Super Group Surges in Africa: Record Revenues and Massive Expansion Plans

The global iGaming map is noticeably shifting southward. While regulators in Europe and North America are tightening their grip, Super Group, the parent company of the Betway brand, is reporting impressive record figures from Africa. Over the past few years, the company has secured a position that goes far beyond traditional betting. Today, the African continent is no longer a side show but the beating heart of the corporation.

It is a development that many analysts did not foresee happening at this speed. The combination of rapidly increasing mobile phone penetration and improved digital payment systems provides a foundation on which Betway can grow exponentially. Particularly striking is that the cost of entering new African markets remains relatively low, as the brand already enjoys massive recognition through cross-border travel and media. This leads to an efficiency that many operators in saturated markets can only dream of.

Numbers and facts

The raw data for the second quarter of 2026 tells a clear story. Super Group recorded a total revenue of $684 million. A massive 46 percent of this now comes directly from the African continent. In the group’s eight existing African markets, revenue rose from $429 million to $577 million in the first half of the year. In the second quarter alone, this figure climbed from $228 million to $310 million. South Africa and Tanzania, in particular, stand out as primary growth drivers.

CEO Neal Menashe has already announced the next steps. Namibia is next on the list and is expected to be entered in the final quarter of 2026. There, the company enters a market that reached a volume of approximately 948 million Namibia dollars (around £42.95 million) at the end of 2025. The tax framework is moderate, with a 10 percent levy on Gross Gaming Revenue (GGR).

"Because our trusted global brands already resonate in these African countries, it is quite low cost to market for us. So it’s not like a launch in an international market. The African market launch is quite efficient and at a low value." - Alinda van Wyk, Chief Financial Officer at Super Group

Background

Alongside organic expansion, Super Group is relying on a massive marketing presence through football. A new contract with Manchester United for the 2026/2027 season costs the company a reported £20 million. In return, the logo will appear on the Red Devils' training kit. Since Manchester United is by far the most popular club in Africa according to Menashe, this deal is expected to further boost brand awareness. Partnerships with Manchester City and Arsenal are also part of the portfolio, giving Betway links to the top three teams in last year’s Premier League.

In Kenya, however, there are legal frictions. A High Court decree halted the implementation of new regulations after lawyers Thomas Buckley Opar Owuor and Ken Bance challenged the validity of the rules. The dispute includes high security bonds of 200 million KES (approximately £1.15 million). However, given Super Group's stable financial position, such hurdles are likely to delay rather than prevent market entry.

Why it matters for German players

For German players, Super Group’s success offers one primary takeaway: stability. Betting with a globally active giant like Betway means relying on a solid financial base. In Germany, the market is strictly regulated by the State Treaty on Gambling 2021 (GlüStV 2021). Only operators on the official whitelist of the Gemeinsame Glücksspielbehörde der Länder (GGL) may legally offer their services. For German customers, this means strict limits: a maximum deposit limit of 1,000 euros per month across all providers and a stake limit of 1 euro per spin on virtual slot machines.

These limits are monitored via the LUGAS system. While Super Group expands in Africa, operating under significantly more liberal conditions in some areas, German players must adhere to stringent player protection measures. However, those playing with a licensed operator like Betway enjoy protection from German authorities, which is often not the case with offers from Curacao or Malta licenses.

What it means for GGL-licensed casinos

The global success of major players like Super Group increases competitive pressure on purely national providers in Germany. GGL-licensed casinos must invest enormous sums in taxes and compliance. When an international corporation like Super Group generates record profits in Africa, it can use these funds to remain competitive in Germany, for example by offering more attractive bonus programs within the legally permitted framework. It shows that global diversification is vital for operators to buffer the restrictive conditions in markets like Germany.