Exclusive: Shaping the Narrative with Insights into Corporate Communications and Responsible Gaming – Sabrina Msuya

Sabrina Msuya, Head of Corporate Communications, SportPesa Tanzania, recently sat down with iGaming AFRIKA magazine. In this exclusive conversation, Sabrina delves into aligning communication strategies with brand objectives, fostering a positive image for the sports betting industry, and tackling challenges through collaboration and innovation.

IGA: As the Head of Corporate Communications, how do you ensure that communication strategies align with the brand’s overall goals and resonate with its diverse audience in Tanzania and the rest of Africa?

Sabrina Msuya: To ensure our communication strategies align with our brand’s goals and resonate with our diverse audience, we conduct thorough audience research to understand their preferences and cultural nuances. We tailor our messaging and content to different demographics, ensuring relevance and impact. By leveraging data analytics, we can measure the effectiveness of our campaigns and make data-driven decisions to optimise our communication efforts. SportPesa

Additionally, we utilise a multi-channel approach, combining traditional and digital channels to reach our audience effectively. This includes social media, email marketing, SMS, print media, and public relations. By understanding cultural nuances and maintaining consistent brand messaging, we can build strong connections with our audience and achieve our communication objectives.

IGA: What role does crisis communication play in the sports betting industry, and how do you prepare your team to manage potential PR challenges or issues that may arise?

Sabrina Msuya: Crisis communication is crucial in the sports betting industry, as it can significantly impact a brand’s reputation and affect the whole perception of the gaming industry. We prepare our team by conducting regular crisis communication drills, developing comprehensive crisis communication plans, and fostering strong relationships with key stakeholders. We emphasise the importance of swift, transparent, and empathetic communication during a crisis.

IGA: How do you balance the legal and regulatory considerations in your communications while ensuring transparency and trust with your customers?

Sabrina Msuya: To ensure transparency and trust while adhering to legal and regulatory requirements, we employ several strategies. Firstly, we work closely with our legal team to ensure that all our communications are compliant with relevant laws and regulations. We avoid using complex legal jargon and strive for clear and concise messaging. Secondly, we prioritise transparency by making our terms and conditions easily accessible and understandable. We highlight key information, such as fees, charges, and withdrawal policies, clearly and concisely. 

We also promote responsible gambling practises by providing information on self-exclusion and deposit limits. Lastly, we maintain open communication with our customers by proactively informing them about any changes or updates, and by providing excellent customer support. By striking this balance, we build trust and foster long-lasting relationships with our customers.

IGA: With sports betting facing regulatory scrutiny in many countries, how important is public relations in fostering a positive image of the industry, and what initiatives are you implementing to achieve this?

Sabrina Msuya: Public relations play a crucial role in shaping the perception of the sports betting industry. By proactively engaging with key stakeholders, such as regulators, media, and the public, we can dispel misconceptions and highlight the positive contributions of the industry. We are actively promoting responsible gambling, supporting local communities, and maintaining strong media relationships. Additionally, we prioritise transparency and accountability by adhering to strict regulations and providing excellent customer service, aiming at building a positive reputation for the industry and ensuring its sustainable growth. SportPesa

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IGA: As Chairperson of the Tanzania Sports Betting Association, what are the key priorities for the organisation, and how do you plan to advocate for the industry’s growth and responsible gaming practices?

Sabrina Msuya: The key priorities for the Tanzania Sports Betting Association are to promote responsible gaming through various initiatives, such as self-exclusion programmes, deposit limits, and responsible gambling education campaigns.

Advocate for fair and equitable regulations by providing insights, recommendations, and industry best practices. We continue to advocate for clear, consistent, and fair regulations that promote innovation and consumer protection, and foster industry collaboration regardless of competition.

We educate the public about the positive contributions of the sports betting industry, such as tax revenue generation, job creation, and support for sports. We believe by working together with industry stakeholders and regulatory authorities, we can create a sustainable and thriving sports betting industry in Tanzania.

IGA: What role does the Tanzania Sports Betting Association play in shaping policies and regulations, and how do you engage with stakeholders to ensure a favourable business environment for operators and customers alike?

