In recent years, most iGaming platform providers have started expanding into overseas markets. At TC Gaming iGaming White Label, we began preparing for this transition years ago and have already achieved significant progress. Through these years of experience in overseas markets, we have gained a deeper understanding of market demands and player preferences in different regions. Sportsbook solutions have become a popular choice for iGaming platforms targeting international markets. The main reason is that sports are deeply ingrained in global culture. Even in African countries, people have a strong passion for sports. In regions like Europe and Latin America, the enthusiasm for sports is even greater. As a result, iGaming platforms focusing on overseas markets tend to prioritize sportsbook solutions. This approach allows them to better cater to local users’ preferences, increase platform appeal, and enhance user engagement. By leveraging sportsbook solutions, we can provide a diverse range of sports events and betting options, while also sponsoring and partnering with sports events to expand brand exposure and market influence. This strategy enables us to establish a strong foothold in overseas markets and achieve greater success.

Current Status of Global Sports Betting

The global sports betting market has undergone significant development over the past few decades. From traditional brick-and-mortar betting shops to today’s online sports betting platforms, the industry now covers a wide range of sports, including football, basketball, tennis, and horse racing. With the continuous advancement of internet technology and the widespread use of smartphones, more and more people are engaging in online sports betting. In recent years, driven by digital innovation and the rise of online platforms, the sports betting market has rapidly expanded, fueling transformation within the industry. Online sports betting not only provides a more convenient betting experience but also enhances user engagement through real-time data analysis and live streaming features, significantly improving the overall betting experience and user participation.

Major Markets for Global Sports Betting

Europe

Europe is one of the largest sports betting markets in the world, particularly in countries such as the UK, Italy, Spain, and Germany. The UK, in particular, holds a significant position in this field, with a long history of sports betting and a well-established legal regulatory system. The maturity and diversity of the European market make it a leader in the global sports betting industry, attracting substantial investment and users.

Asia

The Asian market is rapidly growing, particularly in countries like China, Japan, the Philippines, and South Korea. Although the regulations and oversight in the Asian market may not be as fully developed as in the European market, its enormous market potential and rapidly expanding user base cannot be overlooked. With economic development and improved living standards, an increasing number of Asian users are beginning to engage in sports gambling, driving further market expansion.

North America

The legalization of sports betting in North America, particularly in the United States, is accelerating. In 2018, the U.S. Supreme Court overturned the federal ban on sports betting, allowing individual states to decide whether to legalize it. Since then, multiple states have passed legislation permitting both land-based and iGaming sports betting. The opening of the North American market has not only generated significant economic benefits but also attracted a large number of international investors and operators, further driving market growth. Meanwhile, Canada is also gradually easing restrictions on sports betting, bringing new momentum to the North American market.

Sports Betting Market Drivers

Technological progress

The widespread adoption of mobile internet and smartphones has made iGaming betting more convenient. The emergence of various iGaming betting applications and iGaming platforms allows users to place bets anytime and anywhere, enabling quick access to the necessary betting information and markets regardless of their location. Additionally, advancements in high-speed internet connectivity and smart devices have enhanced the user experience, providing smoother and more reliable betting services.

Changes in laws and regulations

Attitudes toward sports betting are gradually becoming more lenient worldwide, with many countries and regions legalizing sports betting through legislation. This not only promotes market growth but also generates significant tax revenue. Government regulations are continuously improving, further enhancing public confidence in sports betting.

The globalization of sports events

With the global spread of sporting events, more audiences can watch competitions from around the world. This has increased interest and participation in sports betting. Collaborations between international sports leagues and media platforms have enabled live broadcasts and related content to reach a broader audience, further driving the expansion of the sports betting market. Viewers can not only follow matches in their own countries but also place bets on popular events in other regions, enhancing the diversity and appeal of sports betting.

In the future, as technology continues to advance and regulatory frameworks improve, the global sports betting market is expected to keep growing. The application of blockchain technology and artificial intelligence could significantly enhance user experience and platform security. For example, blockchain technology can ensure transaction transparency and immutability, while artificial intelligence can provide more precise data analysis and personalized recommendations.

