The Sarit Expo Centre in Nairobi was a hive of innovation this week as the 2025 edition of the TEMS ICT Africa Expo brought together tech enthusiasts, entrepreneurs, and global industry players for a two-day display of digital prowess. While artificial intelligence, fintech solutions, and smart city technologies dazzled attendees, one unlikely star rose from the gaming world: 22Bet Kenya.
Known for its online gaming and betting platforms, 22Bet Kenya used the continent’s biggest tech stage to unveil a suite of innovations aimed at redefining digital entertainment in East Africa. With over 150 exhibitors and more than 3,000 visitors from 25 countries, the event offered a golden opportunity for the betting giant to position itself not just as a gaming service, but as a tech-forward digital enterprise.
Gone are the days when online betting was simply about placing a wager and refreshing a page. Today, it’s all about immersive user experience, personalization, security, and the thrill of real-time interaction. 22Bet Kenya seemed to understand this perfectly. Its booth—arguably one of the most popular of the expo—showcased a new generation of gaming interfaces powered by artificial intelligence and predictive algorithms. The new platform promises customized dashboards, data-driven recommendations, and enhanced security protocols.
According to Joash Ajuoga, the company’s Country Manager, this transformation was driven by the evolving demands of the modern African gamer. “Our users are not just looking to place a bet; they want an experience—one that feels intelligent, responsive, and secure,” he said. “We are investing in real-time analytics and machine learning tools to make that experience smoother, more personal, and more transparent.”
22Bet also emphasized the integration of biometric verification and end-to-end encryption in its payment systems. The company believes that cybersecurity and trust are fundamental to growing Africa’s digital economy, particularly in sectors like online gaming that involve financial transactions. The focus on secure payment ecosystems was well-received by attendees, many of whom expressed concerns about data privacy and fraud in the increasingly digital betting industry.
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But it wasn’t just flashy tech and jargon-filled demos. The company made a point to talk about its role in shaping digital literacy and job creation through tech. In a panel discussion on “Digital Entertainment and African Innovation,” Ajuoga said 22Bet was exploring partnerships with local universities and coding bootcamps to develop tech talent and create employment pathways in the digital gaming industry. “We don’t want to just build software; we want to build skills,” he noted.
The expo itself had a broader focus on ICT as a driver of inclusive economic growth in Africa. Workshops and keynotes explored topics ranging from the future of fintech to the ethics of artificial intelligence. Government officials and startup founders shared the stage to debate policy, infrastructure, and investment. But the appearance of gaming firms like 22Bet added a new dimension to the conversation, highlighting how entertainment can drive technological innovation and adoption.
While some critics still dismiss online betting as a social vice, others are beginning to see it as a tech-intensive industry with the potential to spur innovation in adjacent fields. From advanced backend systems to mobile-first UI/UX design, the betting industry often pushes the envelope when it comes to scaling digital solutions across a wide user base. 22Bet seems intent on riding that wave, even as it works to improve its image and expand its services.
Also generating buzz was 22Bet’s foray into mobile gaming, with plans to launch locally themed fantasy leagues and esports tournaments later this year. These offerings are expected to target the youth demographic, particularly in urban areas where mobile penetration is high and demand for new forms of entertainment continues to grow. The company hinted that these games would incorporate elements of gamified learning and skill-based competition—blurring the lines between education and entertainment.
For 22Bet, the strategy is clear: become more than just a gaming platform. Become a tech brand. The company’s presence at TEMS ICT Expo 2025 suggests a willingness to engage with the broader digital ecosystem, contribute to policy conversations, and help shape the future of Africa’s tech economy.
As the curtain falls on this year’s expo, one thing is evident—technology in Africa is no longer limited to banking apps and e-commerce solutions. Even a betting company can get a standing ovation when it bets smart, invests in innovation, and rolls the dice on something bigger than profit.
And if 22Bet’s gamble on tech pays off, it might just hit the jackpot—not in winnings, but in transforming how Africa plays, learns, and connects in the digital age.
