Kenya’s online gambling market is on fire—and not just in terms of user numbers. In 2025, the industry is showing sharp growth, innovation, and regulatory balancing acts that are reshaping how both local and international operators do business in the country.
With over 12 million active users and a smartphone penetration rate topping 80%, Kenya remains a digital gambling hotspot in East Africa. Local giants like SportPesa and Betika continue to dominate with aggressive marketing and mobile-first platforms tailored for Kenyan users. Meanwhile, international platforms such as Betway, 1xBet, and 22Bet maintain strong footholds, offering more game variety and tech-driven experiences like live betting and eSports wagering.
One of the biggest trends in 2025? SMS betting and data-light apps, crucial in a country where many users still operate on limited bandwidth. “You don’t need a smartphone to place a bet in Kenya,” says a local Nairobi cyber operator. “That’s why SMS betting is exploding—it’s fast, reliable, and fits our daily life.”
Tech is also driving change. Platforms accepting cryptocurrency, integrating AI-driven odds, and offering instant mobile money payouts are gaining traction among younger punters. Mobile money, especially M-PESA, remains king, enabling instant deposits and withdrawals with minimal friction.
On the regulatory front, the Betting Control and Licensing Board (BCLB) is holding its line—ensuring operators are licensed, tax-compliant, and increasingly transparent. While some stakeholders have called for looser restrictions to foster innovation, others support tighter controls to curb gambling addiction and underage access.
According to recent data, the market’s total value is expected to hit KES 150 billion in wagers this year, with online gaming making up over 75% of total activity. With user behavior shifting toward fast, mobile experiences and operators investing in technology and compliance, Kenya’s online gambling future is poised for a bold new chapter.
Stay tuned—this space moves fast, and the stakes are only getting higher.
