Ladbrokes forms new joint venture for South Africa online sportsbook launch

The 60:40 joint venture will see the companies apply for a licence in the Western Cape Province of South Africa, allowing Ladbrokes to advertise its new online betting service on national TV, radio, print and the Internet. “We look forward to the launch of Ladbrokes.co.za as a licensed and regulated service in South Africa,” said Christopher Bell, CEO of Ladbrokes. “This is an opportunity to capitalise on a developing market.”

Through engaging marketing campaigns Ladbrokes hopes to raise brand awareness and acquire new customers in order to grow its market share in the country. KaiRo is currently the marketing partner for Ladbrokes.com throughout Africa.

“The directors of KaiRo are proud to have signed the agreement with Ladbrokes and are looking forward to bringing one the world's leading betting brands into the South African market,” said Mustafa Koç, Managing Director of KaiRo.

Subject to licence approval, Ladbrokes said that the new service will launch later this year at Ladbrokes.co.za in time for the World Cup in June.

Ladbrokes’ new online offering in South Africa will compete with the likes of Gibraltar-based bookmaker Victor Chandler who recently received licence approval from the Western Cape Gambling and Betting Board, while 888 will also establish a presence in the market via its Dragonfish subsidiary following last year's joint venture with Tsogo Sun Gaming, the hotel and entertainment group.