“Kenyan players are distinguished by their deep passion for football”
Felix Muland shares insights into Kenya’s unique betting landscape, the challenges of regulatory changes, and his vision for a more responsible and innovative gaming future.

How did your journey in the iGaming industry begin? What sparked your interest in sports betting and online casinos?
My journey in the iGaming industry began about a decade ago as a customer support agent. What initially drew me in was my love for football since my childhood. Well equipped with proper product knowledge at a time when betting was relatively new in Africa also came in handy and defined my career trajectory. Over the years,
I’ve grown to appreciate the complexities of the industry, from creating engaging campaigns to ensuring compliance with diverse regulations. Today, I’m driven by the opportunity to shape the future of iGaming, making it both entertaining and responsible for players not only in Africa but across the globe.
Your experience spans both operational management and marketing in iGaming. Which of these roles posed more challenges for you?
They both have their own unique challenges.Operational management requires detailed attention to processes, compliance, and ensuring a seamless customer experience, while marketing demands creativity, adaptability, and a deep understanding of customer behavior.
Naturally I am a marketer therefore, operational management posed more challenges as it requires coordinating multiple moving parts while adhering to strict regulatory requirements and changes. For example, markets like Kenya often require swift adjustments as taxation is a big driver here.
However, on the upside, tackling these operational challenges instilled invaluable lessons in problem-solving, adaptability, and stakeholder management. It also helped me appreciate the importance of maintaining a strong foundation for any marketing strategy to succeed. Marketing felt slightly less challenging in comparison, as I could leverage data from well-optimized operations to drive targeted campaigns. Still, it required staying ahead of trends and tailoring campaigns to diverse audiences across Africa. In summary, both roles were essential in shaping my understanding of the iGaming ecosystem. Operational management gave me the tools to build a solid infrastructure, while marketing allowed me to connect with customers and grow the business.
What are the biggest differences in the approach to sports betting and online casinos in Kenya compared to other African markets?
The approach to sports betting and online casinos in Kenya differs significantly from other African markets due to its advanced mobile money infrastructure, passionate football fan base, and youthful demographic. Mobile money services like M-Pesa have made betting incredibly accessible, enabling rapid growth in the sector. In comparison, Nigeria relies more on cash and card payments, and South Africa’s market leans toward online casinos due to higher disposable incomes and a more regulated environment. Kenya’s regulatory environment, with higher taxes and stricter rules, also sets it apart. These factors demand tailored strategies for each market, such as focusing on mobile-centric solutions in Kenya or compliance-driven approaches in South Africa. Overall, the Kenyan market exemplifies how technology and culture drive unique opportunities in iGaming.
What distinguishes Kenyan players, and what key challenges do they present for operators?
Kenyan players are distinguished by their deep passion for football, particularly the English Premier League, with a huge Arsenal FC fanbase, and their preference for smaller, frequent bets, especially accumulator bets. They are predominantly young and tech-savvy, relying heavily on mobile platforms and mobile money services like M-Pesa for their betting activities.
However, these characteristics pose challenges for operators, including the need to provide fast, seamless mobile experiences and manage the complexities of a stringent regulatory environment with high taxation and strict advertising rules.
Additionally, promoting responsible gambling is critical, given the accessibility of betting among younger audiences. To succeed, operators must tailor their offerings to meet these players’ unique preferences while addressing these challenges strategically.
Recently, Kenya introduced new gambling reforms, including higher taxes and rules about Kenyan citizen involvement in gambling firms. What are your thoughts on these changes?
Kenya’s recent gambling reforms, including higher taxes and rules about Kenyan citizen involvement, are a clear effort by the government to regulate the industry more stringently and promote responsible gambling. While these measures aim to address important societal and economic issues, they also present challenges.
Higher taxes could strain operators, especially smaller ones, and may deter investment or lead to higher costs for players. On the other hand, encouraging Kenyan citizen involvement is a positive step toward local empowerment and economic inclusion.
The key to the success of these reforms lies in striking a balance. Overregulation risks pushing operators into unregulated markets, which could harm both the industry and players. By fostering collaboration between regulators and operators, Kenya can create a framework that ensures player protection, encourages compliance, and allows the industry to thrive responsibly.
What are your professional ambitions for the coming years? Are there any projects or initiatives you would like to pursue?
My professional future ambitions are geared towards driving innovation and fostering responsible growth in the iGaming industry, particularly in Africa. I’d like to work on initiatives that promote responsible gambling, such as developing educational tools and campaigns to help players make informed decisions.
I’m also passionate about expanding access to iGaming platforms in underserved regions by leveraging mobile-friendly technologies and alternative payment solutions. At the same time, I aim to take on leadership roles where I can mentor emerging talent and contribute to shaping the industry’s future. By focusing on these goals, I hope to create a more inclusive, sustainable, and engaging environment for players while strengthening the industry’s reputation. I’m excited about the opportunities ahead and look forward to exploring innovative ideas and collaborations that drive positive change.
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