Virgin Bet has launched operations in South Africa, marking its first expansion outside the UK as it looks to grow internationally.
Since its launch in 2019, the LiveScore Group-owned business has established itself as a growing brand in the UK betting market.
Its entry into South Africa is a strategic one, as it targets a country with strong sports engagement and increasing demand for regulated betting products.
The move builds on the group’s existing presence in Africa, where LiveScore Bet is already active in Nigeria. Africa in general is catching more attention from the global gaming industry.
Virgin Bet has emphasised responsible gambling as a central theme of its South African rollout. The virginbet.co.za platform includes a range of player protection tools such as deposit limits, time-outs and self-exclusion features, alongside age verification protocols.
As part of its market entry, Virgin Bet has assembled a local leadership team to support long-term growth, including the appointment of Gail Odgers as Head of Marketing.
“Launching in South Africa is a proud moment for us,” Odgers said.
“At Virgin Bet, we believe that ‘A Good Bet’ means delivering standout experiences for our customers, while also taking our responsibility to players and communities seriously.
“South Africans care deeply about sport. Whether it’s football, rugby or cricket, sport is part of everyday conversation. That passion is what makes this market so exciting for us.
“Our role is to enhance that experience responsibly, offering standout moments and exceptional rewards, while setting a high standard for responsible gambling from day one. “We’re focused on building trust and introducing Virgin Bet in a way that South Africans can feel confident in.”
Virgin Bet to utilise sponsorships again?
Virgin Bet will look to offer a mix of sports betting markets and promotional rewards, alongside access to benefits linked to the wider Virgin brand ecosystem.
The business has looked to utilise its marketing since its UK launch, having made key sponsorships such as partnering with TNT Sports for its coverage of the UEFA Europa League and UEFA Conference League, as well as title sponsorships for many big name horse races across the UK and Ireland.
Its launch into South Africa will raise a few eyebrows, as the country is currently undergoing several regulatory changes. The National Gambling Board of South Africa now estimates that 66% of adults engage in online gambling, up from 30% in 2017.
Because of this, the government has proposed a tax hike, upping national tax on online gambling profits to 20%. While clearly a market for opportunity, operators entering the jurisdiction may find it is yet another which is dealing with all manner of governmental scrutiny.
