Betway Botswana ready for business
A historic decision by Gambling Authority to start licensing online sports betting and gaming companies, has ushered in Betway Botswana, which operates as a subsidiary of a well-known brand, Betway Africa. Together with several locally registered companies, Betway Botswana was awarded a license to start operating as an online sports betting and gaming entity in Botswana last year.
Fast forward to January 2025, the company has already made the necessary preparations ahead of the highly anticipated launch soon. This Tuesday, Botswana Guardian caught up with Michelle-France Mabiletsa, Betway Botswana’s newly appointed Country Manager to understand better the company plans going forward. “We will be open for business in a few weeks’ time,” said a buoyant Mabiletsa. After working as a senior banker for years at First National Bank Botswana (FNBB), Mabiletsa did not think twice before accepting a new role to spearhead the establishment of Betway in Botswana. In fact, she relishes the obvious challenges which lie ahead.
The new Betway Botswana head, has disclosed that customers will have an access to bet on any sport or game of their choice, be it football, hockey, tennis, volleyball or golf using the company secure platform. In a matter of weeks, the company will open a state-of-the-art customer centre, replete with cutting edge online sports betting and gaming machines. The centre, which is located a stone throw from Gaborone’s trendy Airport Junction Mall will be accessible to customers for betting and gaming experience. There will also be a 24-hour call centre for customer feedback and queries.
At least two of sports betting companies have already opened shops, and are open to customers. As a newly registered sports betting, what strategies will the company use to attract new customers?“There is a whole audience who are already familiar with the Betway brand as they have seen our sponsorships and brand within the English Premier League and La Liga. As a global sponsor and official betting partner of major teams, such as West Ham United, Arsenal, Manchester City, Bologna, there are a lot of sports fans who have already engaged with us and asked when we are launching in Botswana. There will definitely be some exciting events to look forward to – we have a full and active marketing calendar planned for Botswana,” said a content Mabiletsa.
Over the years, issues of trust within gaming or betting industry have taken centre stage, mostly coming from customers. This explains why, customers of late, want to be more associated with a trusted brand, since engaging in betting or gaming, does not necessary work on, 'certainty or outright guarantee.' The company has put in place water tight systems which ensure customer loyalty and trust. As part of a globally listed company (listed on the New York Stock Exchange) Betway Botswana has tight and strict policies of compliance that are globally monitored and governed. “All of our partners – whether it be financial, security or governance, are credited and globally-approved to ensure the highest level of trust and transparency. At any time, players can see the history of their account, or as quick as a phone call, get access to it,” she stressed.
At a media ceremony to launch the sports betting and gaming licenses, Chairperson of Gambling Authority, Marvin Torto said the honours is on licensed companies to promote responsible gambling. He emphasized that the Authority is also empowered by Act to work closely with industry players to ensure this is fulfilled. Betway Botswana, as a duly licensed entity and market leader at a global level is aware of the importance of responsible gambling. Mabiletsa said they have lined up a number of initiatives that will address irresponsible gambling in the sector. Once they open, there will be campaigns around responsible gambling. In addition, there will be influencers who will also carry forward the message to the larger population.
“There is a Responsible Gaming section on our website as well, at all times, for players to have access to this information and to know what steps to take if they are in trouble,” announced Mabiletsa. Betway Botswana, has vowed to contribute significantly to the country’s socio-economic development, which will among others include working closely with stakeholders such as the regulator, communities, sports industry, among others.
The company, is already exploring opportunities where it can invest in sports and development. Last year, the company announced four local beneficiaries who will benefit from the profits of the business. The beneficiaries are Gloria Majaga and Edwin Masuge, both 2020 Tokyo Paralympians; Collen Kebinatshipi, a silver medalist in the 4x400m relay at the 2024 Paris Olympics; and Chedza Julius, the 2024 University of Botswana Valedictorian. The company is currently hiring workers for its customer experience centre as well as a 24-hour call centre.
According to industry players, the domestic betting and gaming industry is poised to grow exponentially in the next few years. Betway Botswana has strategically positioned itself to take opportunities that come with growth. In addition, other sub-sectors contributing to the sector’s sustenance will also grow. However, the biggest challenges that the industry will experience in the long run will be over saturation and illegal betting (those who will take advantage of the grey market). Nonetheless, Mabiletsa has reiterated that, they will continue to offer unique products, launch promotions that stand out amongst the competitors, invest in local teams, forge partnerships and give back to the community.