South Africa affiliate marketing

Affiliate marketing opportunities in… South Africa

There some iGaming markets that it feels like we have glanced a curious eye towards forever. South Africa is one of those. And for Africa’s southernmost nation, the time has come for affiliates to get involved. 

Beyond the rugged natural landscape and fine wine, you may find this part of the world appealing for various reasons. Its sports betting market is growing, as is mobile and internet penetration. 

Let’s take a look at the legality of iGaming in South Africa, along with the opportunities you could find as an affiliate.  

What’s legal in South Africa and what isn’t?

Online sports betting is legal in South Africa, with a number of licensed brands operating here. 

Although land-based casinos are legal and widespread, the online version of this vertical is not. 

Online poker is also outlawed in the country. 

How big is gambling in South Africa? 

According to Btobet, the country’s gambling market was worth 28.8 billion Rand (£1.435 billion) in 2018. At that time, it had grown by 6.7% compared to the previous year’s statistics. 

Of the country’s revenue make-up, 21.3% of gross gaming revenue (GGR) came from sports betting. 

Land-based casinos bring in over 60%, which means that there would be huge potential for the online of this vertical if it’s ever regulated. As Eazibet Director Mark Tipping mentioned at the ‘Africaffiliates’ panel at iGB Affiliate London 2020, some online operators are offering casino games but with fixed odds so that they can be included within regulations. 

What are the opportunities for affiliates in South Africa?

Mobile penetration has grown beyond 80% in South Africa, according to the Independent Communications Authority of South Africa (ICASA). This is huge when you consider that in September 2016, this figure stood at just 43.5%. 

Internet penetration has grown quite a lot in recent years, too. This is projected to reach 71.4% by the end of this year and 80.8% by 2023, according to Statista. Back in 2017, this figure was just 59.7%. 

Both of the above figures mean that online gambling is also becoming more accessible, growing the potential number of players that affiliates could reach. Note how even now, there’s still plenty of room for growth. Thus, those opportunities will continue to rise in years to come.

Despite the country’s iGaming market growth, it’s still quite young – especially when compared to the majority of European countries. More affiliates are beginning to take advantage, but the space still isn’t as saturated as you might find in more established markets. By getting in early, you’ll gain an upper hand of those who aren’t here yet. 

Final thoughts 

Online gambling and affiliate marketing in South Africa are beginning to grow, but there’s still plenty of time to go before it can be compared to the likes of the UK. 

One reason why the iGaming affiliate space hasn’t taken off yet is because many website owners here have a lot of traffic, but don’t know what to do with it. You can therefore use your experience to not just enter the space, but also educate local affiliates. 

We’ve been talking about South Africa for a long time, for a good reason. Because affiliate marketing here has huge potential. The future of this market is exciting and by getting involved now, you’ll be able to reap the long-term benefits. 

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