The brand was created in 2019 by Gamesys in partnership with SBTech. It joined LiveScore Group the same year. Since then, Virgin Bet has built its position as a recognised betting brand in the UK.
Why South Africa
South Africa is Africa’s biggest regulated betting market. It is overseen by both national and provincial regulators. According to the National Gambling Board, players placed bets worth 1.5 trillion South African rand in the 2024/2025 financial year, around $89 billion in total. That is 31.3% more than the year before. Sports betting made up 75% of all wagers. Casinos came second at 19.5%, followed by limited payout machines at 3.6% and bingo at 1.8%.
Football, rugby, and cricket generate the most betting activity in the country.
The Group’s Africa Strategy
LiveScore Group already has a presence in Africa. The LiveScore Bet brand operates in Nigeria, and Virgin Bet South Africa will run alongside it on shared infrastructure. The South African business will be managed out of the group’s existing Nigerian operations.
Before the launch, the company put together a local team. Gail Odgers, former head of acquisition at Sportingbet South Africa, was appointed head of marketing for Virgin Bet in the country.
Player Protection
The platform offers deposit limits, time-outs, self-exclusion, and age verification. User support is provided by local staff. The company has also committed to further responsible gambling initiatives as part of its corporate social responsibility work in South Africa.
What This Means
In the UK, Virgin Bet holds around 1.1% of the market according to analytics platform Blask, which places it 19th among British bookmakers. Its sister brand Virgin Games ranks 12th with a 2.1% share. Both figures are modest compared to the dominant operators in Britain, and the South Africa launch shows the group looks for growth beyond its home market.
The South African market has both local and international operators. For LiveScore Group, a well-known brand, an existing base in Nigeria, and a market that grew over 30% last year all point in the same direction. If South Africa works, it will be the first sign that the group’s model can succeed outside the UK.
