The first African market sportsbook, Betsafe Kenya, was launched by Betsson AB. The Stockholm-based operator formed a Kenyan subsidiary by partnering with Kenya Betting Control Board license holder Bet High Ltd.
Betsson commissioned Bet High to operate Betsafe Kenya’s local market partner, which includes the marketing, operations and customer support provisions. Betsson not only financed the deal, but services the technology systems and provides support, according to SBCNews.
“Our responsible gaming program is unlike any other in this market with the safety of the Kenyan sports betting fans in mind. Our online site contains unique control and safety features directly on the site,” said Alex Kobia, acting managing director of Bet High Ltd.
Betsafe Kenya is the first operator to actively promote and reference Gamehelp, Kenya’s problem gambling treatment and support organization. The company is also the first to bring on a responsible gaming officer.
Betsson wanted full regulatory transparency related to its market operations, which includes hiring 150 Kenyans in high-paid technical jobs.
Betsafe Kenya has also secured partnerships with leading Kenyan Premier League football clubs Gor Mahia FC and AFC Leopards, for which the betting brand will support the club’s community and grassroots initiatives.
“Betsafe’s commitment to football was demonstrated even before our launch when we signed a three-year sponsorship deal with both Gor Mahia FC and AFC Leopards in June 2020,” Kobia said. “We are very glad and proud to be able to support two of Kenya’s top-tier football clubs.
In other Kenya news, the Kenyan high court has ruled that Sportpesa may resume activities after a year-long withdrawal under a license held by a new operator, Milestone Games. But it took jumping through some hoops to get to that point.
The Betting Control and Licensing Board ruled that the new license holder did not have permission to use the Sportpesa brand. Board chairman Cyrus Maina said Sportpesa was still engaged in an appeal over its own license thus preventing another licensee from using the brand.
But multiple Kenyan High Court rulings overrode the board action, according to iGaming Business.
“Sportpesa is pleased with a series of recent High Court rulings in Kenya, which have enabled us to rightfully return to our home market,” it said.
“We continue to work with all regulatory authorities in the jurisdictions in which we operate, and note the recent correspondence we have had with the Betting Control and Licensing Board.”
Sportpesa’s initial 2019 withdrawal from the market resulted from an increase in the excise tax on betting stakes from 10 percent to 20 percent. The tax was ultimately removed entirely in Kenya’s budget, which became law in July this year. However, the country’s Treasury Secretary Ukur Yatani has claimed the government will look to reintroduce the tax before the year’s end.
