Tanzania National Lottery rolls out nationwide campaign to engage rural players
Ithuba brings games directly to communities while supporting players and boosting the retail agent network across Tanzania.
Tanzania.- The Tanzania National Lottery is taking its games straight to the people in a new countrywide campaign aimed at reaching more players in rural towns and under-served communities. Teams from Ithuba Tanzania, operator of the Tanzania National Lottery, are visiting neighbourhoods and setting up near local agents to show how the games work and give players the chance to take part.
Running under the hashtags #AminiChezaUshinde (Believe, Play, Win) and #ielewemitaa2026 (Let the communities understand it), the campaign combines simple, hands-on guidance with awareness-raising to help players understand the games and play safely. By taking lottery activations directly into communities, Ithuba hopes to boost participation, increase agent visibility and strengthen retail-level engagement across the country.
Ithuba said: “Our team is in your community today near your favourite agent. Players can visit their nearest agent to learn about our games and try their luck.” The operator highlights its focus on direct engagement and community education.
Staff at local agents are showing players how to play and explaining the rules, helping communities participate safely and confidently. The initiative reinforces responsible play while positioning licensed agents as the primary access points for lottery participation.
Ithuba keeps a close eye on its network to ensure all play is fair and secure. The lottery also continues to fund social programmes, education and community development across Tanzania.
