Sports and entertainment ads are growing fast in Kenya, and you must act quickly to stay ahead of others. This guide will give you essential details about the market, player behavior, and marketing plans. Plus, you will learn some clever ways to spend less on traffic!
iGaming in Kenya: market insights and future outlook
The iGaming market in Kenya is booming, and these aren’t just vague words. They’re backed up by some substantial data. Take a look at the numbers from Statista and iGaming Today:
- Projected revenue (2029): $1.03 billion USD (all iGaming sectors combined)
- Projected sports betting revenue (2029): $152.28 million USD
- Estimated player count (2029): 1.6 million active users
Youth engagement in iGaming was assessed differently by various source:
- GeoPoll: 83.9% of young people in Kenya participate in some form of gaming
- Local surveys: approximately 50% of youth have engaged in iGaming in the past year
Audience profile:
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- Predominantly young and tech-savvy
- High interest in sports and entertainment
- The majority of users access platforms via mobile phones
- 40.8% of Kenya’s population has internet access
The above data shows that Kenya leads in e-infrastructure among African countries, supporting strong online platform growth. Its high internet penetration rate, youth-driven demand, and sports culture make it a great GEO for mobile campaigns focused on iGaming.
Who Plays? Exploring Kenya’s iGaming Demographic
- Key demographic: The primary audience is mainly young male adults, 18 to 35 years old.
- Mobile-first behavior: Around 88% of users accessed the internet via mobile phones (Geopoll, 2019). Today, this figure has grown further, underlining the importance of mobile-optimized content and creatives.
- Engagement rate: Kenya ranks high among African nations for player participation, with over 80% of respondents playing in one way or another. About 37% of users engage in iGaming on a weekly basis, while nearly 28% do that once a month.
- Gaming focus: Most players tap into iGaming to support sports events, especially European football leagues.
- Top sports interests: Football reigns supreme, with favorites including: English Premier League, Bundesliga, UEFA Champions League, La Liga, Kenyan Premier League (local).
- Projected growth of iGaming: Over 402,000 sports enthusiasts and 85,000 users on general online gaming platforms are expected in 2029.
Law and iGaming in Kenya
Kenya is one of the freest countries in Africa for iGaming. People are allowed to enjoy sports betting, online and offline games, and lotteries. Online gaming rules are still not very strict, but the government is trying to make them safer with a new law called the iGaming Control Bill.
The main governing body that makes and checks the rules is called the Betting Control and Licensing Board (BCLB). BCLB gives licenses and controls how games and betting advertising are. Though the strongest rules apply to traditional ads like TV commercials, it’s vital to understand the general outlook of Kenya’s iGaming laws.
1. Getting a license
Traditional marketing channels only accept iGaming ads if the operator is authorized by the BCLB. The ad also has a number of requirements, and it must clearly show:
- The age restriction
- The license number
- The label “authorized and regulated by the Betting Control and Licensing Board”
If you want to advertise on platforms like Google or Facebook, you need to get a special certificate. There are also platforms that use their own ways to verify operators and don’t ask for a certificate. Examples are Adsterra and X (Twitter).
2. Ad content guidelines for traditional channels
Ad content on traditional marketing channels has certain requirements in terms of what you can say or show. For example:
- 20% of your ad must talk about safe and responsible iGaming
- Ads must have a clear age restriction stating that gaming is not for people under 18
- Gaming shouldn’t look too fun, exciting, or glamorous in the ad
Kenya is also working on new laws to control online ads on digital platforms like web browsers that show many types of ads. The goal is to make sure that all iGaming ads are proper and safe.
3. Time gaps for iGaming ads
Apart from content requirements, there are also strict rules about the time of day you can run iGaming ads on traditional broadcasting channels:
- 6:00 AM – 4:00 PM: Ads are allowed only if they include responsible iGaming messages.
- 4:00 PM – 9:00 PM: Ads are not allowed.
- 9:00 PM – 6:00 AM: Ads are fully allowed.
iGaming ads are also banned during children’s programs, family shows, or religious content.
10+ smart ways to Kenyan iGaming market
1. Focus on mobile users
The key is to use ads and websites that look good on phones. Moreover, it’s potentially profitable to spend more on ads for mobile social media. People in Kenya love using social apps and often click and share content. Many ad views come from Facebook and other socials.
Tip from Adsterra experts:
It’s always wise to test your ads. In this case, you can find it helpful to split tests into two parts — one for mobile and one for PC. Start with phone users, and if that works, add desktop users later.
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2. CPM or CPA: choose smartly
Use CPM (cost per 1,000 views) when your goal is to get more players to deposit. It’s a safe way to test and then refine your ads. At the same time, CPA (cost per action) works better when you want people to do easy actions like downloading an app, signing up, or trying a free offer.
3. Spending less money on ads
Ad networks nowadays offer a wide variety of optimization tools that help save money. For instance, in Adsterra, you can try CPA Goal or Smart CPM.
If you opt for CPM traffic, you can try CPA Goal. This helps stop traffic sources that cost a lot (eCPA) but don’t bring enough results in terms of traffic or conversions. Smart CPM is another smart tool that allows you to pay less. It works like a second-price auction and makes sure you only pay what’s needed to beat the next best offer.
