This guide was crafted with our advertisers in mind, eager to explore the untapped potential of Kenya's booming iGaming scene. With sports and entertainment campaigns reaching new heights, now is the time to act fast and outpace the competition. Inside, you'll uncover a detailed breakdown of the market landscape, player behavior, and winning marketing strategies. And as a bonus? We’ve included proven tactics to optimize your traffic costs and maximize ROI.
Kenya’s iGaming Market: Key Stats, Trends, and Future Opportunities
Kenya’s iGaming landscape stands out for its youthful, tech-savvy user base with a strong preference for sports and entertainment content. The market is booming, and forecasts suggest total revenue could reach $1.03 billion by 2029, with the sports betting segment alone projected to generate around $152.28 million (Statista).
Player numbers are also on the rise, expected to climb to 1.6 million by 2029. According to GeoPoll, an impressive 83.9% of Kenya’s youth are involved in some form of gaming. However, local studies present a more conservative view, indicating that around 50% of young people have engaged in iGaming over the past year.
Kenya is recognized as a regional leader in digital infrastructure, making it a prime market for online platforms. With 40.8% of the population connected to the internet — mostly through mobile devices — the country offers a strong foundation for expanding iGaming platforms and mobile apps.
Audience Profile: the primary iGaming audience in Kenya consists of young adults, mostly male, aged between 18 and 35. This demographic is the key target for affiliate marketers.
Mobile-First Behavior: back in 2019, 88% of Kenyan players accessed iGaming platforms via mobile devices—a number that has only grown since. This mobile dominance highlights the importance of optimizing creatives for smartphones and tablets.
Playing Habits: Kenya leads in iGaming engagement across Africa, with more than 80% of respondents reporting active participation. According to GeoPoll, 37% of players engage with sports betting at least once a week, while 28% play on a monthly basis.
Gaming Preferences: most players gravitate toward sports-related gaming, with a particular interest in European football leagues.
Top Sports: football is by far the most popular sport among Kenyan gamers. Favorites include the English Premier League, Bundesliga, UEFA Champions League, La Liga, and the local Kenyan Premier League.
Market Growth: by 2029, the number of active users is projected to reach 402,000 sports fans and 85,000 users on online gaming platforms, reflecting steady growth in the sector.
Regulatory oversight is primarily handled by the Betting Control and Licensing Board (BCLB), which is responsible for issuing licenses and setting advertising guidelines for iGaming operators.
Although stricter regulations mainly apply to traditional media channels such as television, here’s a streamlined overview of Kenya’s iGaming regulatory environment.
All advertisements must clearly display the age restriction, license number, and the statement: "Authorized and regulated by the Betting Control and Licensing Board."
For campaigns on platforms like Google or Facebook, operators must secure special certification. In contrast, alternative networks such as Adsterra and X (formerly Twitter) don’t require formal applications — they rely on their own internal verification processes.
Advertisements are required to clearly state that iGaming is strictly prohibited for individuals under the age of 18.
Marketing messages must avoid portraying gambling in a glamorous or overly enticing light.
Kenya is currently refining its iGaming regulations to better oversee digital platforms—such as web browsers—that offer a variety of ad placements. These updates aim to ensure that only appropriate and compliant content is delivered to users.
Expert Tip: Run separate test campaigns for mobile and desktop. Start with mobile-only targeting to capture early engagement, then scale up by adding desktop traffic.
2. CPM Bidding vs. CPA Payouts
3. Smart Cost-Optimization Tactics
Popunders are the top-performing traffic source in Kenya, making them a sure one to use for your campaigns.
In addition, Social Bars and Interstitials can significantly boost engagement. Their OS-adaptive designs and large visuals create a more immersive experience, adding credibility and driving better results for your strategy.
6. Localized and Personalized Content
8. Programmatic Advertising
Streamline your media buying process by automating the acquisition of large volumes of traffic through your DSP platform. For example, becoming a DSP partner allows you to access premium RTB traffic from top publishers and trusted partner networks.
