In South Africa, Dreamcast sues Ithuba over Tanzania lottery — TimesLIVE
Advertising and design company Dreamcast Media has filed an application with the Johannesburg High Court in South Africa against Ithuba Holdings, the former operator of South Africa’s National Lottery. The company alleges that Ithuba continued using without permission materials created by Dreamcast for the launch campaign of Tanzania’s National Lottery, TimesLIVE reports.
Terms of cooperation
According to Dreamcast director Neo Majafe, Ithuba employee Mpange Chapeshamano approached the company in November 2024 for assistance in creating marketing and branding materials for the launch of a new lottery in Tanzania. The agreement, he said, was concluded orally or partly orally and partly in writing in April or May 2025.
Dreamcast says it created branding, design, animation, television commercials, final video materials and 30-second versions of the commercials. In its court application, the company stresses that permission to use the creative works was conditional on full payment. Dreamcast also states that it did not transfer copyright to Ithuba or its agency, Blanq Agency, and did not grant them an exclusive licence.
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Claims over payment and use of materials
According to documents cited by Dreamcast, a Blanq purchase order dated 24 April 2025 provided for payment of 400,000 rand for a television advertising project. The company also completed translation work worth 10,000 rand. Dreamcast says Blanq acknowledged total debt of 410,000 rand, but after a payment of 64,516.13 rand, an outstanding balance of 345,483 rand remained.
According to the claimant, permission to use the works was withdrawn no later than 10 October 2025. Dreamcast alleges that Ithuba continued using the materials on air and on digital platforms after that. The company sent a demand on 19 November 2025, requiring the content to be removed from platforms and the commercials to stop being broadcast. It also said it recorded the use of the materials on social media between April and June 2026.
Dreamcast asks the court to prohibit Ithuba from reproducing, publishing, broadcasting, displaying or otherwise using the disputed works without written consent. The company also demands the removal of the materials from social media accounts, websites and digital platforms, as well as damages or reasonable remuneration for the alleged unauthorized use. These claims have not yet been tested in court. Ithuba did not respond to requests from the Sunday Times.
