While Kenya is seen as one of the fastest-growing iGaming markets in Africa, the industry is facing a shake-up following the introduction of new advertising rules by the country’s regulator. But in a mobile-first, football-obsessed market, are affiliates really out of options? We speak to three Kenyan iGaming professionals about local betting culture, their views on the new regulations and what solutions might lie ahead.
It’s been a lively year for Kenyan sports. While the local Premier League continues to pull in crowds with tightly contested matches this month, the African Nations Championship (CHAN) is just around the corner in August, with Kenya set to co-host the tournament alongside Tanzania and Uganda.
But away from the stadiums and screens, things are shifting in the iGaming space. On 29 April, the Betting Control and Licensing Board (BCLB) imposed a 30-day suspension on gambling advertisements. Just days after the ban expired, the regulator introduced sweeping new guidelines: all gambling ads must now be submitted for approval by both the BCLB and the Kenya Film Classification Board (KFCB). Ads must display licence numbers, include responsible gambling messages and avoid any suggestion of glamour or celebrity endorsement.
At first glance, the new rules look like a heavy blow to Kenyan affiliates. But in a sports-mad country, is the story really that simple? It might be premature to call time on the sector without first understanding the country’s unique betting culture – and the ways affiliates might still adapt.
Football is massive here, especially the European games like the Premier League, La Liga, the Spanish leagues and the German leagues
A mobile-first market
As Nostrabet’s project manager Kristiyan Kyulyunkov told iGBA in a previous interview, one of the reasons his team chose to enter African markets was the region’s soaring smartphone adoption rate, which has driven up players’ access to iGaming sites.
According to Kenneth Mugambi, manager of the AfriAdz Affiliates network across African markets, this is especially true in Kenya, where the current smartphone penetration rate sits at 72.6%. With a digitally connected youth, sports betting has become a cultural mainstay.
“Football is massive here, especially the European games like the Premier League, La Liga, the Spanish leagues and the German leagues. They are all very popular here, and people like to bet on them,” Mugambi says.
While crash games are also experiencing growing popularity, Mugambi points out that they have been under scrutiny even before the latest regulations. Sitting at the centre of media outcry, they are often blamed for causing a gambling addiction epidemic. In March, the BCLB published a new directive requiring all licensed operators to submit their crash games for regulatory review. Mugambi expects more regulations to come into force in the future.
Crypto betting is also on the rise. As explained by Eugene Marira, an iGaming consultant and influencer, Kenya ranks second only to Nigeria in terms of crypto usage in African countries, especially among young people under 35 years old. Although Marira says the crypto betting market is relatively free from regulations for now, he believes the local government could look into it in the next few years.
Kenyan punters prefer localised bonuses tied to mobile money platforms like Airtel Money or M-Pesa
Before the ban: trust over reach
Currently, the country’s iGaming landscape is dominated by both international and local operators. However, localised brands like SportPesa Kenya often have an edge when it comes to cultural alignment and language. The same holds true in affiliate marketing. As Kyulyunkov points out, international affiliates need local partners who are “familiar not only with the profile of the bettors but also with the operators”.
Joseph Kibathi, a Kenya-based iGaming writer, emphasises that mentions of local mobile money platforms such as Airtel Money and M-Pesa are key to localisation, as punters usually prefer bonuses tied to those platforms. In addition, keywords like “shinda bonus” and “shikisha bet” could resonate with Kenyan bettors who speak Sheng or Swahili.
For Kenyans, betting is more of a social thing rather than an individual thing, so having influencers helps create that relatability
Until this year, influencer affiliation had become one of the most effective affiliate marketing models for betting operators in Kenya. Marira, for example, worked as an influencer for Sportsbet.io, running social campaigns. In Mugambi’s network, most affiliate partners are influencers too. While website-based affiliates are good for gaining organic traffic, influencers have been more effective in building trust with players.
“For Kenyans, betting is more of a social thing rather than an individual thing, so having influencers helps create that relatability,” says Marira. “Kenyans tend to associate with real people, not those big, faceless brands, so you might get somebody with 5,000 followers converting better than the brand itself.”
