Kenya: Foreign and local gaming firms go head-to-head over smear campaign

Added: Jan 25, 2021 11:55 Category: Africa , Posted by

Amne Suedi, founder of Shikana Law Group, hopes that the conflict will be settled for the betterment of the industry, and more importantly, for Kenya

As the fight for superiority intensifies in the gaming industry, foreign gaming firms in Kenya have accused their local counterparts of deliberately damaging their brands in hopes of gaining an unfair advantage.

Despite the strict regulations and guidelines set in place by the Kenyan government, the gaming industry continues to thrive and it has been speculated that the local industries are trying to build up their customer base by whatever means they seem fit.

SiGMA reached out to Amne Suedi, the Founder and Principal of Shikana Law Group, to give a deeper insight into the situation:


In Africa, there is always a fine balance that needs to be struck between foreign and local investors’ interests where foreign investors are perceived as having an unfair advantage over local investors.

The gaming reforms that Kenya saw the last years where gaming licenses were suspended and revoked affected many foreign companies in the gaming industry in Kenya however I am not entirely sure it will be fair to claim that this was a result of a “smear campaign” by local companies.

Indeed, there were foreign companies like local companies that were not complying and it was important for the government of Kenya to address this and set a level playing field.

I think it is important to understand that in terms of where we have reached in the development of the sector, foreign direct investment is very much needed and has a role to play in the development of the gaming sector in Kenya.

Therefore, let us hope that the conflict that exists will be addressed and settled for the betterment of the development of the sector and Kenya at large.

Although the ‘smear campaigns’ have mostly been spread via social media, foreign brands have faced the severity of the ‘unsubstantiated accusations.’

A stakeholder in the betting industry while speaking to the Nairobi News said,

The most recent example is when SportPesa left the market in 2019. We witnessed a careful smear campaign before that happened. There were accusations its foreign owners were involved in shady practices but we never saw them taken to court.

So far, Kenya has 50 registered betting companies and they have made a tremendous contribution to the economy estimated at billions of shillings each year on tax payment.

These companies have also contributed to the health sector, easing financial pressure on the sector while other corporations have flexed their financial muscles in Kenya’s sporting scene by sponsoring Premier League clubs and smaller sport events.

Amne Suedi will feature on the upcoming issue of SiGMA’s magazine where she discusses the top emerging markets in Africa, the potential of mobile betting in Africa and the regulatory process in Africa as well as more interesting and engaging topics. Be sure to check out what she’ll have to say on our next issue which is due in May.

Source: NairobiNews

SiGMA Group releases its latest publication

SiGMA is proud to announce that the 13th edition of SiGMA magazine is now available online here. The magazine is packed with quality content, interviews and features coming from four different continents around the world – including Europe, Asia, Africa and LatAm. The magazine will be distributed by post to leading gaming and business companies worldwide. Should you wish to be featured in the next issue please contact Katy Micallef.

Related Posts

BGaming releases Hawaiian-style slot Aloha King Elvis

BGaming launched the brand’s new slot Aloha King Elvis! The game is the sequel of the most popular game in the provider’s portfolio called Elvis Frog in Vegas

Cute Elvis Frog – the main character of the story – this time goes for vacation to the tropical islands full of summer vibes and melodic guitar rhythms. A beach Hawaiian party with Elvis as a headliner will be explosive and full of fun! Eye-catching graphic and bright colors along with upbeat music parts makes the slot juicy and truly hot! The game is already available at reputable casinos such as Crazy Fox, Playamo and others.

Skywind Group partners with colourful online casino innovators Casumo

Skywind Group is very excited to announce its latest partnership with “your favourite online casino” Casumo, who will introduce their players to Skywind’s content in Sweden, Germany and UK

Casumo is a hugely popular operator that has been an influential brand in the world of iGaming for nearly a decade. They were pioneers in gamification and one of the first online casinos to offer tournaments with their “Reel Races”. Their vast amount of games and the bright colorful product design, which many operators later mimicked, has given them mass appeal and loyal players. goes live with EveryMatrix’s turnkey solution

EveryMatrix is pleased to announce the relaunch of IZIBET, the online brand has been successfully revamped via EveryMatrix’s turnkey solution earlier this summer

IZIBET is managed by the IZI GROUP, a gaming group that successfully operates the famous Malta-based Dragonara Casino since 2010. IZI Group also manages the largest network of sports betting shops in Malta and now has taken the step to further expand its digital presence and offer players the opportunity to play from anywhere on