Kenya's gaming industry is undergoing significant transformation, with five female leaders playing key roles in regulation, platform operations, communication, and legal affairs, redefining the world's perception of the African gaming industry. Esther Algwens, Assistant Director of the Kenya Betting, Gaming and Licensing Board, with 26 years of industry experience, promotes responsible gaming and education; Agatha Wanjugu, Sales and Customer Manager at QTech Games, is dedicated to connecting global content with local players; Zsuzsanna Zeibig, General Manager of EGT Kenya, focuses on technology localization and regional content distribution; Lola Okulo, co-founder of Tact Communications, shapes the narrative of African gaming; Aileen Yonah-Mima, Chief Legal Counsel at Carnival Kenya Ltd, advocates for responsibility and AI integration. These women represent the vibrant, ethical, and forward-looking development of Kenya's gaming industry.
Industry Background and Female Participation
The Kenyan gaming industry is undergoing a major transformation, rapidly evolving from an emerging market to a regional hub for innovation, regulation, and technology. In this process of change, female leaders are playing a crucial role at all levels of the industry, redefining the international image of the African gaming industry.
This month, as part of the "iGaming Business x Women in Gaming Africa" column, we focus on five outstanding female representatives shaping the Kenyan gaming industry.
Regulatory Perspective: Building Trust and Structure
Esther Algwens, Assistant Director of the Kenya Betting, Gaming and Licensing Board, with 26 years of industry experience, has witnessed the evolution of the country's gaming industry from local casinos to a digital ecosystem. She states, "The industry is growing in size and keeping pace with international operations. The new Gambling Control Act of 2025 brings new opportunities for operators, providing more effective regulatory tools."
Algwens' mission is deeply rooted in responsible gaming and education: "The public needs to recognize the dangers of gambling and the importance of responsible gaming. We ensure that players receive help when needed and establish systems that prioritize safety and compliance."
Platform Connection: Bridging Local and Global
Agatha Wanjugu, Sales and Customer Manager at QTech Games, sees potential in Kenya's interconnectivity: "What attracts me to the Kenyan gaming industry is its perfect integration of technology, creativity, and community. It's fast-paced, constantly evolving, and there's always something new happening."
She emphasizes that the greatest growth potential lies in creating platforms that connect global content with local players, while showcasing African talent: "It's not just about importing games, but building an ecosystem that includes esports, local content, and celebrating African creativity."
Technology Localization and Content Adaptation
Zsuzsanna Zeibig, General Manager of EGT Kenya, with twenty years in the gaming industry, now based in Nairobi, is responsible for digital content distribution and physical casino solutions in Africa: "We are developing regulations that adapt to the needs of industry participants and local audiences."
She notes, "Emerging markets often try to directly copy Western regulations, which is one of the biggest challenges. African countries should learn from each other, as each market has its unique cultural, economic, and political dynamics. Technology localization and empowering local players are key to growth."
Industry Communication and Narrative Shaping
Lola Okulo, co-founder of Tact Communications, has spent nearly a decade shaping the narrative of African gaming: "I didn't plan to enter this industry; it chose me. This industry contributes significantly to sports and e-commerce, but often struggles with reputation and misunderstandings."
She emphasizes that communication should be at the core of business strategy: "Kenya is a mobile-first market, with one of the world's most advanced fintech ecosystems. Financial inclusion, mobile money, and interconnectivity create a responsible and thriving gaming industry environment."
Legal Framework and Responsibility Innovation
Aileen Yonah-Mima, Chief Legal Counsel at Carnival Kenya Ltd, is committed to integrating responsible gaming into the corporate DNA: "I am passionate about developing and promoting responsible gaming initiatives, and leading corporate social responsibility projects that enhance community welfare."
She points out, "The greatest opportunity lies in integrating artificial intelligence to balance profitability and responsibility. AI can help personalize player experiences while reducing risks, ensuring business sustainability and player welfare. Innovation and ethics can coexist."
African Gaming Women's Organization
"Women in Gaming Africa" (WiG Africa) is a non-profit community dedicated to connecting, uplifting, and enhancing the rights of women in the African gaming industry. Through hosting events, providing mentorship, and advocating, the organization promotes representation, leadership, and inclusivity, building a stronger, more interconnected African gaming ecosystem.
The organization's work supports the career development and leadership advancement of women in the gaming industry in Kenya and other parts of Africa.
Market Characteristics and Development Trends
The Kenyan gaming market has distinctive features: mobile-first, advanced fintech, and high mobile money penetration. These characteristics create a unique development environment for the gaming industry, making Kenya a testing ground and development center for African gaming innovation.
Sports and instant games currently dominate, but casino content is also growing rapidly, indicating market diversification and maturation trends.
International Cooperation and Knowledge Sharing
The development of Kenya's gaming industry emphasizes international cooperation and knowledge sharing. Industry leaders stress that African countries should learn from each other rather than simply copying Western models, and each market needs to develop its own path based on local culture, economy, and political dynamics.
This model of international cooperation based on local realities provides a more sustainable development direction for Kenya's gaming industry.
Future Outlook and Industry Impact
The work and perspectives of these five women collectively paint a picture of a vibrant, ethically regulated, and forward-looking Kenyan gaming industry. They represent regulatory bodies setting standards, companies connecting continents, and professionals advocating for transparency, collaboration, and inclusivity.
Their work demonstrates that the African gaming industry is no longer a story of potential but one of progress, providing important lessons for the development of the gaming industry across the continent.
