Entain Plc has launched its first African markets venture, debuting its flagship international sportsbook brand, bwin in Zambia.

bwin announced its Zambian entry at the Radisson Blu Hotel in Lusaka, where Entain proclaimed to local media its “commitment to promote sports and tourism” in the East African nation.

Interim trading saw Entain leadership reveal to investors the FTSE100 firm’s intent to expand in Africa, targeting potential launches in Zambia or Kenya.

Zambia’s gambling laws are currently upheld by three different legislative frameworks for casino, lotteries and sports betting, with markets overseen by individual government departments.

Regulated by the Betting Control Act, sports betting licences are sanctioned by the Zambian Betting Control and Licensing Board (BCLB).