KENYA

Kenya is one of the most technologically advanced and dynamically developing Tier 3 gambling markets in East Africa. The country has become a global example of how mobile payments and digital infrastructure can create a mass market for online betting and gambling even with relatively low average incomes.

The Kenyan market is characterised by the absolute dominance of mobile betting, the iconic popularity of football betting, instant payments via M-Pesa and high engagement of young audiences.

Online casinos in Kenya

Online casinos in Kenya are legal and actively developing amid the explosion of sports betting.

Legal operation of online platforms.
High demand for slots and crash games.
Mobile user dominance.
Kenyan shilling support (KES).
Constant influx of new audiences.

Online casino is developing in parallel with the colossal growth of betting.

Land-based casinos and gaming halls

Land gambling in Kenya is moderately developed and concentrated in large cities and tourist areas.

Licensed casinos in Nairobi and Mombasa.
Slot machines, roulette, card games.
Casinos at hotels and entertainment complexes.
Tourist orientation offline sector.
Age limit 18 +.

The offline sector plays a secondary role compared to the mobile market.

Sports betting and betting

Sports betting is the absolute leader in the entire gambling market in Kenya.

• Football (England, Spain, Champions League).
• Esports.
• Basketball.
• Tennis.
• Boxing.

Football forms the vast majority of all betting in the country.

Regulation and licences

Gambling regulation in Kenya is carried out at the state level through the national regulator.

Legal licensing of bookmakers and casinos.
Mandatory KYC and tax controls.
Control of payment flows.
Fighting illegal operators.
Regulation of advertising activity.

The Kenyan model is considered one of the most progressive in Africa.

Payment methods

Kenya is the world leader in mobile payments in gambling.

M-Pesa (main payment instrument).
Bank cards.
Bank transfers.
E-wallets.
Growing use of cryptocurrencies.

M-Pesa forms the basis of the entire system of deposits and payments.

Popular games and formats

• Football betting.
• Crash games.
• Video slots.
• Live betting.
• Fast arcade formats.

Crash games and express bets show the highest growth rates.

Mobile gambling

Kenya is an almost entirely mobile gambling market.

Absolute dominance of smartphones.
Mass distribution of mobile Internet.
Betting via mobile browsers.
Instant deposits through M-Pesa.
Young and overactive audience.

Mobile traffic forms almost the entire volume of the country's gambling activity.

Advertising and responsible play

Gambling advertising is legal in Kenya but highly regulated.

Bookmakers' permitted advertising.
Prohibition of aggressive bonus advertising.
Mandatory risk warnings.
Monitoring partner programs.
Government Responsible Play Programs.

The state is actively fighting against the excessive involvement of young people.

Why Kenya is a Tier 3 market

• absolute dominance of mobile betting;
• the cult popularity of football betting;
• unique payment model M-Pesa;
• a young digital audience;
• high growth rate of online gambling.

Kenya is one of the most unique and technologically advanced Tier 3 gambling markets in the world. It is dominated by mobile betting on football, crash games and instant payments via M-Pesa. For operators, this is a market of extremely high activity and scalability, for players - ease of deposits, fast payments and round-the-clock access to mobile betting and online casinos.