LiveScore Group has expanded its Virgin Bet brand into South Africa, marking the operator’s first move beyond the United Kingdom and a key milestone in its international growth strategy.

Since launching in 2019, Virgin Bet has built a solid presence in the UK market. LiveScore Group chose South Africa for expansion because of its strong sporting culture and growing demand for regulated betting. The group already operates in Africa via LiveScore Bet in Nigeria.

Virgin Bet’s South African offering will include a wide range of markets, promotions and rewards consistent with the wider Virgin brand. In the UK the brand raised its profile through high‑visibility sponsorships, including TNT Sports coverage of UEFA competitions and title sponsorships at major horse‑racing events.

Responsible gambling is central to the South African launch. The virginbet.co.za platform includes deposit limits, time‑out options, self‑exclusion tools and strict age verification to protect customers. This emphasis aligns with rising regulatory scrutiny in the sector.

Online gambling participation among South African adults has increased sharply, from 30% in 2017 to 66% today. At the same time, the government is considering policy changes such as raising the tax rate on online gambling profits to 20%.

Local operations will be led by a dedicated team that includes Head of Marketing Gail Odgers. Odgers said Virgin Bet aims to deliver excellent customer experiences while prioritising player protection. She noted South Africa’s passion for football, rugby and cricket and said the brand hopes to deepen fan engagement while building trust from the outset.

Overall, Virgin Bet’s South African launch combines a broad product offering with strong responsible‑gaming safeguards as LiveScore Group expands its footprint outside the UK.