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By Thokozani Mazibuko
eBet, one of Eswatini’s fastest-growing gaming companies, has injected half a million Emalangeni into the local economy over the past three months through an ambitious customer registration drive that has rewarded dozens of lucky winners with high-value prizes.
The initiative, which the company says is part of its growth and community engagement strategy, has already seen two Emaswati – Lindokuhle Maseko and Thubelihle Sibandze – drive away in brand-new cars. The giveaways took place during high-energy events held at the Manzini Bus Rank, drawing large crowds and boosting brand visibility.
Maseko took ownership of a Toyota Vitz valued at over E200,000, while Sibandze won a Suzuki Celerio, also worth the same amount. These grand prizes formed the centrepiece of a campaign that has also distributed over 60 other consumer electronics, including Samsung television sets, Samsung smartphones, and air fryers.
More than just gaming
Speaking to the Eswatini Financial Times, eBet CEO Sibonginkhosi Lukhele emphasized that the company sees itself as a regulated entertainment provider rather than a gambling operator.“As eBet, we are not a gambling but a gaming company, and we strongly discourage irresponsible betting.
We also have a strict policy against underage players. Our vision goes beyond business – we are committed to positively impacting change, particularly among the youth,” Lukhele said.
The CEO added that the registration drive was designed not only to increase the company’s user base but also to give back to the community in tangible ways.
Economic impact and brand building
A business analyst who annonymously spoke to this publication noted that initiatives like eBet’s registration drive serve a dual purpose.
He pointed out that while they stimulate short-term consumer excitement, they also strengthen brand loyalty and market penetration. “In an increasingly competitive gaming sector, customer acquisition is a costly but critical exercise,” he said.
It is worth mentioning that by allocating over E500,000 towards prizes in just three months, eBet is signalling both financial strength and a willingness to reinvest earnings locally.
According to eBet, this investment also contributes indirectly to the economy through event organization, supplier engagement, and media partnerships.
It should be noted that such campaign mirrors strategies seen in other competitive sectors where “big wins” are used to create viral publicity and also in the digital era, consumers respond to experiences and stories they can relate to.
Responsible gaming as a selling point
Lukhele stressed that eBet’s commitment to responsible gaming is central to its corporate identity. The company actively promotes awareness campaigns on betting risks, while also deploying age verification systems to prevent minors from participating.
Industry insiders say this positioning could give eBet a competitive advantage as governments across Africa tighten regulations on gaming and betting operations.
Looking ahead
With the registration drive’s success, there are indications that eBet may extend similar promotions in the coming months. While details remain under wraps, Lukhele hinted at “bigger and more exciting” initiatives on the horizon.
It should be noted that for now, the company’s bold E0.5 million spend has firmly positioned it as a serious player in Eswatini’s entertainment and gaming market – one that is willing to combine business growth with community upliftment.
