Welcome to the fifth installment of iGaming Kati Yetu, our interview series spotlighting key figures in the iGaming world. Today, we’re delighted to feature Felix Mulandi, a sports betting & online casino expert. Felix has attained in-depth experience identifying opportunities in the iGaming sector and has acquired the skill set to turn them into success stories. Over time, he has gained the ability to deftly switch from planning to operational execution, always tying spend back to commercial goals. A team player, he can work in a fast-paced, multicultural environment with an eye for detail on the product being offered. Let’s delve into Felix’s iGaming journey and his expert insights.
Felix Mulandi’s journey in iGaming
Felix’s entry into the iGaming world began with one of the pioneering online betting sites in Kenya. As he explains:
I started my journey in the iGaming industry with SportPesa, one of the first online betting sites in Kenya, initially offering soccer betting and later expanding to other sports in the sportsbook. I served as a first-line support agent, responding to betting product inquiries through various communication channels such as phone, social media, and email. During my stint at Sportpesa I learned so much in terms of product and it has always come in handy during my subsequent roles in my career.
From customer care to leadership roles
Felix’s career progression demonstrates his growth and adaptability:
My progression from a Customer Care Executive at Sportpesa to roles such as Brand Manager at SafariBet and Country Marketing Manager at SportyBet Kenya indicates a series of deliberate and impactful career decisions. Additionally, my involvement as Chief Operations Officer at 22Bet, where I played a significant role in initiatives like appointing rapper Khaligraph Jones as a brand ambassador to support local talent, underscores my commitment to both professional growth and community engagement.
Reflections – The importance of delegation
Looking back, Felix recognizes a key lesson learned in leadership:
Reflecting on my career, I recognize that early on, I was reluctant to delegate tasks, believing that handling everything myself was the best approach. This led to unnecessary stress and hindered team efficiency. I’ve since learned the importance of trust and collaboration, and now I prioritize empowering my colleagues, which has significantly improved our collective productivity.
Advice for aspiring iGaming professionals
Felix offers valuable advice for those considering a career in iGaming:
Entering the iGaming industry offers a wealth of opportunities across various sectors, from technology and marketing to customer service and operations. To successfully embark on this career path, it’s essential to thoroughly research the industry and acquire relevant skills. Understanding the different types of games, regulatory bodies, and market trends will provide a solid foundation. Pursuing specialized training or certifications can further enhance your qualifications, making you a more competitive candidate. Additionally, networking within the industry and staying updated on its dynamic developments can open doors to various roles and career advancements.
Building a personal brand in iGaming affiliation
Building a strong personal brand in iGaming affiliation requires a combination of expertise, consistency, and strategic networking. Here are some key strategies to establish yourself as a trusted authority in the industry by Felix:
- develop niche expertise – choose a specific area within iGaming (e.g., sports betting, casino games, esports betting). Stay informed about industry trends, regulations, and affiliate marketing strategies. Test different affiliate programs and share insights on what works best,
- create high-quality content – start a blog, YouTube channel, or podcast to share reviews, strategies, and industry insights. Write SEO-optimized articles that answer common questions about iGaming. Engage on social media platforms like LinkedIn, Twitter, and Reddit with valuable content,
- build trust and authority – offer transparent and honest reviews of betting platforms and games. Avoid misleading promotions; focus on providing value to your audience. Share personal experiences and case studies to build credibility,
- leverage social media & online communities – engage with discussions on LinkedIn, Twitter, and iGaming forums. Join affiliate marketing groups and participate in conversations. Use platforms like TikTok or Instagram to share short, engaging insights,
- network with industry professionals – attend iGaming conferences like SBC Summit and SiGMA. Connect with affiliate managers and other influencers in the space. Collaborate with established brands or influencers for cross-promotion,
- optimize for SEO & digital marketing – research and target iGaming-related keywords for better visibility. Invest in email marketing to build a loyal audience. Use paid ads to drive traffic to your content strategically.
- stay compliant with regulations – keep updated on gambling laws and compliance requirements in different regions. Clearly disclose affiliate partnerships and responsible gambling information.
