JUICEBET has entered the growing Kenyan betting market, backed by Gamma Gaming in partnership with Sportingtech.
As digital capabilities continue to grow in Kenya, the group emphasised that it is placing a strong focus on mobile-based online activities.
Expansion could be accelerated by favourable tax adjustments in the country, as it will utilise Kenya as a passport to grow across the continent.
Liam Hodges, Managing Director at JUICEBET, commented: “We’re building JUICEBET with local players at the heart of every decision, from the way we communicate to how we build our mobile experience.
“We needed a partner that understood our pace and purpose. Sportingtech met that need with energy, strategy, and a shared commitment to doing things differently.”
The launch comes just a couple of weeks after the Betting Control and Licensing Board (BCLB), Kenya’s betting regulator, approved a range of new licences, including Gamma Gaming’s licence for JUICEBET.
Colin McDonagh, Chief Sales Officer at Sportingtech, added: “JUICEBET isn’t just another operator going live, it’s the beginning of a forward-thinking, boots-on-the-ground partnership. From alignment on vision to flawless execution, our teams have worked as one. JUICEBET has launched with momentum, and this is only the start.”
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