Which is why humility is so important. Humility is our antidote to what's inevitably not going to go according to plan. It permits us to approach a problem with kindness and not arrogance. Today is my birthday. And on days like this, I find myself doing what I imagine most people do, looking back. Not with regret, but with gratitude. Because looking back feels like watching a film of your own life. You can see every scene clearly. The moments you should have paused but didn't. The friends you should have held closer or let go quicker. The business decisions you made with confidence, but without enough experience to know better. And yet, I needed every single one of them. Those mistakes weren't detours. They were on the road. They shaped the person writing this tod...

A thought that arrived between laughter and family — Baylounge, Lagos Tonight, sitting with my wife and my mum, a conversation with my friend Sam took a turn I wasn't expecting. We were talking about charms. Voodoo. Spiritual practices. And then the real question surfaced: are these things truly supernatural  or are they simply sciences we have not yet had the discipline to study, structure, and own? Africa's Forgotten Laboratories Spirituality in Africa predates colonisation by centuries. Long before Western laboratories, long before peer-reviewed journals, knowledge was alive — passed from babalawo to initiate, from herbalist to community, from elder to apprentice. It was not written down, but it was not accidental. Then something shifted. That knowledge was labelled primitive. Demonic. Superstitious. It was dismissed rather than examined and that dismissal may be one of the most consequential intellectual errors in African history. What if our ancestors were not merely spiri...

What’s up, professionals? Times are tough right now. More than ever, we need empathy, perspective, and a level head. Dwelling on what isn’t working rarely produces solutions. It usually produces frustration. Yes, COVID disrupted retail sports betting. But retail is not dead. Recent data from Nigeria’s leading gaming companies shows shop sales have returned to pre-COVID levels. Retail is evolving. Like every other vertical, it must adapt. Data-driven decisions. Customer-centric branding. Omnichannel strategies. Faster operations. Creative thinking. These are no longer optional. Here’s one practical approach: Use retail to grow online. Let your agents onboard online users and earn affiliate commissions. Turn shops into deposit and withdrawal points. Instead of paying banks 1.5% for processing deposits, let your agents earn that margin. That’s part of what we implemented at BetBonanza. Retail can do better than it’s currently doing. Instead of running from it, we should be asking how to ...

  A lot of people don't know what is happening day to day in the Nigerian gaming scene and I think it's time someone starts to talk about it.  As the name implies, this is my opinion. I also understand my position as a thought leader, so I will be as factual as possible in my excerpt.  Please let me know in the comments what youwould like me to add or remove from my next weekend post. Lottery Commission To Clampdown On Underage, Remote Gaming:  There was a webinar last week, the focus of which was to educate stakeholders on the stance of the NLRC (National Lottery Regulation Commission) regarding underage gambling. Emphasis was placed on compliance, and operators were made aware of the punishment involved if caught violating the ethical standard.   I think it's a good development and something to take seriously before it becomes a serious issue.  Obviously, the first step to take is to talk about it, educate the stakeholders, then run a campaign on nat...

When I look back at my journey — both socially and professionally — which began roughly nine years ago, I feel a deep sense of gratitude. Allow me a little bragging right. I have done remarkably well in the Nigerian gaming industry. I've worked with the top two sports betting companies in the country, and today I'm helping build what could become the third major force. That didn't happen by accident. When I reflect on what made the difference, three things stand out. 1. Relationships I have always believed that relationships are everything. The best way to build strong relationships is simple: think more about others than yourself. Give first. Add value first. Then ask. When I sit at a deal table, my focus is not "How do I win?" It's "How do we both win?" Too many professionals approach business the wrong way. Someone connects with you on LinkedIn today, and tomorrow, they send a generic sales pitch. No effort to understand who you are. No ...

