Players in Kenya’s gambling space are now getting more control at their fingertips, after the Association of Gaming Operators – Kenya (AGOK) introduced a fresh set of responsible gaming tools aimed at confronting rising fears over addiction and its social toll.

From time-out settings to deposit and betting limits, and even real-time behavioural alerts, the new features will be rolled out by AGOK members as part of a sector-wide overhaul to encourage safer engagement with betting platforms.

“These tools are designed to help players manage their gaming habits in a healthy and controlled way,” the association said in a statement on Thursday.

The changes, AGOK added, are especially tailored to shield youth and other at-risk groups.

They include more robust age-verification protocols, self-exclusion mechanisms, and 24-hour toll-free support lines for those facing mental health struggles or addiction related to gambling.

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Support for regulatory reform was also a central part of AGOK’s announcement, with the association declaring its backing for the proposed Gambling Control Bill.

“We are committed to building a safer and more accountable gaming environment," AGOK added.

If passed, the Bill would introduce tougher consumer protections and a national self-exclusion register, giving players the option to ban themselves from all licensed platforms in the country.

To further the agenda, AGOK is partnering with regulators, advocacy groups, and policy stakeholders in launching national awareness campaigns and holding public forums to inform and influence the future of gambling policy.

The association also directed a message to the media, urging journalists to verify facts directly with AGOK and avoid sensationalism.

It underscored the role of news reporting in shaping national conversations and influencing reform.