Kenya strengthens responsible gambling rules as market grows
Kenya’s gaming sector is rolling out new player protection measures amid rapid market growth. Industry leaders are responding to public concerns by prioritizing responsible gambling and mental health support.
Operators introduce new player safety tools
The Association of Gaming Operators – Kenya (AGOK) has launched several new tools to help players manage their activity. These include deposit and betting limits, timeout options, and real-time alerts.
“These tools are designed to help players manage their gaming habits in a healthy and controlled way. We are committed to building a safer and more accountable gaming environment. AGOK is committed to a gaming environment that prioritises player protection, fairness and social responsibility,” AGOK said.
AGOK also rolled out updated age-verification systems to prevent underage gambling. Players now have access to self-exclusion tools and toll-free helplines offering support for mental health and addiction recovery.
Industry backs regulatory changes
Kenya’s regulated gambling sector continues to contribute to the economy. Dr Jane Mwikali Makau, Chair of the Betting Control and Licensing Board (BCLB), stated that “the industry directly employs over 10,000 Kenyans, supports over 500,000 livelihoods indirectly, and contributes substantial amounts in community projects under corporate social responsibility (CSR).”
AGOK supports the proposed Gambling Control Bill, which was introduced in 2023. The bill focuses on customer protection and aims to create a national self-exclusion register.
Alongside legal reform, AGOK plans to run awareness campaigns across the country. The group will also host forums to encourage discussion on sustainable gaming policies. It urged media outlets to partner with AGOK to ensure accurate and fact-based reporting.
Regulator challenges gambling spend estimates
Kenya’s regulator has rejected recent claims about national gambling spend. Several reports suggested players spent Ksh 766 billion (roughly £4.4 billion) in 2024.
The BCLB disagrees with these numbers. It argues that the estimates include offshore activity and do not reflect the licensed market. One report even claimed Kenyans wagered Ksh 24,000 (£139) every second, adding up to Ksh 2.1 billion (£12.2 million) daily.
Dr Makau responded by saying the figures “inaccurately inflate the size of the regulated market” and risk misleading both the public and policymakers. The BCLB expects Ksh 20 billion in tax revenue from licensed gambling in 2025.
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