The expansion of online casinos in South Africa has brought into sharper focus how digital marketing targets areas with acute socio-economic challenges. This piece reflects on the social and ethical concerns of online gambling, marketing technology, and the digitally disadvantaged.
The Rise of Online Gambling in Underprivileged Communities
As indicated in the 2024 South African Responsible Gambling Foundation report, the rate of online gambling participation within South Africa has increased over the past five years. More concerning is that this growth is occurring in areas with high unemployment rates, coupled with limited access to financial literacy programs.
As access to the internet and smartphones widens, the online gambling industry has a ready market, albeit a fragile one. Many new online casinos in South Africa, as well as international players, like Yeti Casino, are marketing to South African clients. These advertisers often promise bonuses like “free spins” or “no deposit”, which draw participants with the illusion of risk-free gambling—alluring angles that mask complex realities.
These campaigns focus on social media and mobile technologies and often have geo-fence-based advertising down to the postal code level. An article released by the University of Cape Town examined the increase in gambling ad impressions in regions where the median household income is BELOW the national average.
It further highlighted the concern of not only increased frequency but an overwhelming sense of urgency around reward in the advertising, which is typically designed to drive
Provoked Impulsive Behaviour
Modern digital marketing techniques have enabled online casinos to identify potential users with pinpoint precision. Algorithmic analytics, application metrics, and even language selection are used to target certain demographics with promotional triggers. These techniques may be seen as mostly harmless, like advertising shoes and smartphones. However, the case with gambling is far more serious.
In South Africa, legislation governing online casino advertisements is still lagging behind advancements in technology. While companies like Yeti Casino hold licenses from international gaming authorities, they find themselves operating in a regulatory grey zone within the country. Because there is no local regulation, they can serve ads unchecked, especially in regions where updated controls have not been implemented.
These advertisements stand out on social media channels visited by young people and also during late-night hours. A digital analytics company from Johannesburg revealed that, between 10 pm-2 am in 2024, gambling adverts were among the top five most viewed adverts on mobile games and social media. Statistically speaking, this is a time when people who are under financial pressure are more likely to engage in risky behavior.
The Fine Line Between Marketing and Exploitation
This is not an easy question to answer, and it requires a lot of thinking from the community and the authorities. It strives to identify where business stops and exploitation begins. Online casinos maintain that they are in the business of entertainment and that patrons have a freedom of choice. Yet when marketing strategies target blame those regions projected to be grappling with poverty, unemployment, or low mental health service provision, to the detriment of their well-being, those options become a choice.
In contrast, the South African National Gambling Board has fully recognised these issues, with special regard to the digital world in comparison to the traditional analogue one. The board, in 2025, raised a concern about the lack of advertisement regulations concerning the gambling industry that target children, “unmonitored proliferation of gambling messaging” on platforms such as Youtube, TikTok, and mobile applications.
Some advocacy organizations are seeking restrictions on advertising gambling products like those for alcohol and tobacco. These changes would regulate the advertising of gambling products, including requiring clearer disclaimers about risks and odds.
What Car Culture Can Teach Us About Responsibility and Influence
In the automotive world, there has always been a push and pull between the enjoyment of speed and the obligation that comes with it. For example, motorsport elevates discipline and self-restraint, which are the opposite of recklessness. The gambling industry could learn something from this.
Just as car manufacturers are held accountable for safety, so too could gambling companies be placed under greater ethical scrutiny. The promotion of driving is heavily restricted to prevent the glorification of dangerous behavior. There is no reason gambling should be free from the same limitations.
Both sectors thrive on excitement, be it the sound of a V8 engine or the anticipation of a high-stakes spin. Life-endangering activities should never be justified under the guise of passion. Just as the performance car community has developed over the years to embrace its impact on society, the online casino industry is at a similar juncture.
Looking to the Future
For numerous individuals, online gambling remains a form of entertainment that is legal and easily accessible. It’s important to note that online gambling is not inherently exploitative. However, the evolving technologies that offer easier access to fragile communities raise concerns regarding ethics, purpose, and regulation.
The automotive industry has been dealing with the balance between exhilaration and responsibility for a long time. While South Africa moves into this digital frontier, those lessons may become surprisingly useful.