East African gaming industry expansion vision presented by Curtis Roach
In the vibrant betting landscape of East Africa, localization is key. Content and products need to be customized to reflect the unique preferences and behaviors of players in the region, as highlighted by industry experts.
The social aspect of betting presents a challenge for online platforms as they strive to replicate the traditional, face-to-face experience digitally. However, this is not deterring the industry's progress.
Responsible gaming regulations in East Africa, particularly in Kenya, are stringent. Advertisements for gaming must be approved by regulators, include age restrictions, and cannot use influencer marketing or celebrities to promote gambling. They must also display contact information for problem-gambling helplines. Operators need to obtain permissions from platforms like Google and Meta before running campaigns, ensuring all promotional material complies with the advertising restrictions.
The Association of Gaming Operators of Kenya (AGOK) is instrumental in coordinating the gaming industry’s adherence to these regulations and fostering a culture of responsible gambling among operators. Events like the iGF East Africa serve as platforms for discussion and dissemination of best practices on responsible gaming and compliance, offering opportunities to promote sustainable growth and player protection in the gaming sector across East Africa.
The regional regulatory bodies, including Kenya’s Betting Control and Licensing Board (BCLB), are working in tandem with industry groups to push for unified regulations across Africa and emphasize responsible gambling practices. This coordination makes East Africa a growing hub for regulated and responsible gaming operations.
These efforts coincide with Kenya’s recent legal developments such as the Gambling Control Bill of 2023, which aims to strengthen regulatory frameworks and enforce responsible gaming at all levels.
Curtis Roach, a notable figure in the iGaming industry, sees promise in omni-channel models that blend online and retail betting. He emphasizes that Kenya, being the tech hub of East Africa and perhaps the entire continent, requires innovation when engaging the Kenyan audience. Retail betting remains strong in East Africa, as many East Africans find betting to be a social activity, often involving visits to physical shops.
In summary, the responsible gaming landscape in Kenya and East Africa is characterized by mandatory advertising approvals, age limits, no influencer marketing, helpline contact information, the Betting Control and Licensing Board (BCLB) as the regulatory body, the AGOK promoting adherence and responsible gaming initiatives, the iGF East Africa facilitating dialogue and implementation of responsible gaming strategies, the Gambling Control Bill of 2023 enhancing legal oversight, moves towards unified regulation, and a focus on sustainable industry growth and player protection. These coordinated measures work to balance industry growth with safeguarding player welfare and tackling gambling addiction risks in East Africa.
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