Outpaced by Technology: The Awareness Gap

In a recent interview with iGaming AFRIKA Magazine, Lombo Mphande, the founder of Bet Chats South Africa, emphasised how mobile betting is changing the landscape of gambling. He pointed out that as we shift from traditional retail venues to the always-accessible world of online betting, established methods of promoting responsible gambling are struggling to keep up. This transition creates new challenges in understanding player behaviour, making it even more crucial to focus on education and awareness in this evolving digital space. 

iGaming AFRIKA: Could you briefly introduce yourself and what you do?

Lombo Mphande: I’m Lombo Mphande, founder of Bet Chats South Africa. We are a responsible gambling education and outreach platform focused on driving awareness, behavioural understanding, and early intervention across South Africa, with a strong emphasis on youth and vulnerable communities.

iGaming AFRIKA: Your journey spans executive leadership and entrepreneurship. What moment or realisation pushed you to found Bet Chats SA?

Lombo Mphande: Having worked as an operator, particularly during and after COVID, I saw firsthand the acceleration of online gambling and its impact on everyday lives across the Southern Hemisphere. What stood out was how few meaningful conversations were taking place around responsible gambling, especially with younger audiences. That gap led to the creation of Bet Chats SA, and later to partnerships with organisations like the South African Responsible Gambling Foundation, to broaden and deepen those conversations at a national level.

iGaming AFRIKA: Bet Chats SA has positioned itself as an education-first platform in a highly commercial industry. Why do you believe responsible betting education has been so overlooked in South Africa?

Lombo Mphande: I wouldn’t say it’s been overlooked as much as it has been outpaced by technology. Mobile betting has removed the visibility that existed in retail environments, betting now happens privately, silently, and at any hour. This anonymity makes it difficult to understand who is betting, how often, and at what point it becomes harmful. Our role is to bring awareness to those realities and to encourage mindfulness around behaviour, not just participation.

iGaming AFRIKA: You’ve spoken about shared accountability across the betting ecosystem. Where does the greatest responsibility lie, and what practical changes would you like to see?

Lombo Mphande: Responsibility has to be shared, but operators sit on the most powerful data. They know when behaviour shifts from recreational to excessive. What we need is stronger use of technology that encourages players to pre-declare affordability limits, combined with effective blockers once those limits are exceeded. Responsible gambling must move from being a message to being a system.

iGaming AFRIKA: Having worked across South Africa and the SADC region, what systemic gaps have you observed?

Lombo Mphande: One of the biggest gaps is structural independence. In many cases, the same entities that profit from gambling are also responsible for defining and policing responsible gambling standards. That creates an inherent conflict. Responsible gambling initiatives often rely on operator funding, which limits autonomy. For the ecosystem to mature, there needs to be clearer separation and alternative funding models that allow player protection to stand independently.

iGaming AFRIKA: Online and mobile betting are growing rapidly. What risks does this pose if education and regulation don’t keep pace?

Lombo Mphande: Unchecked growth will inevitably lead to increased problem gambling and underage participation. Accessibility has improved dramatically, but education, monitoring tools, and parental awareness have not kept up. Without stronger safeguards and smarter technology, particularly around youth access, the social cost will escalate alongside industry growth.

iGaming AFRIKA: Many bettors believe betting can be a sustainable income stream. How do you challenge this perception?

Lombo Mphande: The moment betting is viewed as income rather than entertainment, the risk profile changes completely. Gambling should never be approached as an occupation or a financial solution. Our education focuses on reframing betting as discretionary entertainment, not a means to pay bills or replace employment. Changing that mindset is critical to long-term harm reduction.

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iGaming AFRIKA: Bet Chats SA engages actively with students and young adults. What has surprised you most?

Lombo Mphande: The normalisation of betting as income among students has been alarming. We’ve seen students using stipends intended for food and transport to wager online. Combined with the easy availability of top-up vouchers in local stores, access is almost frictionless. That combination significantly increases indulgence and risk among young people.

iGaming AFRIKA: Technology and AI are reshaping betting. How should players adapt to remain protected?

Lombo Mphande: While AI is heavily used for odds setting and player acquisition, its application in responsible gambling remains limited. There is a real opportunity to develop AI-driven tools that detect behavioural risk and prompt intervention. Players must educate themselves, but the industry also needs to invest more seriously in protective technology, not just commercial optimisation.

iGaming AFRIKA: What regulatory changes would have the greatest positive impact on responsible gambling in South Africa?

Lombo Mphande: Advertising regulation is key. Gambling promotion is widespread and often positioned during family viewing times, particularly around slot-style products. When gambling is constantly visible and aspirational, demand is artificially created. Tighter advertising controls would go a long way in reducing early exposure and normalisation.

iGaming AFRIKA: Being named among the Top 50 Most Influential Men in Gaming in Africa, what does this mean for you?

Lombo Mphande: It’s a meaningful acknowledgement, not just personally but for the mission of Bet Chats SA. It reinforces the credibility of the work we’re doing and signals that responsible gambling education has a legitimate and necessary place within the broader iGaming conversation.

iGaming AFRIKA: What legacy do you hope Bet Chats SA will leave?

Lombo Mphande: We want to leave behind a legacy of sustainability and balance. A future where regulators, operators, and service providers all succeed, supported by healthier, more informed customers. Our goal is for Bet Chats SA to be recognised as a platform that helps shape responsible participation and long-term viability for the entire ecosystem.