Gaming firms open to supporting sports, want gov’t to create enabling environment

More gaming companies are open to sponsor sports in the country if the government provides an enabling environment and sustainable taxes and level playing field, the chairman of the Association of Gaming Operators in Kenya (AGOK) Sasa Krneta has said.

While speaking during an annual event for players in the gaming industry, Krneta said the government should consider itself a partner in the industry considering then contribution it brings in terms of taxes.

AGOK reiterated its commitment to push for responsible gaming in the country to protect customers, as it also pursues dialogue with the government on assistance to rid the industry of illegal gambling.

“Our members in AGOK continue contributing immensely in development of sports through sponsorships and this has gone far in developing talent and creating employment for hundreds of young Kenyans,” said Krneta as he emphasised on the need for fair tax policies and playing field to sustain the industry and revenues to the government.

He said: “In 2024 alone, the gaming industry contributed over Ksh24 billion in taxes, which accounts for a little over 1% of total national revenue. That’s a big number and it shows that our sector is not just about business, but about real impact. We directly employ around 10,000 people, and when you consider indirect jobs, suppliers, tech partners, agents investment in marketing and others, we estimate that over 500,000 Kenyans rely on this industry in one way or another.”

He added: “On top of that, gaming companies invest heavily in sponsorships, and CSR, supporting sports, health, education, and local communities. We estimate that around Ksh1 billion was invested into sponsorships and CSR projects in 2024.

“We entertain, but we also create jobs, pay taxes and build communities…and we speak as one voice for the gaming industry in Kenya when we say we are here to push for fair tax and regulations, address illegal gambling and promote responsible gaming,” added Krneta.

Krneta said AGOK guided by a clear vision: To be the best and most trusted gaming association in Africa, known for transparency, responsibility and professionalism. And our mission is simple, but powerful: To speak as one voice for the gaming industry in Kenya, push for fair tax and regulations, fight illegal gambling and promote responsible gaming. These aren’t just words, they reflect how we operate, how we engage and how we hope to grow.

Royal Media Services owned Shabiki.com is one of the gaming firms that has been big in giving back to the society.

In the last 18 months it has contributed books and water tanks to many disadvantaged schools across the country.

At the same time, Judith Kiragu, AGOK’s Executive Member added: “Our industry has been part of the Kenyan economic fabric from 1966 and has been a socially responsible stakeholder since then. We reaffirm our commitment to continue in a similar stride into the future with you all as our partners.”

The Association of Gaming Operators – Kenya brings together the various private stakeholders in the betting, lotteries and gaming sector.

Speaking at the event Football Kenya Federation Chief Executive Officer Harold Ndege said the federation is opening its doors for players in the gaming industry to partner in sponsor activities in the industry to promote growth of the sport.

 “We are celebrating the dynamic evolution of football in this new era of power. Football is no longer just a sport, it is an ecosystem of talent, innovation, and opportunity,” said Ndege.