Virgin Bet expands to South Africa in first move beyond UK
LiveScore Group’s Virgin Bet launches in South Africa, marking its first venture outside the United Kingdom. The platform, now accessible via Virginbet.co.za, will operate under LiveScore Group’s established framework in Nigeria, alongside the LiveScore Bet brand.
South Africa’s gambling market
South Africa offers a strategic entry point as the continent’s largest regulated gambling market, overseen by both provincial and national authorities. According to the National Gambling Board (NGB), wagers in the 2024–2025 financial year totalled ZAR1.5 trillion ($89 billion), a 31.3 percent increase from the previous year.
Betting accounted for 75 percent of that figure, while casinos contributed 19.5 percent, Limited Payout Machines (LPMs) 3.6 percent, and Bingo 1.8 percent. By 2024, the industry employed more than 34,000 people.
Competitive landscape
Virgin Bet enters a crowded field, alongside Hollywoodbets, Betway, Sun International, and Tsogo Sun, which already dominate. Additionally, newer challengers such as 10bet and SuperSportBet are also vying for market share. Media reports describe the expansion as both ambitious and challenging.
In 2024, South Africa’s sports betting market generated $462 million. The number could nearly double to $900 million by 2033, driven by smartphone adoption and the country’s strong sports culture. For instance, mobile betting leads with live in-play wagering and sports gaining momentum, according to the global consulting firm IMARC Group.
South Africa, Nigeria, and Kenya are Africa’s biggest gambling markets. However, they differ sharply in size, regulation, and growth drivers.
South Africa commands in regulation and revenue, while Nigeria dominates in scale and youth-driven betting. Meanwhile, Kenya pioneers modern reforms with mobile-first gambling laws.
Regulatory pressure
Last year, South Africa’s National Treasury proposed a 20 percent levy on online gambling. Created to combat addiction while raising up to ZAR10 billion ($580 million) in state revenue, it was met with industry stakeholders’ pushback. They warn of risks to sustainability and competitiveness.
Authorities cite rising concerns about smartphone-driven gambling addiction, particularly against the backdrop of 32.1 percent unemployment and widespread financial distress.
Responsible gambling measures
Virgin Bet highlights its commitment to responsible play by offering safeguards such as deposit limits, time-outs, self-exclusion tools, robust age verification, and a dedicated local support team.
In a statement, Gail Odgers, head of marketing for Virgin Bet South Africa, said they aim to build trust and introduce Virgin Bet to South Africans so they can feel confident in it, as quoted by several media outlets.
The operator also pledged to roll out corporate social responsibility (CSR) initiatives focused on safer gambling and community engagement, strengthening its local presence and reputation.
Focus on sports betting
The country’s sports culture is central to Virgin Bet’s plan to position itself as a major player in South Africa’s fast-growing digital betting landscape. Football is the most popular sport, along with rugby and cricket, driving the country’s betting culture.
Additionally, South Africa is being reshaped by mobile-first platforms, AI-driven personalisation, and new payment technologies. Smartphone penetration above 70 percent and affordable data packages are fuelling rapid adoption, while esports and live in-play betting are emerging as major growth drivers, as reported by media outlets.
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