10bet South Africa Unveils AI-Powered Racing Ad
Elle
Nov 7th 2025
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10bet South Africa has introduced a new television campaign to support the launch of its horse racing product, marking a fresh approach to how the sport is presented to audiences in the digital era. The commercial uses artificial intelligence to reimagine traditional horse racing visuals and connect them with the fast-paced lifestyle of today’s bettors.
One can see horses running at full speed along the streets of Johannesburg in the visual presentation. This is a sign of how horse racing enthusiasts are able to watch the races from wherever they are as well as at any time courtesy of 10bet South Africa’s online channel. The daring idea wants to combine the lively atmosphere of the racetrack with normal life thereby showing that South Africa sports betting has become easily accessible.
The campaign coincides with the release of 10bet South Africa’s comprehensive horse racing product, which provides users access to local and international meetings through the operator’s mobile application. Within the platform, bettors can place simple wagers such as win and place bets, as well as more complex options including exactas and trifectas.
According to Michelle Colborne, Marketing VP at 10bet South Africa, the campaign extends beyond introducing a new product. “We wanted to show that horse racing is not confined to the track. It’s a sport that can now be experienced anywhere, directly through your device. This commercial reflects how the passion and excitement of racing can fit naturally into daily life,” she said.
The advert evolved a partnership with Rapt Creative and Spitfire, two production houses acclaimed for their innovative storytelling. AI-powered racing ads were put to use in the visual design to enliven the horses and cityscapes with movement and realism, which would have been quite challenging if were done by the traditional way.
The commercial is enhanced by the voice of a seasoned racing commentator, Nico Kritsiotis. Long-time fans of the sport will immediately relate to the commercial because of the familiarity brought in by his voice. His commentary helps the audience to understand the idea of the horse racing world getting into the city life which is also the main point of the campaign – accessibility and digital transformation.
Besides the impressive graphics and the critique, the ad presents 10bet South Africa brand ambassadors Butch James, Andile Ncube, and Lorenz Kohler. The presence of these three guys is a clear indication of the firm’s relentless plan of employing familiar characters to establish a rapport with the locals and thus, get them more involved in the different sports communities.
This latest initiative aligns with 10bet South Africa’s broader efforts to expand its reach and strengthen its product range. At the beginning of the year, the operator decides to partner with major industry players such as Light and Wonder, First, and OpenTag, to help grow its market in Latin America. With these collaborations, 10bet South Africa has been able to confirm its standing as a worldwide South Africa sports betting brand, a brand that is focused on technological innovation and user experience.
10bet’s AI-powered racing ads campaign is a clear indication of the company’s desire to combine the fun aspect with the innovative part of the betting industry. Considering that consumers are increasingly opting for mobile and on-demand content, the incorporation of AI-generated marketing materials gives 10bet South Africa the opportunity to present new and attractive brand communication that is in line with the way people currently consume content.
Colborne pointed out that the project is a statement of a brand evolution or a major marketing milestone apart only. “What we want is to bring the fans closer to the sport via different experiences which seem to be a natural part of their daily lives. Implementation of AI-powered racing ads in such a campaign is our medium to communicate this message which is in line with the present time but at the same time, it is a way of showing our respect for the long history of horse racing,” she said.
The ad is being talked about already in terms of its innovative technological feature and its representation of the city of Johannesburg. In a very effective way, the commercial, which is local culture at its best, merges the charm of an age-old sport with the dynamic vibe and competitive spirit of a city run through by the visual transformation of well-known urban settings to a racetrack.
Through this campaign, 10bet South Africa is trying to convey that it is a socially responsible and future-oriented betting operator in South Africa. Over the last few months, the firm has been diversifying its products to cover more sports and events, while paying significant attention to the users being able to interact with their mobile devices.
As the thoroughbred racing industry keeps on bringing in more experienced bettors as well as fresh audiences, 10bet’s recent move is a clear indication of the way technology and originality can change the old sports entertainment. The company, by using artificial intelligence visuals, informs commentators and popular figures, conveys a model of horse racing which is a combination of an old and a new concept at the same time.
As of now, the fresh campaign is being broadcasted on television channels and digital platforms throughout South Africa, marking a new chapter for 10bet’s marketing and product strategy locally. By this introduction, the firm is reemphasizing its pledge to offer a user-friendly, captivating, and technology-driven betting experience to customers all over the nation.
