Kenya’s betting sector has welcomed a newcomer, JUICEBET, launched by Gamma Gaming in partnership with Sportingtech, a B2B platform provider targeting the industry.

The operator has been taken live in Kenya using the Sporingtech platform, focusing on mobile-based online activities in a market benefiting from growing rates of mobile penetration.

JUICEBET plans to roll out across Africa following its initial launch in Kenya, perhaps using the market – one of the most well established and valuable on the continent – as an initial launching pad, though regular tax changes do often affect the market’s stability.

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 Gamign’s licence for JUICEBET.

Liam Hodges, Managing Director at JUICEBET, said: “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.”

Although Latin America, particularly Brazil, has been captivating many in the industry over the past couple of years, Africa is increasingly catching the attention of various international gaming stakeholders.

Evoke, active across various African markets through its 888AFRICA joint venture, is a notable example. Another is Super Group, the CEO of which, Neal Menashe, recently told SBC News that the firm’s ‘range of podium positions in African markets’ is testament to its efficiency-first approach.

Likewise, various B2B firms are also looking to African opportunities, Sportingtech being on of them. The firm’s team were on the ground in Kenya for the JUICEBET launch over a four-week rollout, providing strategic training, assisting with go live operations, and informing player engagement strategies.

Colin McDonagh, Chief Sales Officer at Sportingtech, said: “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.”