Sports betting giants dominate South Africa’s advertising market
With over R2.6 billion ($140m) splurged in just 12 months, sports betting brands are flooding the South African media space, and it’s not just about grabbing attention, but keeping it.
South Africa.- South Africa’s advertising landscape has a new heavyweight champion – and it’s not telecoms, fast food or finance. It’s sports betting. And it’s playing to win.
In the 12 months leading up to March 2025, gambling and betting brands pumped a staggering R2.6 billion ($140m) into advertising, outpacing some of the country’s biggest traditional sectors.
At the heart of this marketing juggernaut? Sports betting giants, led by Hollywoodbets, Betway and World Sports Betting.
According to Moneyweb, Hollywoodbets took the top spot, dropping over R775 million ($41.8m) on advertising. Betway followed with R342 million ($18.4m), and World Sports Betting came in just under R140 million ($7.5m). Combined, the trio spent nearly R1.3 billion ($70m) – more than half the total industry spend.
It’s a clear sign of a fiercely competitive turf war for visibility, loyalty and market dominance. And it’s working. Sports betting brands now account for over 60 per cent of all gambling ad spend in South Africa.
Shift to online betting
While traditional gambling operators like Opulen (R400 million/$21.6m) and Ithuba Holdings (R263 million/$14.2m) are still in the game, the spotlight has firmly shifted to digital-first, mobile-savvy bookmakers who know their audience and where to find them – online.
Because it’s not just about acquisition, but retention and habitual engagement.
Digital is where the real play is happening. Though exact breakdowns are elusive, industry insiders estimate that between 35 per cent and 50 per cent of the total ad spend, up to R900 million ($48.5m), went into digital platforms, including paid social, programmatic display, influencer marketing and app promotion.
It’s a calculated move in a high-growth sector. Year-on-year stats show that 2024 trumped 2023, reflecting a surge in consumer appetite and favourable regulatory winds.
For brands, staying top-of-mind is everything in a low-loyalty market where punters can switch apps with a single swipe. That’s why they’re going all-in, not just to be seen, but to be remembered.
Still, not everyone’s cheering from the sidelines. With the cost-of-living crisis biting hard, critics argue that aggressive gambling promotion could deepen social and financial distress.
But for now, the ad blitz continues. The stakes are high. The spend is higher. And betting brands are betting big on South Africa, and on staying ahead of the game.
