Pan-African and Kenyan industry bodies will collaborate on regulation, responsible gambling, taxation, consumer protection and efforts to combat illegal gaming
The African iGaming Alliance (AiA) and the Association of Gaming Operators of Kenya (AGOK) have signed a Memorandum of Understanding (MoU) aimed at strengthening cooperation within Kenya’s regulated gaming market and supporting greater collaboration across Africa.
The agreement was signed in Nairobi on August 20, 2026, by Peter Emolemo Kesitilwe, Chief Executive Officer of the African iGaming Alliance, and Dr. John Mutua, Chief Executive Officer of the Association of Gaming Operators of Kenya. The partnership brings together a continental industry body and Kenya’s representative organisation for licensed gaming operators.
The two organisations said the agreement reflects the growing importance of cooperation between national gaming associations and Pan-African industry institutions as the continent’s regulated gaming sector continues to develop.
Broad Areas of Cooperation
Under the new agreement, AiA and AGOK will collaborate across several areas affecting the development of the gaming industry.
Key areas include regulatory and public policy engagement, responsible and safer gambling, consumer protection, taxation, licensing and compliance, anti-money laundering and counter-terrorist financing (AML/CFT), research, market intelligence, technology, innovation and payments.
The organisations will also work together on measures aimed at addressing illegal and unlicensed gambling while improving market channelisation.
The collaboration is expected to create opportunities for both organisations to exchange information and develop positions on issues that affect operators and consumers in Kenya and other African markets.
Connecting Kenya With Africa’s Gaming Market
Kenya is one of Africa’s most established and dynamic betting markets, making it an important market for wider industry discussions.
Peter Emolemo Kesitilwe said developments within Kenya increasingly have relevance beyond the country’s borders. He explained that the partnership would create a bridge between Kenya’s gaming industry and the wider continental conversation.
Through the MoU, experiences from the Kenyan market can contribute to broader African discussions around regulation, taxation, responsible gambling and industry development.
At the same time, AGOK and its members will gain greater access to research, regulatory developments and industry practices emerging from other African jurisdictions.
Focus on Responsible and Safer Gambling
Responsible gambling will be one of the central areas of cooperation between the two organisations.
The partnership will cover public awareness and education, consumer protection, responsible advertising and marketing, research, training and industry best practices.
The two bodies also intend to explore wider Africa-focused initiatives aimed at promoting safer gambling.
This focus comes as African gaming markets continue to expand and regulators and industry stakeholders place greater emphasis on protecting consumers while maintaining sustainable regulated markets.
For licensed operators, stronger responsible-gambling frameworks can also help improve trust and distinguish regulated businesses from illegal gambling providers.
Tackling Illegal Gambling
Another major priority under the agreement will be efforts to address illegal and unlicensed gambling.
The growth of unregulated gambling can create challenges for governments, regulators, licensed operators and consumers. Illegal operators may avoid licensing requirements and other obligations that apply to legitimate businesses.
AiA and AGOK intend to cooperate on measures that can support stronger market channelisation, encouraging consumers to participate through licensed and regulated operators.
The importance of channelisation is also being highlighted more broadly across Africa’s gaming sector, as regulated environments provide greater opportunities for consumer protection, monitoring and integrity controls.
Research and Industry Intelligence
Research and market intelligence will form another important part of the partnership.
The organisations plan to exchange research, regulatory developments and industry insights, allowing stakeholders to gain a better understanding of market trends and policy developments.
Evidence-based research could also support more informed discussions between gaming operators, regulators and policymakers.
For a rapidly developing industry such as iGaming, access to reliable market information can help stakeholders respond more effectively to technological changes, consumer behaviour and regulatory developments.
Industry Events and Capacity Building
AiA and AGOK will also explore opportunities to collaborate on conferences, workshops, seminars, webinars and stakeholder roundtables.
The organisations may also work together on capacity-building programmes, policy papers and research initiatives involving operators, regulators and other stakeholders.
These activities could provide platforms for industry participants to exchange knowledge and discuss practical challenges affecting the regulated gaming sector.
The partnership therefore extends beyond policy engagement and creates opportunities for continued dialogue and professional development.
AGOK Emphasises Sustainable Regulation
Dr. John Mutua said the MoU represents an important step in strengthening the connection between Kenya’s regulated gaming industry and the wider African gaming ecosystem.
He emphasised AGOK’s focus on developing a responsible, sustainable and appropriately regulated gaming sector in Kenya.
According to Mutua, the partnership will allow the organisation to exchange knowledge and research with other African markets while also contributing Kenya’s experiences to the wider continental discussion.
He also highlighted the potential for cooperation to support stronger consumer protection and better policy outcomes.
Three-Year Agreement
The MoU will remain in effect for an initial period of three years, with the possibility of renewal through mutual agreement.
The agreement also preserves the separate mandates and independence of both organisations.
AiA will continue operating as a Pan-African industry association, while AGOK will maintain its role representing licensed gaming operators and the regulated gaming industry in Kenya.
The partnership consequently provides a framework for cooperation without changing the individual responsibilities of either organisation.
Strengthening Africa’s Regulated Gaming Industry
The agreement between AiA and AGOK comes at a time when African gaming markets are becoming increasingly interconnected.
Operators are expanding across multiple jurisdictions, while regulators and policymakers are dealing with common challenges involving taxation, licensing, responsible gambling, payments, AML/CFT and illegal gaming.
Greater cooperation between industry associations could help create more consistent dialogue and allow successful approaches from individual markets to be shared across the continent.
The new MoU therefore represents a significant step towards closer collaboration between Kenya and the broader African gaming ecosystem.
By combining research, policy engagement, responsible gambling initiatives, consumer protection, compliance expertise and efforts against illegal gambling, AiA and AGOK aim to contribute to a stronger and more sustainable regulated gaming industry in Kenya and across Africa.
