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At the company’s Capital Markets Day in March, Sun International outlined plans to double SunBet’s share of the South African online market from its 4.5%.

While the company did not comment on how its market share had progressed since then, on Sun International’s post-H1 earnings call on Mondat, Bengtsson reiterated that product was key for its next phase of expansion.

He also hinted at opportunities to expand both within and beyond its core market of South Africa.

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But Klebanow argues that pachinko engages only one specific demographic of Japan’s spciety. Despite the industry’s scale, the format appeals primarily to young men.

Its noisy and crowded parlours, he notes, do little to attract Japan’s critical demographic of women aged 40 and over. They “do not find pachi facilities comfortable or appealing”.

Given that women account for nearly 60% of gaming customers in the US, Klebanow argues that Japan’s IRs should instead offer environments where this demographic feels “safe and comfortable”. The key lesson from pachinko, he concludes, is therefore “not to create gaming environments that mimic them”.

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