Online Betting in Kenya: Trends, Challenges, and Opportunities Not to Miss

Kenya is a betting nation! According to a Geopoll survey, 82.81% of the participants said they have ever placed bets. That's more than most other African countries, although South Africa currently has the largest gambling market on the continent.

Recently, the betting industry in Kenya has been transitioning from traditional offline betting shops to the online scene. This is one of the greatest contributors to the increasing betting rates. Сaptains bet Kenya official website, a top betting platform in the country, took a closer look at the trends, challenges, and opportunities in Kenya's online betting sector in 2025 and beyond.

Recent Trends in Online Betting in Kenya

One of the major trends in the online betting sector in Kenya is mobile betting. Most people place bets on mobile betting apps. Therefore, gambling operators in the country are building mobile-first platforms to capitalise on this trend.

Another trend is the growing popularity of live betting. A good number of Kenyan bettors are drawn more to placing bets during live games, especially for football matches. The advancements in technology that allow for real-time updates and odds calculation are a key driver.

Perhaps the most impactful trend is the integration of mobile payment systems, particularly M-Pesa, with betting platforms. Most Kenyans use M-Pesa to transact and providing such an integration makes deposits and withdrawals convenient for them.

Challenges in Kenya's Online Gambling Market

It's not all roses in the Kenyan gambling market, though. The major challenge for betting companies and punters is unfavourable laws. Kenyan regulators are known to make some of the most stringent online gambling laws in Africa that don't spare even the most established betting companies. These are mostly about taxes and licence requirements. Here are the current betting and gaming taxes in Kenya in 2025:

• 15% excise duty on each stake
• 15% gaming tax from gross revenue
• 20% withholding tax

The licensing process is also tedious and requires a good amount of investment to obtain. If the newly proposed Gambling Control Bill passes in 2025, betting companies will have to pay Ksh 200M to obtain an official licence.

Online Betting Opportunities in Kenya

Despite the challenges, there are exciting opportunities in the Kenya online betting sector. While football betting is the most popular in the country, there's a growing interest in other sports.

That's why top betting companies in Kenya, like CaptainsBet, are incorporating other sports, including rugby, basketball, and cricket. Casino games are the second most preferred online betting item and other sports follow.

The expected revenue for the sports betting market in 2025 in Kenya is $119.52m. In addition, the number of users on betting platforms is expected to grow to 517.1K by 2029, resulting in a market volume of $152.28m. This means there's room for betting companies to enter the market and attract new players.

Gambling has been legal in Kenya since the establishment of the Betting, Lotteries and Gaming Act in 1966. However, the popularity of online betting is a more recent trend that's expected to keep growing. Particularly, access to high-speed internet and smartphones makes this possible.

Football is the most preferred sport for most bettors in the country, but other online gambling activities also have a decent market share. Currently, increasing taxation and ever-changing regulations are a big challenge for both operators and punters in the country. But the market keeps on growing, which shows resilience and adapting to changes.