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Virgin Bet has launched operations in South Africa, marking its first expansion outside the UK and extending parent company LiveScore Group’s footprint across the African continent.
The move represents a strategic step for the operator, which has established its position in the UK market since its 2019 launch, and now seeks to scale internationally through regulated markets with strong sports engagement.
South Africa becomes the brand’s first overseas market, complementing LiveScore Bet’s existing presence in Nigeria and reinforcing LiveScore Group’s broader African growth strategy.
The operator enters a competitive but expanding market, where sports betting – particularly across football, rugby and cricket- continues to attract a growing customer base.
Responsible gambling has been positioned as a central pillar of the launch. The virginbet.co.za platform includes player protection tools such as deposit limits, time-outs and self-exclusion, alongside age verification processes and locally based customer support. The company said it plans to expand safer gambling initiatives as part of its corporate social responsibility programme in the market.
The rollout has been supported by the development of a local leadership structure, including the appointment of Gail Odgers as Head of Marketing. Odgers commented: “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. 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.”
The company added that its “A Good Bet” brand positioning will guide both its product offering and community engagement, with a focus on recreational play and player control, as well as education and welfare initiatives linked to gambling behaviour.
