CSR Activities iGaming AFRIKA Magazine Interviews News

Exclusive: Borah Omary Shares Insights on betPawa’s Marketing and CSR Strategy

Mary Wanja May 11, 2026

5 minutes read

iGaming AFRIKA sat down with Borah Ndanyungu, the Head of Local Marketing & CSR at betPawa, who offers an inside look at betPawa’s dynamic approach to marketing and corporate social responsibility across Africa. Her leadership blends innovation, community impact, and a profound understanding of local markets.

iGaming AFRIKA: Briefly introduce yourself. What inspired your journey into the iGaming industry, and how has it been so far?

Borah Omary: I am Borah Ndanyungu, the Head of Local Marketing & CSR at betPawa. My entry into the iGaming sector was motivated by the compelling synergy of technology, entertainment, and societal contribution. It has proven to be an exceptionally fulfilling experience, with continuous innovation and significant opportunities for positive change.

iGaming AFRIKA: Congratulations on being named among the Top 50 Women in Gaming in Africa. What does this recognition mean to you, personally and professionally?

Borah Omary: This recognition is a tremendous honour, both personally and professionally. Personally, it’s a validation of the hard work, passion, and dedication I’ve poured into my career. It’s also incredibly humbling to be recognised alongside so many inspiring women who are making significant contributions to the industry. Professionally, it highlights betPawa’s commitment to fostering a diverse and inclusive environment, and it reinforces our efforts to empower and uplift women in the gaming sector. It motivates me to continue pushing boundaries, innovating, and driving positive change within the African iGaming landscape.

iGaming AFRIKA: As Head of Local Marketing and CSR for betPawa across Africa, what unique challenges and opportunities have you encountered in navigating such a dynamic and diverse East African market?

Borah Omary: One of the primary challenges is navigating the diverse regulatory landscapes and cultural nuances across different East African countries. Each market has its own set of rules and player preferences, requiring a highly localised approach to marketing and CSR. Opportunities, however, lie in tailoring our strategies to resonate deeply with local communities, fostering trust, and building long-term relationships. The rapid growth of mobile penetration in the region also presents a massive opportunity to reach a wide audience and innovate in how we engage with our players through accessible digital platforms. Advertising regulations vary significantly across different markets, necessitating a highly localised marketing approach when developing advertising strategies.

iGaming AFRIKA: What are some of the key metrics or indicators you consider most effective for assessing the real impact of CSR initiatives within the gaming industry?

Borah Omary: At betPawa, we focus on a blend of quantitative and qualitative metrics. Quantitatively, we track reach (number of beneficiaries), engagement rates with our programs, and financial contributions to community projects. We also look at long-term outcomes like improved developments in sports, e.g., basketball and football, in areas where we operate through our Locker Room Bonus Initiative. This initiative includes a player incentive program, which immediately rewards members of the winning team upon their return to the locker room, enhancing player welfare and motivation.

Key insights About betPawa Locker Room Bonus Sponsorship

Sponsorship currently covers only football and basketball.
LRB primarily targets BIG leagues.
Direct mobile money payment to players, ensuring transparency & efficiency.
A minimum of 60% of the total LRB costs is paid directly to players, excluding public relations expenses.
A maximum of 40% of the total LRB costs is allocated to federations and league administration to facilitate easy coordination with teams, ensuring efficient onboarding of teams and players for LRB operations.

Qualitatively, we gather feedback through surveys and direct engagement with beneficiaries to understand the perceived impact and the positive changes in the leagues we are sponsoring. The most effective indicators are those that demonstrate tangible, sustainable benefits to the sports in the markets we operate, rather than just short-term publicity.

iGaming AFRIKA: With the rapid evolution of digital platforms and the growing popularity of mobile betting, how is betPawa innovating to stay ahead of the curve and enhance the player experience?

Borah Omary: At betPawa, innovation is at the core of our strategy to enhance the player experience, especially with the rise of mobile betting. We’re constantly investing in technology to ensure our platforms are not only robust and secure but also incredibly user-friendly and accessible on any mobile device. This includes optimising our mobile app for speed and intuitive navigation. We also prioritise responsible gaming tools, e.g., self-exclusion, making it easy for players to manage their activity. Our focus is on creating a seamless, engaging, and safe environment that keeps players at the forefront.

iGaming AFRIKA: We’re seeing a wave of stringent taxation policies across African countries, often justified as player protection measures. What’s your perspective on this trend, and how can regulators strike a balance between market growth and responsible gaming?

Borah Omary: This is a critical issue that requires a nuanced approach. While the intention behind stringent taxation policies, often framed as player protection, is understandable, the reality can be complex. Overly burdensome taxes can inadvertently push operators/ players into grey markets or make it difficult for licensed operators to compete, ultimately harming the very players they aim to protect by driving them to unregulated platforms.

To strike a balance, regulators should consider a multi-pronged strategy. Firstly, taxation should be reasonable and proportionate, allowing licensed businesses to thrive and invest in responsible gaming initiatives. Secondly, collaboration between regulators and operators is crucial. Open dialogue can help create policies that are effective, fair, and conducive to a healthy market. Thirdly, player protection should go beyond taxation to include robust licensing frameworks, strict advertising guidelines, and accessible responsible gaming tools.

Education is key, both for players to understand responsible gaming practices, and for policymakers to understand the dynamics of the iGaming industry and the potential unintended consequences of their policies. The goal should be to foster a regulated, responsible, and sustainable gaming environment that benefits all stakeholders.

iGaming AFRIKA: Unlicensed operators and grey markets remain a challenge across the continent. From your experience, what practical steps can African governments and regulators take to address these issues effectively?

Borah Omary: Addressing unlicensed operators and grey markets requires a multi-faceted approach, which includes:

Strengthening regulation is crucial, involving clear licensing, strict penalties, and active monitoring for illegal digital operations.
Collaboration among governments, regulators, and licensed operators is vital. Sharing intelligence and joint strategies will enhance efficiency in combating illicit activities.
Educating the public about the risks of unregulated platforms and the benefits of licensed sites can help players make informed choices.
Reasonable taxation and streamlined processes create an attractive, competitive regulated market, incentivising licensed operators and reducing grey markets.

iGaming AFRIKA: The iGaming industry is often fast-paced and perceived to be male-dominated. What leadership principles or lessons have been most valuable in helping you carve out your space and succeed?

Borah Omary: In the fast-paced, historically male-dominated iGaming industry, I thrive by applying strong leadership principles. Authenticity builds trust, resilience helps navigate challenges, and continuous learning is vital given rapid technological and market shifts. Empowering my team and fostering collaboration are also crucial; true success involves uplifting others. These principles have been key to my effectiveness.

Borah Omary: Africa’s gaming market is vast and largely untapped, with a young, tech-savvy population and growing mobile access. This presents huge opportunities in mobile betting and digital gaming due to the high demand for entertainment platforms.

Success in African iGaming requires navigating complex regulations, adapting to diverse infrastructure, and deep localisation. Expect global competition; differentiate through strong community relationships. Patience, adaptability, and local commitment are crucial.

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