Sabrina Msuya: The Tanzania Sports Betting Association plays a crucial role in shaping policies and regulations that govern the industry. We engage with regulatory authorities to provide insights, recommendations, and industry best practices. By fostering open dialogue and collaboration with stakeholders, we aim to create a favourable business environment that promotes innovation, competition, and consumer protection.

Some of the ways we engage with stakeholders include:

Regular Meetings and Consultations: We organise regular meetings and consultations with regulatory authorities to discuss industry trends, emerging issues, and potential regulatory changes.

Policy Submissions: We submit policy papers and recommendations to regulatory authorities on various issues, such as licencing, taxation, and responsible gaming.

Industry Workshops and Conferences: We organise workshops and conferences to educate stakeholders about industry best practises, regulatory developments, and responsible gaming.

Public Awareness Campaigns: We collaborate with regulatory authorities to launch public awareness campaigns to educate the public about the benefits of regulated sports betting and the importance of responsible gaming. SportPesa

IGA: In a highly competitive market, how do you and your team ensure excellent customer service and maintain customer loyalty, especially in an industry like sports betting where the user experience is key?

Sabrina Msuya: Customer service is at the heart of SportPesa’s operations, as user experience is paramount in sports betting. We invest in training for our service teams, ensuring they understand customer needs and prioritise satisfaction. Additionally, loyalty programmes and personalised communication strategies help us retain customers and nurture long-term relationships.

IGA: With the increasing shift to digital platforms, how do you leverage communication channels and technology to enhance customer engagement and interaction in the gaming industry?

Sabrina Msuya: The increasing shift to digital platforms has revolutionised the way we engage with customers in the gaming industry. We leverage various digital channels, including social media, mobile apps, email marketing, and live chat, to enhance customer engagement and interaction. By utilising data analytics, we can tailor our communication strategies to individual preferences.

However, we also recognise the importance of traditional communication channels. We maintain a physical presence through other traditional channels and call centres to cater to customers who prefer offline interactions. Additionally, we use SMS and email notifications to reach a wider audience, ensuring that no one is left behind. By combining digital and traditional approaches, we can effectively engage with a diverse customer base, creating seamless and inclusive customer experience.

IGA: What trends do you see shaping the future of corporate communications in the sports betting sector, and how can one stay ahead of these changes?

Sabrina Msuya: The future of corporate communications in the sports betting sector is being shaped by several key trends, including data-driven insights, AI and automation, social media, video content, and ethical communication. By leveraging these trends, businesses can enhance customer engagement, build brand awareness, and maintain a positive reputation. SportPesa

To stay ahead of these changes, businesses should embrace technology, utilise data-driven insights, foster strong relationships with influencers, prioritise customer experience, and stay updated on industry trends. By adapting to the evolving landscape of corporate communications, businesses can effectively navigate the challenges and opportunities in the sports betting sector.

IGA: In your experience, what are the major challenges facing the sports betting industry in Tanzania, and how do you see your role at the Tanzania Sports Betting Association helping to address these challenges?

Sabrina Msuya: One of the major challenges facing the sports betting industry in Tanzania is the lack of public awareness and understanding of the industry. Many people still perceive it as a negative activity. To address this, the Tanzania Sports Betting Association is actively working to educate the public about the positive contributions of the industry, such as tax revenue generation, job creation, and support for sports and social causes.

Another significant challenge is the prevalence of illegal and unregulated gaming operations. These operators often operate without adhering to any regulations, leading to unfair competition and consumer harm. The Association is working closely with regulatory authorities to combat these illegal operations and promote responsible gaming.

Additionally, regulatory uncertainty can hinder the growth of the industry. To address this, the Association engages with regulators to provide insights and recommendations to create a conducive regulatory environment. By fostering open dialogue and collaboration, we aim to ensure that regulations are fair, transparent, and promote innovation.

As the Chairperson of the Tanzania Sports Betting Association, I am committed to addressing these challenges and promoting the growth of the industry. By advocating for responsible gaming, collaborating with stakeholders, and educating the public, we can create a sustainable and thriving gaming industry in Tanzania. SportPesa