Sun International’s online betting brand Sunbet has officially entered the Namibian market, continuing the company’s wider expansion strategy across Africa.
The launch makes Namibia the third African market for Sunbet after South Africa and Botswana. The platform rollout is being powered by Bede Gaming, extending a partnership between the two companies that has been in place since 2017.
Sunbet first expanded outside South Africa with its Botswana launch in 2024, and the operator says the results there helped shape its decision to move into Namibia. According to the company, Botswana performance during the second half of 2025 showed strong momentum, with registrations climbing 189%, unique active players increasing 239%, while wagering and gross gaming revenue rose by 370% and 350% respectively.
Sunbet CEO Simon Gregory described Namibia as a logical next step for the brand, highlighting the close economic relationship between Namibia and South Africa.
He said the operator plans to use Sun International’s established reputation across the region to strengthen its position in new African markets while delivering the same betting experience customers already know from its existing operations.
The expansion also reflects Sun International’s broader shift toward digital gaming. CEO Ulrik Bengtsson has repeatedly stated that the group is investing heavily in online operations as it aims to become a more digitally focused business.
In its latest full-year financial results, Sun International reported a 7.1% increase in group income to R12.9bn ($794.7m), excluding the impact linked to the Table Bay Hotel lease cessation. Sunbet was one of the company’s fastest-growing divisions, with revenue jumping 75.9% year-on-year to R2.1bn, while adjusted EBITDA more than doubled to R744m.
Bengtsson has also outlined plans to double Sunbet’s share of South Africa’s online gambling market from its current 4.5%, with further investments planned in technology, products and staffing to support long-term growth.
While the company continues to focus mainly on organic expansion, Bengtsson has previously indicated that acquisition opportunities could become part of the strategy in the future as Sun International strengthens its digital infrastructure.