Succeeding in Kenya’s regulated iGaming market: A new playbook

Many mistakenly underestimate the country and are reluctant to take risks. In reality, now is the best time to enter the market, as clearly demonstrated by the MelBet Partners team. We spoke with company representatives who shared their data and analysis for this geo in the first half of 2025.

Why is Kenya so promising?

There’s no simple answer to this question. The prospects for work and revenue in the region depend on several key factors.

Let’s start with the legality of betting and gambling. In Kenya, both are fully legal and have been regulated since 1966 under the Betting, Lotteries and Gaming Act (BLGA). Only licensed operators with a local permit may offer these services.

Target audience and their preferences

Experience and data from MelBet Partners show that the Kenyan audience is highly engaged, young and active. Below is key information about the country:

– Population: 57 million

– Youth population: over 30%

– Average client age: 18–35

– Internet penetration rate: 88%

– Active mobile connections: over 68 million

– Individual internet users: 27 million

– Active social media users: 15 million

– Mobile traffic share: 71.98%

– Annual population growth: +1.1 million

You can easily compare these metrics with other geos to see the difference. Don’t overlook the steady annual population growth and high level of digital adoption — these figures are only expected to increase.

Kenyan users’ favourite devices

If you’re planning to work in Kenya, this information is essential:

– Main browser traffic share: Chrome (72.09%), Opera (18.16%), Safari (2.99%), EDGE (2.44%), Firefox (1.78%)

– Main mobile OS share: Android (91.58%), iOS (4.09%)

– Smartphone usage: 71.98%

– Laptops and PCs: 26.91%

Tablets: 1.09%

What do Kenyans play?

All gambling activities fall into two categories: games and sports betting. MelBet Partners shared their statistics from the past year. Let’s look at the most popular games:

– Crash games: Aviator (Spribe), JetX (SmartSoft), Aviatrix, CosmoX, GlobalX (OnlyPlay). These games are simple, fast, visually engaging, and have high retention rates. They are also well-optimised for mobile.

– Slots and providers: Pragmatic Play (Sweet Bonanza, Gates of Olympus), Play’n GO (Book of Dead, Reactoonz), NetEnt (Starburst, Gonzo’s Quest), Betsoft, Endorphina

– Live casino: Roulette, Blackjack, Baccarat, Poker. Top providers: Evolution Gaming, Pragmatic Play Live, Ezugi, BetGames.TV

– Scratch cards: Simple mechanics with low entry thresholds. Top providers: NeoGames, Playtech, Microgaming, Iron Dog Studio

– Offline lotteries: Shabiki Power 13, Betika Jackpot, Mozzart Super Jackpot — still popular due to low ticket prices

Kenyans’ favourite sports

– Football: The number one national interest. Popular leagues include the English Premier League (EPL), La Liga, Serie A, UEFA Champions League and the local FKF Premier League

– Athletics: Popular due to national culture. Bettors focus on international marathons, Olympic events and Kenyan runners’ achievements

– Rugby Sevens: Kenya has a strong team. Bettors favour international and university-level tournaments

– Volleyball: The Kenyan women’s team is one of the strongest in Africa

– Boxing and cricket: Boxing enjoys widespread popularity; cricket has historical roots in the region

Effective marketing approaches

In 2024, the regulations on promoting gambling changed. As of 2025, advertising involving influencers is banned in Kenya. This led many brands to exit the market. MelBet, however, adapted and developed their own formula for success:

– Use organic channels (Facebook and Google)

– Strengthen cooperation with webmasters and media buying teams

– Focus on the product rather than personalities

– Always design promotional materials in compliance with regulatory requirements

– Create multi-channel landing pages in English and Swahili

– Conduct A/B testing of funnels based on user behaviour across device types

Geo outlook and summary

Now you can see why Kenya is one of the most promising and dynamic regions for 2025. For affiliates and teams experienced in mobile-first environments and performance marketing, the market offers a low entry threshold and high user loyalty.

Always remember to adapt your offers to reflect current local legislation. What worked well last year may no longer be effective this year.