Betsson places ‘market responsibilities’ at the forefront of Betsafe Kenya launch

Betsson AB has launched its first African market sportsbook property ‘Betsafe Kenya’, pledging the deepest commitment to promoting safer gambling participation amongst customers.

This summer, the Stockholm-operator announced its intentions to launch a Kenyan subsidiary by partnering with Kenya Betting Control Board (BCLB) licence holder Bet High Ltd.

Forming a strategic partnership, Betsson has commissioned Bet High to operate Betsafe Kenya’s local market partner, tasking it with the management of marketing, operations and customer support provisions.

Betsafe Kenya is fully financed by Betsson AB, with the company also servicing the venture’s technology platforms, systems and technical support. 

The joint-venture launched this week, announcing a number of ‘market firsts’, with Betsafe Kenya stating its intent to lead the responsible gambling directives.  

“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,” said Alex Kobia, Acting Managing Director of BetHigh Ltd.

Kobia disclosed that Betsafe Kenya had become the first operator to actively promote and reference ‘Gamehelp’ – Kenya’s problem gambling treatment and support organisation.

Furthermore, Betsafe Kenya becomes the first market incumbent to recruit a ‘Responsible Gambling Officer’, who will maintain oversight of the bookmaker’s safer gambling responsibilities, customer care and conduct duties.

Betsson underlined that it wanted full regulatory transparency related to its market operations. With the operator communicating its plans to the government and BCLB licensing board to hire 150 Kenyans in high-paid technical jobs. 

Backing its new market objectives, Betsafe Kenya has secured high coverage partnership with leading Kenyan Premier League (KPL) football clubs Gor Mahia FC and AFC Leopards, for which the betting brand will support the club’s community and grassroots initiatives.

This week, Betsafe Kenya aired its first advertising campaign featuring Gor Mahia FC and AFC Leopards, promoting the brands ‘responsibility first commitments’.

“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,” added Kobia. “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.”

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