SunBet is preparing a major technology and sportsbook upgrade as it pursues an ambitious plan to double its share of South Africa’s rapidly expanding online gambling market.
CEO Simon Gregory said product development, improved user experience and greater control over the company’s technology will be central to the growth strategy. Parent company Sun International outlined the target earlier this year, when it said SunBet held around 4.5% of the South African online market and ranked fourth nationally.
The group wants to approximately double that position during the next five years. Sun International estimates South Africa’s online gaming market already exceeds R50 billion in gross gaming revenue, while its Capital Markets Day roadmap places product-led digital expansion at the centre of its strategy through 2030.
Gregory estimates SunBet currently controls somewhere between 3% and 5% of the market and sits around third or fourth among online operators. Betway and Hollywoodbets remain the major competitors ahead of it.
Despite the gap, SunBet has recently been growing faster than the wider market. Sun International reported that SunBet income increased 35.5% year-on-year to R1.18 billion during the first six months of 2026, compared with estimated growth of around 19% across South Africa’s online gambling sector.
Technology investment drives expansion plan
A major part of SunBet’s strategy involves rebuilding parts of its technology infrastructure and bringing more capabilities under its direct control.
Gregory said the company needs a scalable and technically reliable platform supported by stronger user interface and user experience, a broader product range and improved functionality. Greater ownership of the technology stack is also expected to allow SunBet to develop products faster rather than depending heavily on external roadmaps.
Sun International has already identified a new SunBet UI and UX, faster product development and broader technology modernisation as key stages of its 2026-2030 digital roadmap. Longer-term plans include redesigned customer journeys, further omnichannel integration and a reworked sportsbook.
The group also has an advantage through its substantial physical casino network. Sun International operates 11 land-based casinos in South Africa and is using its established customer base, brand recognition and loyalty infrastructure to connect casino customers with SunBet’s digital platform.
Sportsbook redesign expected in December
Sports betting represents one of the clearest areas available for further growth.
SunBet’s online revenue mix remains heavily weighted towards casino, with roughly 90% generated by casino products and only about 10% from sports betting. Gregory attributed that imbalance partly to Sun International’s traditional casino background and the rapid growth of its online casino offering.
The operator is now investing in sportsbook software and has incorporated products from sports data and technology provider Statscore. SunBet is also working on UI and UX changes intended to produce a redesigned sportsbook experience by early December.
The company hopes the updated interface, additional features and improved functionality will increase engagement with sports bettors and reduce its dependence on casino revenue.
African expansion remains selective
Outside South Africa, SunBet has expanded into Botswana and Namibia, with Namibia becoming its third active African market earlier this year. Its Namibian operation launched using Bede Gaming’s platform, extending a technology relationship that also covers its South African and Botswana businesses.
SunBet also holds licences in Ghana, Zambia and Kenya but has not yet launched operations in those markets.
Gregory indicated that the company will remain selective about entering additional African jurisdictions rather than pursuing rapid greenfield expansion. SunBet is currently concentrating on developing its Namibian business while evaluating markets according to factors including internet penetration, mobile-money adoption and gambling activity.
Acquisitions could provide another route into selected jurisdictions. Sun International has previously said it is considering inorganic opportunities, although any deal would need to meet a high investment threshold. Gregory said an established top-three operator with a sizeable customer base, recognised brand and potentially valuable technology could represent an attractive acquisition target.
For now, South Africa remains the central opportunity. SunBet’s challenge is to turn its recent revenue momentum into sustained market-share gains while simultaneously strengthening its sportsbook, technology platform and wider African footprint.