MultiChoice group CEO Calvo Mawela.

The MultiChoice Group, a pan-African video entertainment provider, is expanding into online casino betting through a partnership with Nigeria-based KingMakers, a sports betting and digital entertainment company.

MultiChoice and KingMakers have launched SuperSportBet, a sports and casino betting platform developed in collaboration with SuperSport.

KingMakers was formerly known as BetKing, but it recently changed its name.

MultiChoice first invested R1.3 billion in BetKing (KingMakers) for a 20% share in 2020, as the pay-TV firm extended its entertainment ecosystem.

MultiChoice later increased its interest in the online sports betting startup to 49%, a move the pay-TV giant claimed is in keeping with its plan to extend its entertainment ecosystem.

The new arrangement was announced today by MultiChoice, which is growing its entertainment ecosystem in order to create new drivers of future value.

"SuperSportBet reflects our commitment to evolve into a platform-based business driven by innovation, delivering unparalleled entertainment experiences," said Calvo Mawela, CEO of MultiChoice Group. “SuperSportBet, we believe, is the ideal platform for fans to enhance their sporting experiences."

"SuperSportBet is more than just a platform; it's designed to offer entertaining, engaging, and responsible betting experiences," Mawela said, alluding to the site's sophisticated technologies. “We want our users to interact wisely and ethically."

"Sports betting is quickly growing to be a game-changer in the country and on the continent," said Barrie Swart, GM of SuperSportBet. “SuperSportBet will stand out in a tough and saturated business because to its unique features and relationship with a rich brand like SuperSport."

"SuperSportBet places responsible gambling at its core, offering robust tools for gambling control," according to the company. “The platform is dedicated to creating a safe betting environment for all by integrating features such as Reality Check, Loss Limit, Timeout, self-exclusion, and account closure alternatives."