Sunbet Drives Sun International’s Online Growth With 36% Revenue Surge in H1

Sun International has identified Sunbet as its primary "growth engine" after the online brand delivered a 35.5% year-on-year revenue increase to ZAR1.2bn (£56m) during the first half of the year. Management described the uplift—well above the estimated 19% national market growth for online gaming—as evidence of early success from proprietary in-house technology deployed in South Africa and Botswana, and credited this, along with product and operational enhancements, for robust performance.

Sunbet’s H1 Results Outpace South African Market Growth

Sunbet’s revenue for the first six months reached ZAR1.2bn, reflecting a 35.5% improvement over H1 2025. By contrast, South Africa’s broader online gaming market grew around 19% in the same period. Sports betting specifically delivered a 10.9% revenue increase, while Sunbet’s online casino operations recorded a more substantial 43.2% growth year-on-year. The launch of Sunbet’s proprietary in-house user interface for its platform was highlighted as a key driver, with management emphasising a "faster, more seamless user journey aimed at improving conversion rates and supporting future growth."

“Sunbet, the group’s growth engine, delivered another strong performance, growing revenue by 35.5% [YoY], ahead of the national online gaming market which grew roughly 19%,” said Sun International CEO Ulrik Bengtsson.

The company also reported a 17.5% rise in first-time depositors (reaching 330,000) and a 32.3% increase in unique active player days (now at 5.1 million).

Sunbet Technology Stack: Proprietary Platform and AI Integration

Much of Sunbet’s H1 success is attributed to the rollout of new proprietary technology. The first component—an in-house user interface—was implemented in both South Africa and Botswana, marking a milestone in the group’s tech stack strategy. Bengtsson detailed on the H1 earnings call that artificial intelligence played a key role: “The use of AI tools for testing has been incredibly helpful in making this happen. Another area is us rolling out a new data platform with Databricks, which allows us for natural language querying of reports which completely democratise data across the group.”

The new platform’s launch coincided with these user metrics:

• 330,000 first-time depositors (up 17.5% YoY)
• 5.1 million unique active player days (up 32.3% YoY)
• Improved conversion rates attributed to a new, faster interface

Adjusted EBITDA from Sunbet and the wider online segment rose 42.1% to ZAR415m, accounting for 24% of the group’s overall adjusted EBITDA.

Omnichannel Opportunity and Sunbet’s Role in Sun International’s Strategy

Sun International’s land-based casinos remain the largest revenue stream (ZAR3.4bn), but online operations are seen as pivotal for future growth. Bengtsson, previously CEO at William Hill and Betsson, underlined the interplay between retail and digital:

“Sunbet probably wouldn’t be where it is today without a land-based business, and a land-based business probably wouldn’t be where it is today without Sunbet. We continuously leverage one off the other. We know the vast majority of our land-based customers are playing online, but not all of them are playing with Sunbet, so we see that as the opportunity.”

Sun International’s strategy includes leveraging cross-channel opportunities to migrate more land-based customers online to Sunbet and expand its share of the digital market. During its March Capital Markets Day, the group outlined an ambition to secure 8% market share in South Africa by 2030.

Investment in Digital: AI, Data Platforms and Market Share Goals

With deployment of in-house tech and AI-enabled tools, Sun International’s digital ambitions now have a tangible base in operational stats. Management pointed out that the current improvements are only the initial stages of a five-year value creation plan, with encouraging early results giving them confidence. Revenue from existing online slots and casino users remains the primary contributor, with sports betting gaining momentum.

Sun International’s adjusted group revenue for H1 climbed 7.4% year-on-year, reaching ZAR6.6bn. Online’s 24% share of group EBITDA underscores the growing weight of digital to the group’s future outlook.

For technology providers and competitors, Sunbet’s move to proprietary tech and focus on AI-driven development suggests increased competition in the South African online gaming space—especially as market share targets intensify and more customers migrate from land-based to digital products.

The Outlook for Sunbet and Sun International

Management describe the early performance of Sunbet’s tech stack as “encouraging.” With AI-driven frontend innovation, expanded data visibility through tools such as Databricks, and a new user experience, Sun International regards Sunbet as central to its projected growth path. Having exceeded market growth rates and achieved notable increases in key customer KPIs, the blueprint is set for further technology-powered expansion, with more verticals and omnichannel integration likely to follow.

Further developments in player engagement and cross-channel migration are certain to be closely watched by industry stakeholders and investors as South African online market consolidation continues.