Mugambi adds that many operators have looked beyond the iGaming circle to find their brand ambassadors. Famous Kenyan rappers, including Khaligraph Jones and King Kaka, all had partnerships with betting brands. “Operators would find a trending comedian on social media and sign them,” says Mugambi. “It increased brand awareness and drove organic traffic, and I think it was quite a nice move.”
It’s crazy. We can’t believe it… There was no warning, no consultation
From ban to backlash
But under the new BCLB guidelines, this entire model is now under threat. The regulations specifically state that “gambling adverts shall not glamorise betting or use celebrities, influencers and content creators to endorse or promote gambling”. Non-compliance may result in penalties, including suspension or revocation of operator licences.
“It’s crazy. We can’t believe it,” Mugambi says. “They banned us for 30 days, then they came back with permanent restrictions. There was no warning, no consultation.”
Marira calls the past few weeks “a rollercoaster”, noting that while some of the restrictions – like keeping ads away from schools and religious centres – are reasonable, banning influencer content outright is “a bit too harsh”. Mugambi emphasises that many influencers are young people and “unemployed graduates relying on social media for their livelihoods”; the sudden ban feels “hypocritical”, especially given that the country is experiencing a slowdown in economic growth.
Both believe the decision is political. “In Africa, there are politicians who are rumoured to be affiliated with betting companies,” Kenneth says. “The others who aren’t affiliated are pushing back against those companies to suppress competition, so it has become a political issue, not a regulatory one.”
In Africa, there are politicians who are rumoured to be affiliated with betting companies. It has become a political issue, not a regulatory one
Smaller operators and iGaming companies will be hit the hardest. As Marira explains, although the reduction in brand visibility will affect all, bigger operators won’t lose their existing players acquired from previous marketing campaigns. For start-ups, however, the restrictions mean that “their customer bases won’t grow” and risk being “bought out by bigger companies”.
A fight for survival
While it is still early days, efforts are already underway to reverse the ban. On 4 June, Kenyan influencers and content creators formed a coalition calling for an open conversation with BCLB and asking the regulator to reconsider its position. They argue that although protecting vulnerable individuals from gambling addiction is essential, the blanket ban limits creative space and violates their rights to work.
Hansen Omido, representative of the coalition and member of the Law Society of Kenya, said in a press meeting: “We, the Kenyan influencer and content creator community, are indeed concerned with the recent directive from BCLB. The ban on influencers participating in betting adverts is not welcomed.”
“A blanket ban cannot be the solution. It is a blow to the creative economy and to the thousands of young people whose livelihoods depend on producing digital content,” he continued.
Affiliates have to incorporate their messages into lifestyle videos, community social responsibility (CSR) campaigns and everything in between
In a previous iGBA feature, Marc Samouilhan, director of the Africa-based iGaming affiliate company Global Ad Venture, pointed to the potential of running Telegram communities in the region, as the platform is popular among local players and more relaxed with gambling content. Marira agrees and says many Kenyan affiliates have recently started building Telegram channels. Another approach might be to pivot to indirect branding strategies, such as giving away betting-branded T-shirts and water bottles.
“That could work as advertising, and since it’s not betting content per se, it’s not regulated by BCLB,” Marira explains. “Now is when creativity comes in. Affiliates have to incorporate their messages into lifestyle videos, community social responsibility (CSR) campaigns and everything in between.”
Despite the uncertainty, few believe betting in Kenya is going anywhere. The appetite is still strong, and new users continue to enter the market, particularly as esports and mobile-first platforms grow. Born and raised in Kenya, Marira is not abandoning the market. Neither is Mugambi. But both say the industry needs more democracy, not decrees.
“We’re not against regulations,” says Mugambi. “But talk to us. Work with us. Don’t just shut the door.”
At the time of writing, BCLB hasn’t issued any official response addressing the influencer coalition’s concerns, although Mugambi has been invited to share his thoughts with the board. But while waiting for the final decision, Kenyan affiliates must not lose hope, leveraging creativity in content while delivering responsible gambling messages and complying with the new rules.