Betway Africa

History & Founding

Betway was launched in 2006 as a British online gambling company and later expanded into Africa through its parent, Super Group. The African division, Betway Africa, was established to target regulated markets on the continent, with South Africa becoming a cornerstone after securing a license from the Mpumalanga Economic Regulator. While the exact launch date of the regional operation is not public, the brand has been active in Africa for over a decade.

Business Model & Products

Betway Africa generates revenue through commission on sports betting stakes and house margins on casino games. Its core product suite includes a Sportsbook with pre-match and live betting on thousands of markets, an Online Casino featuring slots and table games from over 30 providers like Pragmatic Play and Evolution, and a Live Casino with real-dealer streaming. The company also offers Virtual Sports for 24/7 betting and a native Betway App for mobile users. Under the same Super Group umbrella, Jackpot City operates as a separate online casino brand targeting progressive jackpot players.

Market Position & Competitors

Betway Africa is the dominant online betting operator in Botswana, where CEO Laurence Michel described its launch as the brand's "best country launch ever," capturing a 95% market share. In South Africa, it holds a leading position among regulated operators, competing with brands like Hollywoodbets, Betfred, and SportPesa. Super Group reported 22% revenue growth in its 2025 financial year, partly attributed to strong African performance.

Licensing & Regulation

Betway Africa operates under strict regulatory frameworks. In South Africa, it is licensed by the Mpumalanga Economic Regulator and runs all games as fixed-odds betting events to comply with local laws. The brand only enters jurisdictions where regulation permits, ensuring compliance across its African markets.

Partnerships & Sponsorships

The brand is heavily involved in sports sponsorship. It is the title sponsor of the Betway SA20, South Africa's premier T20 cricket league, and became the official sponsor of the Premier Soccer League (PSL) Premiership for the 2024/25 season. In partnership with Manchester City, Betway runs responsible gambling campaigns across Africa. It also renewed a multi-year partnership with Switch Energy Drink for SA20.

Recent News & Strategic Direction

Betway Africa continues to expand its footprint. In 2025, it pumped P1.5 million into Botswana's Clash of Legends event. The parent company's strong financial results underscore the region's growth potential. The brand leverages Super Group's proprietary technology platform to offer a seamless user experience across multiple languages and currencies, and it remains focused on responsible gambling through tools like deposit limits and self-exclusion.