The evolution and future of horse racing in South Africa
Horse racing has traditionally been a niche sport supported by an exclusive crowd. However, as times have changed, so too have the sport’s appeal and accessibility. Innovations in technology, entertainment, and event management have blended together to bring the excitement of a day at the races, and the ability to bet on the outcome, within reach of a broader audience – both track-side and at home.
Ryno Du Plessis, COO of World Sports Betting, says that the appeal of betting on horse races has previously been limited to a smaller, dedicated segment. However, the company’s flagship events such as the Cape Town Met, offers a glimpse into how this perception is shifting. “The Cape Town Met isn’t just a race, and it isn’t just about betting. It’s a lifestyle event. It incorporates fashion, socialising with celebrities, entertainment, and activities for children, to create an all-day experience with wide appeal.”
This shift reflects a larger, global trend that sees racing events being positioned as opportunities for high-profile social gatherings, with media coverage often focusing on attendees’ outfits and the atmosphere as much as on the races themselves. This movement is repositioning races as accessible see-and-be-seen occasions, and fun family days, rather than betting-only spectacles.
Du Plessis notes that sponsorship of annual occasions like the Cape Town Met do not necessarily translate into an immediate lift in betting numbers. Rather, sponsorship is a long-term investment aimed creating awareness of the sport, in turn winning over fans who may bet on racing outcomes in the future. And while attendance is growing, the significant shift to online-everything, sparked by the Covid pandemic and showing no signs of slowing down, means that serious pundits can place their bets from wherever they are. This online aspect not only makes the betting experience more convenient and safer; it also democratises it, drawing in new participants.
In South Africa, online betting has surpassed land-based casinos in revenue. “More than 90% of our betting traffic comes from mobile devices,” Du Plessis explains. “Our mobile-first approach has enabled us to expand our reach, and has supported a substantial growth in turnover over the last two years”.
This online trend is not limited to horse racing. In fact, horse racing contributes only a small percentage of online sports betting in South Africa, and some betting companies do not offer their clients the opportunity to bet on horses at all. The majority of online betting stems from soccer, both local and international, and casino games.
While the local betting market faces increasing competition, including from international operators, companies that offer a highly competitive horse racing product are staying ahead. Du Plessis notes that there are around 300 races every year in South Africa alone, and they offer the challenge of playing big odds. “Horse racing is a complicated game with many outcomes, unlike sports like soccer, where outcomes are simpler to predict. This complexity creates a unique betting experience that appeals to those willing to dive in and study the game.”
However, as participation in betting grows, so the importance of responsible gambling measures also increases. Leading market players are committed to fostering safe gambling practices. World Sports Betting has built background capabilities into their app, which actively monitor player behaviour and identify potentially irresponsible clients, and they offer resources for help when needed. “Responsible gambling isn’t just a compliance measure. It’s fundamental to our operations and our brand.”
Going forward, the future of horse racing will likely be shaped by these intersecting trends: The continued rise of online and mobile betting, the shift toward inclusive and accessible events, and an unwavering commitment to responsible gambling. Events like the World Sports Betting Cape Town Met showcase how tradition can meet modernity, creating spaces where horse racing is a thrilling sport, a vibrant social experience, and an opportunity to predict winners.
