Expert: Responsible gambling is not just the regulator's job
As regulators across Africa face growing pressure to address gambling-related harm, Virgin Bet South Africa has urged operators to take greater responsibility for the impact of their advertising and products, rather than leaving the issue entirely to policymakers.
Speaking to SiGMA News, Gail Odgers, Head of Marketing at Virgin Bet South Africa, said the gambling industry needs to play a more active role in discussions around player protection and responsible gambling.
“Responsible gambling is not someone else’s problem. It’s not even the regulator’s problem,” Odgers said. “We have to take ownership of that and its messaging. We need to advertise responsibly. It’s going to lead to the sustainability of our industry in the long run.”
Growing scrutiny of gambling advertising
Governments, regulators and public health experts are increasingly debating how gambling advertising should be regulated as online betting markets continue to grow worldwide. The discussion is particularly relevant in Africa, where online betting has expanded rapidly over the past five years.
According to a recent Reuters report, several African governments, including South Africa, are considering higher gambling taxes and tighter oversight as concerns around gambling addiction and consumer protection continue to grow. The report noted that calls to gambling support services and treatment programmes have risen sharply in some markets as participation in online betting increases.
South Africa has become one of the continent’s largest regulated betting markets, with online wagering driving much of the sector’s recent growth. At the same time, the visibility of gambling advertising across television, digital media and sport has fuelled public debate.
Odgers, who previously worked extensively in media and advertising, said stronger industry accountability should form part of any regulatory response. “A call for cool heads is definitely needed,” she said. “And it needs to be led by the regulator.”
Gambling regulation debate intensifies
The debate over gambling regulation is shifting beyond consumer protection, with growing attention on its wider impact on public health. A 2024 World Health Organization (WHO) report estimated that around 1.2 per cent of adults worldwide live with a gambling disorder and noted that the effects can reach far beyond financial losses, impacting mental health, relationships and communities.
The organisation has also identified advertising, sponsorship and the normalisation of gambling through sport as key drivers of industry growth, while arguing that gambling harm should not be treated purely as an issue of personal responsibility.
The issue is particularly relevant in South Africa, where online betting has surged in recent years. Earlier this year, Al Jazeera reported that online betting accounts for about 70 per cent of the country’s gambling revenue. Industry turnover reportedly climbed from $69 billion in 2023 to $94 billion in 2024. This, in turn, has also raised concerns about gambling addiction and sparking calls for tougher advertising controls, stronger age checks and tighter licensing rules.
As betting ads become more prominent, questions around responsibility are gaining attention. Odgers said operators and marketers should help address gambling-related harm rather than waiting for regulators to step in. “A call for cool heads is definitely needed,” she said. “And it needs to be led by the regulator.” However, she stressed that responsibility cannot rest with policymakers alone. “I definitely think that responsibility is a topic that advertising needs to own. We need to be part of that conversation front and centre.”
Growth alone will not guarantee success
Virgin Bet entered the South African market in March under the Virgin brand and operates as part of the LiveScore Group. Odgers believes long-term success will depend on building trust rather than simply acquiring customers. The challenge for operators is becoming more pronounced as the sector expands.
Industry analysts, cited by the WHO and the Lancet Public Health Commission on Gambling, project that global gambling revenue could reach $700 billion by 2028, driven largely by digital channels and increased smartphone adoption in emerging markets. While this growth is creating opportunities across Africa, it is also bringing greater scrutiny of how operators market their products and protect consumers.
Beyond regulation, Odgers identified localisation as one of the most important competitive factors for international operators entering Africa. She said brands cannot rely on global products and campaigns alone. “So important for us as a UK brand coming into the South African market is localisation,” she said. “Making sure that your product is relevant to the local market, but also that your marketing material is authentic, familiar and South Africanised.”
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