South Africa’s basic situation

South Africa’s geography and population

• Location: South Africa is located at the southernmost tip of the African continent. Its unique geographical location allows it to radiate across the continent. As one of the most economically developed countries in Africa, South Africa can attract online gambling users from all over Africa. Residents of many neighboring countries participate in online gambling through South African platforms.
• Population: As of 2023, South Africa has a population of approximately 60.69 million, with a diverse racial composition, mainly including blacks (about 80%), whites, Indians Descendants and others. From the beginning of 2023 to the beginning of 2024, South Africa’s population increased by 547,000 (+0.9%). Among them, women accounted for 51.2% and men accounted for 48.8%. 69.0% of the population lives in urban centers and 31.0% in rural areas. South Africa is experiencing rapid urbanization, with many people migrating to cities in search of better living and work opportunities.

The average age of the South African population is 27.7 years old, showing a relatively young population structure. The distribution is as follows:

• 9.4% of children are aged 0 to 4 years old.
• 15.0% of children are between 5 and 12 years old.
• 9.0% were aged 13 to 17 years.
• 0.6% are between the ages of 18 and 24.
• 17.3% are between 25 and 34 years old.
• 15.8% are between 35 and 44 years old.
• 9.4% are aged 45 to 54.
• 7.5% are aged 55 to 64.
• 5.9% are 65 years old and above.

South Africa Economy

• GDP: South Africa is one of the most developed economies on the African continent, with a gross domestic product (GDP) of approximately US$420 billion in 2023 .
• GDP per capita: GDP per capita is approximately US$6,190.
• Main industries: South Africa's economy is dominated by mining (especially gold and platinum), manufacturing, agriculture and services. In addition, tourism is also an important source of income.

South African Languages

South Africa is a multilingual country with 11 official languages, including English, Zulu, Afrikaans, Xhosa, Swati, Tswana, Southern Sotho, Northern Sotho, Tswana Ga, Southern Ndebele and Venda. Since coming to power in 1994, the African National Congress has promoted the use of English as the main administrative language of government; in business and trade, Afrikaans is as commonly used as English. These two languages ​​are the most commonly spoken in South Africa.

Zulu is the most widely spoken language in South Africa, accounting for 22.7% of the population. It is followed by Xhosa at 16% and Afrikaans at 14%. Although English is spoken by only 9.6% of the population, its versatility far surpasses that of other languages. Most cities, government institutions, and media primarily use English for communication. This linguistic diversity not only enriches South Africa’s culture but also provides unique advantages for the growth of the iGaming industry.

For example, a multilingual gaming package network platform system that can be close to the local market can give full play to the advantages of multilingual gaming platforms in South Africa. The use of various languages ​​makes the platform easier to be accepted and used by users with different language backgrounds, thereby expanding market coverage. Remember that South Africa also belongs to the African continent. Therefore, South Africa’s linguistic diversity is not only part of its culture but also a major contributor to its multilingual betting platform.

South Africa Internet situation

Number of social media users in South Africa

As of the beginning of 2024, the number of Internet users in South Africa was 45.34 million, and the Internet penetration rate was 74.7%. South Africa has 26 million social media users, accounting for 42.8% of the total population. But as of early 2024, there were 118.6 million active cellular mobile connections in South Africa, equivalent to 195.4% of the total population. (As you can imagine, there are a lot of mobile connections used for work in South Africa. More than the total population.) Compared to last year, the number of mobile connections in South Africa increased by 4.2 million (+3.7%).

Internet connection speeds in South Africa in 2024

By early 2024, South African internet connection speeds:

• Mobile internet connections average 49.71 Mbps.
• The average fixed internet connection is 45.62 Mbps.

Mobile connection speeds in South Africa increased compared to last year, by 13.01 Mbps (+35.4%). Fixed internet connection speeds increased by 5.47 Mbps (+13.6%).

South Africa Social Media Statistics 2024

In January 2024, South Africa had 26 million active social media users, accounting for 42.8% of the total population. Among them, 25.9 million were aged 18 and above, representing 64.1% of the adult population at that time. (From this data, it is evident that most social media users in South Africa are adults, with very few under the age of 18.) Additionally, 57.3% of internet users in South Africa used at least one social media platform, regardless of age. Among social media users, 49.8% were female, and 50.2% were male. Compared to the previous year, the number of social media users in South Africa increased by 200,000 (+0.8%) from 2023 to 2024.

