GAMING FOR AFRICA
Altenar Appoints Regional Director in South Africa
Altenar has invested in its presence in South Africa with the appointment of Brendon Jeacocks as Regional Director. Jeacocks brings more than eight years of experience in the online gaming industry, primarily in finance, regulation and compliance. He joins Altenar after working as an independent consultant for South African iGaming brands, before which he worked as Financial Manager at African operator SportPesa. The move follows Altenar’s receipt of a National Manufacturer licence from the Western Cape Gambling and Racing Board in December 2024, which paved the way for the company to supply its sportsbook technology to licensed operators in South Africa and other African markets. In his role, Jeacocks will drive growth for Altenar in South Africa, where it already offers its tailored premium data providers, localised sports offering and mobile app aimed at players in the mobile-first market. John Quaye, CFO at Altenar, said: “We are delighted to welcome Brendon to the team as he builds our on-the-ground presence in South Africa. His expertise in the
market will undoubtedly help us achieve strong growth in our first year as a licensed provider in the country.
“He is well-positioned to forge
partnerships and help us tailor our product to meet the region’s growing demand for localised sports betting solutions.” Brendon Jeacocks, Regional Director at
Altenar, said: “I’m pleased to be joining Altenar at such an exciting time for the company’s ambitions in Africa. I’m currently based in Cape Town and will serve as the local point of contact for our operations here. I look forward to helping to develop Altenar’s presence in South Africa and connecting with the rest of the industry.”
Exposure
The UK Advertising Standards Authority (ASA) has banned a Hollywoodbets online ad after it was served to a 16-year-old user on esports site The-VFL, breaching youth protection rules.
The banner, offering “£30 in free bets and 20 free spins,” appeared to the
underage account holder
despite age restrictions on the platform.
The ASA ruled that the ad targeted minors through inappropriate media selection, violating the CAP Code.
Advertising, said the exposure was unintended and occurred post-login due to a targeting error. The-VFL removed the ad immediately following the complaint. The ASA ordered the operator to tighten safeguards to prevent similar breaches.
Meta is implementing stricter rules for gambling- related advertising across its platforms, Facebook and Instagram. Under the updated policy, any ad promoting real-money gambling must now go through Meta’s “Permissions and
Key Changes include:
• Stricter Documentation Requirements: Advertisers must clearly identify their role in the campaign and submit extensive
documentation, including up-to-date gambling every region where their ads will run.
• Limited Approval Scope: Approval will be a separate review process.
• Full English Submissions & Manual Review: All submitted documents must be in English and are subject to manual review by Meta staff. Post-approval audits and requests for
additional documentation are also expected to increase.
Covered Categories
The policy covers all major forms of gambling, including: • iGaming
• Sports betting • Poker
• Other real-money gaming
Only social casinos offering free-to-play games with no monetary value are exempt.
The updated guidelines also address creator involvement in gambling ads: • If a gambling operator simply references a creator in their ad, no further steps are needed.
• However, if a creator actively promotes a gain Meta’s approval, and hold a signed contract with the operator.
Age Restrictions Reinforced
under the age of 18 with any form of gambling content, including social casino ads. This aligns with ongoing global efforts to enhance transparency and accountability in gambling advertising.
AUGUST 2025 31
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