Welcome to the third installment of iGaming Kati Yetu, our interview series spotlighting key figures in the iGaming world. Today, we’re delighted to feature Geoffrey Muindi, a seasoned C-suite executive and entrepreneur. As the founder of BetWorks Consulting in Kenya, Geoffrey is dedicated to providing top-tier gaming consultancy services to brands looking to establish or expand in the African market. Let’s delve into Geoffrey’s iGaming journey and his expert insights.
Geoffrey Muindi’s Journey in iGaming
Geoffrey’s entry into the iGaming world wasn’t a straightforward path. As he explains,
My journey in iGaming began during my time at Standard Media Group, where I worked as an Account Manager for KTN.
A significant client for Geoffrey was Betika, a leading betting company in Kenya. Managing their advertising campaigns offered a valuable glimpse into the dynamics of the gaming industry.
However, the COVID-19 pandemic brought significant changes.
Advertising budgets were slashed, and commissions became harder to earn. This prompted me to explore new opportunities, and I successfully transitioned into a Product Manager role at Betika.
This career move proved to be a turning point, as Geoffrey states:
Betika provided me with invaluable exposure and training in the iGaming industry, from understanding product development to mastering customer engagement strategies.
He adds:
Looking back, I pride myself on my stint at Betika – it officially introduced me to the world of iGaming and set me on the path I’m on today.
The best career decision – Embracing digital transformation
For Geoffrey, the best decision was aligning himself with the industry’s digital evolution. He states:
The best decision I made was to align myself with the direction the world is heading—digital transformation
Recognizing the importance of digital marketing, product management, and operations expertise has been instrumental. Furthermore, embracing technology has been crucial:
Understanding the intersection of technology and gaming has allowed me to innovate, optimize processes, and stay ahead of industry trends.
This has enhanced his professional growth, enabling him to contribute significantly to the organizations he’s worked with.
Reflections – Networking and technical skills
Looking back, Geoffrey emphasizes the value of networking and building strong relationships within the industry. He says:
If I could go back, I would focus more on networking and building stronger relationships within the industry. Networking is a powerful tool for learning, collaboration, and career advancement, and I’ve come to appreciate its value over time.
He also acknowledges the importance of technical skills:
I would have invested time in learning software engineering or at least one or two programming languages… That’s why I’m currently pursuing data science—to enhance my analytical skills and better leverage data in decision-making.
Advice for aspiring iGaming professionals
Geoffrey’s advice is direct and practical:
My advice would be to settle in, adapt, or quit.
He highlights the fast-paced and dynamic nature of the industry:
To succeed, you need to be a quick learner, adaptable, and willing to embrace change… Most importantly, be passionate about the industry. It’s not just about gaming; it’s about creating engaging experiences for players while maintaining ethical standards.
Building a personal brand in iGaming
When it comes to building a personal brand, Geoffrey emphasizes expertise, visibility, and authenticity. His strategies include:
- specialize and showcase expertise – focus on a niche within iGaming, such as affiliate marketing, customer acquisition, or compliance. Share your knowledge through blogs, webinars, or social media to establish yourself as a thought leader,
- leverage LinkedIn and other platforms – use platforms like LinkedIn, Twitter, and YouTube to network, share insights, and engage in discussions,
- stay updated and relevant – the iGaming industry is constantly changing. Stay informed about trends, regulations, and innovations, and share your perspectives on these developments,
- be authentic – authenticity builds trust. Share your journey, successes, and even challenges to connect with your audience on a deeper level.
Responsible gambling strategies
Geoffrey underscores the importance of responsible gambling:
Responsible gambling is a cornerstone of the iGaming industry.
He recommends the following strategies:
- set limits – encourage players to set deposit, loss, and time limits before they start playing,
- self-exclusion options – platforms should provide self-exclusion features, allowing players to take a break if they feel they’re losing control,
- reality checks – implement pop-up notifications that remind players how long they’ve been playing or how much they’ve spent,
- access to support resources – provide easy access to resources like helplines, counseling services, and educational materials on responsible gambling,
- promote awareness – run campaigns that educate players about the risks of gambling and the importance of playing responsibly,
- use data analytics – monitor player behavior for signs of problem gambling, such as frequent large deposits or extended playing sessions, and intervene proactively.
Common mistakes made by influencers
Geoffrey highlights common mistakes that influencers often make in the iGaming industry:
- lack of transparency – failing to disclose sponsored content or partnerships can damage credibility and trust with their audience,
- ignoring responsible gambling – promoting gambling without emphasizing responsible play can lead to negative consequences for their followers and harm their reputation,
- overpromising results – making unrealistic claims about winning chances or payouts can mislead audiences and lead to dissatisfaction,
- not staying compliant – ignoring advertising regulations and guidelines can result in legal issues and penalties for both the influencer and the brand they’re promoting,
- neglecting engagement – focusing solely on promotions without engaging with their audience or providing value can lead to a loss of followers and influence.
Geoffrey Muindi’s journey and insights offer a roadmap for success in the dynamic iGaming industry. His emphasis on digital transformation, responsible gambling, and authentic brand building provides valuable guidance for those looking to thrive in this space.
Stay tuned for more interviews in the iGaming Kati Yetu series!
