Artificial Intelligence is very much in vogue globally, finding great use in diverse spheres of life. Kenya is no exception to this worldwide trend.
Many industries are now seeking ways of deploying AI tools to optimize performance and solve problems.
Unsurprisingly, AI has also found its way into the sports betting industry, with bettors now using AI tools to predict matches; and operators employing AI to set betting odds, improve customer support, get better at risk management amongst other uses.
Perhaps, one facet of gambling that can do with a bit more AI interference is the quest for responsible and safe gambling.
The last few years have seen an explosion in sports betting in this country, with over 7 million Kenyans now estimated to own betting accounts.
There are now more than 100 licensed bookmakers in Kenya, and industry experts do not anticipate a slow-down any time soon.
“At this rate, we are looking at 10 new operators per year, at the very least”, said David Mwangi, betting expert and editor-in-chief at My Betting Site Kenya, a top affiliate site that reviews and compares betting operators in Kenya.
“The appeal in the Kenyan market is just too great for companies from all over the world to ignore”, he continued.
Thousands of Kenyans place bets daily, and many end up chasing losses, betting beyond their means, and eventually getting into financial distress.
Kenyan authorities have pushed very hard to keep the gambling rate under control, from setting high taxes to limiting gambling advertisements, but they have not necessarily made any significant headways.
Kenyans still gamble a lot, with many at risk of addiction.
While most local betting sites focus on convenience, some are beginning to integrate responsible gaming pop-ups and self-exclusion tools. A next step would be AI-driven personalization.
How AI Can Help Bettors Stay Safe
AI can analyze large volumes of betting data in real time to identify risky patterns and flag potential problem gambling. Here are different ways AI can be used:
1. Detecting Problem Gambling Patterns
By looking into player behavior in real time, Artificial Intelligence can spot red flags like frequent late-night betting, chasing losses, or sudden spikes in spending.
For example, if someone usually bets KSh 200 but suddenly starts betting KSh 2,000 repeatedly, AI can flag it as risky.
Fair enough, it could be that the player’s own staking power has increased, but it can also be a sign of increased desperation. It’s better to be safe than sorry.
2. Personalized Warnings and Limits
AI systems can send custom alerts when players exceed healthy limits.
Instead of generic deposit caps, AI can recommend customized daily, weekly, or monthly limits based on an individual’s financial and betting history.
Gentle nudges like “You’ve already placed 15 bets today, consider taking a break” can reduce impulsive behavior.
By suggesting deposit caps or time-outs based on past behavior, responsible gambling messages are personalized, and not one-size-fits-all.
3. Self-Exclusion and Cooling-Off Tools
AI can automatically trigger self-exclusion options when risky patterns are detected.
An account suspected of problem gambling can be locked temporarily, giving the player the option to “cool off” before continuing.
4. Reducing Harmful Advertising
Artificial Intelligence can filter and limit targeted ads for at-risk users.
AI can block aggressive marketing messages for vulnerable users; so instead of constant “deposit now” promos, they get messages about safe play.
5. Connecting Players to Support
AI-powered chatbots can guide players towards helplines and counseling services, as well as responsible gambling communities and educational resources.
6. Player Segmentation & Risk Scoring
AI can classify players into risk categories (low, medium, high) and tailor their betting experience. High-risk players might get stricter controls automatically.
7. Predicting Addiction Early
Using predictive analytics, AI can identify when a player is on a path toward gambling disorder before it fully develops; giving time for intervention.
8. Supporting Regulators & Transparency
AI can provide regulators (like Kenya’s Gambling Regulatory Authority) with data reports showing how many users were flagged, helped, or excluded, ensuring compliance and accountability.
Time for Regulators and Other Stakeholders to Step Up Their AI Game
AI should not just be about helping bettors predict matches, or helping operators manage their systems; it can also help reduce problem gambling.
By identifying risky behaviors, offering personalized limits, and connecting bettors with support systems, AI can be a powerful tool for promoting responsible gambling in Kenya.
Instead of waiting for a gambling problem to spiral out of control, AI can intervene in real time, making it one of the most powerful tools for responsible gambling today.
However, for this to work, betting companies, regulators, and fintech partners must adopt and enforce AI solutions. If embraced, technology could strike the balance between betting as entertainment and protecting vulnerable players.
