ITHUBA - Changing the narrative and using the national lottery as a vehicle for change

ITHUBA - Changing the narrative and using the national lottery as a vehicle for change - A case study

Excellence from the start

Zamani Holdings was founded in 2008 as an equity funding business by Charmaine and Advocate Eric Mabuza. A consortium of credible B-BBEE and high profile investors were attracted to form ITHUBA Holdings (RF) (PTY) LTD (RF), a sole purpose vehicle created to operate the South African National Lottery.

In inviting investors to ITHUBA, the leadership gave consideration to various national imperatives which they believed were vital to South Africa’s economic development. These imperatives included acknowledging and implementing the BEE strategy, as a mechanism through which to increase economic participation of previouslydisadvantaged black South Africans.

A further imperative was being responsive to the needs of all stakeholders, including government and civil society, particularly in addressing socio-economic disparities which still exist amongst most sectors of our population.

Zamani’s strategic intent was positively met when ITHUBA was awarded the third National Lottery license, effective June 2015, under the leadership of Charmaine Mabuza, the Group CEO of Zamani Holdings, which employs 240 employees countrywide.

Within just 5 months of being awarded the license, ITHUBA had completed all the roll-out requirements necessary to begin the National Lottery trading. This included installing 9000 terminals in urban and peri-urban areas, increasing the National Lottery footprint to 45%; ensuring that retailers were fully equipped and trained to promote and sell the National Lottery games; and ensuring that every operational detail was in place to ensure a smooth transition from the previous operator.

...its ultimate goal is to become a truly pan-African group...”

Long before we knew pandemics such as COVID-19 were so destructive, ITHUBA embarked on a journey to move the National Lottery to the digital realm. With the latest technology and innovation ITHUBA digitised its online playing options and draw processes.

All draws are now conducted using a safe and secured digital method. Through the RNG (Random Number Generator), ITHUBA was able to proceed with draw-based games without interruption, while other Lotteries around the world had to close due to the pandemic.

ITHUBA is the only operator in the world that sells the Lottery through banks, setting the benchmark for Lotteries across the globe. The World Lotteries Association (WLA) recognises ITHUBA as part of the top 5 performing Lotteries globally. Leveraging off the success of the South African National Lottery operator, ITHUBA, Zamani Holdings is looking to use its knowledge and expertise to expand north of South Africa’s borders, into southern Africa. However, its ultimate goal is to become a truly pan-African group supplying the whole continent.

Game Portfolio:

• Since 2015, Ithuba has more than doubled the games in the National Lottery portfolio. This includes the launch of 6 online EaZiwin games, SportStake 8 and Daily LOTTO

• After comprehensive research, Ithuba established that players wanted to play for bigger amounts daily and, as a result, DAILY LOTTO was launched

• In over a year since its launch in March 2019, DAILY LOTTO has paid out more than R817-million to more than 71-million winners

• In 2020 ITHUBA launched 9 EAZIWIN online games

• The launch of USSD and 1 Voucher for greater player convenience in 2020

• The launch of DAILY LOTTO with Standard Bank on their USSD and website channels

• The continued expansion of B2B channel sales with ABSA launching LOTTO and POWERBALL games as their initial offering and FNB launching DAILY LOTTO in March 2021.