Betway Pivots Strategy with US Withdrawal and Global Market Focus

Introduction: A Strategic Shift in Global Betting

In a significant move reshaping the online betting landscape, Betway’s parent company Super Group has announced its full withdrawal from the US iGaming sector, marking a pivotal moment for the global betting brand. This decision reflects the increasingly competitive nature of the American market and highlights the company’s strategic pivot towards more profitable territories. As one of the world’s leading online sports betting platforms, Betway’s exit from the United States signals a broader trend of international operators reassessing their global footprint in response to regulatory challenges and market dynamics.

The US Exit and Its Implications

CEO Neal Menashe cited recent regulatory developments combined with ongoing assessment of capital allocation requirements as the reason for the iGaming exit. The company began scaling back in mid-2024, shutting down its sportsbook in nine states due to disappointing financial performance—a move that cost €32.7 million. This withdrawal comes just three years after Super Group’s public listing on the New York Stock Exchange, representing a significant strategic reversal for the company.

Strong Performance in Core Markets

Despite the US setback, Betway’s global business remains robust. Super Group reported positive trading for Q1 2025, including a continuing strong contribution from North American activities, primarily driven by Canadian operations. In Q3, Africa and the Middle East generated $219m, up from $164m for the same period in 2024, demonstrating the region’s importance as Betway’s largest market. The company has also expanded its sports sponsorship portfolio, with SA Rugby announcing a renewed four-year partnership with Betway, extending sponsorship to include Springbok men’s and women’s teams, as well as Sevens sides.

Conclusion: Refocusing on Profitable Growth

Betway’s strategic withdrawal from the United States represents a calculated decision to concentrate resources on markets offering clearer paths to profitability. With Africa emerging as a key growth driver and successful operations continuing in Europe and Canada, the betting giant is positioning itself for sustainable long-term growth. The group expects to close 2025 with revenue in excess of $2bn and adjusted EBITDA in excess of $421m, demonstrating confidence in its refocused strategy. For industry observers and bettors alike, Betway’s pivot underscores the importance of market selection and regulatory stability in the rapidly evolving global betting landscape.