Super Group is preparing to bid for three online gambling licenses in New Zealand as it participates in the upcoming licensing auction organized by the Department of Internal Affairs (DIA). The operator, known for its Betway brand, reported a 14% year-over-year increase in revenue from this market in its second quarter, achieving this growth even with a reduction in marketing expenses.
CEO Neal Menashe highlighted that the New Zealand market significantly contributed to a 6% increase in total revenue from the rest of the world. During a results call on Wednesday, CFO Alinda Van Wyk noted, "We’ve been operating in New Zealand for many years and it already has quite a significant tax regime. At the time of the re-regulation, there was a lot of noise around marketing; we didn’t market there because you don’t want to fall into the trap of a bad actor."
Van Wyk confirmed that Super Group is likely to apply for three out of the 15 licenses available, as the government opened the expression of interest (EOI) window in July. The licenses are set to be awarded in a market expected to launch in 2027, with a cap of three licenses per operator. Entain, which currently manages the TAB sports betting monopoly in the region, has also indicated a desire to acquire three licenses.
The maximum of 15 licenses, along with a requirement for operators to demonstrate access to at least NZ$7.5 million in capital, aligns with the government’s goal to restrict market entry to well-capitalized, established companies.
In the UK, Super Group has faced inquiries from analysts regarding its position in the market during the same results call. While the operator does not disclose specific UK revenue, it noted a 19% increase in overall European revenue year-over-year, totaling $132 million. Menashe stated that the company has been gaining market share in the UK following the introduction of the Remote Gaming Duty tax hike in April, remarking, "We’re not a major player in the UK, so there’s a lot of market share we are getting."
Van Wyk emphasized that the company’s marketing strategies have seen a productive return, facilitating better margins in the UK. She said, "Optimizing marketing to become efficient in that market would deliver better margin in that jurisdiction."
Additionally, Super Group recently secured a substantial sponsorship deal with Premier League team Manchester United, aimed at enhancing its brand visibility in both the UK and internationally, especially in Africa.
Looking ahead, when asked about potential acquisitions as smaller operators reassess their positions in the UK market, Van Wyk expressed optimism, stating, "Somewhere down the line, I 100% believe that there would be also some operators [where we could] plug market share into our business. We’re quite excited."
Historically focused on sports betting, the Betway brand is now prioritizing enhancements to its online casino offerings. Recent advancements in technology and product platforms have resulted in a surge in World Cup casino cross-sell among new customers, reaching 50%.
The company raised its full-year revenue forecast to over $2.6 billion (up from $2.55 billion) and adjusted EBITDA expectations to exceed $710 million. The adjusted EBITDA for the second quarter climbed to $204 million, up from $157 million in 2025. Profit showed a notable increase to $123 million, a significant change from the previous year, which reported a loss of $3 million.
