In 2022, Kenya was considered the third-largest gambling market in Sub-Saharan Africa, after South Africa and Nigeria. From July 2022 to June 2023, the total gambling market in Kenya reached Sh88.5 billion.

Additionally, Kenya has the highest percentage of young gamblers among Sub-Saharan African countries at 76 percent, according to a report from the National Assembly Committee on Sports and Culture published in 2023. Gamblers in Kenya primarily use mobile devices, with the report finding that 96 percent of young gamblers use mobile devices.

The gambling market in Kenya focuses on sports betting with football, specifically European football leagues, being the most popular sport to bet on.

Data from Statista shows that online casinos have consistently generated higher revenue than online sports betting. In 2023, the revenue for online sports betting reached US$34.45 million, while online casinos generated US$48.77 million in revenue.

What Drives the Gambling Market?

Kenya legalized gambling in 1952. However, the gambling market only boomed in the country in the 1990s, coinciding with the emergence of the internet and mobile devices. Indeed, one of the reasons why Kenya has a significant gambling market is its relatively high internet penetration, at 43 percent, compared to other African countries.

As of July 2023, citizens of Kenya gained access to Starlink Internet. The price for this internet service varies depending on the package chosen by each individual.

Similar to many developing countries, the majority of internet users in Kenya use mobile devices as their primary means of accessing the internet. This digitalization has driven the online gambling sector in the country. Mobile devices and the internet lower the barrier of entry to gambling, as people can access online casinos from the convenience of their homes. In 2019, 88 percent of bettors used mobile phones to place their wagers, as reported by Slotgrator.

Aside from the relatively high internet penetration, another factor driving the growth of the gambling market in Kenya is the existence of mobile money, M-Pesa. In Kenya, the penetration rate for credit cards and bank accounts is still relatively low, as the country’s economy is still mostly cash-based. The emergence of M-Pesa changed the status quo. It allows users to deposit money via retail outlets. For gamblers, M-Pesa makes it easier to transfer money to be used in online casinos.

In recent years, Kenya’s economy has experienced growth, resulting in increased disposable income for Kenyans. Consequently, more individuals in Kenya are showing interest in trying online gambling. This trend aligns with the fact that the majority of gamblers in Kenya are young. The younger generation in the country is not only more familiar with technology but also more open-minded when it comes to trying new forms of entertainment, including online gambling.

In the future, Kenya’s online gambling market is expected to grow, partly due to gamblers’ preference for playing from the convenience of their homes and the rising popularity of mobile gambling.

Slot Games

Among Kenyan gamblers, three popular games are blackjack, roulette, and poker. However, slot games also enjoy popularity due to their widespread availability, with estimates placing over 1,300 slot machines spread around the country.

Online casinos typically offer extensive game libraries, with slot games being a favorite among gamblers for several reasons. Firstly, slot games provide the thrill and excitement that gamblers often seek. Additionally, their simple mechanics allow everyone to play without prior experience. Furthermore, slot games come in various themes with unique features, adding to their appeal.

For instance, one slot game developed by Pocket Games Soft, Fortune Tiger, features Asian-themed visuals and lively background music. The game includes expanding symbols and free spins. One of its advantages is that it is mobile-friendly, making it suitable for players who prefer using mobile devices.