A lot of people ask me how they can start a successful business with little or no money. My answer is always the same: “I don't know.” And I say that honestly. Because the real question isn't about money. It's about intent. Why are you starting the business? Is it to get rich quickly? Is it to create value and build wealth over time? Is it to solve a real problem? Until you answer that question, no business idea will feel clear. Once your intent is clear, the right idea begins to form naturally. Test Your Hypothesis After clarity comes validation. Every business idea is a hypothesis. The next step is to test it. The best way to test your idea is simple: Put yourself in your customer's shoes. When you think like the customer, everything becomes clearer. Would you buy the product? Would you pay that price? Would you trust that brand? Would you come back again? If the answer is no, you already know what to fix. Experience Is Power I understand the...

I'm incredibly grateful for the opportunity to be here. We live in the era of the internet — an era filled with opportunity. Access is no longer the problem. Information is everywhere. Possibilities are endless. Yet, many people are unhappy. I honestly believe one major reason is this: too many people are chasing money alone. Money is numbers. And numbers never end. If your happiness depends on money, your search for happiness will never end. Now listen — I like money. Let's not pretend otherwise. I understand what money can do. It creates options. It gives freedom. It amplifies impact. But I don't run businesses only because they make money. I operate businesses because I genuinely love building. I love creating value. I love seeing how people react to products that improve their lives. I enjoy the admiration that comes when people recognise real value. The money always comes. But value must come first. The Power of Giving More When you consistently give more ...

Many small business owners struggle with promotion. One principle that has helped me grow Micserah , my direct-to-consumer wristwatch brand, is simple: Go for underpriced attention. Spend on appropriately priced attention. Ignore overpriced attention. I apply the same logic to building my personal brand. Right now, Facebook and Instagram offer massively underpriced attention. And I'm saying this clearly — take advantage of it before it becomes like television commercials or billboards: expensive and inaccessible for small businesses. Learn Before You Spend Before you do anything, go to Google and search: "How to create Instagram ads" "How to create Facebook ads" Spend time learning. Watch videos. Read guides. Understand the basics. Then start small. Too many entrepreneurs look at big brands with massive ad budgets and assume marketing is expensive. It's not. It's about strategy. Yes, you can do billboards. You can brand a BRT bus...

Many people underestimate the power of giving without expecting anything in return. It is a superpower. And I am honestly amazed at how much people miss out on because they do not understand how to use it. Before I go deeper, let me create some clarity. Giving without expectation does not mean being naive. It means genuinely helping others without attaching immediate demands. When you give freely, good things happen. Not always immediately. Not always directly. But they happen. This principle applies everywhere. In relationships. In family. In your job. In business. In philanthropy. It means going out of your way to sincerely help someone. Karma Is Practical I have used this approach my entire life, in business and in relationships. It works. In an era where most people ask, "What's in it for me?" before doing anything, choose a different path. Give more than you ask for. Real Examples Imagine this. A brand influencer offers to promote a company fo...

In 2012, I wrote a note on Facebook about how I wanted to live the following year. Recently, someone liked that post, and it brought back memories. It reminded me how intentional I have always been about planning, both in the small details of everyday life and in the bigger picture of my journey. I am still a strong believer in proper planning, especially when it comes to life. I like to plan for the short term and the long term. Many people want to win small and win now. I do not mind delaying small wins if it means positioning for a much bigger one in the future. I have always believed in the full 90 minutes, not just the first 45. That post was divided into four key areas of my life: health, personality, community, and life. I outlined how I intended to live in each of those areas over the next year. I am sharing it again because the principles are still relevant today. In fact, they may be even more relevant now. I hope it brings you value. Enjoy. P.S. I did a bit of editin...

I know a few things about selling, especially in the gaming business. Allow me one short bragging moment. I have served as Head of Products for a betting company and grew that product line to sales of billions of naira. I also started another company from scratch. Even though I am no longer there, I built the platform and the momentum that allowed it to grow. The results are public. The numbers are real. The recognition followed. Okay, bragging done. I say that only so you understand this: the advice I am about to share is not theory. It is backed by experience and results. You may call me an entrepreneur, a CEO, an innovator, or a top gaming professional. On different days, I fit all those titles. But deep down, I consider myself one thing above all else. A salesman. Sales Is the Heart of Business As a businessman, I sell every single day, not by forcing people to buy, but by showing them why they should. Why do I sell? Because sales sustain every business. As a gaming pr...

