SunBet is planning a major product and technology upgrade as it targets a doubling of its online market share in South Africa.
The operator currently holds between 3% and 5% of the market and sits behind established leaders Betway and Hollywoodbets. SunBet CEO Simon Gregory described the ambition as “super ambitious”, but said the company is prepared to pursue it over the long term.
Technology Investment Will Drive SunBet’s Growth Plans
Gregory said product quality, technical efficiency and scalability would be central to SunBet’s strategy.
“Product is going to be key and having an outstanding product, which is technically efficient and easy to use and fully available and scalable, is going to be paramount to winning in any of these markets.”
SunBet plans to invest heavily in its technology stack and bring more development work in-house. Gregory said this would give the operator greater control over its roadmap and allow it to respond more quickly to customer needs.
The improvements will target the platform’s interface, user experience, product range and functionality.
Sportsbook Upgrade Planned For December
SunBet’s business remains weighted heavily towards casino, which represents roughly 90% of its online activity. Gregory acknowledged that the operator is under-indexed in sports betting and said it is investing to expand its sportsbook position.
The company has already introduced software and StatScore products, while further improvements to the user interface and user experience are planned. Gregory said a new look and feel for the sports product should be available by early December.
“We’re certainly under-indexed on sport, and that’s probably due to the growth in our casino business, coming from our casino heritage,” he said.
Expansion Will Remain Selective for Sunbet International
SunBet has launched in Namibia and also holds licences in Ghana, Zambia and Kenya, although those markets are not yet operational.
Gregory said the company would remain cautious about further greenfield expansion in Africa, pointing to European operators that spent heavily without gaining traction. SunBet may consider acquisitions where a target provides critical mass, strong customer reach, recognised branding or useful technology.
SunBet’s plan depends on converting technology investment into an improved customer proposition. Upgrading the sportsbook could diversify the business beyond its casino heritage, but competing with Betway and Hollywoodbets will require sustained marketing, liquidity and product development.
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