Green Shoots: When having a flutter is no longer fun

I was caught up in Johannesburg traffic the other day, and crawling along the M1 highway allowed me to take in the many billboards whose sole purpose is to convince you to buy what it is they are offering. And most of these offerings were from online gambling services. I saw Betway and Hollywood Bets promising me great excitement and wealth with minimal effort – I can place my bet anywhere, anytime, and on almost anything. 

You will have seen these adverts all over our television screens, and heard them on radio. Some of our favourite sports teams have been renamed according to their sponsors – Hollywood Bets Sharks is my rugby team of choice, and they play their home games at Hollywood Bets Kings Park Stadium, up the road from Hollywood Bets Kingsmead Stadium where cricket is played. And fan favourite rugby world cup winner Makazole Mapimpi is their brand ambassador, along with soccer legends like Teko Modise and Jerry Sikhosana.

Gambling in this country is big business. Gross gambling revenue (GGR) was R59 billion in 2024. Since COVID in 2020, this revenue growth has been at 42% per year. Gambling is a significant contributor to economic activity and apparently supports 32 000 jobs, with most revenue generated in the Western Cape, Gauteng and Mpumalanga.

I’m a little concerned about this phenomenon. We are suckers for a slick advertising campaign, and the saturation messaging of these betting platforms should be cause for concern – indeed, alarm – in more sections of our community, including government and the appropriate regulatory authorities. I found online information on gambling fairly easily, and so I clearly am not alone in feeling uneasy.

Industry research says that the reasons respondents give for their gambling appear to be increasingly connected to financial strain, with more than half of surveyed punters saying they gambled because they needed the money. 

This survey clearly provided the option for multiple answers, because more than two thirds were hoping to win a large sum of money, and down the list somewhere 14% said they had lost their job. When the bet is placed because you need to survive, you know you’re in trouble. The online source of my data is an investment firm, and they say that “problem gambling”  prevalence has increased five-fold since 2017, with 21% of problem gamblers unemployed and 84% earning under R15,000 per month. 

People, we have a problem. And this isn’t even considering those for whom gambling is an addiction they cannot beat. Imagine trying to quit a habit when every corner and screen and broadcast is almost brow-beating you to place the bet. Some may say the tax revenue that is generated should be able to ameliorate the social costs ofgambling. 

Apparently casinos paid about 10% of their revenue in taxes last year, and betting platforms a paltry 7%. Is that supposed to ease the destruction that this practice has for people who are not recreational gamblers? For perspective, cigarettes are taxed at 40% and spirit alcohol at 36%. You don’t see your favourite tipple on the telly anymore, and we’re a short step from having cigarette packets with no branding expect really disturbing pictures of what happens to your gums when you smoke (I saw those in Thailand recently).

I am no prude, and I have been known to wager a bit every now and then. I am no advocate for a nanny state – we cannot over-regulate the choices and behaviour of grown up people. And I know that jobs are at stake. Apparently Tsogo Gaming and Sun International employ half the gambling industry’s workforce. With the lower cost and greater accessibility of online platforms, there is a real danger of job losses. For all these reasons, will the authorities please see reason and common sense, and control the bombardment of advertising of these online betting platforms.