MelBet Partners Affiliates: Making the most of the Kenyan market
Tell me about the process of entering the Kenyan market.
Entering Kenya for MelBet wasn’t just another achievement – it was a strategic step in expanding the MelBet brand across Africa. First came immersion: market research, player behaviour, user profiling, local legislation and payment systems. At MelBet, it’s crucial for us to carefully assess the market’s potential, opportunities and risks.
Naturally, we focused on mobile platforms. Internet speed in the region isn’t always great, so we immediately optimised the website and app for mobile traffic – fast loading, stable performance and minimal data consumption. Then came the licence, local partnerships and a Swahili-language launch. Everything according to plan. All to not only enter the market – but to reach the top.
How does Kenya differ from other African markets?
Kenya is a tech leader in the region, one of the most advanced markets in Africa in terms of digital services and infrastructure. Mobile payments are everywhere – especially M-Pesa.
However, there are nuances: Competition is extremely high. Only licensed operators are allowed, and the audience is mature and very demanding. They don’t just want entertainment but an honest and technological service – which is closely monitored by local regulators.
Bonuses alone won’t impress them. You need to show quality, speed and above all – transparency. Users are highly active and social. That makes community engagement and content particularly important. Thankfully, we’ve succeeded here.
Competition is extremely high. Only licensed operators are allowed, and the audience is mature and very demanding. They don’t just want entertainment but an honest and technological service
How did you first develop your strategy for the Kenyan market, and how has it evolved?
We started with digital: Social media, programmatic, CPI and CPA traffic with rapid A/B testing. SEO and ASO were also priorities.
At the same time, we launched promos tailored to local realities and regulations.
But attracting users is only half the job. Retention matters just as much. That’s why we added personalisation, bonuses linked to favourite leagues (like the EPL and local FKF Premier League) and Swahili-language chatbots in messengers like Telegram. MelBet continually adapts offers to match real user interests.
How do you think the Kenyan market will develop in the coming years?
We expect steady growth – but also structural changes. Stronger regulation is likely. Those who operate transparently and invest in technology will win. And so will the players, of course. Mobile platforms will become even more dominant. Lightweight Android apps and webview solutions will be a priority.
Competition in the sports betting niche will intensify. Personalisation will be key to player retention. We also anticipate rising interest in sports formats, live betting and social integration within the betting experience.
For other brands looking to enter this market, what advice would you give?
Entering Kenya is a real challenge. Having scaling experience is good – but it’s not enough. You must understand local player behaviour. The decisive factor is localisation: language, payments and sports culture.
If you want success, build a strong local team, work with trusted partners, adapt your product, test your creatives and speak the language of the players – literally. Most importantly, don’t be afraid to experiment. In Africa, speed is everything. Especially in Kenya.
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