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Exploring the influence of Betika, a leading sports betting company, on the changing landscape of sports betting trends in East Africa. Betika, a prominent sports betting company, has significantly shaped the sports betting landscape in East Africa. Since its establishment, Betika has grown to be one of the key players in the region's gambling industry, influencing both market trends and consumer behaviors. This article seeks to analyze the impact of Betika on sports betting trends in East Africa, covering the changes in consumer behavior, betting patterns, and economic contributions. The focus countries for this study are Kenya, Uganda, and Tanzania, where Betika has a strong market presence. Methodology To understand the impact of Betika on sports betting trends in East Africa, a mixed-methods approach was adopted. Quantitative data was collected through online surveys and analysis of betting patterns on Betika's platform over a two-year period. The survey targeted users from...