BCLB launches responsible gaming drive in collaboration with AGOK
The Betting Control and Licencing Board (BCLB) has unveiled a nationwide initiative to promote responsible betting practices, working hand in hand with the Association of Gaming Operators Kenya (AGOK). The drive, titled Chukua Control, was officially launched in Nairobi with the aim of raising public awareness about the risks of unchecked gambling and providing tangible support to those affected by gaming addiction.
Nationwide campaign to promote responsible gambling
At the launch event held at The Railways Training Institute, Chairperson Dr Jane Mwikali Makau underscored the urgent need to protect vulnerable communities. “This initiative is more than just a message- it is a national movement to combat unchecked gambling, which can have destructive effects on individuals, families, and societies at large,” she stated. The campaign will travel across all counties to engage local leaders, youth groups, and community organisations in open dialogues about safe betting limits and the potential social costs of compulsive gambling.
Collaboration with AGOK and community outreach
In a joint effort with , BCLB marked the launch by donating food packages to more than 1000 families on 16 May 2025 at South-B in Nairobi. This gesture aims to reinforce the message that betting should never compromise essential household needs. Wako Abdi, Chief Operating Officer at Shabiki Bet, reiterated the sector’s commitment to responsible gaming: “We are committed to this initiative that has been launched today of Chukua Control, where we tell our players just to bet what they can afford to lose. Don’t bet your rent or your salary. And betting is for entertainment, and bet responsibly.”
Media guidelines and support services
Earlier this year, BCLB imposed a suspension on gambling advertisements in all media outlets. This moratorium will remain in effect until 29 May, after which the board will introduce revised advertising guidelines aimed at safeguarding at-risk individuals. In addition, the board, in partnership with the Ministry of Health, will open an 8-hour toll-free call centre at its Nairobi offices within a week. The service will offer counselling, referral information, and urgent assistance to those battling gambling addiction.
Engaging parents and faith organisations
Recognising that families and faith-based groups play a pivotal role in shaping attitudes, Dr. Jane Mwikali Makau issued a call to action: “We are calling on parents and the faith organisations to help us to educate mwananchi that gambling is addictive and it is a demerit good. As a board, we do not advertise gambling. As a board, we regulate it.” By enlisting these community pillars, the campaign seeks to foster open conversations at household and congregational levels, where warning signs of problem gambling can first be spotted and addressed.
A sustainable approach
The Chukua Control campaign represents the first phase of BCLB’s comprehensive strategy to curb the rise of irresponsible betting. In the coming months, the board and AGOK plan to roll out educational materials in schools and universities, hold interactive workshops for sports bettors, and partner with financial institutions to monitor unusual betting-related transactions. Progress will be evaluated through periodic surveys and community feedback sessions to ensure that interventions remain relevant and effective.
By combining regulatory measures, community engagement, and operator collaboration, BCLB and AGOK aim to build a safer betting environment where entertainment does not overshadow financial well-being. The campaign’s success will not only be measured by reduced gambling harm statistics but also by strengthened community resilience against addictive behaviours. As new guidelines come into force after 29 May, stakeholders across Kenya will watch closely to see how this partnership reshapes the nation’s betting landscape.
