Betsson AB has launched the first ‘Betsafe Kenya’ African market sportsbook property, offering the deepest commitment to encouraging customer interest in safer gambling.
The Stockholm-operator confirmed its plans to open a Kenyan subsidiary this summer by partnering with licence holder Bet High Ltd. of the Kenya Betting Control Board (BCLB).
Betsson has commissioned Bet High to create a strategic alliance to run the local business affiliate of Betsafe Kenya, tasking it with overseeing marketing, operations and customer service provisions.
Betsafe Kenya is completely funded by Betsson AB, with the company also servicing technology platforms, systems and technical support for the venture.
This week the joint venture revealed a series of business firsts’ with Betsafe Kenya announcing its intention to lead the responsible gambling directives.
Alex Kobia, Acting Managing Director of BetHigh Ltd said: “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.”
Kobia revealed that the first operator to actively endorse and reference ‘Gamehelp’ was Betsafe Kenya, the problem gambling treatment and support organisation in Kenya.
In addition, Betsafe Kenya is the first industry incumbent to hire a ‘Responsible Gambling Officer’ who will retain control of the safer gambling commitments, customer service and performance duties of the bookmaker.
Betsson stressed that full regulatory clarity relating to its business activities was required. With the operator telling the government and BCLB’s licencing board of its plans to employ 150 Kenyans in high-paid technical jobs.
Betsafe Kenya has secured a high coverage agreement with leading Kenyan Premier League (KPL) football clubs Gor Mahia FC and AFC Leopards in support of its latest business targets, for which the betting brand would support community and grassroots club initiatives.
Betsafe Kenya aired its first promotional campaign this week featuring Gor Mahia FC and AFC Leopards, promoting the first promises of the brands duty.
Kobia added:“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. We are very glad and proud to be able to support two of Kenya’s top-tier football clubs.
“This will be followed up by investments and commitment to the progress and positive development of grassroots football and infrastructure that will literally provide the breeding grounds for Kenya’s budding football stars.”