by Thinus Ferreira
MultiChoice and SuperSport have launched the pay-TV operator's new gambling and casino platform SuperSportBET in South Africa, with the pay-TV operator for the first time directly linking its storied pay-TV sports brand to the seen-as-seedy pass-time of gambling.
MultiChoice is doing SuperSportBET in partnership with the Nigerian gambling operator KingMakers.
KingMakers was previously known as BetKing. MultiChoice acquired a 20% stake at R1.3 billion in BetKing in 2020 and later increased it to a 49% stake for another $281.5 million, for a total shareholding of R5.9 billion.
In May 2023, MultiChoice during its first Capital Markets Day, announced that it would be launching SuperSportBET in 2024 as a new gambling venture.
Directly linking its SuperSport brand name with gambling for the first time, MultiChoice is itself taking a big bet that DStv subscribers won't be turned off by the crass linking and integration of gambling into its existing SuperSport sports content.
It remains to be seen whether MultiChoice and SuperSportBET will fuel the same gambling addiction under young people in South Africa as what is happening in the United States.
MultiChoice says SuperSportBET is "a ground-breaking betting platform set to revolutionise the sports betting experience for fans across South Africa".
Calvo Mawela, MultiChoice Group CEO, in a prepared statement on Friday says "We are thrilled to have joined forces with KingMakers to launch
this innovative platform. SuperSportBET reflects our commitment to evolve into
a platform-based business driven by innovation, delivering unparalleled
entertainment experiences. We believe SuperSportBET is the ideal platform for
fans to augment their sporting experiences".
From the prepared statement it is clear that MultiChoice and SuperSport are conscious of the multiple problems that sports gambling has given rise to in other countries like America where it has become a massive problem, especially under students.
"SuperSportBET is more than just a platform; it's designed to offer
entertaining, engaging, and responsible betting experiences. We want our users
to engage smartly and responsibly," Calvo Mawela says.
Barrie Swart, SuperSportBET general manager, says "Sports betting is quickly growing to
be a game-changer in the country and on the continent. SuperSportBET will, with
its exciting features and its association to a rich brand like SuperSport, set
itself apart in a competitive and saturated market."
MultiChoice says SuperSportBET "places responsible gambling at its core, offering robust tools
for gambling control. With features such as Reality Check, Loss Limit, Timeout,
self-exclusion, and account closure options, the platform is committed to
ensuring a safe betting environment for all."
