10bet South Africa has launched a new AI-driven television campaign to introduce its enhanced horseracing product, reimagining the traditional racing experience for a digital, mobile-first audience. The advert blends Johannesburg street scenes with photorealistic AI-generated horses to show how users can enjoy races “anytime, anywhere” through the 10bet app.
AI Brings Horseracing to the City
Produced by Rapt Creative and Spitfire, the commercial depicts horses galloping across iconic Johannesburg locations such as the Nelson Mandela Bridge and Sandton. No real horses were filmed, with all visuals created frame-by-frame using AI technology.
Brand ambassadors Butch James, Andile Ncube and Lorenz Kohler feature in the spot, while veteran commentator Nico Kritsiotis provides the voice-over.
Launching an Expanded Racing Offering
The TV campaign supports 10bet’s newly expanded horseracing platform, which now includes:
- Odds on all major South African meetings such as Turffontein, Kenilworth, Fairview and Greyville
- Daily international races from markets including the UK, Ireland, France, Australia and Hong Kong
- Simple win/place bets as well as more advanced wagers such as exactas and trifectas
Marketing VP Michelle Colborne said the goal was not just to launch a product, but to make horseracing feel integrated into everyday life and accessible to a new digital generation.
Ongoing Growth Across Markets
This latest campaign follows several major partnerships announced earlier this year, including collaborations with Light & Wonder, First and OpenTag to strengthen 10bet’s presence in Latin America and beyond.
Sources Gambling Insider, Focus Gaming News
