The Association of Gaming Operators of Kenya (AGOK) has just released a set of new player protection tools aimed at promoting responsible gaming behaviour. The move comes in the wake of growing public concern regarding the social impacts of gambling in the country. The new features introduced include timeout capabilities, betting and deposit limits, and real-time warnings, all of which aim to create a healthier gaming environment for everyone involved.
A dedication to responsible gaming
In a press release read on 24 April 2025, the AGOK explained the reasons behind these initiatives, reaffirming their dedication to responsible practices and the protection of vulnerable groups, particularly the youth, from the risks of gambling addiction. “These tools are there to help players maintain healthy and controlled gaming behaviour,” the association stated. “We are committed to a safer and more responsible gaming space.”
In addition to the recently introduced tools, AGOK will introduce self-exclusion facilities, advanced age-verification technology, and 24/7 toll-free helplines. These initiatives are designed to help individuals who are afflicted with mental health issues or are facing gambling addiction problems, thereby enabling them to access the resources they need to seek help and take back control of their lives. This approach is anticipated to boost AGOK’s mission of making the gaming experience enjoyable and safe for every Kenyan.
The AGOK is also evidently endorsing the proposed Gambling Control Bill, which aims to implement more robust consumer protection practices and a national self-exclusion register. This framework will enable individuals who acknowledge their susceptibility to gambling to limit their access to gambling products, thus promoting a safe playing environment.
Building awareness and collaboration
Recognising the value of collaboration among diverse stakeholders, is embarking on nationwide awareness drives to promote responsible and informed gaming engagement. In partnership with government officials, regulators, and civil society, the association will conduct forums nationwide on progressive gaming policies and responsible gaming best practices.
“Kenya’s gaming sector remains to grow at an impressive pace, opening doors to economic development, digital innovation, and job creation,” said AGOK’s board statement. “But with growth, there is an added responsibility to protect the well-being of players, especially youth and vulnerable people.”
AGOK recognises the complex challenges of gaming, specifically mental health and addiction prevention. “These are global issues of concern that are being taken seriously by AGOK members. They are at the top of our agenda,” the board stated. This dedication is evident by working together on projects that help establish ethical practices in the gaming industry and get all members to subscribe to a “unified code of conduct” founded on principles of fairness, transparency, and social responsibility.
Key initiatives in harm reduction and exploitation prevention are the use of sophisticated age-verification tools designed to restrict access by children, self-exclusion facilities through which players can ban themselves from gambling, and 24/7 toll-free helplines providing confidential counselling for mental health and addiction problems. These initiatives are of the greatest importance, particularly as the industry has come under greater scrutiny after the expanding tally of gambling-related mental health issues and suicides attributed to betting.
The function of media and public participation
AGOK has also urged media outlets to exercise responsible journalism, referencing the power of factual reporting in shaping public attitudes towards gambling and policy changes that are essential. The association contends that responsible reporting is instrumental in elevating awareness and encouraging healthy discussion regarding gaming behaviour.
As AGOK rolls out these new player protection initiatives, they are not only working to enhance player safety but also to foster a more responsible gaming culture in Kenya. This is a testament to the association’s appreciation of the evolving nature of the industry and the critical need to tackle its challenges. By implementing these initiatives, AGOK is making a serious commitment to the welfare of players while creating a sustainable gaming culture that combines opportunity and responsibility.
