iGaming AFRIKA is one of only two regional publications serving the African iGaming industry. Founded by Jeremiah Maangi, the industry news site offers the latest headlines, trending topics, podcasts and interviews with iGaming leaders and stakeholders on the continent.
Today, we have the pleasure of having Jeremiah with us. He is not just an influential figure in the African B2B and B2C iGaming ecosystem but is also passionate about addressing the continent’s high unemployment rate by promoting the ‘Invest in Africa’ agenda.
Jeremiah is a seasoned marketing and investment professional with extensive experience in advertising, marketing, and startup consulting for African gambling businesses. He currently serves as CEO at iGaming AFRIKA and is the Founding Director of Bizin Africa iGaming Consult and AfriAdz Affiliates.
In this interview, conducted by iGF’s Head of Content Curtis Roach, we explore the importance of iGaming knowledge-sharing in Africa, progressive technology and the spread of iGaming, Kenya’s attitudes towards responsible gambling and how operators can influence policy.
iGaming AFRIKA is a relatively new industry publication. Why did you create this platform, and what do you hope to achieve going forward?
“For a long time, Africa has been missing a dedicated iGaming publication platform that understands the unique challenges we face as an industry on the continent.
“As a young market in the gaming space, Africa encounters numerous regulatory, technological, and other hurdles that hinder growth. To overcome these obstacles and drive progress, we needed a platform to identify and address these challenges through research, forums, and interactive sessions such as our webinars and podcasts.
“Moreover, we needed a platform that would showcase the achievements of industry leaders, including women in the space, and recognise their contributions.
“I’m thrilled that our young company has evolved into an award-winning and leading iGaming publication platform in Africa, with a community that responds positively to our initiatives.
“We are proud to have achieved several milestones, including the launch of Africa’s first-ever iGaming magazine, as well as providing exclusive coverage of all the latest developments and headlines in the African gaming industry, giving our audience a unique and authoritative voice in the region.
“This feedback motivates us to continue pushing boundaries and driving change in Africa through our platform.
“My ultimate goal is for iGaming AFRIKA to play a significant role in transforming Africa into a mature gambling region, attracting investment from around the world by minimising trade barriers, which currently hinder our growth, and we believe it will be done.”
Progressive technology, such as mobile money, has been a key factor in the growth of the East African iGaming market. Has this region reached its full potential yet? If not, what can help the market reach this point?
“Mobile money has indeed propelled the growth of the East African iGaming market by enhancing convenience and accessibility for users. However, I believe the region has not yet reached its full potential. To achieve its full potential, several strategies can be explored.
“Firstly, expanding internet infrastructure and improving connectivity across rural areas can widen the market reach. This includes investing in broadband infrastructure and reducing the cost of internet services.
“Secondly, establishing more digital literacy programs to educate the population on the benefits and safe usage of online gaming platforms can increase adoption rates. Additionally, tackling regulatory challenges and establishing clear and consistent frameworks can provide certainty for investors and operators, encouraging more investment in the sector.
“Lastly, we need to see more collaborations between industry stakeholders, governments and financial institutions to innovate and adapt payment solutions that cater specifically to the gaming sector, which can enhance user-experience and stimulate market growth. This way East Africa can harness its technological advancements more effectively and propel its iGaming market to greater heights.”
Do you think the Kenyan iGaming market is doing enough to promote and encourage Responsible Gambling? Should it be made a higher priority?
“The Kenyan iGaming market has made strides in promoting Responsible Gambling (RG), but there remains room for improvement.
“Currently, efforts mainly focus on basic measures such as providing information on Responsible Gambling practices. However, more proactive steps are needed to prioritise RG as a fundamental aspect of the industry.
“This includes applying stricter regulations to enforce RG standards across all operators, ensuring compliance with age verification processes, and promoting greater transparency in advertising to minimise the potential for exploitation of vulnerable individuals, all while maintaining a product’s integrity.
“Furthermore, self-exclusion measures need to be implemented so that all industry players work towards attaining the requirements on such standards.
“We need more collaborative initiatives involving government, industry stakeholders, and advocacy groups to enhance awareness campaigns and education about the risks associated with gambling. Additionally, investing in research to understand local gambling behaviours and patterns could inform tailored interventions.
“By elevating responsible gambling as a core priority and adopting comprehensive strategies, the Kenyan iGaming market can better protect consumers while fostering a sustainable and socially responsible industry.”
The Kenyan government has been heavily scrutinised recently because of its planned changes to the tax laws. What impact will this have on the iGaming industry?
“The Kenyan government’s proposed changes to tax laws are poised to impact the iGaming industry significantly and most likely negatively.
“Higher tax burdens could lead to increased operational costs for operators, potentially limiting their ability to offer competitive services and promotions. This might also discourage new entrants into the market and stifle innovation. Likewise, such changes could lead to a shift in consumer behaviour, affecting participation rates and overall market growth.
“As an industry, proactive engagement with policymakers is crucial. Mutual efforts can focus on proving the positive economic contributions of the iGaming sector, such as job creation and tax revenue generation.
“Promoting balanced tax policies that support industry growth while ensuring fair contributions to national revenues is also needed.
“And fostering transparency and accountability within the industry can build trust with regulators and policymakers, potentially influencing favourable outcomes in regulatory decisions.
“While implementing these changes may have its challenges, it’s essential to acknowledge the significant benefits that the sector will reap, particularly in terms of enhanced protection for punters.
“The enforcement of new laws will bring about a range of Responsible Gaming (RG) and Corporate Social Responsibility (CSR) benefits, which will ultimately benefit the sector as a whole.
“Moreover, industry stakeholders can invest in research and data analytics to provide evidence-based insights into the sector’s socio-economic impacts. By presenting a unified front and engaging constructively with regulatory authorities, the iGaming industry can work towards mutually beneficial outcomes that support sustainable growth and regulatory harmony in Kenya.”
Editor’s note:
iGaming AFRIKA was created to help operators overcome the numerous regulatory, technological, and other hurdles that hinder growth in the iGaming industry.
In short time, it has won awards, launched a paper edition and established itself as the continent’s leading iGaming news source.
Jeremiah aims to help African gaming evolve into a mature and stable gambling market.
While he acknowledges that “we’re on the right path”, he concedes: “We’re not there yet” and there’s still much work to be done to bolster the region’s infrastructure and help the market realise its full potential.
His suggested strategies include expanding internet access into rural areas to increase market reach, educating consumers on digital literacy to access online gambling safely, establishing clear regulatory frameworks, and facilitating smoother gambling transactions through greater cooperation between financial sectors, regulators, and operators.
Despite Kenya’s efforts to implement Responsible Gambling controls, Jeremiah believes that effective player protections can only be achieved through a united front of operators, regulators and advocacy groups.
This will lead to “mutually beneficial outcomes that support sustainable growth and regulatory harmony”.
