Sun International has introduced a Responsible Gambling Charter aimed at promoting responsible gambling practices within its online and physical operations. Announced on Tuesday, the charter emphasizes the company's commitments to both regulatory compliance and its business ethos.
As a dominant force in South Africa's gaming landscape, Sun International holds roughly half of the market share, with its online platform, SunBet, operational in South Africa, Namibia, and Botswana. CEO Ulrik Bengtsson articulated that the charter enhances accountability by placing responsible gambling initiatives under the purview of the board, tying executive performance to these objectives, and committing to an annual report on progress.
"The Charter informs players what they can expect from us and gives them a way to hold us to account," Bengtsson stated. He elaborated on how responsible gambling measures are not only monitored at the board level but are also integrated into the company's executive performance scorecards.
The charter is built on four central tenants: player education, player protection, ethical marketing, and staff training. Notably, Sun International has committed to a significant advertising restriction as part of its responsible marketing efforts. The company will refrain from displaying advertisements between 6 AM and 8 AM, and also from noon to 6 PM, marking a departure from current South African regulations which do not impose such time restrictions.
Sun International will also dedicate 10% of its gaming advertising to responsible gambling messages and will ensure its promotions do not target minors or vulnerable populations.
On the player protection front, the organization provides self-exclusion options on its platforms where legal and technological capabilities allow. Additional measures include setting limits and cooling-off periods for players. Beginning in 2027, Sun International plans to utilize data analytics and artificial intelligence to identify problematic gambling behaviors more efficiently.
Employee training is a cornerstone of its responsible gaming strategy, with mandatory training during onboarding and annual refreshers focused on intervention techniques. To bolster education, Sun International has pledged to make responsible gambling information readily accessible in its casinos and on its digital platforms.
While Sun International has established various protective measures for players, Bengtsson emphasized that the success of these initiatives depends significantly on player engagement. "Responsible gambling is a shared responsibility," he remarked, noting the importance of players utilizing the provided tools to manage their gambling behavior.
An important policy is the prohibition of activating online accounts for users receiving social grants from the South African Social Security Agency (SASSA) or funding from the National Student Financial Aid Scheme (NSFAS). Sun International must rely on customers to disclose their status at the time of account registration since it cannot access SASSA or NSFAS data.
In his remarks, Bengtsson highlighted the need for stronger enforcement against illegal operators. He called on the government, regulators, and the licensed gambling industry to work collectively to keep players within the legal betting framework, where they can be adequately protected.
Bengtsson also pointed to upcoming changes in South African gambling legislation and the National Treasury’s proposed 20% national gross gaming revenue tax on online gambling. He stressed that effective regulation and tax frameworks must create a competitive environment for licensed operators, which in turn would ensure that players choose legal platforms that offer necessary protection.
"Rules or taxes that make licensed operators less competitive than offshore offerings will drive individuals to unlicensed and unsafe platforms," he noted, championing a coherent national regulatory framework to protect players and support state revenue from gambling activities. With legislative updates on the horizon, he encouraged stakeholders to seriously consider discussions on responsible regulation.
