Business of Sport

Ladbrokes expands in SA market

2011-10-25 09:09
Cape Town - Ladbrokes, the world’s largest bookmaker, which is now fully operational in South Africa, has proved to be a major player in the online betting category despite only opening its virtual doors two months ago. 

Its website,, has seen a solid uptake in betting with a far higher than expected number of locals placing bets on the Rugby World Cup.

Ladbrokes is an international leader in the betting and gaming industry and the third international bookmaker to enter the country through its joint venture with land-based African gambling partner, KaiRo International Group.

Since its launch in August this year, Ladbrokes has seen a 50% increase in registered South African customers month on month (August to September), a 25% increase in turnover (August to September), and a 40% increase in number of bets placed in August to September.

Anli Kotzé, marketing manager of Ladbrokes says online sport betting is new to South Africa but the uptake has been really good and higher than expected. This, she ascribes to Ladbrokes ‘exceptional reputation as a licensed and regulated operator.

"We see South Africa as a great opportunity for Ladbrokes to increase its footprint in a fast developing market. We’ve also adapted our payment model to cater for the needs of the local market where debit and credit cards – which are traditionally needed to make purchases in the online environment – could be lacking.

"Customers have been quick to take up Ladbrokes’ different payment options. With the eGaming experience Ladbrokes has, betting on is extremely safe and secure. Payment methods include: bank transfers, credit cards, Ukash vouchers (which can be purchased from Shoprite, Checkers, Pick n Pay and other outlets), and via money bookers (e-wallet solution).” 

Kotzé says the company is very positive about the local market’s potential. “South Africa’s online sports betting market is worth about R660-million and is expected to grow to about R800-million over the next two years, especially in the top local sports such as horse racing, rugby, football, cricket, golf and tennis. For this year’s Rugby World Cup alone, more than 3000 bets have been placed on the tournament so far. We anticipate similar interest in numbers for the upcoming cricket season. “

The London-listed company which operates 24 different language sites and supports 17 currencies obtained its SA gambling licence in September 2010, which allows it to target online consumers on a national level.


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