BACKGROUND

In 2025, ITHUBA, the leading lottery operator based in South Africa, officially expanded into Tanzania in partnership with the Government of the United Republic of Tanzania, marking the launch of the National Lottery. Already established in South Africa and Uganda, this entry signified a major milestone in the development of the regional gaming sector and its contribution to national economic growth.

OUR APPROACH

To support the launch of the National Lottery in Tanzania, IMG designed and executed a comprehensive, multi-phase public relations and media engagement campaign. Our goal was to build awareness, foster credibility, and ensure accessibility among the general public and key stakeholders .