Why Super Group Is Betting on Gambling in Africa

Core Insights - Global betting companies, including Super Group, are focusing on Africa's rapidly growing gambling market, with Super Group aiming for leading positions in all African markets where it operates [1][18] - Africa currently accounts for approximately 40% of Super Group's business, highlighting the continent's significance in the company's overall strategy [2][19] Market Strategy - Super Group is expanding its Betway brand and casino offerings across various African countries, treating each country as a new region for growth [2] - The company emphasizes a customer-first approach, focusing on product localization, payment mechanisms, and navigating tax and regulatory environments to ensure a safe experience for customers [3][4] Financial Considerations - Super Group aims for a return on marketing investment from day one, with a focus on spending a percentage of net gaming revenue on marketing [4] - The company pays various taxes in each country, including gaming tax, VAT, withholding tax, and corporate tax, contributing significantly to local economies [5][6] Employment and Community Impact - Super Group employs over 2,000 people in South Africa and has a presence in other African markets, contributing to local employment and economic activity [7] - The company operates the Betway or BW and Cares foundation, which is crucial for community engagement and support [5][6] Regulatory Environment - The company faces challenges with overtaxation, which can drive customers to the black market, undermining regulated operators [8][10] - Super Group advocates for a balanced tax rate, suggesting that an ideal range is between 15% to 25% of net gaming revenue to maintain economic viability for operators [10] Future Outlook - Super Group has a significant pipeline for expansion in Africa, with plans to navigate government regulations and establish fair tax rates [12][18] - The company aims to be in podium positions across all markets it operates in, with a dedicated team of over 1,200 people to support its growth strategy [18][19]