Ugandan market presents a mix of challenges and opportunities – James Mpiirwe

Today, we have the privilege of speaking with James Mpiirwe, the Managing Director of Kiwibet Uganda, a prominent player in the country’s sports betting space.

With a wealth of experience in the gaming industry, James has previously held key positions, including Manager of Compliance and Enforcement at the Lotteries and Gaming Regulatory Board of Uganda, Senior Consultant for Regulatory Frameworks at Genius Gaming Consult, one of Africa’s leading consulting firms.

In this interview, we’ll explore the current state of sports betting in Uganda and Africa, the challenges faced by the industry, and the exciting opportunities that lie ahead.

1. Given your extensive experience, what are the unique challenges and opportunities presented by the African sports betting market, specifically in Uganda, compared to more established markets?

The Ugandan sports betting market presents a mix of challenges and opportunities. One of the primary challenges is regulatory and taxation inconsistency, where frequent policy and taxation changes can disrupt business operations.
Additionally, there is limited technological and financial inclusion, with many potential customers lacking access to the internet and mobile and formal banking systems, which impacts payment solutions and product access.

On the opportunity side, Uganda has a young, tech-savvy population with a strong passion for sports, particularly football. Mobile and internet penetration is growing rapidly, and mobile money platforms are widely used, enabling innovative payment and betting solutions. This presents a fertile ground for growth, especially with the increasing adoption of digital platforms. Compared to established markets, Uganda’s market is still maturing, offering room for innovative companies to shape its development.

2. What are the key factors driving the growth of sports betting in Uganda, and how does your company leverage these factors to gain a competitive edge?

The key drivers of sports betting growth in Uganda include a large youth demographic passionate about sports, the widespread use of mobile money services, and affordable internet access. Additionally, the love for football, driven by both local and international leagues, fuels consistent customer interest.

To gain a competitive edge, our company leverages technology to provide seamless betting experiences through user-friendly platforms. We also prioritize customer engagement, using localized marketing strategies to connect with diverse audiences. Responsible gaming practices are integral to our operations, ensuring long-term sustainability by fostering trust and protecting vulnerable users.

3. What advice would you give to someone aspiring to a leadership position in the African iGaming industry?

Aspiring leaders in the African iGaming industry must have a deep understanding of the regulatory landscape, as compliance is critical to long-term success. Additionally, innovation is key there is need to embrace technology to enhance user experiences and stay ahead of competitors.

Effective leadership also requires adaptability, as market conditions can change rapidly. Building a strong network within the industry, maintaining ethical business practices, and prioritizing customer trust are equally important. Lastly, leaders should have a clear vision for balancing profitability with responsibility, ensuring that growth aligns with the welfare of the community.

4. Beyond traditional sports, what emerging trends or opportunities do you see in the Ugandan gaming market?

The Ugandan gaming market is diversifying rapidly. Esports is gaining traction among younger audiences, fueled by affordable gaming devices and interest in competitive gaming. Virtual sports are also popular, offering fast-paced betting opportunities that attract customers between traditional sports seasons.

Slots and casino-style games are another growing segment, particularly as digital platforms make these accessible. As technology evolves, we see opportunities in gamification and hybrid offerings that combine entertainment with betting. Companies that tap into these trends while ensuring regulatory compliance will position themselves for sustained growth.

5. What are the key differences you’ve observed between the Ugandan sports betting market and other African markets you’re familiar with? What lessons can be learned from these comparisons?

One key difference is the widespread use of mobile money in Uganda, which has transformed payment systems and enabled accessibility even in rural areas. In contrast, some African markets still rely heavily on cash-based systems. Another difference is Uganda’s relatively high regulatory scrutiny, which, while challenging, fosters a more structured industry.

From these comparisons, it’s evident that leveraging technology tailored to local contexts is crucial. Uganda’s example highlights the importance of integrating mobile payments and adopting localized marketing strategies. The lesson here is that success in African markets requires understanding and adapting to the unique socio-economic and cultural dynamics of each country.

Interviewed by Nasif Balinda

About Post Author

Iwo Bulski

Issues related to the gambling business is engaged in more than 30 years. My empirical experience gives me the opportunity to present events and companies from this business with full knowledge and industry knowledge.

See author's posts

Iwo Bulski

Issues related to the gambling business is engaged in more than 30 years. My empirical experience gives me the opportunity to present events and companies from this business with full knowledge and industry knowledge.