What Betway does

Betway is the flagship online sports betting and casino brand of Super Group (SGHC), a NYSE-listed operator incorporated in Malta and founded in 2006. The platform delivers a direct-to-consumer sportsbook (pre-match and in-play wagering across football, cricket, Formula 1, horse racing, and other sports) alongside an online casino offering slots, table games, and live dealer content. In March 2026, Betway became Formula 1's first official betting operator, gaining access to official telemetry feeds for in-race wagering on driver and team strategy, and it holds flagship football sponsorships with Manchester United (£20M/year training kit) and Manchester City (since July 2024), plus the SA20 cricket league. US operations were rebranded to Spin Palace Casino in 2026, indicating a market-specific brand strategy.

The product stack is mobile-first and built for emerging-market payment realities: integrations with M-Pesa and OPay, plus a proprietary 1:1 rand-backed ZAR Supercoin (issued by Super Money SA, custodian ABSA, regulator FSCA, listed on Luno) form a localized funding layer for African customers. Casino content is sourced from third-party providers (Habanero, Inspired Entertainment via Light & Wonder) and the platform has begun integrating VR/AR immersive gaming into Betway Casino. The architecture combines regulated in-house trading, licensed content distribution, and a deeply localized payment surface targeted primarily at African bettors (44% of Super Group's Q1 2026 segment revenue).

Betway operates as a B2C transactional model, monetizing via the house edge on casino games and commissions on sports wagers, supplemented by brand-driven customer acquisition through sports sponsorships and celebrity ambassadors (Don Jazzy in Nigeria, Thierry Henry, Kelly Brook in the UK). Africa is the dominant geography at 44% of group revenue ($267M in Q1 2026, +44% YoY); international markets (UK, Europe, Canada via IBIA, Mexico via F1 deal) round out the footprint. Customer base reached 6.4M monthly active users in Q1 2026 (+18% YoY), with Super Group guiding FY2026 revenue above $2.55B.

Name

Betway

Legal name

Betway

Website

https://betway.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Betway is the flagship online sportsbook and casino brand of NYSE-listed Super Group (SGHC), offering pre-match and in-play betting, slots, live-dealer casino, and Africa-focused mobile-money payment rails (M-Pesa, OPay, ZAR Supercoin) to more than 6 million monthly active customers across Africa, Europe, and the Americas.

Ownership category

akta.pro rank

Product category

Online Sports Betting & Casino

NAICS

Other Gambling Industries (713290)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

Keywords

• Online sports betting
• Online casino gaming
• Sportsbook platform
• In-play wagering
• Mobile betting

Headquarters

HQ city

Valletta

HQ country

Malta

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Sports Betting: Commission-based revenue from sports wagers placed by customers on various sporting events including football, cricket, F1 racing, and other sports
2. Online Casino: House edge revenue from casino games including slots, table games, and video poker offerings distributed through operator partnerships
3. Sponsorship and Advertising: Revenue generated through official betting operator partnerships with sports leagues and teams including Formula 1 and football clubs, as well as brand ambassador deals

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Betway operates a direct-to-consumer online sports betting and casino gaming platform offering pre-match and in-play wagering on major sports including Formula 1, football, cricket, and horse racing, alongside online slots, table games, and live dealer casino content. The platform is mobile-first with integrated mobile money services (M-Pesa, OPay) and a proprietary ZAR Supercoin stablecoin for African markets, generating revenue through betting commissions and sponsorship deals.

Product overview

Betway operates as a unified online betting and gaming platform comprising a sportsbook (offering pre-match and in-play betting on major sports including F1, football, cricket, and horse racing) and an online casino (offering slots, table games, and live dealer content). In the US market, Betway has been rebranded to Spin Palace Casino, maintaining the same casino experience under a new brand. The company also offers ZAR Supercoin, a proprietary stable cryptocurrency payment option for African markets. The platform integrates gaming content from third-party providers including Habanero, Light & Wonder, and Inspired Entertainment, and in 2026 became Formula 1's first official betting operator. Betway is owned by Super Group (SGHC) and operates across Africa (representing 44% of group revenue), International markets, and the Americas.

Differentiator

Problem solved

Functional benefit

Products and services

• Betway Sportsbook Online sports betting platform offering pre-match and in-play wagering on major sporting events including Formula 1, football, cricket, and horse racing. In 2026, Betway became F1's first official betting operator, enabling in-race betting on driver strategy elements via real-time telemetry data from Alt Sports Data.
• Betway Online Casino Online casino offering slots, table games, and live dealer games distributed to consumers. The platform is expanding with VR/AR immersive gaming technologies and integrates third-party gaming content from providers including Habanero, Light & Wonder, and Inspired Entertainment.
• Spin Palace Casino US-facing online casino product operating under the Spin Palace Casino brand, offering the same casino experience previously available under Betway USA with a refreshed brand identity and enhanced gameplay features.
• ZAR Supercoin Purpose-built 1:1 rand-backed stable digital currency launched under Super Money SA division, serving as a payment option for Betway sportsbook customers in South Africa and the wider African market, with custody of fiat reserves held by ABSA Group and listing on the Luno cryptocurrency exchange.