9. Harness the Power of SEO
10. Affiliate Marketing (For Operators and Leading Brands)
1. Key Broadcasting Channels (TV, Radio, and Outdoor)
2. Rising Competition
Kenya’s iGaming industry is experiencing rapid growth - and the momentum is only building. While tighter regulations are likely on the horizon, the outlook for operators, providers, and affiliates remains highly promising.
With strong user engagement, ongoing tech advancements, and steady economic progress, Kenya is shaping up to be a thriving hub for iGaming.
Now is the time to act - before the market becomes saturated. Loyal players are out there, ready to engage with brands that deliver tailored ads and exceptional user experiences.
Kenya’s iGaming Market: Key Stats, Trends, and Future Opportunities
Kenya’s iGaming landscape stands out for its youthful, tech-savvy user base with a strong preference for sports and entertainment content. The market is booming, and forecasts suggest total revenue could reach $1.03 billion by 2029, with the sports betting segment alone projected to generate around $152.28 million (Statista).
Player numbers are also on the rise, expected to climb to 1.6 million by 2029. According to GeoPoll, an impressive 83.9% of Kenya’s youth are involved in some form of gaming. However, local studies present a more conservative view, indicating that around 50% of young people have engaged in iGaming over the past year.
Kenya is recognized as a regional leader in digital infrastructure, making it a prime market for online platforms. With 40.8% of the population connected to the internet — mostly through mobile devices — the country offers a strong foundation for expanding iGaming platforms and mobile apps.
Kenyan iGaming audience: Player profile
Audience Profile: the primary iGaming audience in Kenya consists of young adults, mostly male, aged between 18 and 35. This demographic is the key target for affiliate marketers.
Mobile-First Behavior: back in 2019, 88% of Kenyan players accessed iGaming platforms via mobile devices—a number that has only grown since. This mobile dominance highlights the importance of optimizing creatives for smartphones and tablets.
Playing Habits: Kenya leads in iGaming engagement across Africa, with more than 80% of respondents reporting active participation. According to GeoPoll, 37% of players engage with sports betting at least once a week, while 28% play on a monthly basis.
Gaming Preferences: most players gravitate toward sports-related gaming, with a particular interest in European football leagues.
Top Sports: football is by far the most popular sport among Kenyan gamers. Favorites include the English Premier League, Bundesliga, UEFA Champions League, La Liga, and the local Kenyan Premier League.
Market Growth: by 2029, the number of active users is projected to reach 402,000 sports fans and 85,000 users on online gaming platforms, reflecting steady growth in the sector.
iGaming regulations in Kenya
Kenya stands out as one of the most open and liberalized iGaming markets in Africa. The country permits a wide range of gambling activities, including sports betting, online and offline gaming, and sweepstakes. While online iGaming remains lightly regulated, there have been ongoing efforts to introduce the iGaming Control Bill aimed at strengthening player protection measures.Regulatory oversight is primarily handled by the Betting Control and Licensing Board (BCLB), which is responsible for issuing licenses and setting advertising guidelines for iGaming operators.
Although stricter regulations mainly apply to traditional media channels such as television, here’s a streamlined overview of Kenya’s iGaming regulatory environment.
1. Licensing
Only operators licensed by the Betting Control and Licensing Board (BCLB) are permitted to promote iGaming services through official advertising channels.All advertisements must clearly display the age restriction, license number, and the statement: "Authorized and regulated by the Betting Control and Licensing Board."
For campaigns on platforms like Google or Facebook, operators must secure special certification. In contrast, alternative networks such as Adsterra and X (formerly Twitter) don’t require formal applications — they rely on their own internal verification processes.
2. Content restrictions on traditional broadcasting channels
At least 20% of all promotional content must be dedicated to responsible gaming information.Advertisements are required to clearly state that iGaming is strictly prohibited for individuals under the age of 18.
Marketing messages must avoid portraying gambling in a glamorous or overly enticing light.
Kenya is currently refining its iGaming regulations to better oversee digital platforms—such as web browsers—that offer a variety of ad placements. These updates aim to ensure that only appropriate and compliant content is delivered to users.