Facebook users in South Africa in 2024

According to data from Meta, as of January 2024, Facebook had 26 million users in South Africa. This figure represents 42.8% of the country's total population, meaning that nearly one in two South Africans uses Facebook. Among internet users in South Africa, Facebook accounts for 57.3% of users (regardless of age). Of these users, 49.8% are female, while 50.2% are male. Compared to the same period last year, Facebook's user base in South Africa has grown by 3.9 million, reflecting a growth rate of 17.4%. Additionally, among people aged 13 and above, Facebook's market share in South Africa has reached 56.7%. These figures indicate that Facebook's influence and penetration in South Africa continue to rise, making it one of the most important social media platforms in the country.

YouTubers in South Africa in 2024

According to Google data, by the beginning of 2024, the number of YouTube users in South Africa will reach 25.1 million. This number represents 41.4% of South Africa's total population at the start of the year, meaning nearly half of the population is using YouTube. Additionally, this user count accounts for 55.4% of all internet users in South Africa. Among these YouTube users, the male-to-female ratio is balanced at 50.0%, indicating that YouTube usage in South Africa is very evenly distributed across genders.

South Africa’s Instagrammers in 2024

According to Meta data, as of January 2024, Instagram had 6.95 million users in South Africa. Equivalent to 11.5% of the total population. Accounting for 15.2% of the user group over 13 years old. At the same time, ig's advertising coverage is equivalent to 15.3% of South Africa's Internet user base. Among South African ig users, 55.8% are female and 44.2% are male.

But here’s the catch: Instagram’s potential ad reach in South Africa increased by 1.3 million (+23.0%) between January 2023 and January 2024. At the same time, between October 2023 and January 2024, Instagram’s advertising audience size in South Africa increased by 100,000 (+1.5%). (The reason for the increase in this data is that the editor of Tianchengbao.com speculates that the number of user accounts used for advertising and marketing has increased)

TikTok users in South Africa in 2024

According to data from ByteDance, TikTok has 17.46 million users over the age of 18 in South Africa as of early 2024. This data accounts for 43.2% of all adults aged 18 and above in South Africa. In other words, TikTok accounts for almost half of adult users in South Africa. In addition, this figure is equivalent to 38.5% of South Africa’s Internet user base (regardless of age). Among these users, 52.0% are female and 48.0% are male, showing that the ratio of male and female users is relatively balanced.

At the same time, the report also pointed out that TikTok’s potential advertising reach in South Africa increased by 5.6 million (+47.7%) from 2023 to January 2024. Even in just a few months from October 2023 to January 2024, the number of people potentially reached by ads on TikTok in South Africa increased by 1.7 million (+10.6%). These data show that TikTok’s users in South Africa are growing very fast and its advertising coverage is also expanding rapidly.

As can be seen from the above data, TikTok is very popular in South Africa, and this may become an important channel for online gambling marketing and promotion. Given the rapid growth and wide coverage of TikTok users, online gambling companies can use this platform to attract more potential customers and achieve more efficient marketing.

Number of Facebook Messenger users in South Africa in 2024

According to meta data, as of January 2024, advertising on Facebook Messenger has reached 6.15 million users in South Africa. This number is equivalent to 10.1% of South Africa's total population at the beginning of this year and 13.6% of the local Internet user base. Among them, 49.2% are female users and 50.8% are male users.

It is worth noting that between January 2023 and January 2024, Facebook Messenger’s advertising coverage in South Africa significantly increased by 1 million users, a growth rate of 19.4%. This shows that more and more South African users are using Facebook Messenger.

LinkedIn users in South Africa in 2024

According to figures released by LinkedIn, as of January 2024, LinkedIn has 12 million "members" in South Africa. This number is equivalent to 19.8% of South Africa's total population. However, since LinkedIn only allows users over the age of 18 to use it, LinkedIn users actually account for 29.7% of South Africa's population over 18 years old, which is equivalent to 26.5% of the local Internet user base. Of these users, 48.3% are female and 51.7% are male.

In addition, from January 2023 to January 2024, LinkedIn's advertising reach in South Africa increased by 1 million (+9.1%) compared to last year. This shows that more and more people are using the Internet to search for job opportunities. This not only reflects the increasing influence of the Internet in job search, but also illustrates that more and more people are beginning to quickly accept and integrate into the Internet lifestyle. The popularity and use of the Internet, especially in professional and social networking platforms, are changing people's daily lives and ways of working.

