Sports betting in South Africa is no longer just about placing wagers—it has become a powerhouse of marketing, visibility, and strategic presence. The numbers tell the story.
Massive Advertising Spend
In the 12 months leading to March 2025, gambling and sports betting brands in South Africa spent a staggering R2.6 billion on advertising—surpassing investments by major sectors like telecommunications.
The biggest contributors? Sports betting bookmakers dominated the space, with Hollywood Bets, Betway, and World Sports Betting leading the charge.
- Hollywood Bets: R775 million
- Betway: R342 million
- World Sports Betting: Just under R140 million
Together, these three brands accounted for nearly R1.3 billion, a clear sign of the fierce competition in the market.
Digital-First Approach Dominates
Casino and lottery operators—like Opulen Gaming (R400 million) and Ithuba Holdings (R263 million)—also invested heavily. However, the momentum is shifting towards digital-first, mobile-savvy bookmakers, where reach and brand recall are key.
Discounting practices in media buying suggest a net spend closer to R1.3 billion, but even so, this reflects strong intent from betting brands to secure consumer mindshare.
The Digital Pivot
A significant portion of the advertising budget is going digital. While exact figures remain unclear, estimates suggest 35% to 50% of the R2.6 billion was spent on digital media, including:
- Programmatic display ads
- Paid social media campaigns
- Search advertising
- Influencer partnerships
- App promotion
This means that over R900 million was likely allocated to online media alone, signaling a clear shift away from traditional TV and print advertising.
Why the Surge in Advertising?
Several factors drive this aggressive spend:
- Rapid Market Growth: Year-on-year comparisons show strong gains from 2023 to 2024, reflecting high consumer demand.
- Demographic Trends: Young urban males in South Africa are embracing sports betting as entertainment, pushing brands to invest in visibility, sponsorships, and seamless mobile experiences.
- Fierce Brand Competition: In a market where switching costs are low, top-of-mind awareness is crucial—which is why betting brands are fighting for dominance through advertising.
Concerns and Ethical Questions
Not everyone sees this boom as positive. Critics warn that aggressive gambling promotion could have serious social consequences, particularly as many South Africans struggle financially.
Still, for now, sports betting brands continue to bet big, and they’re winning—at least in terms of advertising presence.