4. Look into sports
Affiliates should start with ads that spotlight renowned sports events, especially in sports like football, horse racing, or car rallies. The campaigns themselves should align with the events, but it’s best to prepare them at least 2 weeks early. This gives you time to test your ads and let players sign up and deposit money.
5. Try different ad types
Several ad types prove to be more profitable for iGaming campaigns in Kenya:
- Pop-ups are unequivocally the top ad type for this type of campaigns.
- Also, proprietary formats like Social Bar in Adsterra, which includes Interstitials, are super user-friendly and have an adaptable design that fits different devices and helps people notice and click more.
6. Make content local and personal
Create ads and messages that match what people in Kenya like and talk about. Local slang or special sports vocab can help with that. You can write in English or Swahili, or even both to connect better with the audience. Another advice is to add colors or symbols of popular sports teams (but not anything protected by copyright).
7. Location-based targeting
Did you know there are cities deemed as iGaming-friendly? Examples include West Pokot and Nakuru, so don’t miss out on the opportunity to launch dedicated campaigns targeting them after you test your traffic and refine optimization. Also, focus on areas where your ads worked well before, and adjust your targeting to reach even better results.
8. Programmatic ads
Let a smart system buy a lot of website traffic for you automatically. For example, you can work with Adsterra as a DSP partner and get top-quality traffic from trusted websites and platforms. This makes media buying faster and easier.
9. SEO matters
Make your website easy to find on Google in Kenya. Use popular search words in local languages, don’t forget about LSI keywords, and try to focus on people who want to play and spend money, not just those looking for information. How can we understand who is looking for what? Let’s see:
- Someone searching “Kenya iGaming stats” wants information.
- Someone searching “free spins bonus” wants to play.
10. Bringing in affiliate traffic
If you’re a brand or a gaming operator, work with Kenyan sports bloggers to promote your offers. Another way to get your offers seen is to use CPA networks. This way, you’ll share your offer with trusted marketers who bring in quality traffic.
11. Track results and improve
Check your ad stats often — look at views, clicks, and conversions. It’s also essential to set up a conversion tracker if you buy CPM/CPC traffic, so you can see how well your ads turn into real players. Don’t forget to remove or blacklist websites with poor performance. For top-performing sources, on the other hand, create new campaigns with higher payouts and adjust your ad prices to get more views.
Roadblocks in Kenya’s iGaming landscape
- Changing rules: Laws may change quickly, so always stay updated with BCLB guidelines. Use traffic sources with manual ad checks for more flexibility and local relevance.
- High competition: The market is crowded with new operators. Stand out using fun, mobile-friendly ads and grow your brand through bloggers and social platforms.
- Handling payments: Keep up with locally popular payment methods like M-Pesa. Ensure fast, secure, and mobile-optimized payment systems on your pages.
- Culture matters: Respect Kenyan cultural values. Avoid risky content and consult local experts or your ad account manager for insights.
- Ad fatigue: Rotate creatives regularly to prevent ad fatigue. Use 10–15 versions in tests, and try engaging formats like Interstitials and In-Page Push. For Popunders, also test different prelanders.
- Slow internet on phones: Design lightweight landing pages and short forms that load quickly on slow mobile networks.
- Ethics in iGaming: Balance promotions with messages about responsible gaming. Support local community projects to build a positive brand image.
iGaming ads online: a platform to boost your campaigns
Advertising iGaming in Kenya may seem complicated, especially when it comes to traditional marketing channels. On the other hand, iGaming ads online offer fewer challenges, though they aren’t completely hassle-free. To make your experience in launching iGaming campaigns online smooth and profitable, try Adsterra. It is one of the best platforms for iGaming advertisers in the African market, and here’s why:
- Over 1.5 billion conversions annually with an impressive up to 20% CTR.
- Pure, high-converting traffic from many African GEOs, including Nigeria, South Africa, Kenya, Malawi, and Mozambique.
- iGaming and eSport offers result in the most significant profits at Adsterra, especially tbefore and during sports events like championships, finals, races, and matches.
- Access to a plethora of premium, direct traffic sources (35k+ publishers) spanning various niches such as Entertainment, Online Movies, Downloads, Streaming, and more – perfectly aligned with iGaming and eSports offers.
- Attractive ad formats that overcome ad fatigue. For example, Adsterra’s unique Social Bar (with In-Page Pushes and Interstitals) includes various skins designed to integrate seamlessly with any offer.
- Friendly policy: it welcomes ads and campaigns that may face hurdles in some mainstream ad networks.
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Conclusion
iGaming is growing fast in Kenya, and it will keep getting bigger. The rules are likely to become stricter, but there are still many lucrative opportunities for iGaming companies, website owners, and ad partners.
Kenya has active players, developing technology, and an emerging economy. All of this makes the iGaming market a great place to grow. Don’t wait too long — the market will soon be full of competitors. Many loyal players are still looking for offers that speak to them and give them a good experience! It’s time to step into the Kenyan market, and Adsterra will be your helping hand in this journey to profits.
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