21st November 2025 – The gaming industry has vowed to push for responsible gaming as it edges towards self regulation and better engagement with state authorities.
The industry, which contributed more than Ksh26 billion in taxes last year pledged to promote safe gaming for sustainability.
“Our mission is simple; to speak with one voice, to advocate for fair regulation, to address illegal gambling and to promote responsible gaming,” said the Association of Gaming Operators Kenya chairman, Sasa Krneta. “Responsible gaming is a top priority for us. Through the Chukua Control campaign, training programs, better self-exclusion systems and public education, we are increasing our commitment to player safety and well-being,” he added.
Deputy Commissioner in the Large Taxpayers Office Weldon Ngeno applauded the gaming industry for increased tax collection. He said taxes from the gaming operators have risen by 21% to date compared to the same time last year.
This coincides with the new tax regime which was championed by AGOK. Under the new method, the tax focuses on deposits and withdrawals as opposed to the stakes and winnings from a player’s wallet.
The new Gambling Regulatory Authority chairman Hon. Joseph Kirui Limo said the industry’s importance cannot be downplayed and pledged to work with the companies for a better operating environment. He said the ushering in of the new authority will be helpful to the industry as it is now a fully fledged parastatal equivalent to the Kenya Revenue Authority. “The industry is growing and it has to be supported. So it is the recognition by the government that you are a very important stakeholder in this country. We are going to work together more than ever before,” Limo assured.
They spoke during the 20th anniversary celebrations by the Association of Gaming Operators Kenya held at the Safari Park Hotel on Friday night.
The National Treasury’s Michael Kagika who represented Cabinet Secretary Hon. John Mbadi at the event said there has been increased tax revenues from the sector as well as expanded digital consumption patterns.
He acknowledged AGOK’s contribution in resource mobilization and community investment initiatives. “These revenues have supported innovative infrastructure financing models. Notably, the Government securitized future cash flows of the Sports Fund to mobilize resources for the construction of the Talanta Sports Stadium,” Kagika said.
The industry’s new law – The Gambling Control Act, 2025 – was signed on 7th August 2025 leading to the establishment of the Gaming Regulatory Authority from the Betting Control and Licensing Board. Kagika said the establishment of the GRA will promote orderly sector development and establish mechanisms for fair dispute resolution.
“As the Government and stakeholders develop comprehensive regulations under the new law, we count on AGOK’s continued support to ensure effective implementation and compliance,” said Kagika.
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On its part, AGOK said it will pursue dialogue, clarity and compliance to serve its members better. The association said it will continue working closely with GRA, Kenya Revenue Authority and the Financial Report Centre and other institutions to build a safe, fair and predictable environment for all licensed operators – and for the millions of Kenyans who engage with our industry.
“With AGOK sponsoring the campaign, and in partnership with GRA, we are making Responsible Gaming stronger and more visible across the country,” Krneta said.
AGOK launched the Chukua Control responsible gaming campaign in May in partnership with the government through the regulator. The campaign, being rolled out in phases, features a multi-agency approach, including collaboration with the Ministry of Health through the Counselling Psychology and Addiction Services Board.
It will include enhanced counselling and referral networks, mental health support systems, widespread awareness programs and a toll-free helpline and an eight-hour support call centre. The Chukua Control messages seeking to reach as many people as possible nationwide will be rolled out this week on television and radio stations.
