Betsafe launches in Kenya with new marketing and RG campaign
Betsson-owned brand puts localised responsible gambling procedures in place with support from Gamehelp
Betsson-owned sports betting brand Betsafe has launched in the Kenyan market with the operator igniting a significant marketing campaign.
The Malta-headquartered operator confirmed the launch in partnership with local firm Bet High Limited following the agreement of a three-year sponsorship deal with local football teams Gor Mahia and AFC Leopards in June.
This includes the launch of a new-look advertising campaign targeting Kenyan sports bettors.
It is understood Bet High, which operates the Betsafe brand, has now hired a responsible gambling officer to oversee the firm’s RG-led initiatives, together with committing its support to local problem gambling treatment organisation Gamehelp.
“Our responsible gambling programme 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,” Bet High acting MD Alex Kobia said.
“In terms of product, our ambition is to deliver an industry leading sports betting experience. Quick payouts are essential for both us and our customers and we will do our utmost to ensure that over time we are the best in the industry here.
“Our brand Betsafe is proven in more than 20 countries, but we have also been working hard to tailor our product to the Kenyan market,” Kobia added.
Features added specifically for the Kenyan market include SMS betting functionality allowing customers to place a bet without a game ID. As part of this new feature, the customer can cancel the bet within a time window after the bet is placed if they change their mind.
This service is expected to be expanded to telegram betting, with several other product features expected to be launched over the coming months.
In addition, Betsafe has revealed its plans to create at least 150 new jobs in Kenya over the next two years.
Kobia added: “As a company keen on responsible gaming, we wish to commend and appreciate the recent efforts made by the Kenyan government in the last couple of years through the regulator to introduce regulations to further regulate the industry.
“We are indeed glad to be entering the market during this interesting time under this new environment that has been enabled by the regulator,” Kobia added.