Ladbrokes Swoops into New South African Market

By Debra SaundersGoogle

Ladbrokes, a major international sports betting conglomerate, is now operating in the South African market through their affiliate group Kairo. This is the third penetration of the South African bookmaking market by a major international group. Anli Kotzé, the marketing manager at Ladbrokes eGaming, said that during the Rugby World Cup held last month in New Zealand, the South African market produced a higher number of bets than expected. Since their South African operation entered full swing last in August, they have seen a 50% increase in new users, about 25% increase in turnover, and over 40% increase in total sports betting.

Kotzé offered that the success could be ascribed to Ladbrokes well known and trusted name coupled with the large and mostly untapped South African sports betting market. The current status of the sports betting market in South Africa is estimated at 660 million rand; Ladbrokes is trying to make that number 800 million over the course of the next two years. The most profitable sports in the South African betting market are those most popular in South Africa: soccer (football), rugby, horse racing, cricket, tennis, and golf.

Though Ladbrokes is listed in London, their operation is truly international in every sense of the word. Their web software is fully functional in 24 different languages and the bets can be placed in 17 different currencies. Though some industry experts might have looked at Ladbrokes funny for acquiring licensing in South Africa right after it hosted the world’s most popular sporting event, the WorldCup, they none-the-less appear to have found a market with much potential that they are successfully capitalizing on.

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