Snapchat users in South Africa in 2024

Snapchat had 5.71 million users in South Africa at the beginning of 2024, which accounts for 9.4% of the country's total population at the start of the year. This means that nearly 10 out of every 100 people in South Africa are using Snapchat. If we narrow the scope to individuals aged 13 and above, this proportion increases to 12.5%. Furthermore, according to data on internet users, Snapchat users make up 12.6% of the internet user base in South Africa, regardless of age.

It is worth noting that among these users, female users account for the vast majority, reaching 77.0%, while male users only make up 18.4%. This indicates that female users are significantly higher than male users in Snapchat's user base in South Africa.

X users in South Africa in 2024

According to data from X (Twitter), at the beginning of 2024, X had 4.1 million users in South Africa, which accounted for 6.8% of the total population at that time, 8.9% of the population aged 13 and above, and 9.0% of the population regardless of age. Among them, 39.8% were female, while 60.2% were male. This data indicates that male users make up a larger proportion of X platform users in South Africa.

From the beginning of 2023 to the beginning of 2024, X's potential ad reach in South Africa increased by 447,000 users, with a growth rate of 12.3%. This indicates that the platform achieved significant user growth during this period. However, in the last quarter, from October 2023 to January 2024, the number of users reachable through X ads actually decreased by 553,000, a decline of 11.9%. This notable drop could be related to several factors. It can be speculated that the large increase in user numbers might have been due to marketing accounts or non-human accounts, such as accounts from organizations or institutions, which were created in a short time and then deleted, causing the fluctuation in data.

Current Situation of Gambling in South Africa

South Africa's gambling industry has become one of the most developed gambling markets in Africa after years of legalization and market development. In particular, online gambling in South Africa has grown rapidly, largely due to the country's love for sports betting and economic prosperity. South Africans not only enjoy betting on various sports events, but this passion has also driven the growth of the related industry. Additionally, the development of mobile networks ensures stable signals even in remote areas, making it easier for more people to participate in online gambling. Moreover, as disposable income increases, these factors have collectively fueled the rapid expansion of the online gambling market. Furthermore, the South African government’s regulatory and supportive policies for the gambling industry have provided assurances for the industry’s growth.

South African Gambling History

South Africa's gambling industry has a long history, evolving from early illegal gambling activities to the legalization and regulation it enjoys today. Before 1996, gambling activities were explicitly prohibited in South Africa. However, despite the legal ban, gambling did not disappear. In fact, by 1995, there were an estimated 2,000 illegal casinos operating secretly within the country. As a result, gambling was neither a strange nor sensitive topic for South Africans.

With the rise of South Africa's new democratic government in 1994, there was a significant shift in national policies, and all forms of gambling gradually moved toward legalization. In 1996, the South African government officially passed the National Gambling Act, marking the formal legalization and regulation of gambling in the country.

Under the new legal framework, South Africa's gambling industry is regulated by the National Gambling Board. In addition to national-level supervision, each province also has its own regulatory agencies to ensure that gambling activities can be effectively managed and controlled nationwide.

The current state of online gambling in South Africa

While offline gambling is legal in South Africa, there are still areas where online gambling is not fully regulated. Each province in South Africa has the authority to issue its own licenses. Among the nine provinces in South Africa, each has its own Gambling and Racing Board. To provide online gambling services, gambling operators must obtain a license from one of these boards. However, what is certain is that online gambling is becoming increasingly popular in South Africa, especially in sports betting and online casino games. For example, sports and horse racing betting are allowed in online gambling, but other types of gambling remain in a grey area. This has contributed to the popularity of casino games in the South African online gambling market. It is expected that South Africa’s gambling market will continue to grow. The main types of games include sports betting (especially football and rugby), horse racing, online slots, and poker. At the same time, the rapid growth of mobile internet users and the widespread use of smartphones will further drive the gambling trends in South Africa.

In fact, in April this year, the South African opposition proposed a remote gambling bill. Wants to regulate online gambling in South Africa, says “South Africa still lacks regulation when it comes to online gambling. Sixteen years ago, the President approved the National Gambling Amendment Bill, which regulated online gambling. However, the bill has not yet been signed. At the same time, it said that by proposing a new bill, it will fill the "legal gap" in the gambling industry.

