Regulatory Environment and Operational Performance of the Betting Industry in South-East Nigeria

Abstract. The rapid expansion of Nigeria’s betting industry has outpaced the harmonisation of the regulatory framework that governs it, particularly in South-East Nigeria, where dual federal–state licensing, fragmented oversight and rising compliance costs shape day-to-day operations. This study examined the effect of the regulatory environment on the operational performance of the betting industry in South-East Nigeria, focusing on licensing requirements, regulatory compliance, monitoring and supervisory activities, restrictions on advertising and marketing, and taxation and revenue allocation as they relate to revenue growth and customer satisfaction. A descriptive survey design was adopted, and structured questionnaires were administered to 400 operators, regulators, agents and customers drawn from Anambra, Enugu and Imo States, of which 389 (97.25%) were retrieved and analysed. Data were analysed using descriptive statistics and ordinary least squares regression. The results show that licensing requirements (B = 0.684, p < .001), regulatory compliance (B = 0.719, p < .001), monitoring and supervisory activities (B = 0.701, p < .001), advertising and marketing restrictions (B = 0.657, p < .001) and taxation and revenue allocation policies (B = 0.498, p < .001) each significantly affect revenue growth or customer satisfaction. The study concludes that a transparent, consistently enforced regulatory environment enhances rather than constrains performance and recommends streamlined licensing and harmonised federal–state oversight. Keywords: regulatory environment; licensing requirements; regulatory compliance; operational performance; betting industry, Nigeria