Africa
The Unit moves into second year as start-up LulaBet’s marketing services supplier
This follows LulaBet’s successful launch in South Africa, as The Unit continues to build its reputation across the globe
28th June 2023 – The Unit, the leader in nearshore product development and marketing for sports betting and igaming, is continuing in its role as marketing services supplier for LulaBet following the operator’s successful launch in South Africa.
LulaBet launched last September after The Unit came on board, bringing extensive experience of providing strategic marketing expertise gained across several years in sports betting and casino. The Unit has provided this service to LulaBet with a particular focus on paid search and paid social.
Based in Cape Town, LulaBet was set up by an experienced team of industry experts and has rapidly become one of the leading online sports betting and casino operators in South Africa, combining customer insight and technology to provide a rewarding and engaging experience.
Through this partnership, The Unit has showcased its ability to provide its world-class services in geographic locations across the world, launching and growing paid search and paid social marketing channels for a start-up in the sports betting space.
The Unit’s experienced industry professionals provide expertise for each partner’s marketing roadmap. From strategic marketing to budgets and planning, The Unit can help partners launch their sportsbook/casino into new markets or improve marketing channels that are currently underperforming.
The marketing team is made up of consultants with strong practical backgrounds, having worked on the operator side for many years, which means they understand the issues partners face both on a strategic and day-to-day level.
After assisting with LulaBet’s launch and identifying the strengths of a start-up business, The Unit will work with LulaBet on further plans to expand in the South African market, with a second wave of growth expected as more product features are added by the LulaBet team.
Paddy Casey, Co-Founder at The Unit, said: “I am delighted to continue working with LulaBet following an enjoyable and successful first year of our partnership. LulaBet has proved it can gain cut-through in the South African market in a short space of time, and the experience brought into the project from both sides has led to a fruitful collaboration. I am excited to see how our marketing expertise can help them take their brand to the next level.
“We have built our reputation globally since launching five years ago, and our success in helping grow a start-up like LulaBet is further proof of how we can help businesses across several jurisdictions. I look forward to providing our services in more markets as we continue to showcase our abilities.”
Iain Gutteridge, Managing Director at LulaBet, said: “We wanted to work with an agency who had extensive sports betting experience. We chose The Unit because the team there has experience from the operator side which made our communication with them fast and direct. We are a team of experienced betting professionals who operate at a fast pace, so The Unit were a great fit with our culture.”
Gaming Tech Summit Africa (GTSA) brought regulators, policymakers and gaming industry stakeholders to Nairobi on 4 June for its third edition, hosted at the Argyle Grand Hotel.
Organisers positioned the event around the theme “Building Africa’s Sustainable & Scalable Gaming Tech Industry,” with agenda focus areas including taxation, consumer protection, enforcement against illegal operators, and the role of digital payments in fast-growing online betting and gaming markets.
The press release cited market projections that Africa’s online betting and gaming sector could grow from an estimated US$12.7 billion in 2026 to US$19.4 billion by 2030, framing the sector as increasingly relevant to public revenue, investor confidence and regulatory consistency across jurisdictions.
Kenya’s hosting role was highlighted as a key context point, with organisers pointing to its status as a major gaming and digital payments market. The summit also said it was officially endorsed by the Gambling Regulatory Authority of Kenya.
“Africa’s gaming industry has reached a stage where growth must be matched by responsibility, structure and long-term thinking,” said David Moshi,Managing Director at Velex Advisory. “The value of this summit lies in bringing the right people into one room to have honest conversations about where the industry is headed and what must be done to build a stronger foundation. Our ambition goes beyond hosting a successful summit; it is to support a more connected, transparent and sustainable gaming ecosystem across Africa.”
Companies named as participants included Afitech, 1xBet, BetConstruct, SharpVision, Aviator, BMM Testlabs and Evidentia AI, among others.
The post Gaming Tech Summit Africa convenes regulators and operators in Nairobi appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Gaming Realms, the originator of the distinctive Slingo format, has expanded its presence in Africa by partnering with SportyBet in Nigeria, Kenya, and Ghana, only weeks following its market launch in South Africa.
Players in the area of the top operator can now explore a wide range of Slingo games, featuring popular titles like Slingo Sweet Bonanza, Slingo Day of the Dab, and Slingo Xxxtreme. The legendary product has demonstrated widespread attraction worldwide, delivering a distinct experience that fuses the thrill of slots with tactical elements.
The operator belongs to Sporty Group, a global media and entertainment firm that possesses licenses to provide betting and online casino offerings in various regulated African areas.
Entering the three newly regulated markets marks a significant accomplishment for Gaming Realms, with Africa being a crucial growth region for the provider that has quickly expanded its footprint in Europe and North America in the past year. The newest expansion comes after a recent market launch in South Africa, with the company planning to grow further in the African region soon.
Laura Norton, Account Manager at Gaming Realms, said: “Entering three new African markets at once together with SportyBet is a fantastic achievement for the Gaming Realms team.
“We are encouraged by the initial performance and are confident our unique content is appealing to SportyBet’s local customers and look forward to a successful partnership.”
Joey Hurtado, Director of Casino at SportyBet, said: “Being the first operator to introduce Gaming Realms’ content in three of our core African markets is a real coup.
“Their product offering provides something truly different and this collaboration helps us deliver on our promise to offer our customers a best-in-class entertainment experience.”
The post Gaming Realms expands into three African markets via SportyBet partnership appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Deal follows Greentube’s spring 2025 market entry and brings Book of Ra and other slots to the operator’s casino lobby.
Greentube has signed a content partnership with South African operator World Sports Betting, extending its distribution in the country following its market entry in spring 2025.
Under the agreement, World Sports Betting will roll out a selection of Greentube titles, mixing new releases with established land-based games. Initial launches include Queen Cleopatra and 25 Red Hot 7 Clover Link.
The wider lineup named in the announcement includes Book of Ra, Lucky Lady’s Charm and Sizzling Hot. Greentube said the content package has been tailored for South Africa.
Razvan Glodea, Sales and Key Account Manager at Greentube, said: “We’ve been working hard to bring our games live with such an important brand in the South African market, and we’re excited to make our portfolio accessible to even more players.
“With our iconic titles that players already know and love, we’re confident in gaining strong engagement alongside World Sports Betting. We’re also looking forward to delivering great results, supported by a range of exciting promotional activities planned for players very soon.”
Ryno Du Plessis at World Sports Betting, added: “Greentube’s portfolio features some of the most recognisable titles in the industry, and we’re delighted to bring these games to our players.
“This partnership allows us to further strengthen our casino offering with content that has a proven track record, while also introducing exciting new games tailored to our audience.”
The post Greentube partners with World Sports Betting to expand in South Africa appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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