Brian Ondiso on Responsible Gambling, CSR, and Expansion Plans for Shabiki
Shabiki, one of Kenya’s fastest-growing sports gaming platform, is making waves for its innovative gaming products and its strong commitment to responsible gaming, community development, and regulatory compliance. Speaking to iGaming AFRIKA during the recent iGamingFuture East Africa event in Nairobi, Brian Ondiso, Product Team Lead at Shabiki, shared insights on how the company is adapting to shifting regulations, strengthening player protections, driving impactful CSR initiatives, and pursuing ambitious expansion into new African markets.
Corporate social responsibility has become an increasingly important pillar of Kenya’s gaming industry, with the Betting Control and Licensing Board (BCLB) urging licensed operators to contribute meaningfully to society. For Shabiki, CSR has been a gateway to deeper community connection. “Before we started doing CSR, it was just a normal company there, Shabiki.com. We are known for that jingle, Shabiki.com. But we’ve done a lot of CSR, and this is just getting into the community, getting to understand their needs, and also giving back,” said Brian.
The company has delivered water tanks to drought-hit parts of North Eastern, built tanks in schools, paid school fees for needy students, and distributed sanitary towels in Wajir County. Brian says such efforts should be a responsibility for any business making profits. “For every business that is making profit in a certain area, there should be a threshold where we give back to the community.”
The regulatory environment remains a major factor shaping the industry’s strategies. The recent BCLB ban on the use of influencers and celebrities in gambling marketing came just as the company was beginning to test that approach. “It was not very tough for us because we were just starting to explore that avenue,” Brian explained, noting that Shabiki will now focus more on direct customer engagement, compliant digital platforms, and traditional media like TV and radio. “It’s a shift, but it’s also pushing us to think creatively.”
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Responsible gaming is another area where Shabiki has taken a proactive stance. From the beginning, the company embedded well-thought out standard safety features to ensure compliance and protect customers. These include deposit limits, self-exclusion options, inactivity reminders, and transaction summaries to help players track their spending. “Our goal is to entertain while protecting customers. If you only bet what you can afford to lose, gaming remains fun and safe,” Brian said. While he acknowledged such measures can affect revenue, he stressed they are “essential for sustainable operations.”
The rise of unregulated platforms and illegal betting machines is another challenge. Shabiki has partnered with organisations such as Responsible Gaming Kenya, Mathare-based support services, and technology firms like NetNami to block underage access and provide helplines. Brian emphasised the need for stronger collaboration with the BCLB and the FRC to tackle unlicensed operators.
Shabiki is focused on securing a place among Kenya’s top three betting companies, while also exploring expansion opportunities in markets with mature regulatory frameworks, including West Africa, Tanzania, and Uganda. “We are considering markets that have strong regulation and where Swahili can give us an advantage,” Brian noted. The company is also working on an innovative sports-based “race” product, where players will compete in a series of sporting events with rankings based on performance
