iGaming AFRIKA industry Guide Vol.1 – No. 1- 2025 Edition Semi-Magazine by iGaming AFRIKA

KENYA GAMING SURVEY - 2024

Context & Objectives

As the gambling industry continues to grow rapidly in Kenya, it is crucial to gather insights that can further guide the development of effective policies and regulations.

Conducted in partnership with iGaming Afrika, the Kenya Gaming Survey delves into the country's gambling landscape, with a focus on demographic and socioeconomic factors that influence gambling behavior.

This feedback is invaluable for us as a solution provider, enabling us to enhance our offerings to address end-user challenges and strengthen our collaboration with the collaboration with Betting Control and Licensing Board (BCLB).

The questions of the survey aimed to gather the following:

•Evaluate how widespread gambling is across different socioeconomic groups, with a particular focus on identifying high-risk areas and populations.

•Investigate the financial implications of gambling, particularly in lower-income areas

•Provide data-driven insights that can assist BCLB in developing targeted interventions aimed at promoting responsible gaming and mitigating the negative impacts of gambling in order to improve products and services to meet market needs and promote responsible gaming.

Recruitment Process and Training

To ensure a comprehensive data collection process, 20 university students were recruited as field agents. Each participant was carefully selected based on their familiarity with the targeted areas and their ability to engage effectively with respondents.

•Training session was held to ensure consistency in the approach.

•Key training topics: handling interviews, ethics, and data integrity.

Covered areas : Nairobi & Surrounding Regions

The survey focused on several key regions within and around Nairobi. These areas were chosen to capture a wide range of socioeconomic backgrounds. The Central Business District (CBD), which hosts diverse workers was one of the focal points.

Different areas such as Kibera and Kawangware were also included to understand gambling behaviors in middle lower-income communities.

Additionally, areas like Kenyatta University were surveyed to capture the younger demographic that is more tech savvy.

Data Collection & Sampling

The survey specifically targeted individuals who engage in gambling, with particular attention given to capturing data from lower-income areas, such as slums, and among those using various gambling platforms, including mobile apps and USSD services.

Team leaders were assigned the task of overseeing the data entry process into the system. The data was thereafter cleaned and checked for inconsistencies.

This thorough review process guaranteed that the final dataset was reliable and reflective of the field results.

Demographic of Respondents

Income Levels of Gamblers

The survey data highlights that a significant proportion of gamblers in Kenya come from lower-income groups, with many earning less than Ksh 50,000 per month.

This suggests that gambling is particularly prevalent among individuals in economically vulnerable situations, possibly driven by the hope of quick financial gains.

Frequency of Gambling Activities

Most gamblers engage in betting weekly or daily, often wagering small amounts, typically less than 1,000 shillings per week.

Gambling Motivations

Popular Gambling Platforms

(Note: Some respondents selected multiple options, so percentages sum to over 100%.)

Transaction Preferences

Majority of the players use Mobile money (over 300 gamblers) ranging from mobile apps and USSD.

Quite a few preferred playing using cash betting shops or casinos (withdrawals using inhouse Mpesa Agent.

2 players confirmed using crypto.

Prevalence

of Illegal Gaming Sites

Despite government efforts to regulate the gambling industry, illegal gambling websites remain accessible to a large portion of the population. Many of these sites operate without licenses and circumvent local laws by hosting their servers abroad.

According to the survey, 55.5% of respondents are unaware that some gambling sites are illegal in Kenya.

•This lack of awareness highlights the need for greater consumer education on the risks of using unlicensed platforms. A significant percentage of participants—53.1%—indicated they would still gamble on illegal platforms if the bonuses or odds were attractive.

•This demonstrates how these sites draw users by offering deals that legal platforms may not provide - quite often, the KYC is very basic.

Impact of Illegal Gaming Sites

Responsible Gambling –the context in Kenya Challenges in promoting Responsible

Despite the importance of responsible gambling, many players are unaware of or do not practice self-regulation, and the gambling platforms are not providing sufficient guidance to promote responsible behaviors.

•24% of respondents do not set their own limits on how much they can bet

•27.9% do not set their own limits on how often they can gamble

•88.1% of the respondents shared that the gambling sites they use do not provide support on when to stop playing, underscoring the need for more proactive measures by operators and stronger enforcement by the regulator.

gambling in Kenya Enhancing

The challenges in promoting responsible gambling stem from both a lack of awareness and a reluctance from both users and operators to engage in preventive measures.

•A significant challenge in promoting responsible gambling is the low level of awareness among users.

•According to the survey, 77% of respondents are not aware of available help should they need assistance with gambling addiction.

•Another challenge is self-perception regarding addiction. 55% of respondents do not consider themselves gambling addicts at all, while only 15% identified as addicted. This denial or underestimation of risk can prevent users from seeking help when necessary.

•A major hurdle identified is the lack of intervention by the platforms themselves, as 88 % of players indicated that the sites they use do not provide any form of responsible gambling support or encourage users to set limits.

Responsible gambling in Kenya

Increase Player Awareness

A concerted effort is needed to further raise awareness about responsible gambling. Public campaigns should educate players on gambling risks and the tools to manage their behavior.