Strategies for responsible gaming
Responsible gambling is crucial for maintaining a healthy relationship with betting and gaming. Here are some key strategies to help players control their budget and avoid gambling problems by Felix:
- set a budget and stick to it – determine a fixed amount you can afford to lose before you start playing. Never gamble with money meant for essential expenses (rent, bills, food, etc.). Use separate accounts or e-wallets for gambling funds to track spending easily,
- use deposit and loss limits – most online casinos and sportsbooks offer tools to set daily, weekly, or monthly deposit limits. Set loss limits to prevent chasing losses, which often leads to financial distress. Self-exclusion options are available for those who need a break from gambling,
- track your gambling activity – keep a record of deposits, withdrawals, wins, and losses. Use gambling tracking apps or spreadsheets to stay aware of spending patterns. Review your activity regularly to assess if you’re staying within your budget,
- avoid chasing losses – accept losses as part of gambling and resist the urge to win back lost money. If you feel the urge to keep playing after a loss, take a break and step away. Recognize that gambling outcomes are based on luck, not skill,
- set time limits – decide how long you will gamble before starting and stick to it. Take regular breaks to maintain control and avoid impulsive decisions. Engage in other hobbies and activities to balance your time,
- use responsible gambling tools – many gambling platforms provide reality checks, reminding you how long you’ve been playing. Opt-in for cooling-off periods to temporarily suspend your account if needed. Seek out platforms that promote responsible gambling practices,
- recognize warning signs of problem gambling – borrowing money to gamble or struggling to pay bills. Lying about gambling habits to family and friends. Feeling anxious, depressed, or irritable when not gambling. Gambling affecting work, relationships, or personal responsibilities,
- seek help if needed – reach out to responsible gambling organizations like GamCare, BeGambleAware, or Gamblers Anonymous. Speak to a trusted friend or family member about your concerns. Consider professional counseling if gambling is negatively impacting your life.
Common mistakes made by influencers
Influencers can make several common mistakes that impact their credibility, audience engagement, and long-term success. Here are some of the biggest pitfalls to avoid by Felix:
- Ignoring audience trust – promoting products/services they don’t believe in just for quick money. Failing to disclose paid partnerships, which can damage credibility. Overloading content with sponsorships, making it feel inauthentic.
- Lack of consistency – posting irregularly or disappearing for long periods. Switching content style too often, confusing their audience. Not engaging with followers through comments, DMs, or live sessions.
- Not understanding their niche – trying to appeal to everyone instead of focusing on a specific audience. Jumping on every trend without aligning it with their personal brand. Lacking in-depth knowledge about their topic, leading to misinformation.
- Failing to adapt to platform changes – ignoring algorithm updates and best practices for reach and engagement. Not diversifying content across multiple platforms (e.g., YouTube, Instagram, TikTok). Sticking to outdated content formats that no longer perform well.
- Buying followers and engagement – using bots or fake followers, which damages credibility and reduces real engagement. Participating in engagement pods, which create artificial interaction. Focusing on follower count instead of building a loyal and engaged audience.
- Poor branding and presentation – not having a clear personal brand, making them forgettable. Using low-quality visuals, audio, or poorly edited content. Lacking a professional or cohesive aesthetic across platforms.
- Ignoring analytics and growth strategies – not tracking engagement rates, reach, and follower demographics. Failing to experiment with different types of content to see what works best. Avoiding paid promotions or collaborations that could expand their reach.
- Handling criticism poorly – reacting defensively or attacking critics instead of addressing feedback professionally. Ignoring negative comments completely without constructive engagement. Not setting boundaries, leading to mental health struggles from online negativity.
- Overpromising and under delivering – announcing projects or collaborations but failing to follow through. Making exaggerated claims about products, leading to disappointed followers. Not engaging with their community despite promising to do so.
- Burning out by doing too much – posting too frequently without maintaining content quality. Not setting a sustainable work-life balance, leading to creative exhaustion. Trying to handle everything alone instead of delegating tasks (editing, management, etc.).
Felix Mulandi’s journey and insights offer a roadmap for success in the dynamic iGaming industry. His experience, combined with his focus on responsible gaming and strategic brand building, provides valuable guidance for those looking to thrive in this space.
Stay tuned for more interviews in the iGaming Kati Yetu series!