What Are the Most Popular Gambling Games in South Africa?

Sports Betting

South Africa has a rich sports culture, with football, rugby, and cricket being particularly popular. The frequent sports events and widespread attention provide a solid foundation for sports betting. As of 2023, the annual revenue of the South African sports betting market has surpassed 1 billion rand (approximately 65 million USD). The growing market size reflects the enormous attraction and potential of sports betting.

The most popular sports for betting in South Africa include:

Football: South Africa's most popular sport, the Premier League, South African Premier League (PSL) and UEFA Champions League attract large numbers of bettors.

Rugby: South Africa has a long history and a huge fan base, and the South African Rugby Premier League and Rugby World Cup are popular betting projects.

Cricket: South Africa has a well-developed cricket culture, with international competitions and domestic leagues attracting a large number of bettors.

Other sports: Tennis, basketball, golf, etc. also occupy a place in the South African betting market.

Race

Horse racing in South Africa is not only a sport but also a cultural symbol. Races like the Durban July are seen as important social and cultural events, attracting a large number of spectators and bettors. South Africa is home to several famous racecourses, such as the Durban Racecourse, Cape Town Racecourse, and Johannesburg Racecourse. These venues regularly host various racing events, including the Durban July, Cape Town Racing Festival, and Summer Cup. Thus, horse racing culture has contributed to the widespread popularity of the sport in South Africa. Every year, the betting turnover for horse racing reaches billions of rands. As a result, horse racing betting has become an essential component of South Africa's iGaming industry.

Slot machine

Slots are one of the most popular gambling games around the world, and South Africa is no exception. With its simple rules, rich game themes and high entertainment, it attracts a wide range of player groups, including young people, middle-aged people and the elderly. There is also a significant proportion of female players who enjoy the casual and entertaining nature of slot machine games. Because these slot machines are also very popular in South African casinos and online gambling platforms. Coupled with the popularization of the Internet and the widespread use of smartphones, convenient online gaming platforms and rich game choices will attract more players to participate.

Lottery

The lottery attracts a large number of players due to its simple gameplay and huge prizes. Since the launch of the South African National Lottery in 2000, lottery has become one of the most popular forms of gambling in South Africa. In fact, not only in South Africa, but also in other countries around the world, lottery is very popular. For example, in the Chinese market, early gambling did not just start with lottery. It can be said that lottery is half of the sky for online gambling. Especially the National Lottery. These are all well-known to the public, including the rules and gameplay.

South Africa's national lottery includes multiple types of games, such as Lotto, PowerBall, Daily Lotto and Raffle. These lottery games have multiple draws every week and all attract a large number of bettors.

Casino Games

Not to mention casino games, South Africa has legalized gambling for so many years, and it also has many well-known casinos. These casinos have popularized online gambling with the general rules of the casino and the rules of card gambling games. In particular, classic casino games such as poker, blackjack, baccarat, and roulette have deeply attracted South African gamblers due to their strategic nature, entertainment, and high returns. Includes people of different ages, genders and social classes. There are more male players, but the participation of female players has gradually increased in recent years.

What are the factors to consider when entering South African gambling?

South Africa is a multilingual and multicultural country, and language plays a key role in the South African iGaming market. Understanding and leveraging language advantages is one of the critical factors for successfully entering the South African iGaming market. While the types of games and suppliers for white label iGaming platforms might be similar, the diversity of languages in South Africa makes it particularly important to provide a multilingual platform that caters to South African users' habits and culture. After all, South Africa has 11 official languages. Although English is widely used and understood by most South Africans, a significant portion of the population speaks Afrikaans and other languages.

The Importance of Multilingualism in the South African Gambling Market

Localization and user experience: To attract more local players in South Africa, bookmakers need to localize their platforms and services, including translating game interfaces , website content, customer service and marketing materials. Provide multi-language support to help improve user experience and satisfaction.

Cultural understanding and communication: Language is not only a tool for communication, but also an important carrier of culture. Understanding and respecting local language, cultural habits, and operating habits will help gambling companies better establish trusting relationships with local players in South Africa.

Market Segmentation and Positioning: Different language speaking groups may have different gambling preferences and behaviors. Therefore, gaming companies can divide the market according to language and formulate targeted marketing strategies to better meet the needs of players with different language habits.

