Despite facing UK tax burdens, Super Group CEO Neal Menashe sees ‘a lot of uplifts’

(AsiaGameHub) –   Super Group identifies potential amidst the turmoil as the UK gambling sector prepares for a significant financial impact from the upcoming tax changes scheduled for next week.

Neal Menashe, the CEO of Super Group—the parent company of the major international brand Betway—shared his thoughts on the new 40% online gaming tax during a video episode of the iGaming Daily podcast.

Menashe aligns with the general consensus among UK betting industry leaders that the tax increases starting in April will be detrimental to both the sector and the broader economy.

He argued that excessive taxation prevents profitability, ultimately driving revenue away from regulated markets toward illegal, unlicensed operators.

According to Menashe, a balanced tax rate on gross gaming revenues (GGR) should fall between 15% and 25%, which aligns with the current UK rates of 21% for remote gaming and 15% for general betting.

While Super Group will be impacted by these changes, Menashe expressed strong confidence that the company will remain resilient and potentially emerge in a stronger competitive position.

He noted that Q4 financial reports estimated a $50 million impact in the UK before any mitigation strategies were applied.

Menashe expects marketing costs to decrease and operational efficiency to improve, noting that smaller competitors may be forced out of the UK market due to rising costs.

He also highlighted that recent investments in their UK product have already resulted in positive performance gains.

Africa – The Primary Growth Driver for Super Group

Despite the focus on the UK, Africa represents the primary future for Super Group and its Betway brand, a strategy that was in place long before the UK tax adjustments.

Betway maintains a dominant presence in South Africa, where the betting industry has become a significant contributor to the national economy according to government data.

Menashe revealed that Africa accounts for roughly 40% of Super Group’s total revenue, with the total addressable market (TAM) for African iGaming projected to reach $11 billion by 2025 and $22 billion by 2030.

He attributed this expansion to factors like population growth and increased smartphone and mobile money usage, noting that South Africa remains their most established and well-regulated market.

While the company has seen strong results in Botswana since its February 2025 launch, it is currently refining its approach in Nigeria to better suit that specific market’s mobile-first landscape.

Prioritizing Brand and Product Excellence

To address Africa’s complex payment systems, Super Group has implemented innovative solutions like its own stablecoin and manages over 150 different payment integrations across the continent.

Although competition is increasing from firms like Kaizen Gaming, bet365, and Betsson, Super Group remains confident in its market position.

Menashe noted that the company has gained valuable insights from its past experiences, including its decision to exit the US market last year.

He compared Super Group’s influence in Africa to the dominance of FanDuel and DraftKings in the United States.

He concluded by emphasizing that long-term success depends on the combination of a powerful brand, a superior product, and an efficient back-office infrastructure.