Virgin Bet was first launched in the UK in 2019 by Gamesys, via a partnership with SBTech. It became part of LiveScore Group later that year following the brand’s demerger from Gamesys, which had acquired the business in 2017.
Since launching in 2019, Virgin Bet said it had grown to become a “leading betting brand” in the UK.
Data from industry analytics platform Blask places Virgin Games and Virgin Bet as the 12th and 19th largest brands in the market according to its Brand Accumulated Power metric, which represents brands’ estimated shares of total user interest within the country.
According to that metric, Virgin Games holds a 2.1% share of the market while Virgin Bet holds around 1.1%.
Virgin Bet described its South African launch as a key milestone in the brand’s growth, marking the first time it has expanded beyond British shores.
It added that the launch on the African continent builds on LiveScore Bet’s existing operations in Nigeria.
Responsible gambling a central feature
Virgin Bet further described responsible gambling as being central to its South African platform, placing a key focus on customer wellbeing.
Tools including deposit limits, time-outs and self-exclusion are offered alongside rigorous age verification protocols, it said.
The operator added that those measures are supported by dedicated local customer support teams, and that further initiatives to support safer gambling in South Africa are planned in line with Virgin Bet’s broader corporate social responsibility commitments.
Gail Odgers, former head of acquisition at Sportingbet South Africa, has been appointed as Virgin Bet’s head of marketing to support its expansion in the market, alongside a “strong local leadership team”, according to the operator.
“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,” Odgers commented.
“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. We’re focused on building trust and introducing Virgin Bet in a way that South Africans can feel confident in.”
Dingnews.com 31/03/2026