Multilingual Scalability in South Africa’s Gambling Market

South Africa’s linguistic diversity also provides bookmakers with opportunities to expand their gaming operations in other African countries. Through multi-language support, localized content and strategic partnerships, bookmakers can smoothly enter and adapt to different African markets. Understanding and properly utilizing the language and cultural differences in African countries will help improve market competitiveness and user satisfaction.

• English: English is one of the official languages ​​of South Africa. English is also widely spoken in many African countries (such as Nigeria, Kenya, Uganda, Ghana, etc.) use. Therefore, South African gaming companies can use their English resources to successfully enter the gaming markets of these countries.
• Zulu and Xhosa: Zulu and Xhosa are mainly spoken in South Africa and surrounding countries such as Swaziland and Lesotho . Although these languages ​​have limited influence in other African countries, they still have certain market potential in southern Africa.
• Afrikaans (Afrikaans): Afrikaans is widely spoken in South Africa and Namibia. In Namibia, Afrikaans is one of the main languages ​​of communication, which provides a linguistic advantage for South African bookmakers to enter the Namibian market.
• Other official languages: Other official languages ​​of South Africa (such as Southern Sotho, Tswana, Venda, etc.) in Southern Africa There is also a certain base of use in some regions, but it has less influence in the wider African market.

Language plays a vital role in the South African betting market. Understanding and properly utilizing South Africa's linguistic diversity and conducting effective localization and market segmentation are the keys for gaming companies to successfully enter the South African market. Through multi-language support, cultural understanding and personalized services, gaming companies can improve user experience and market competitiveness, achieving wider market coverage and sustained growth.

Summary

South Africa's gambling market has become one of the most dynamic and promising markets in Africa after years of development. The widespread availability of the internet and mobile networks, government support, and the public's passion for sports and entertainment are all key factors driving the rapid growth of this market. In particular, the increasing internet penetration and the widespread use of mobile devices in South Africa have made iGaming more convenient and accessible. However, South Africa is a multilingual and multicultural country, and understanding and leveraging this linguistic diversity is crucial for success in the South African gambling market. Gambling operators need to develop platforms that support multiple languages and undergo comprehensive localization to improve user experience and market competitiveness. At the same time, understanding and respecting local cultural customs and consumer behavior is also essential, as it not only enhances user trust but also increases brand loyalty.

Therefore, when choosing the language of the gaming package network system platform, you should pay attention to:

1. Multi-language platform development: In addition to English, other official languages ​​of South Africa should also be supported, such as Zulu, Xhosa, Afrikaans, etc. To adapt to the needs of users in different languages. This not only covers a wider user group, but also enhances users’ sense of participation and belonging.
2. Language Accuracy: Provides localized marketing function support to help gaming companies better understand and meet market needs. Accurate language expression and cultural adaptability can effectively enhance users’ trust and satisfaction with the platform.
3. Localized content: Including the localization of website design, game interface, and marketing materials to improve user affinity and satisfaction. Through localized content, users can feel that the platform respects their culture and language, and are more willing to participate and interact.

With the widespread adoption of the internet and smartphones, the iGaming market in South Africa will continue to expand. Through multilingual support and localized strategies, gambling companies can smoothly enter this promising market and achieve sustained growth. Additionally, regular market research and user feedback can help gambling companies continuously optimize their services and products to better meet user demands and the challenges posed by market changes. In this way, gambling companies can not only stand out in the competitive market but also establish a long-term and stable development foundation.

TC-Gaming has accumulated 17 years of extensive experience in the iGaming industry and is a well-established white label iGaming company known for its rich experience and integrity. Our business spans across multiple countries worldwide. To meet the diverse needs of the iGaming market in different countries, we have hired 18 local language experts and senior designers who are responsible for translation and interface design, ensuring the platform's localization and user-friendliness. These language experts are not only proficient in their respective languages but also deeply understand the local culture and user habits, enabling them to provide services tailored to the needs of the local iGaming market. Whether it’s platform architecture or site operation, we offer personalized one-on-one services. TC-Gaming always puts the customer at the center, ensuring that every detail is properly handled. Our around-the-clock security and technical maintenance team is renowned for ensuring the smooth operation of the platform and providing reliable support to our clients. We continuously innovate and optimize, striving to help each client stay ahead in the competitive overseas iGaming market. Choosing TC-Gaming will be your most solid partnership.