- 150 Villages already reached
- Campaign targets 500 sites across Botswana
- Gross Gambling Revenue to exceed P1bn next financial year – Ntsima
The Botswana Gambling Authority has officially launched its responsible gambling campaign dubbed ‘Motshameko O Phepa’, which is expected to align the authority’s Environmental, Social, and Governance (ESG) principles with international standards.
Speaking at the launch, which was held early this week in Francistown, Minister of Trade and Entrepreneurship Tiroeaone Ntsima said this campaign is a symbol of the Ministry’s and the Gambling Authority’s shared commitment to building a gambling industry that is not only safe and well-regulated, but also aligned with Environmental, Social, and Governance (ESG) principles.
“ESG reminds us that an industry’s success is not measured by revenue alone, but also by the integrity of its governance, the inclusiveness of its social footprint, and the sustainability of its operations,” he explained.
The day of the launch marked another important milestone for the Authority’s responsible gambling journey that Ntsima said has already changed lives.
Understanding the Risks
“From reaching 100 villages in its first phase, to 150 villages in the second, Motshameko o Phepha has left behind empowered communities who now understand the risks of gambling, the importance of moderation, and where to seek help when needed,” he stated.
Minister Ntsima further added that, building on this success, this new phase will extend to over 500 sites across Botswana, reaching cities, towns, and the most remote villages. To the Ministry and the Authority – this is an unprecedented outreach – and it demonstrates their determination to leave no one behind.
More than Just Gambling Regulation
According to Ntsima, this campaign is about protecting families, youth and communities. He said it is about ensuring that gambling contributes to the economy without compromising the well-being of the people.
He further stressed that evidence from the recent National Gambling Prevalence Survey demonstrates that about 13 percent of gamblers in Botswana are at risk of problem gambling, while 3.4 percent already fall within the problem category. Although these figures are slightly lower than the global average of 5 – 6 percent, they still represent a pressing social and public health concern.
“Particularly concerning are the findings on youth and women. Nearly one in five young people aged 18 – 24 are at risk, and women are increasingly affected as gambling becomes more accessible through digital platforms. These trends mirror global shifts and highlight why our interventions must evolve,” he noted.
Minister Ntsima said Motshameko o Phepha is therefore timely. He said it resonates with Vision 2036, which envisions a prosperous, inclusive, and sustainable Botswana, and it supports the government’s focus on social protection, empowerment, and strong institutions.
Embracing International ESG Practices
Ntsima was proud that the Gambling Authority has shown leadership by continuously looking for ways to embed sustainability and ESG values in its mandate. Beyond regulation, he said, it is about education, partnerships, and protecting players. By working with village development committees, schools, NGOs, youth groups, faith-based organisations, law enforcement, and the media, the Authority ensures that this campaign belongs to all of us.
He added further that innovative tools have also been introduced, such as a 24-hour toll-free helpline and digital platforms that provide counselling and real-time information. These interventions bridge the gap between awareness and practical support, ensuring that no one faces problem gambling alone.
“While we reflect on the social dimension, we must also recognise the economic weight of gambling. Globally, gambling generates over US$500 billion in Gross Gambling Revenue annually. In Botswana, our industry currently averages P250 million, and projections show this could exceed P1 billion pula next financial year,” he said, adding that such growth offers jobs, investment, and government revenue, but it also demands responsible leadership guided by sustainability and ESG principles to manage risks.
The launch also marked the introduction of middle-distance runner Nijel Amos as the campaign’s brand ambassador, alongside a group of influencers. Ntsima said their involvement would help extend the campaign’s reach.
“We are not only launching a campaign, but also celebrating a movement — one that places people at the centre of the gambling industry,” he said.
For his part, Acting Chief Executive Officer (CEO) Moruntshi Kemorwale, who is the architect of the Authority’s flagship responsible gambling programme said Motshameko-O-Phepa has become a household name in Botswana.
He said the initiative was recognised internationally when it won Best Responsible Gaming Programme in Africa at the 2024 Gaming Tech Summit in Kenya, a testament to his ability to turn vision into measurable action. Moruntshi was key in pioneering the University of Botswana Responsible Gaming Scholarship Programme, enabling young Batswana to pursue advanced studies in gambling research and policy. The initiative builds national expertise and ensures that future regulation is guided by homegrown knowledge.
Moruntshi said, “It is not enough to issue new licences or attract investment,” he said. “We must ensure that every step we take safeguards the public, particularly vulnerable groups.”
As Botswana continues to roll out new gambling licences, the Acting CEO of GAB said this will be accompanied by a stronger framework for responsible gambling. “Our priority is to make gambling safer and more sustainable,” he emphasised.
“We are looking at measures such as enhancing our self-exclusion programme, pre-commitment tools that allow players to set their own limits, and marketing controls that prevent overexposure.”
Kemorwale said GAB is also considering the implementation of automated behavioural monitoring systems to detect early signs of problem gambling.
To that end, partnerships with academic institutions like the University of Botswana will be expected to play a role in research and policy development.
Kemorwale stressed the importance of inclusive policy-making. “We will continue to engage with stakeholders, from health experts to operators and communities, to design policies that reflect both our national context and international standards,” he said.