Regulation Is Coming to African Gaming. Are We Ready? No one knows the exact day. But I can tell you this with confidence: The African gaming industry will become properly regulated. Maybe not tomorrow. Maybe not next year. But we will not live forever in a near free market. Last week, I had the opportunity to speak at ICE in London, the largest gaming conference in the world. During one of the sessions, we discussed the FA and FAI decisions to end sports betting sponsorship deals with betting companies. After the event, I kept thinking about it. What does this mean long term? How did Europe get here? And what should African operators be learning right now? The Global Shift Across Europe, major decisions are being made against the gaming industry. The FA and FAI have taken action. Italy has suspended betting advertisements across television, print, signage, boards, and jerseys. Advertising restrictions are tightening everywhere. For European betting companies, operat...

As I look back on my journey, especially 2018, I can confidently say it was one of the most defining years of my life. Not just as a businessman. But as a person. To me, life is simple. There are things I can control and things I cannot. Everything ultimately comes down to my actions and my mindset. I have refused to be distracted by noise. There were moments of setback. There were moments where I paused and thought, "Wow, I can't believe I did this." Through it all, I remain grateful. Grateful to the people who supported me at home and abroad. Grateful for the belief others had in me, even during uncertain moments. When some people expected me to stay down after leaving BetKing, that was exactly when I stood up and rebuilt. Growth Beyond Opinions In 2018, I travelled across the world. I spoke at gaming conferences in Lagos, South Africa, and Malta. I visited Cyprus and London. I even found time to go on holiday toBenic. I also founded Nigeria's first l...

Personal Brand Is Everything I am humbled and deeply appreciative of the opportunity to speak at the SIGMA Conference, one of the biggest gaming conferences in Europe. This marks the third major conference I have spoken at this year. I will not lie, it wraps up what has been both a difficult and exciting year for me. And the year is not even over yet. More importantly, I hope that in one way or another, my journey inspires young people not to be afraid to leave "good" for "better." And never to compromise on their life goals or dreams. The Foundation of My Journey If you have followed me for a while, you know I often speak about hard work, persistence, humility, and self-awareness. These principles have helped me build a strong personal brand within the Nigerian gaming industry. What truly helped me get here is simple. I am aware of my strengths. I am aware of my vulnerabilities. I do not hide from my weaknesses. I embrace them, work on them, and keep ...

Let's be honest. Starting a successful sports betting company in Nigeria is complicated. It is capital-intensive. It is operationally demanding. And it is easy to get wrong. But I want to speed up your learning curve. When I looked online, I realised there is almost no detailed content focused specifically on the Nigerian and broader African market. So I decided to write this to help investors, CEOs, and directors think more strategically before launching. There are too many "thought leaders" at conferences saying the right things but not building the right things. If you are serious about launching, here are critical things to consider before signing any deal with a sportsbook provider. 1. Understand White Label vs Turnkey Software Most investors do not understand the difference. And this mistake becomes expensive later. Think of a white label as a branch of a tree. Think of a turnkey platform as owning the entire tree. With white-label software, you are essen...

I'm Fired Up! The past few months have been incredible. I've had an amazing time working with the team at Micserah , my watch brand, and I couldn't be happier with the progress we are making. One major highlight is the new partnership we've sealed with BamBam to create a limited-edition watch for her and her fans. It's a bold and exciting move for the brand, and this collaboration will mark another defining moment for Micserah. Beyond Micserah, I was honoured to be selected as part of a 10-man Editorial Advisory Board for Bettinginafrica.com, a new gaming news platform. Out of all Nigerian operators, only Akin Alabi of Nairabet and I were selected. That recognition means a lot. It reinforces the position I've built over time within the gaming industry. Speaking Engagements Ahead Amid all this momentum, I have two major speaking engagements coming up in the next month. First stop: South Africa for ICE Africa. I will be joining a panel of speakers from...