The Association of Gaming Operators of Kenya (AGOK) has reaffirmed its commitment to responsible gaming and ethical business conduct.

The move comes at a time when industry players are facing intensified scrutiny, with calls for tighter regulation and better consumer protections growing louder. AGOK, which brings together licensed betting firms in the country, now says the industry cannot afford to look away.

“Gaming has to evolve but not at the cost of the player’s wellbeing,” it said in a statement responding to heightened national dialogue and growing public scrutiny over the social impact of gambling in the country.  “We are aware of the risks, and we are acting,” AGOK added.

The association explained that all its members have rolled out advanced age-verification systems to lock out underage players.

They also launched self-exclusion tools and installed toll-free helplines that offer mental health and addiction support.

On the public front, the group is backing national awareness campaigns that promote safer gaming practices, often in partnership with grassroots organizations.

AGOK revealed it was working hand-in-hand with regulators like the Betting Control and Licensing Board (BCLB) to roll out sweeping reforms, including mandatory player protection tools, time limits, betting caps, real-time reminders.

The group is also throwing its weight behind the Gambling Control Bill, 2023. Once passed, it would overhaul Kenya’s decades-old gaming laws, introducing a nationwide self-exclusion registry and tighter advertising guidelines.

The push for reform comes as the BCLB itself moved to counter what it calls “sensationalism” in the public debate. A widely circulated claim that Kenyans spent Sh766 billion on gambling in 2024 has been dismissed by the board, which says the figure is likely bloated by illegal offshore sites.

BCLB noted that the official data showed that in FY2023/24, the regulated sector contributed Sh22.3 billion in taxes including excise duty and withholding tax on winnings and supported over 10,000 direct jobs, with more than half a million livelihoods indirectly linked to the industry.

“The conversation has to be based on facts,” said BCLB chairperson Jane Mwikali Makau.

“And the fact is, the legal gaming market is growing in a controlled and regulated environment.”

The board noted that it had already launched multiple initiatives to clean up the space. These included a functional complaints section, digital surveillance tools to detect unlicensed operators, and new licensing standards that require applicants to show detailed responsible gaming frameworks and CSR programs.

Still, the reforms face a long road with the Gambling Control Bill currently stuck in mediation between the Senate and National Assembly.

AGOK insisted it will not wait. The group is hosting multi-stakeholder forums to push dialogue forward on ethics, policy, training, and reform. It wants a future where gaming is not just profitable, but socially sustainable.