How to Launch Online Gambling Advertising Campaigns In South Africa

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Are you looking to launch gambling ads in South Africa but unsure of the best practices to follow? With strict regulations in place, it’s important to make sure you are following the rules and guidelines set by the authorities.

The gambling industry in South Africa is highly regulated, with laws in place to protect consumers and prevent problem gambling. Launching gambling ads in this market requires a thorough understanding of the legal landscape and compliance requirements.

To successfully launch gambling ads in South Africa, it’s essential to follow best practices that are compliant with local regulations. By understanding the rules and guidelines, you can ensure that your ads are reaching the right audience responsibly and ethically. In this article, we will explore the best practices for launching gambling ads in South Africa.

If you’re looking for a fresh GEO to drive Gambling traffic to, it’s certainly your sign.

South African target audience, trends, and tips for launch are already in the article, grab the opportunity to double your ROAS.

With a GGR of R34.43 billion in 2022, South Africa is one of the juiciest GEOs for marketers. Especially taking into account the fact that this number grew by 48% since 2021 according to the National Gambling Board.

We collected all the latest data on Gambling launches in the region, don’t miss it.

South Africa vs Gambling: why is it profitable?

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There are many lucrative countries for the promotion of Gambling, though it’s always hard to find something new yet money-making.

In this case, South Africa is a perfect bet for gambling marketers.

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Gambling revenue predictions in South Africa by year, source: Statista

Those are not just empty words, they’re backed with the latest statistics:

  • Expanding niche. Statista says that the South African market is expected to reach a volume of US$30.05m by 2027. All in all, the Gambling niche in the region is a great contributor to the overall African economy, the fact speaks for itself.
  • The nation of gamblers. It’s not just our presumption, according to social polls at least one in ten citizens of South Africa has tried Gambling to entertain themselves. What’s more, the engagement rate of users is quite high, it can reach up to 50%.
  • Impressive ad revenue. In 2022 only, the online casino promotion revenue was about $3.9 million. Taking into account the rapid growth of the market, the amount will only grow, so any marketer can take a piece of this huge pie!
  • Mobile device penetration. In-app purchases of online casino games reached about 16.7 million dollars in 2022, while the number of downloads of Gambling-related content was 8.29 million. 

South African Gambler Overview

To get a full understanding of a successful launch in any country, it’s crucial to know the target audience. We’ve collected the latest stats on a typical gambler in South Africa by main metrics.

Typical South African Gambler

Age: from 18 to 35, with a significant percentage being under the age of 25.
Gender: mostly male, around 70% of players
Average income: R10,000 per month
Interests: lottery, slots, sports betting, with a preference for more simplified, fast games.
User behavior: not likely to spend huge amounts of money in just one game, they like to try different slots and then choose, and enjoy the diversity of the market. 
Devices preference: mobile-oriented market.

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Note: the region is very diverse in terms of socio-economic status, so we provided you with very summarized data on players. Make sure to target various types of audiences to find the one that suits your offer.

If you wish to get the highest results when promoting Gambling ads, it’s crucial to be aware of the latest trends on a specific GEO. There are several aspects of launching campaigns in South Africa that we’d like to highlight. 

Top Gambling Brands in South Africa

We’ve collected the latest info on the most popular online casinos in South Africa.

Top casino brands in ZA:

  • Springbok Casino
  • Betway
  • Yebo Casino
  • PlayOJO Casino
  • Sunbet
  • Thunderbolt 
  • Cloudbet

Best traffic sources for casino advertising

It’s no use arguing that social media channels are really popular when it comes to Gambling ads in South Africa, Facebook and Instagram are the most popular ones. One can also test Google ads for the gambling campaign, it’s also very widespread among marketers. 

Unfortunately, apart from the popularity of the sources, they’re united by the restrictions that are posed on marketers when promoting such activities. Especially taking into account that there is not a fixed legislation on Gambling ads in South Africa. 

The good news is that there are sources of traffic that have no restrictions on creatives — push, pop, and direct click ads. They’re dead easy to set up, for direct click-and-pop traffic a marketer just needs a link to the landing page, and that’s it.

Push ads can also be implemented easily, and have shown efficiency for Gambling for many years.

Approach to creating converting ad creatives

When it comes to ad creatives for gambling, there are a few common themes that tend to resonate with South African audiences. 

For example, ads that emphasize:

  • the excitement and thrill of betting on sports or playing casino games.

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  • potential for big wins or jackpots that can be enticing to gamblers.
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  • relevant bonuses that are given to new users and available only today or only within a specific time limit.
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5 pro tips to launch a successful Gambling ad in ZA

We’ve collected several tips that will assist you in launching a successful casino campaign in South Africa. Those are universal advice to boost the revenue of any marketer:

  1. Apply at least 5-10 creatives per campaign.
    This is especially important for a new region to find the best approach and stick to it. If it’s hard for you to make them, you can always ask a manager to prepare them for you for free.
  2. Test several traffic sources at once.
    The point is similar to the previous one, as testing multiple ways is crucial for a better understanding of a new GEO.
  3. Constantly optimize your campaigns.
    There are many ways to do it, starting from simple blacklisting of irrelevant sources to automating the process via Target CPA, Performance Mode, and Automated Rules.
  4. Stick only to Premium sources.
    This way you’ll get only the most converting casino traffic, they’re carefully tested and selected in advance. Then it’s possible to scale with Standard, Remnant, and New sources to get even more traffic.
  5. Try New Subscribers.
    If you wish to get the freshest users who haven’t yet seen push notifications and aren’t familiar with the format, try this feature along with a standard campaign. This way you’ll get x2 volumes of traffic and more conversions.

Now you know how to get the most out of your Gambling campaign in South Africa, go ahead and start a campaign to reap the fruit! 

If you need help launching a gambling campaign kindly get in touch with us now.

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