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Key Predictions and Insights for Kenya’s Betting Market in 2024


The rapid evolution of online betting, in line with technological advancements, boosts user excitement for this entertainment. Africa is among the primary targets for international operators, and Kenya is among the fastest-developing markets. Gambling and betting activities are allowed in the country, and foreign bookmakers can provide their services to locals without obstacles. 

Kenyan residents, especially youngsters, show increased interest in sports and betting, respectively. Exploring the actual industry statistics can help make future projections of its developments and predict the newest trends that will boom the sector in Kenya.

Current State of the Kenyan Betting Market

According to research, Kenya is the leading African country in terms of population engagement in gambling. Over 83 per cent of its residents reported they placed bets or played casinos. The industry is rapidly developing in the country, as it boasts both domestic bookies and access to multiple international platforms, including betting sites not from the UK with the best conditions for punters.

2023 was marked with a $34.45 million revenue, while this indicator is predicted to reach $39.45 million in 2024 and $53.7 million by 2029. Increased interest from customers, especially youngsters, and higher accessibility of betting platforms drives the industry development in the country. During the last few years, Kenya has experienced rapid economic growth, affecting the population’s purchasing power and greater engagement in the entertainment sphere.

Legality of Betting Activities in the Country & Taxation

The high accessibility of gambling and betting activities is conditioned by their legality in Kenya. The country’s government has legalized the industry, but only licensed operators can enter the market. This approach allows Kenya to receive additional income through taxes, as every bookmaker has to pay 15% of its GGR. 

At the same time, punters get more opportunities to place bets on anticipated events and enjoy their favourite pastime without limitations. The Kenya Gambling Control Bill is the primary document regulating the sector that allows both online and offline betting if the operator is certified by a local or overseas body.

Trends for Betting Industry in 2024

Bookmakers never stop surprising customers, and their enhanced presence in the digital world opens up multiple opportunities. No one is surprised with the availability of the mobile version, allowing users to place bets wherever they are or lucrative promotions to boost the initial stake. However, the sector constantly develops and implements multiple thrilling features to make bettors’ experiences unforgettable. It’s time to explore the latest trends projected to disrupt the Kenyan gambling market!

Deeper Integration of Machine Learning & AI

Artificial Intelligence is an indispensable assistant for many betting operators, as it can perform multiple functions. First, it’s the best way to increase the security level in an online sportsbook, as the technology assesses user actions and can instantly detect fraud and cheating. At the same time, it helps the operator to analyse user preferences and offer content according to their preferences.

A deeper integration of this technology is anticipated in 2024. Machine learning can help punters make more informed bets by providing valuable tips and recommendations. Special algorithms create well-thought-out predictions based on specific criteria set by the customer, simplifying the process and making it more beneficial for sports enthusiasts.

Growth in Esports Popularity

While for many, traditional disciplines are too typical, esports gives a new breath to the betting industry. This activity has been common for years, but lately experienced an unprecedented boom. Multiple exciting competitions and skilful players attract users to their screens and motivate them to bet on the chosen participant. Esports events are dynamic and unpredictable, causing additional adrenaline rushes for punters during the game. Kenya boasts several famous players, so locals are always happy to support their favourites in the international arena. It’s predicted that esports betting popularity will grow in the country, as more and more exciting tournaments take place regularly.

AR & VR in Sports Betting

This groundbreaking technology has already been implemented in numerous industries, and it’s time for betting operators to use it, too. Augmented and virtual realities will provide sports fans with the chance to witness the most exciting matches from the comfort of their homes – and only VR glasses and a stable connection will be necessary. 

The technology is used in online casinos, and users can get unforgettable experiences when playing slots and games. Immersive experiences are what Kenyan punters lack, as not everyone has the chance to travel somewhere and attend a loud international match.

Increased Awareness of Safer Betting

Gambling addiction is among the most challenging betting industry harms, and the issue should be resolved as soon as possible. The trend for promoting safer betting initiatives is gaining popularity globally, and Kenya is no exception. Regulatory bodies inform risk seekers of possible negative consequences and force operators working in the region to provide access to helplines and treatment centres. Successful responsible gambling campaigns will shape the sector in 2024, giving users more details about appropriate behaviours to get maximum fun but avoid potential problems.

Final Insight

Predicting the industry’s future is always risky – and passionate punters know it for sure. However, there is no doubt that the Kenyan gambling market will continue growing in the following years. The country’s residents show increased interest in this entertainment, while the government and regulatory authority don’t place any restrictions on sports enthusiasts. 

Multiple betting operators have already entered the Kenyan market, offering users broad market coverage and lots of benefits to make their experience even more impressive. The quick rise of innovative technologies, including AI, Machine Learning, and virtual reality, will shape the industry in 2024. Such implementations are beneficial for both bettors and bookmakers, so we are tempted to enjoy the best trends.

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TechTrends Media Editorial

We cover Technology and Business trends in Kenya and across Africa. Send tips to editor@techtrendske.co.ke

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