• Super Group, the parent company of Betway, is actively pursuing the implementation of cryptocurrency payments across its key African markets.
• CEO Neal Menashe stated the move is a strategic effort to offset “really big” banking and payment processing costs on the continent.
• Africa is a vital growth engine for the group, with revenue from the Africa and Middle East region growing 38.8% year-on-year to $229 million in Q2 2025.
• The company believes that adopting crypto will not only improve profitability by cutting costs but will also help attract a new demographic of customers.
• The focus on Africa comes as Super Group reported record quarterly revenue of $579.4 million and confirmed its strategic exit from the costly US market.

Global gaming operator Super Group is planning to integrate cryptocurrency payment solutions into its African operations in a strategic move to combat high operational costs and drive profitability in its fastest-growing region.

Speaking on the company’s Q2 2025 earnings call, Chief Executive Neal Menashe identified the high cost of traditional finance as a key challenge in Africa. “In the African side of our business, we have a banking issue there,” Menashe told analysts. “I think crypto and coins can make a huge difference there because, remember, banking is a really big cost in Africa, especially for us onboarding our customers and then payments across the continent.”

He described the initiative as a “great long-term play” that aligns with the company’s strategy, noting that finding a “clever” solution on the processing side “will bring pure profit to the bottom line.”

Africa as a Core Growth Engine

The strategic focus on optimising African operations is underpinned by the region’s stellar financial performance. For the second quarter, revenue from Africa and the Middle East surged by 38.8% year-on-year to $229 million, accounting for nearly 40% of the group’s total revenue.

This rapid growth makes solving operational friction points, like expensive payment processing and settlement delays, a top priority for the company as it seeks to cement its market-leading position with its Betway and Jackpot City brands. The company’s monthly active customers across all markets grew by 21% to 5.5 million in the quarter.

Targeting New Customer Demographics

Beyond the significant cost-saving potential, Super Group also views cryptocurrency as a tool for customer acquisition. Menashe explained that crypto users represent a distinct market segment that the company is keen to attract.

“It’s a different kind of customer, again, a different genre, in the same way that in the casinos, we have different genres of casino. Crypto is a different kind of customer. So that helps us, and that’s what we are actively looking at,” he said.

A Sharpened Geographic Focus

The decision to double down on investment and innovation in Africa is made even more significant by Super Group’s simultaneous strategic withdrawal from the United States. During the call, the company confirmed it will be exiting the US market due to high operating and marketing costs, with an expected one-off exit cost of $30-$40 million. Menashe stated that the group was actively looking for a buyer for its US player database.

This strategic pivot clearly illustrates the company’s decision to concentrate its resources on its most profitable and high-growth regions like Africa, rather than continue to compete in the cash-intensive US market. The company’s overall Q2 revenue increased by 30% to a record $579.4 million, providing a strong foundation for this refined strategy.