A leading UK bookmaker, Betfred, has considerably increased its footprint in the South African wagering sector by securing a majority share in LottoStar, a well-known local provider. This calculated maneuver comes on the heels of Betfred’s prior purchases of Betting World and Sepels Sportsbet, strengthening its regional standing with a robust network of 53 brick-and-mortar locations and a flourishing digital presence.
Phil Siers, Betfred’s Chief Commercial Officer, had alluded to additional African ventures after the Betting World acquisition, remarking, “Betfred is enthusiastic about the potential of Betting World and intends to make substantial investments in Africa in the coming years.” The LottoStar agreement aligns seamlessly with this objective, representing Betfred’s third significant investment in South Africa and establishing a firm base for future expansion.
Joanne Whittaker, Betfred’s CEO, conveyed her excitement, stating, “We are delighted to join forces with this rapidly expanding South African enterprise. This acquisition not only bolsters our current South African operations but also complements our global presence in the United States and Europe.” She underscored their dedication to collaboration, saying, “We anticipate close cooperation with the LottoStar team to facilitate the business’s ongoing success and provide top-tier gaming and services to the South African online betting market.”
LottoStar, recognized for its fixed-odds digital wagering and live games on its online platform, has become a familiar name in South Africa through impactful promotional initiatives and robust community backing. This acquisition positions Betfred as a major player in the South African betting arena, capitalizing on LottoStar’s brand awareness and established clientele.
The head of LottoStars, Tasoulla Hadjigeorgiou, conveyed enthusiasm about the union with a prominent UK gaming provider. She highlighted their dedication to expanding LottoStars’ products and elevating the customer journey. This collaboration, she noted, sets the stage for promising future partnerships and expansion within a broader, international network.
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