Virgin Bet enters South African betting market
LiveScore Group has announced the betting brand’s first expansion outside of the UK.
South Africa.- LiveScore Group has announced the expansion of the Virgin Bet brand into the South African market. It’s the brand’s first venture outside of the UK, marking the start of the implementation of an international growth strategy.
Virgin Bet has been building its presence in the UK gambling market since 2019. LiveScore says it chose South Africa for its first expansion due to the country’s strong sporting culture and rising demand for regulated betting services. The group’s broader family of brands already has a presence in Africa through LiveScore Bet in Nigeria.
The operator plans to offer a wide range of betting markets, promotional rewards and benefits tied to the broader Virgin brand. In the UK, Virgin Bet has leaned heavily on sponsorships, including partnerships with TNT Sports for UEFA competitions and title sponsorships of major horse racing events.
It’s highlighted safer gambling as a cornerstone of its South African launch. The virginbet.co.za platform incorporates tools such as deposit limits, time-outs, and self-exclusion options, alongside strict age verification checks. That focus could be crucial as the government puts more scrutiny on the sector.
According to the National Gambling Board, 66 per cent of South African adults now participate in online gambling, up from 30 per cent in 2017. The government has proposed raising tax on online gambling profits to 20 per cent.
Local leadership includes Gail Odgers as Head of Marketing. “Launching in South Africa is a proud moment for us,” Odgers said. “At Virgin Bet, we believe that ‘A Good Bet’ means delivering standout experiences for our customers, while also taking our responsibility to players and communities seriously.
“South Africans care deeply about sport. Whether it’s football, rugby or cricket, sport is part of everyday conversation. That passion is what makes this market so exciting for us. Our role is to enhance that experience responsibly, offering standout moments and exceptional rewards, while setting a high standard for responsible gambling from day one. We’re focused on building trust and introducing Virgin Bet in a way that South Africans can feel confident in.”