3. Advertising time slots on traditional broadcasting channels
- 6:00 AM to 4:00 PM: only allowed with “Responsible iGaming” info.
- 4:00 PM to 9:00 PM: advertisements prohibited.
- 9:00 PM to 6:00 AM: advertisements permitted.
- Advertising is prohibited during children’s TV and radio shows, family programs, and religious content.
10+ iGaming marketing strategies in Kenya
1. Embrace a Mobile-First Strategy- Focus on mobile-optimized ad formats and landing pages to match user behavior.
- Invest in mobile social traffic—Kenyans are highly active on social platforms and engage quickly with content. Publishers often deliver millions of ad impressions via Facebook and similar networks.
Expert Tip: Run separate test campaigns for mobile and desktop. Start with mobile-only targeting to capture early engagement, then scale up by adding desktop traffic.
2. CPM Bidding vs. CPA Payouts
- For campaigns focused on increasing player deposits, CPM (cost-per-mille) bidding is often the better starting point. It allows you to test traffic quality and optimize performance before committing to conversion-based pricing.
- CPA (cost-per-action) is more suitable for simpler user actions like app installs (CPI), signups, free trials, or opt-ins—where the conversion flow is shorter and easier to complete.
- Both models have their strengths - choose based on your campaign goals.
3. Smart Cost-Optimization Tactics
- When running CPM campaigns, use CPA Goal to control costs. This feature lets you set automated rules to pause underperforming sources — those with high effective CPA (eCPA) or low conversion rates.
- You can also save more with Smart CPM, a second-price auction system that automatically lowers your bid just enough to stay ahead of the next highest bidder — helping you win impressions without overpaying.
- As an affiliate, target ads around popular sports like football, horse racing, and rally events.
- Timing is key - plan campaigns to pair with major sporting events, but make sure to prepare in advance. Start testing your creatives and engaging audiences at least two weeks before the event to drive registrations and encourage first deposits.
Popunders are the top-performing traffic source in Kenya, making them a sure one to use for your campaigns.
In addition, Social Bars and Interstitials can significantly boost engagement. Their OS-adaptive designs and large visuals create a more immersive experience, adding credibility and driving better results for your strategy.
6. Localized and Personalized Content
- Create content that resonates with local preferences and interests.
- Incorporate popular slang and phrases that sports fans commonly use, adding a personal touch. Use team colors, mascots, and other recognizable elements — just ensure they’re not copyrighted.
- Feel free to mix both English and Swahili to connect with a broader audience.
- Once you’ve completed traffic tests and campaign optimization, focus on launching new campaigns targeting iGaming-friendly cities like West Pokot or Nakuru.
- Refine your targeting strategy by zeroing in on the high-performing segments to maximize results.
8. Programmatic Advertising
Streamline your media buying process by automating the acquisition of large volumes of traffic through your DSP platform. For example, becoming a DSP partner allows you to access premium RTB traffic from top publishers and trusted partner networks.
9. Harness the Power of SEO
- Tailor your website to capture search traffic from Kenya by targeting local language queries that resonate with the region. Don't just focus on global high-volume keywords—consider the specific needs of Kenyan users.
- Use LSI keywords to enhance content relevance.
- Focus on user intent: craft content that appeals to players ready to engage, make deposits, and participate, rather than just those seeking informational content.
10. Affiliate Marketing (For Operators and Leading Brands)
- Collaborate with popular Kenyan sports bloggers and influencers to amplify your affiliate promotions.
- Enter reputable CPA networks to distribute your offers, ensuring that skilled affiliates bring diverse and high-quality traffic to your platform.
- Regularly review your campaign performance using platform analytics, tracking metrics like impressions, CTR, and clicks.
- Implement conversion tracking, even for CPM/CPC traffic, to gain deeper insights into your campaigns.
- Identify underperforming placements and exclude them by blacklisting poor performers.
- For high-performing placements, create separate campaigns with higher payouts to incentivize affiliates (whitelisting).
- Adjust bids within ongoing campaigns by increasing them for preferred placements using custom bidding strategies.
