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It’s hard to watch any major sporting event—whether a Betway Premiership match, a Springbok test, an English Premier League showdown featuring Arsenal, or a Betway SA20 cricket game—without seeing advertisements for sports betting or online casino platforms. These ads have become so ubiquitous that many view them as an inseparable part of the modern sports experience.
The sports betting and online casino industry in South Africa has experienced unprecedented growth since the Covid-19 pandemic. Its audience has expanded across racial and gender lines, with a year-on-year growth of 40% from 2019 to 2023. This rapid expansion has contributed hundreds of millions of Rand to the South African economy while providing jobs for thousands of citizens.
The industry’s growth shows no signs of slowing. The days of elderly gamblers lingering in old-fashioned casinos to play slot machines are fading into history, replaced by a future where anyone with a smartphone can easily place a bet from the comfort of their home. However, this convenience comes with challenges, especially the rise of illegal betting platforms.
Unregulated operators have flooded the South African market, exploiting the online betting boom with enticing promotions and odds while evading licensing requirements. These platforms fail to verify customer ages, exploit gamblers, avoid paying taxes to SARS, and funnel vast sums of money offshore, undermining the regulated industry and local economies.
Sean Coleman, CEO of the South African Bookmakers Association, has described this problem as an “online, illegal gambling ‘pandemic.’” He explained: “The South African Gambling Industry is facing an online, illegal gambling ‘pandemic.’ Over 16 million South African citizens are gambling on illegal sites resulting in R55 billion in GGR going offshore. Apart from the obvious loss in taxation revenue to the fiscus, players are directly exposed to gambling harm and have no ability to self-exclude. We need to get this ‘pandemic’ under control.”
In contrast, regulated operators like Betway comply with stringent rules, contributing significantly to the economy, creating jobs, and funding social responsibility programs.
Betway has been especially active in community upliftment through initiatives supported by its Betway Cares Foundation. These projects include supporting water initiatives in KwaZulu-Natal and Mpumalanga, building sports facilities, organizing community cleanup drives, and aiding South African athletes and artists who have brought pride to the nation. Other efforts include promoting women’s sports and helping retired athletes transition to new careers through the Betway 12th Man program.
Moreover, Betway actively collaborates with the South African Responsible Gambling Foundation (SARGF), which has treated over 20,000 cases of gambling addiction in the past two decades. The foundation’s Executive Director, Sibongile Simelane-Quntana, highlighted the importance of continued advocacy, saying: “The foundation’s mandate is to prioritize the well-being of gamblers and their families by leading advocacy and raising awareness about responsible gambling. Collaborating with Betway and the PSL during National Responsible Gambling Month is part of our effort to highlight not only the potential risks of problem gambling but also the availability of free support services, such as counselling and treatment, for those facing gambling addiction.”
Speaking during the same Responsible Gambling Month press conference held in partnership with the Premier Soccer League, Betway CEO Laurence Michel reiterated the brand’s commitment to responsible gaming: “As proud title sponsors of the Betway Premiership, we continue to act on our responsibility as a leading global sports betting brand, to educate our customers and the South African public about responsible gambling. Through our partnership with the PSL, Betway remains committed to its objective of encouraging responsible gambling across all its platforms. We therefore reiterate our messaging of Bet Responsibly to all football fans and our customers during November and beyond.”
The increasing popularity of sports betting in South Africa reflects widespread socio-economic challenges, as many players see gambling as a way to improve their circumstances. However, the industry emphasizes the importance of responsible gambling. New players are reminded to spend only what they can afford to lose and view betting as a form of entertainment rather than a guaranteed path to financial gain.
While challenges such as illegal operators persist, the contributions of regulated companies like Betway cannot be ignored. Their compliance with regulations, commitment to community projects, and role in funding critical initiatives position the industry as a positive force for South Africa, bringing both excitement to sports and meaningful support to the nation.
By fLEXI tEAM
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