How Sun International is building a market-leading omnichannel Gaming company in South Africa
On day one of SiGMA Africa 2026 in Cape Town, the audience gathered for a focused conversation on scale, strategy and regulatory clarity in the South African gaming market. Moderated by Mercy Mutiria, Senior Journalist at SiGMA Group, the fireside brought together industry insight and operational realism with Ulrik Bengtsson, Group CEO of Sun International.
The Fireside chat titled “From Resorts to Digitally Led: How South Africa’s Sun International Builds A Market Leading Omnichannel Gaming Company Of Scale,” discussed how land-based destinations, digital betting, regulation and taxation can align within a unified commercial strategy that works in South Africa. The session formed part of a wider agenda at SiGMA Africa 2026, where policymakers, operators and suppliers convene to address the continent’s evolving gaming landscape.
What does digitally led mean?
Bengtsson, who assumed the role of Group CEO of Sun International in July 2025, drew on more than two decades of executive leadership across international betting and gaming markets. His experience, spanning William Hill and Betsson Group, informed a clear distinction between product fundamentals and structural integration.
“For the online business, it is the same things everywhere: speed, navigation, ease of use,” he said. “For the land-based business, it is about creating memorable moments that you cannot create online.” Being digitally led, he explained, is not confined to the online vertical. “Technology is central to omnichannel. Loyalty and rewards are also critical. We have our MVG programme, but it likely needs new energy.” The objective is not to blur physical and digital for its own sake, but to ensure each vertical is competitive independently before integration through loyalty, seamless payments and data.
Regulation and taxation in South Africa
A significant portion of the discussion centred on regulatory predictability. South Africa’s provincial licensing framework presents complexity for operators seeking scale. “As a company, predictability, stability, and simplicity in regulation are extremely important to generate confidence to invest and build,” Bengtsson noted.
On the proposed online gaming tax, he acknowledged the industry’s initial reaction but adopted a constructive tone. “Having reflected on that discussion paper, which felt like a nuclear bomb when it came out, I choose to see it as an outreach for dialogue.” He added that balanced regulation remains the most effective defence against illegal offshore markets, ensuring consumer protection while preserving tax revenue.
Building scale through product
Growth, he argued, begins and ends with product discipline. “If you cannot grow your revenue, profits will not come.” While online performance remains strong, Bengtsson stressed the importance of strengthening land-based casinos in a mature market. “If we cannot provide a genuinely world-class online product, why do we exist? It always starts with the product delivering on what we promise the customer.”
This product-first approach underpins Sun International’s ambition to become a market-leading omnichannel gaming company in South Africa, balancing resort hospitality with digital capability.
About Alea
Alea is a B2B iGaming platform that gives casino operators access to a wide range of games and suppliers through one integration. The company values clarity, performance and scalability, supporting operators in both established and emerging markets, with Africa forming a growing part of its global strategy.
As the powering partner of SiGMA Africa 2026, Alea supports the summit’s mission to facilitate sustainable growth and meaningful collaboration across the continent. Delegates can connect with the Alea team at Booth 065 during the Cape Town summit.
As SiGMA Africa 2026 continues from 03 to 05 March, endorsed by Alea, delegates are encouraged to explore the full agenda and connect through SiGMA Match to continue discussions around omnichannel gaming, regulation and scalable growth strategies shaping the South African market.
