Serbian-born and Kenya-based, Sasa Krneta is one of the most influential figures in East Africa’s gambling scene. From betting shop operator to boardroom exec, Sasa has almost two decades of industry experience, 16 of which he’s spent at MozzartBet Kenya, where he currently serves as Country Manager.
Sasa doesn’t just work in the industry – he lives it. He’s a fervent sports fan and hands-on supporter of grassroots sports projects and local clubs. And as an influential industry advocate, Sasa is also the chairman of the Association of Gaming Operators Kenya (AGOK).
In short, there’s no one better suited to provide insights into Kenya’s expanding gambling market than Sasa. Join iGamingFuture as we delve into the role of sports sponsorship, the innovative local tools that are making inroads with operators and reshaping the Kenyan consumer experience, and iGF’s upcoming East Africa Show.
Has the Kenyan online gaming market reached its full growth potential yet? What can we do as an industry to help improve this going forward?
“The Kenyan market has not reached its full potential. There’s still a lot of room for growth, especially in the gaming sector.
“There’s also much work to be done as an industry to keep improving standards, like transparency and fair regulation, which ensures customers can have a safe and enjoyable experience.
“Consumer awareness and education regarding responsible gambling is another big one; this would also help build more trust between the industry, public and government and improve the industry going forward”
East Africa is known for its technological advancements. How can operators leverage innovative products in the Kenyan market to enhance the customer journey?
“East Africa has strong and innovative mobile and fintech industries. The M-Pesa network is a great example. M-Pesa is a payment channel streamlining payments and registration for consumers and operators.
“M-Pesa offers fast registration: consumers simply add their phone number and set a password, and they’ll receive a secure sign-up code, which they use to register. The whole sign-up process takes seconds rather than minutes. And payments are fast and easy, too.
“There’s a lot of mobile innovation currently taking place, which is focused on improving the mobile experience, design and gameplay – ensuring it’s fast, smooth and secure.”
What role do operators play in the investment and growth of grassroots sports in Kenya? How important are partnerships with sports teams and leagues in regard to growing your customer base?
“Sports partnerships and industry support are key in Kenya. Betting brands are some of the biggest supporters of local sports, sponsoring teams, leagues, and community events that support the industry, help grow talent, and inspire younger generations.
“Alongside these benefits, it also allows operators to connect with fans, increase brand visibility and conduct direct marketing on the ground. For sports fans, this visibility and support can be an important factor in choosing which platform to join. But, it’s not just about acquisitions; it’s essential for betting brands to show they give back and support the community.
“It’s a proven formula, but not one that’s a precursor of success for all brands.
“In my experience–and I’ve been working in this market for years–it really depends on the operator’s portfolio: for casino operators it’s not critical, but for sports betting operators, especially those offering live betting, it is. Other digital marketing strategies, like Google and Facebook adverts, are also key – social media is very popular in Kenya.”
You will attend the inaugural iGamingFuture East Africa show in Nairobi on Thursday, June 12th. Why are events like this important for the industry?
“I believe events like iGamingFuture’s East Africa show are pivotal in bringing the industry together.
“In my experience, this type of event is a great learning ground, a space to share ideas, discuss the industry’s future – that’s certainly what happened last year when you held an event here. The consensus was that you did a brilliant job, so everyone is very excited for June.
“In general, for East Africa, events like this help showcase our rising global position and highlight the strengths of the market. I’m very excited to attend the discussions and build stronger relationships, especially with the iGamingFuture team – see you soon!”
Editor’s Note:
East Africa’s iGaming landscape is a vibrant, rapidly growing market with immense potential, and nowhere more so than in Kenya.
As the mobile-first generation ages up into gaming and sports betting, twinned with expanding technological infrastructure, the market is primed and there’s plenty of room for growth, especially regarding iGaming and responsible gambling, according to Sasa.
A key part of the puzzle for sports operators in Kenya, Sasa advocates, is a passion for supporting the industry, creating an on-the-field presence with fans and showing a commitment to supporting home-grown sports – as well as making the most of the popularity of social media for advertising.
Meet Sasa and hear more insights during his panel session at iGamingFuture’s East Africa Show in Nairobi on June 12th. The event brings together the region’s front-running experts and gambling thought leaders for discussions and exclusive networking events.