Quantifiable outcome

• 18% growth in monthly active customers to 6.4 million in Q1 2026
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• Don JazzycoreGTM or Marketing Partner · 1 June 2026Music executive Don Jazzy named as Betway's official ambassador in Nigeria, expanding Betway's presence in the African market through localized celebrity endorsement.
• Formula 1flagshipStrategic or Co-development Partner · 5 March 2026Multi-year official betting operator partnership making Betway the first officially licensed gaming operator for F1. Covers Europe, Middle East, Africa, Canada, and Mexico. Enables fans aged 18+ to place in-play bets on driver and team strategy elements using real-time official data from Alt Sports Data.
• Manchester CitycoreGTM or Marketing PartnerOfficial betting and gaming partner since July 2024. Partnership has been subject to frustration from City officials following Manchester United's negotiations for a separate Betway training kit sponsorship.
• Manchester UnitedflagshipGTM or Marketing PartnerManchester United announced £20 million annual training kit sponsorship deal with Betway for next season, making it one of the most lucrative training kit deals in football history.
• Alt Sports DatacoreTechnology or IntegrationSan Diego-based betting data startup providing live telemetry data to Formula 1 for in-race betting products. Betway leverages this official data for their F1 betting offerings.
• Inspired EntertainmentminorChannel Partner/ Reseller/ DistributorInspired Entertainment launched its premium iGaming portfolio in South Africa with six customers including Betway, which together account for approximately 90% of the online gaming market.
• HabanerominorChannel Partner/ Reseller/ DistributorMalta-headquartered slots and table games supplier distributing its portfolio of over 175 slots, 13 table games, and 10 video poker titles through operator groups including Betway in regulated markets.
• LunominorChannel Partner/ Reseller/ DistributorCryptocurrency exchange where ZAR Supercoin is initially tradeable as part of Super Group's digital currency launch for South African Betway customers.
• ABSA GroupcoreTechnology or IntegrationSouth African bank holding custody of fiat currency backing reserves for ZAR Supercoin stable digital currency, with regulatory oversight from FSCA.
• International Betting Integrity Association (IBIA)coreStrategic or Co-development PartnerBetway is a member of IBIA which committed CAD $300,000 to support integrity education in Canadian sport, including training for CFL athletes on prevention of match-fixing and betting-related corruption.
• Sun InternationalminorStrategic or Co-development PartnerCo-forming an online gaming industry council with Betway to engage policymakers on proposed measures including a 20% gaming tax, the National Gambling Amendment Bill, and stricter advertising restrictions in South Africa.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Entain (Ladbrokes/Coral): Entain operates Ladbrokes, Coral, BetMGM, and other global sportsbook and gaming brands. A broad incumbent with overlapping sportsbook and casino offerings across similar markets to Betway, including UK and international operations.
• Flutter Entertainment: Flutter Entertainment is the parent of FanDuel, PokerStars, Betfair, and other brands — a global online gambling leader. Comparable as a broad incumbent operating multiple betting brands across geographies that overlap with Betway's portfolio.
• William Hill: William Hill is an established UK-founded sportsbook and casino operator (now owned by 888) competing in similar markets and product categories as Betway, including UK sports betting and online casino.

Direct peers

• Bet365: Bet365 is a leading global online sportsbook and casino operator with sports betting, in-play wagering, and casino offerings. It directly competes with Betway in the same product categories across Europe, Africa, and other international markets.
• DraftKings: DraftKings is a major online sportsbook and casino operator primarily in North America with growing international presence. It competes directly with Betway in online sports betting and iGaming, including with in-play products.
• FanDuel: FanDuel is a leading North American online sportsbook and casino (Flutter Entertainment subsidiary) explicitly mentioned as an IBIA co-member alongside Betway. Directly competes with Betway in sports betting, including integrity initiatives.
• 1xBet: 1xBet is a global online sportsbook and casino operator with strong presence in Africa, CIS, and emerging markets. Directly competes with Betway on sportsbook product, in-play wagering, and Africa market share.
• Betfair: Betfair is a leading sportsbook and betting exchange operator, part of Flutter Entertainment, with deep overlap in sports betting, in-play wagering, and casino. Comparable international footprint and product depth to Betway.

Regional players

• SportPesa: SportPesa is a major Africa-focused sports betting operator with strong presence in East Africa (Kenya, Tanzania) and other emerging markets. Directly comparable to Betway's Africa growth thesis and mobile-money-driven customer base.

Emerging players

• Sportybet: Sportybet (KingMakers) is a fast-growing Africa and emerging-markets sports betting operator using mobile-money rails. Directly comparable to Betway in Africa mobile-first betting with strong overlap in Nigeria and other regional markets.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/betway
• LinkedInlinkedin.com/company/betwaygroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Betway