Operator Compliance

Provide responsible gambling tools like betting limits and self-exclusion. Regular - automated audits of the operator’s platforms are needed for compliance.

Integrating Technology

There exists various solutions that are automated to help identify problem gambling by monitoring punter behaviors. Operators can use it to send warnings or suggest self-exclusion when excessive gambling is detected whilst the regulators can use such a system to proactively monitor at risk profiles.

Mental health services

Collaborate with mental health professionals to offer accessible resources. 77% of players are unaware of support services, highlighting a need for better promotion.

Key Takeaways

What Gamers Desire Conclusion

The Kenya Gaming Survey offerered valuable insights into the country's gambling landscape, highlighting significant trends, challenges, and opportunities. Understanding gambling behaviors, attitudes, and patterns

Gambling is widespread across various demographics, with a particular concentration in lower-income communities. The data points to a lack of awareness around responsible gambling and the pervasiveness of illegal sites, both of which pose significant risks to players and the market.

Addressing these issues will require a multifaceted approach, involving stronger regulation, better public education, and more robust responsible gaming measures.

By understanding the motivations and behaviors of gamblers, stakeholders can implement effective interventions to create a safer, more sustainable gambling environment in Kenya.

Who is Jeremiah? And can you share with us your journey in the iGaming industry? What inspired you to establish iGaming AFRIKA?

Jeremiah, also known as Mr. iGaming AFRIKA, is the CEO and founder of iGaming AFRIKA, the leading iGaming media and publication platform on the continent. My mission with iGaming AFRIKA is to shape the future of the gaming industry in Africa through our platform and various initiatives. These include engaging with African regulators to promote a uniﬁed industry regulation & licensing policy and encouraging operators to support responsible gaming campaigns such as self-exclusion. We have recently celebrated our 2nd anniversary at iGaming AFRIKA. I look forward to more growth and success for the industry in Africa.

As a leader in the iGaming sector, what principles do you live by that you think have made the biggest impact on your journey?

I live by zeal, motivation, and energy to stay at the top. Believing in oneself and working towards goals are essential. Continuous learning is also vital; I emphasize on listening, watching, and reading, leveraging readily available internet resources to develop skills and knowledge, which in turn elevates my growth.

Building iGaming AFRIKA must have had its own challenges. What were some of the toughest moments, and how did you overcome them?

The biggest challenge was ﬁnancing a startup, often requiring personal funds to keep the business aﬂoat in its early stages. I overcame this by having savings from my previous employment, which helped sustain the brand during its initial phase.

You’re also behind iGaming Consult Africa and AfriAdz Aﬃliates. Please tell us more about these brands?

iGaming Consult Africa is a platform for investors and businesses seeking opportunities in the African gaming industry. It offers services such as feasibility studies, market entry consulting, legislative and regulatory advice, license applications across African countries, market research, and strategic planning. iGaming Consult Africa also connects gaming businesses with leading affiliate marketing agents to enhance their competitiveness. Affiliates can register on the platform to access exclusive offers and negotiated deals from top sportsbooks and casinos in Africa.

iGaming AFRIKA recently launched Africa's ﬁrst dedicated iGaming magazine with their latest issue published in April 2025. What made you come up with that idea, and what impact do you hope it will have on the industry? Are there more issues coming up?

The African iGaming industry is young, barely a

decade old, and has lacked dedicated media coverage. This gap prompted the launch of Africa’s ﬁrst iGaming magazine, now at issue 5, with plans for issue 6 in August/September 2025. The magazine has received positive feedback for its content and is published in English and Swahili, with plans to include more languages. The upcoming issue promises to be even more impactful.

With more people getting into iGaming across Africa, what steps are you taking to promote responsible gaming?

iGaming AFRIKA dedicates signiﬁcant space within its publications to promote responsible gaming initiatives and campaigns. Additionally, many regulators share this commitment by advocating for responsible gaming through their platforms, aligning with the industry’s best practices.

You’ve been vocal about wanting a more uniform gaming regulation and centralized licensing structure for gaming across Africa. Why is the adoption of the same a good move?

A uniform legal framework would align African countries with leading nations that already have updated regulation policies. It would help lagging countries catch up and streamline operations. A centralized licensing system, similar to Curacao’s, would simplify market entry for operators, attract investment, and improve industry eﬃciency across the continent.

I know you’re also strongly advocating for the adoption of cryptocurrencies in the Fintech world. How do you see technologies such as blockchain changing the game for iGaming in Africa?

Embracing new technologies is crucial to keep pace with evolving times. Cryptocurrencies offer a fast, efficient, decentralized method of transferring virtual assets, appealing especially to tech-savvy young people who prefer platforms beyond traditional banking and mobile money. Early adoption can foster innovation and improve transaction efficiency in the iGaming industry.

Are there any new technologies you’re excited about that you think could transform the gaming industry?

Artificial Intelligence (AI) and Machine Learning are at the forefront. They promise increased efficiency in solving complex problems, reducing time-consuming tasks, and enhancing operational effectiveness. Adopting AI can lead to higher revenue and improved gaming experiences.

