The National Lotteries and Gaming Regulatory Board (NLGRB) is partnering with the Online Media Publishers Association Uganda (OMPA-U) to promote responsible gaming and reduce gambling-related harm, especially among young people.
The push follows a stakeholder engagement held earlier on Tuesday, where the regulator and online publishers agreed to strengthen collaboration and amplify awareness of the Board’s mandate.
The meeting underscored that gaming in Uganda spans both land-based and online platforms, calling for coordinated messaging to reach audiences across all channels.
“We are strengthening our partnership with OMPA to not only drive positive mindset change but also to collaboratively shape and enhance policies that support responsible gaming across all platforms,” said Adrine Otunga, Manager Legal at NLGRB.
The move reflects a broader shift by the regulator toward prevention and behavioural change, as betting activity — largely driven by mobile money and internet access — continues to expand.
NLGRB spokesperson Jackie Kamakune said the Board is increasingly concerned about the social impact of gambling, particularly among young people.
“The growth has been rapid and largely digital, which makes access easier but also increases vulnerability,” Kamakune said. “This partnership is about strengthening awareness and ensuring Ugandans are protected through responsible gaming.”
Online betting now accounts for 93% of gaming activity in Uganda, while a 2025 GeoPoll survey shows that 87% of Ugandans have placed bets and 57% of youth actively engage in gambling.
“We are seeing growing cases of problem gambling, especially among the youth,” Kamakune added. “Enforcement alone is not enough — we need sustained public education to promote safer choices.”
OMPA-U, which brings together 31 online media platforms with a combined reach of more than 12 million Ugandans, is expected to play a central role in delivering the campaign.
Speaking at the engagement, Giles Muhame, President of OMPA-U, said the association is ready to support the regulator through innovative data-driven content.
He emphasised the need to correct misconceptions around gambling, particularly the belief that betting can serve as a source of income.
“Gaming must be understood as entertainment, not employment,” he said. “If we don’t change that mindset, we risk normalising financial harm, especially among young people.”
Data presented at the engagement shows that betting turnover has grown sharply, rising from about Shs500 billion ($139.5 million) in the 2021/22 financial year to nearly Shs8 trillion ($2.23 billion) by the end of 2024/25.
While the sector employs more than 10,000 people and contributes to government revenue, officials warned that the social costs — including addiction, debt and mental health challenges — are also increasing. 
Kamakune said the Board will continue enforcement against illegal operators, but stressed that partnerships with media are critical to shaping public attitudes.
“Responsible gaming is a shared responsibility,” she said. “By working together, we can build a well-informed gaming environment that protects Ugandans while supporting a regulated industry.”
