Esports and Gambling Outspend Telecoms and Other Industries in South Africa
Sports Betting Surpasses Traditional Giants in South Africa’s Advertising Arena
A new powerhouse is taking center stage in the South African economy, and it’s not telecoms, fast food, or banking. Esports and gambling brands have become the country’s most aggressive advertisers, reshaping the media landscape and redefining how consumers engage with entertainment.
In the 12 months leading up to March 2025, esports and gambling companies invested over R2.6 billion ($140 million) in nationwide advertising, surpassing some of South Africa’s most established sectors and highlighting the growing influence of the gaming and betting industry on the South African economy.
Betting Brands Lead with Big Budgets
The surge is led by three top players:
- Hollywoodbets – R775 million
- Betway – R342 million
- World Sports Betting – R140 million
Together, they accounted for over R1.3 billion, more than half of the total sector spend, according to figures from Moneyweb. This aggressive approach underscores the stakes in a competitive marketplace where trust and visibility are paramount.
Even traditional operators like Opulen (R400 million) and Ithuba Holdings (R263 million) are competing, further solidifying gambling as a dominant advertising force in South Africa.
Digital-First, Audience-Centric Advertising
This growth is not just about spend, it’s about precision targeting and digital dominance. Industry insiders estimate that 35% to 50% of all gambling ad budgets up to R900 million, went into digital campaigns, including:
- Paid social media
- Programmatic display
- Influencer marketing
These digital-first brands understand audience behaviors, deploying content on the platforms where consumers live, play, and bet.
Sports Betting Drives 60% of All Gambling Ad Spend
Today, sports betting makes up over 60% of all gambling-related advertising in South Africa. It’s not just about acquiring new players anymore, retention and brand affinity are the new battlegrounds. Influencer-led campaigns, loyalty initiatives, and real-time engagement strategies are key elements of this evolving playbook.
“The game has shifted from just getting players in the door to building lasting relationships,” said one industry source.
Public Concern Grows Amid Socioeconomic Pressures
Yet, this advertising surge has sparked controversy. Critics warn that aggressive gambling promotions, especially amid a cost-of-living crisis, could exploit vulnerable communities.
Many fear the rise of ads that position betting as a fast track to financial relief, potentially encouraging high-risk behavior.
So far, these warnings have done little to curb industry momentum, as sportsbooks double down to meet revenue targets in one of Africa’s most competitive and lucrative gambling markets.
The Future: Bigger Budgets, Smarter Campaigns
Looking ahead to the rest of 2025 and beyond, the message is clear: more money, more strategy, more digital sophistication. Whether through immersive mobile experiences, celebrity tie-ins, or hyper-personalized content, sports betting brands are reshaping what consumer engagement looks like in South Africa.
They’ve mastered the attention economy, and their grip on the media landscape shows no signs of loosening.
Original article by Kolade from iGamingToday and can be found here.