Looking ahead, what are your big dreams for iGaming AFRIKA in the next ﬁve years?

iGaming AFRIKA plans to host the largest gaming summits in Africa starting July 2026 at the Sarit Center Expo, with the inaugural event in Nairobi, Kenya. This annual summit aims to become the premier gaming conference on the continent, attracting the global gaming community. Over the next ﬁve years, the industry is expected to become more advanced and dynamic, driven by the momentum of these summits.

Lastly, what advice would you give to young entrepreneurs looking to enter the iGaming industry in Africa?

Africa is the next frontier for gaming. Many gaming businesses have already recognized the continent’s potential, making now the perfect time to invest. I encourage aspiring entrepreneurs to reach out for guidance and emphasizes that with the right support, success in the African iGaming industry is achievable.

Africa is the next frontier for gaming “

It’s essential for stakeholders to educate the player on how to approach the game with caution and practice responsible gambling habits to avoid the risks of addiction and signiﬁcant ﬁnancial losses, by understanding the advantages and disadvantages of playing a crash game and making the wise choices on reputable online casinos.

Which are some of the upcoming gaming markets that investors should consider investing in and why are they right for investment?

I will vouch for Africa as a market rich in various factors fueling this rapid growth and critical considerations for anyone looking to invest in.

Africa has embraced the digital age with astonishing speed, driven largely by the rise of mobile technology ﬁrmly established as the preferred platform for betting with than 580 million mobile users in Sub-Saharan Africa, expected to grow signiﬁcantly over the next decade. Propelled by the continent’s youthful demographic of 70% of sub-Saharan Africa under the age of 30, expanding internet and smartphone access, and widespread enthusiasm for sports, particularly football.

Mobile payments, through platforms like Kenya’s M-Pesa, Safaricom, MTN, Airtel etc., have revolutionized the ﬁnancial landscape in Africa, particularly in rural areas where they lack access to traditional banking services, but mobile payment systems have allowed them to conduct transactions eﬃciently. For online casinos, this means there is already a trusted, widely used system in place to handle deposits and withdrawals.

The opportunity is clear: Africa’s mobile money ecosystem provides a ready-made solution to one of the biggest barriers for online gambling.

Crash games have taken the industry by a storm, how can they continue dominating the market at the time when there has been a public outcry about the safety of punters who play crash games?

The continuance of the game’s simplicity and excitement will make it a hit among players, who enjoy the rush of adrenaline that comes with the possibility of winning big. Improved bonus models and promotions will also attract players and lead to increased competition among casinos, which ultimately will beneﬁt players by providing them with more options and better deals.

On the public outcry… players are cognizant to the fact that gambling is a complex and fascinating world where psychology plays a vital role. Unfortunately, the same players often overlook this aspect and go into the game without considering the risks. In Crash Gambling, the thrill of seeing the multiplier going up can be addictive, making it easy to become greedy and forget that the game could “crash” at any moment, resulting in a loss.

Following tips for responsible gambling, players can enjoy this game safely and responsibly and it’s crucial to remember that there are no guarantees of winning and that playing should be done for entertainment purposes only.

We have noted that you have worked for renowned brands such as Betika at a time when they were joining the market for the ﬁrst time, some of these brands are now the leading in their local gaming market, what do you think inspired their massive growth in the markets they operate in?

Betika mastered the art through market research, building a strong brand through strategic partnerships with local football clubs and sponsorship of major sporting events successfully building a very strong brand presence across the market.

The Directors had a strong passion in technology which brought out the urge to explore challenges and it led to the ﬁrm, which was very tiny then, investing in robust technology by creation of a user-friendly website and a mobile app that catered to the speciﬁc needs of an African user seamlessly, gaining a substantial market share over time.

They oﬀer diverse betting options with a comprehensive range of betting options like virtual sports, multiple casino games, and live betting etc. from carefully selected providers, continuously expanding and updating their betting options, catered to evolving customer preferences and capitalize on the projected growth in the African online gambling market.

We prioritized mobile betting, engaging customers eﬀectively, and providing exceptional customer support and positioned the company for success in the dynamic African gambling market. Implementing these strategies helped capitalize on the emerging opportunities and established a proﬁtable presence in the African market.

What would be your advice to gaming brands that are struggling to penetrate the market in Africa?

To thrive in this African diverse environment, Brands and platforms need to adopt several localization strategies, from multilingual support in multiple African languages, mobile and SMS channels to cultural sensitivity where they need to understand and respect local customs and traditions to package their promotions that resonate with players.

Failure to tailor content that adapts or aligns with local preferences can be punitive to a brand. They must feature popular sports, local teams, or culturally relevant themes and games.

They must provide diverse payment methods that cater to speciﬁc markets’ preferences and regulations. Mobile money and digital wallets are popular choices in this market.

Ibis Styles, Westlands, Nairobi, Kenya

iGaming AFRIKA industry Guide Vol.1 – No. 1- 2025 Edition Semi-Magazine