From record-breaking sales to innovative game offerings and successful expansion into new markets, ITHUBA has positioned itself as a model of excellence for lottery operators worldwide.
Record-breaking sales and unmatched growth
Under ITHUBA’s stewardship, the National Lottery has achieved unprecedented success. In FY2024 alone, ITHUBA recorded sales exceeding $365 Million, marking a record-breaking year and showcasing the sustained growth trajectory of the business. Over the past decade, the operator has delivered consistent year-on-year growth in nine out of its ten years, a feat rarely seen in the lottery sector.
This success is rooted in ITHUBA’s customer-centric approach, innovative marketing strategies, and robust retail and digital platforms. The company’s ability to continuously engage players and introduce compelling jackpot programs has ensured a loyal and growing customer base.
Game innovations that resonate with players
One of ITHUBA’s hallmarks has been its commitment to innovation. Recognizing the diverse preferences of South African participants, ITHUBA has introduced a variety of games that cater to every segment of the market. From the high-stakes excitement of PowerBall with over 90% play through on add on games such as PowerBall Plus, LOTTO PLUS 1 and LOTTO PLUS 2, as well as the introduction of DAILY LOTTO in 2019 that now accounts for over 13% of overall sales to the instant gratification of EAZiWIN, ITHUBA has successfully localized its game portfolio to resonate with its audience.
Additionally, the introduction of multilingual communication campaigns has ensured that the National Lottery remains accessible and inclusive to South Africa’s diverse population. By tailoring messaging in languages such as Zulu, Xhosa, and Afrikaans, ITHUBA has deepened its connection with players across the country.
Expanding horizons: Uganda and Tanzania
ITHUBA’s success is not confined to South Africa. In recent years, the company has expanded its footprint into Uganda, marking its emergence as a key player on the African continent. The launch of the Uganda National Lottery in June 2024 and the upcoming debut in Tanzania in 2025 underscore ITHUBA’s ability to replicate its success in new and challenging markets.
By leveraging its expertise in game design, marketing, and operational efficiency, ITHUBA has introduced localized lottery solutions that align with the unique needs of these markets. This expansion not only highlights ITHUBA’s ambition but also its capability to drive growth and deliver value beyond its home country.
A model for lottery operators worldwide
ITHUBA’s achievements over the past decade serve as a case study in excellence for the global lottery industry. The company’s focus on responsible gaming, technological innovation, and community impact has set a gold standard for operators worldwide.
In addition to delivering over $720 Million to South Africa’s National Lottery Distribution Trust Fund (NLDTF), ITHUBA has also championed Corporate Social Investment (CSI) initiatives that have transformed lives. From funding education and housing projects to supporting small businesses, the National Lottery has become a powerful force for good under ITHUBA’s leadership.
Looking ahead
As ITHUBA approaches the conclusion of its current license, its legacy as South Africa’s National Lottery operator is cemented. The company’s decade of growth, innovation, and community impact is a testament to its unwavering commitment to excellence.
With its sights set on the future, ITHUBA is well-positioned to continue its journey as a leader in the global lottery industry. Whether through further expansion, technological advancements, or new game innovations, the company’s next chapter promises to be as transformative as the last.
As the global lottery community looks to ITHUBA for inspiration, one thing is clear: the past decade has been a celebration of what’s possible when vision, innovation, and purpose come together.