Since assuming operation of the National Lottery, ITHUBA has delivered over US$4.4 billion in ticket sales, contributed more than US$1 billion to good causes, paid out over US$2.1 billion in prizes, and created 655 multi-millionaires across South Africa.
These achievements reflect more than commercial performance. They tell a story of public trust, strengthened systems, expanded access and the successful transformation of a mature lottery market.
The South African National Lottery was first launched in 2000, making it a long-established institution when ITHUBA took over as operator in 2015. In a mature market where sustained growth is difficult to achieve, ITHUBA grew National Lottery sales by more than 46%, demonstrating the power of disciplined execution, player relevance and innovation.
A key part of ITHUBA’s success was expanding access to the National Lottery. In 2015, more than 98% of ticket sales were made through retail channels. Under ITHUBA’s leadership, the player experience evolved into a modern, multi-channel environment through the introduction of the first National Lottery mobile app, USSD participation, mobile-first platforms, banking integrations, digital channels and an expanded retail footprint.
By 2026, more than 65% of ticket purchases were taking place through digital platforms — a significant shift that reflects ITHUBA’s ability to respond to changing consumer behaviour while maintaining broad national accessibility.
ITHUBA also delivered some of the most memorable jackpot moments in South African lottery history, including the US $13.9 million PowerBall jackpot in 2019 and the US $10.6 million PowerBall jackpot in 2026. While modest in comparison to some of the world’s largest lottery prizes, these wins were significant within the South African market, capturing national attention and reinforcing the life-changing possibilities created by the National Lottery.
For ITHUBA CEO Charmaine Mabuza, the past 11 years represent a powerful example of what can be achieved when operational discipline, innovation and purpose come together.
“The real success of the National Lottery under ITHUBA is measured not only in jackpots, but in sustained growth, broader access, strengthened systems and measurable national impact,” said Mabuza.
Her story also carries significance beyond the lottery sector. As a woman leading at scale in a highly regulated and historically male-dominated industry, Mabuza’s journey is proof that women can lead in spaces where they were once unseen, shape national institutions, build businesses of national importance and still remain deeply connected to family, community and humanity.
“From the beginning, we understood that this role was about strengthening trust, improving access and ensuring the National Lottery remained relevant in a rapidly changing environment. We took an established institution and helped it evolve for a new generation of players,” said Mabuza.
Beyond prizes and ticket sales, ITHUBA’s impact has extended into communities through contributions to good causes and its own corporate social investment initiatives focused on education, housing, enterprise development, SME support and gender inclusion.
In every sense, Charmaine Mabuza has built more than a gaming business. Through ITHUBA, she has helped build possibility — for players, winners, communities, entrepreneurs and future generations of women leaders.
“We showed that a South African company could operate a national institution at scale with integrity, innovation and commercial strength. We are proud of the impact delivered to players, winners, communities and the country,” Mabuza concluded.
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