As part of the partnership, Betfred has taken a majority shareholding in LottoStar, which offers fixed-odds number betting and live games.
This deal builds on Betfred’s presence in South Africa, where it currently operates 53 shops. Betfred also operates an online gaming arm in the country, following its acquisitions of Betting World and Sepels Sportsbet.
Joanne Whittaker, chief executive of Betfred, said the partnership would not only bolster Betfred’s operations in Africa, but also internationally.
“We are delighted to partner with such a fast-growing company in South Africa, the business will not only complement our activity in South Africa but our international businesses in the United States and Europe,” said Whittaker.
“We look forward to working closely with the LottoStar team to support the continued growth of the business providing world-class games and services to the online betting market in South Africa.”
Tasoulla Hadjigeorgiou, founder and chief executive of LottoStar, said the deal will broaden LottoStar’s offering.
“LottoStar was founded in 2014 as a family-run business with an innovative model to offer a fixed-odds betting online platform in South Africa,” said Hadjigeorgiou. “As an online betting leader in South Africa, we are excited to partner with one of UK’s best bookmakers.
“We are confident that this partnership will broaden our offering and provide our customers with the highest quality services. Our partnership also paves the way for greater collaboration and expansion, and we are excited to grow our family.”