10bet South Africa launches AI-driven horse racing commercial
The equine stars were crafted frame-by-frame using AI technology and integrated into scenes filmed at Nelson Mandela Bridge and in Sandton.
South Africa.- 10bet South Africa has unveiled an AI-driven TV commercial to promote its horse-racing betting platform, blending real Johannesburg street footage with photorealistic galloping horses.
The commercial, produced by Rapt Creative and Spitfire Films, features Springbok World Cup winner Butch James, television host Andile Ncube and influencer Lorenz Köhler placing live bets on their phones. Veteran commentator Nico Kritsiotis provides the voice-over, declaring: “And they’re off… 10bet horse racing. Any track, anytime.”
Although the ads feature horses in full gallop, no live horses were filmed; instead, the equine stars were crafted frame-by-frame using AI technology and integrated into scenes filmed at Nelson Mandela Bridge and in Sandton.
The new TV and social media campaign seeks to introduce horse racing to mobile users who may have never been to a racecourse. It also showcases 10bet’s horse racing markets available to wager on the go.
Since launching its horse racing offering in April 2025, 10bet has been providing odds on all South African race meetings, including Turffontein, Kenilworth, Fairview and Greyville, as well as daily international races from the UK, Ireland, France, Australia and Hong Kong.
Michelle Colborne, 10bet’s Marketing VP, said at the platform’s April launch: “Horse racing has always held a special place in South African sport. Our goal is to deliver a world-class betting experience that is both accessible and exciting for fans nationwide.”
