iGB issue 136_iGB L!VE 2024 | Page 40

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FEATURE
Many markets across Africa are rapidly growing but the continent ’ s gambling market is “ in its infancy ”.
“ There is immense scope for growth in every market , not just sportsbook but icasino as well ,” Menashe explains . “ We spotted the opportunity a number of years ago and have carefully built a healthy footprint in key markets and the right team to take advantage of the emerging opportunities .
“ With such rapid population growth , alongside economic advancement , there is significant room to grow both the number of markets and market share , so we expect this growth to continue for many years to come .
“ We listen to our customers and ensure that our product reflects their needs . We have experienced local teams who also deliver specialised knowledge to their own product teams to ensure we keep innovating while offering a market-leading service .”
WILL AFRICA BECOME THE BLUEPRINT FOR LATAM GAMING ?
When Menashe spoke on Super Group ’ s 2023 results call in March , he suggested parallels between Africa and Latin America ’ s emerging regulated market , a small but growing region for Betway .
“ We ’ ve been there a long time ,” he told analysts . “ We are likely to see what the regulations mean in each of the countries , if it is Chile , Brazil or Peru .
“ For us , it ’ s an important market and the software we use is very similar to Africa . It all bodes well ,” he added .
MIDDLE EASTERN PROMISE
In these emerging regions , fans watch football . Betway ’ s partnerships in the Premier League afford it brand visibility around the world , so the company ’ s investment in England has a net benefit globally . “ There are so many benefits

“ We ’ ve built a global business from scratch . A culmination of over two decades of return on marketing spend . Who else can say they ’ ve done that ?”

CCO Richard Hasson has been in post since 2012
CFO Alinda van Wyk has been with Betway for 17 years
from being part of long-term relationships with the teams and leagues we sponsor ,” Menashe says .
But these relationships only work provided the agreements generate returns so Super Group keeps a keen eye on proceedings . “ We make a detailed evaluation of any potential deal and continue to do so ahead of any renewal ,” he continues .
Menashe applies the same critical eye to new market opportunities , including the UAE where there could be a massive market developing around land-based , online gaming and lottery . Menashe is watching but will remain noncommittal until he sees the operating conditions .
“ The level of growth will be directly dependent on the tax and regulatory regime that they put in place ,” he says . “ If they are structured in a way that creates sustainable competition , and access is smooth and transparent , it has everything in place to be an exciting new market .
“ Indeed , the potential of the UAE , and wider Middle East , despite the obvious challenges , is significant .”
MAKING THE RIGHT CALLS
But a CEO ’ s job is to make the difficult decisions , he says . That means knowing when to stick and when to twist .
Many believe India is a sleeping giant for gambling . Its population tops one billion and there ’ s a huge audience for sports , especially cricket . Considering
40 • ISSUE 136 • iGB L ! VE 2024