Virgin Bet looks to gain market share in South Africa

Virgin Bet, operated by the Livescore Group, launched operations in South Africa in March of this year, aiming to consolidate its position in Africa's largest market. Gail Odgers, who took over as general manager in July 2025, leads this effort, bringing her extensive marketing experience gained from previous roles at Sportpesa, Sportingbet, and Greatodds.

Odgers emphasizes that her marketing approach will be key to Virgin Bet's success in this new market. According to Odgers, "In iGaming, marketing is crucial to the success or failure of operations. We need someone to aggressively focus the strategy to capitalize on the early brand value."

The Role of Marketing in Initial Success

Although the launch of Virgin Bet in South Africa has exceeded expectations, Odgers acknowledges that the product must also be good enough to retain customers. "The focus on marketing helps us capture initial attention, but the quality of the product is what keeps customers with us," explains Odgers. Her extensive industry experience enables her to take a comprehensive approach that encompasses marketing, compliance, finance, and customer satisfaction.

Conquering a Saturated Market

Odgers stresses that the trust in the Virgin brand has been a differential factor in attracting South African consumers. "The market is very competitive, and although Virgin Bet is new here, Virgin's reputation gives us an advantage," she comments. The goal is for Virgin Bet to be recognized among tier two operators, focusing on market share growth and retention rate.

Considerations on Marketing Spend

The current World Cup has sparked debate over high marketing spend. Odgers believes these investments should be strategic and not solely dependent on sporting events. "One shouldn't base the entire marketing strategy on a four-week tournament. While it’s important to increase acquisition investment during this period, it’s also crucial to be strategic and avoid ad fatigue," she explains.

Future Strategies

Odgers is focused on building a solid retention base to ensure the company’s growth in South Africa. She notes that success will be measured not only in market share but also in the ability to develop and continuously improve the product to keep customers satisfied.