Checklists for advertisers: iGaming ads in Kenya
Now, let’s digest some of the best practices of iGaming marketing in Kenya if your campaigns embrace various channels.1. Key Broadcasting Channels (TV, Radio, and Outdoor)
- Implement strong age verification systems on landing pages.
- Ensure all ad creatives clearly display the 18+ age restriction.
- Dedicate 20% of ad space to promoting responsible iGaming messages.
- Use time range scheduling (preferably automated) to ensure ads run only during allowed hours.
- Keep records of all approved advertisements.
- Obtain BCLB approval for new ad creatives, or verify that your operator holds the necessary approval.
- Clearly display the operator’s license number in all ad creatives.
- If advertising on Meta or Google in Kenya, secure platform certification before launching your campaigns.
- Consider alternative ad networks that offer more flexible, tailored verification methods for smoother approval processes.
- Ensure all content - from landing pages to prelanders and signup forms - is fully optimized for mobile devices.
- Use geo-targeting to focus your campaigns on high-performing regions and cities.
- Craft ad copy in both English and Swahili to better connect with local users.
- Integrate culturally relevant themes, references, and well-known sports personalities - while staying within regulatory boundaries.
- Run A/B tests with multiple creatives and prelanders to identify top performers.
- Gradually scale campaigns by introducing new ad formats and refreshing creatives.
- Remove underperforming visuals carefully; avoid dropping high-CTR creatives that may still be driving engagement.
- Comply with Kenya’s data protection regulations when collecting and handling user information.
- Prioritize secure data practices across all ad platforms.
- Highlight popular local payment options, like M-Pesa, PayPal, and digital wallets, prominently on your landing pages.
- Display licenses and certifications to build trust and boost credibility.
- Add social proof - such as testimonials or trust badges - to increase conversion rates.
Challenges and considerations of the iGaming market in Kenya
1. Regulatory Updates- Monitor ongoing and upcoming changes to BCLB regulations.
- Be ready to adjust your iGaming marketing strategies swiftly in response to new compliance requirements.
- Explore alternative traffic sources that use manual or flexible verification methods, allowing for a more customized approach to your campaigns.
2. Rising Competition
- Kenya’s iGaming space is growing more crowded as new operators enter the market.
- Stand out by using creative promotions and eye-catching visuals optimized for mobile users.
- Boost brand visibility by tapping into abundant CPM traffic from local bloggers and social media publishers—many of whom operate outside mainstream ad networks.
- Stay updated on emerging payment trends and prioritize methods popular among Kenyan players. M-Pesa, for example, plays a key role in the local iGaming ecosystem by offering fast, secure, and trusted transactions.
- Make sure your payment systems are smoothly integrated into your landing pages and websites, with a strong focus on a seamless mobile experience.
- Respect local cultural norms and steer clear of content that could be seen as inappropriate or offensive.
- Consult with local experts to ensure your messaging aligns with cultural expectations.
- If you're working with an ad network, reach out to your account manager for insights on current trends and audience preferences within Kenya’s iGaming community.
- Keep your audience engaged by regularly updating ad creatives to avoid overexposure.
- Use a variety of 10–15 creatives in each test cycle to maintain freshness and performance.
- Experiment with engaging formats like Interstitials and In-Page Push, and incorporate prelanders — especially when running Popunder campaigns — for better user flow and retention.
6. Mobile network limitations
- Optimize landing pages for slower mobile networks to ensure wide reach.
- Consider lightweight lead forms for faster registration.
7. Social responsibility
- Balance profit-driven advertising with social responsibility messaging.
- Develop CSR initiatives to improve brand perception in the Kenyan market.
Kenya’s iGaming industry is experiencing rapid growth - and the momentum is only building. While tighter regulations are likely on the horizon, the outlook for operators, providers, and affiliates remains highly promising.
With strong user engagement, ongoing tech advancements, and steady economic progress, Kenya is shaping up to be a thriving hub for iGaming.
Now is the time to act - before the market becomes saturated. Loyal players are out there, ready to engage with brands that deliver tailored ads and exceptional user experiences.
