Virgin Bet enters South Africa in first global move
Table of contents
- Virgin Bet has gone live in South Africa, marking the brand’s first expansion outside the United Kingdom since its 2019 launch.
- The platform, operated by LiveScore Group, is available at Virginbet.co.za and targets the country’s football, rugby, and cricket audiences.
- South Africa is Africa’s largest regulated gambling market, with 1.5 trillion rand ($89bn) wagered during the 2024/25 financial year.
LiveScore Group has launched its Virgin Bet brand in South Africa, marking the operator’s first move beyond the United Kingdom since the brand was established in 2019.
The platform went live on 30 March and is accessible at Virginbet.co.za, offering pre-match and in-play betting, live streaming, and casino games, with a particular focus on football, rugby, and cricket.
The launch extends LiveScore Group’s presence in Africa, where its LiveScore Bet product has been active in Nigeria.
The company said the South African operation will be supported out of its existing African infrastructure, showing a strategy of shared resource across its continental expansion. It is the first time the Virgin Bet brand has been licensed and operational outside Great Britain, showing a clear shift in the group’s geographic ambition.
Africa’s biggest betting market
South Africa is Africa’s largest regulated gambling market, overseen by both provincial and national regulatory bodies.
The National Gambling Board reported that 1.5 trillion rand ($89bn) was wagered during the 2024/25 financial year, a year-on-year increase of 31.3%. Betting accounted for 75% of total handle, with casinos contributing 19.5%. Limited payout machines and bingo made up the remainder.
The scale of the market and the pace of growth have drawn sustained international operator interest. South Africa’s National Treasury is simultaneously reviewing a proposed 20% levy on online gambling revenue, a measure the sector has broadly opposed.
South African punters engage deeply with sport across all formats and competitions. Football, domestic and continental rugby, and cricket generate high betting volumes throughout the year, providing a natural fit for a brand that built its identity around sports wagering in the United Kingdom.
The country’s sports culture, combined with a young and digitally active population, makes it one of the more attractive consumer markets on the continent for a brand-led sportsbook entry.
Local leadership and responsible gambling
In advance of the launch, Virgin Bet assembled a dedicated South African leadership team. Gail Odgers was appointed head of marketing for Virgin Bet South Africa.
Odgers said:
“Launching in South Africa is a proud moment for us. 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.”
The operator confirmed the platform will include deposit limits, time-outs, self-exclusion options, and mandatory age verification.
A dedicated local customer support team will also be in place from launch. Virgin Bet has additionally committed to launching local corporate social responsibility initiatives focused on safer gambling practices within South African communities.
“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,” Odgers concluded.
Broader ambitions
For LiveScore Group, the South Africa launch is the clearest signal yet of an international growth agenda extending beyond the group’s traditional UK base. With Virgin Bet and LiveScore Bet both now active on the continent, the group is building a genuine multi-brand African presence.
The combination of brand recognition, a localised marketing leadership team, and a structured responsible gambling framework positions Virgin Bet to compete in a fast-expanding market.
Regulators, rival operators, and investors will be watching to see whether the brand can establish meaningful market share in South Africa and/or if it moves quickly to other African markets.
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