The Kenyan government has recently tightened the reins on gambling advertisements — and the effects are already rippling through the iGaming and affiliate marketing landscape.
On April 2024, the Betting Control and Licensing Board (BCLB) rolled out new directives that directly affect how betting brands can promote their services in the Kenyan market. This move, part of a broader regulatory tightening, comes amid growing public concern over gambling addiction, youth exposure, and digital targeting.
📉 What Changed?
The new guidelines require all betting ads to be:
- Pre-approved by the BCLB before publishing
- Carried only between 8 p.m. and 6 a.m. (watershed hours)
- Free of any content targeting individuals below 18 years
- Prohibited from showing “exaggerated winnings” or associating gambling with success
- Display clear responsible gambling messages and helpline numbers
📊 By the Numbers
Kenya’s betting economy is one of Africa’s most active:
- Over 11.4 million Kenyans gamble regularly (GeoPoll, 2023)
- The industry generates KES 200 billion+ annually
- Youth under 35 make up 70% of the betting population
- Leading players include SportPesa, Betika, Odibets, MozzartBet, and Betway
These numbers underscore why regulation is becoming a high-stakes issue — both economically and socially.
🎯 Impact on Affiliates and Influencers
For affiliates and influencers, the shift is significant. Previously, betting brands were heavy spenders across radio, influencer campaigns, football sponsorships, and meme-driven platforms like Twitter and Telegram. Now, creatives and marketers must adapt.
“Overnight, campaigns that ran daytime slots or youth-driven memes became non-compliant,” says one Nairobi-based affiliate. “We’ve had to pivot to more educational and responsible messaging.”
Some brands are already pulling back ad budgets, while others are rethinking their content strategy, focusing on:
- Betting education
- Odds analysis shows
- Content targeted at existing adult audiences, not mass reach
🎮 What About Game Providers and Streamers?
Streaming content — especially football predictions and live betting walkthroughs — is also affected. Platforms like YouTube and TikTok are tightening gambling content rules globally, and Kenyan creators are feeling the pinch.
“Several YouTubers I know have had videos flagged or demonetized,” says a popular iGaming streamer. “The algorithm doesn’t differentiate between educational content and promotion.”
As a result, more creators are turning to Telegram, WhatsApp communities, and even Discord to engage bettors.
💼 What Operators Are Doing
Operators like Betika and SportPesa are revisiting their partnerships. Instead of wide-reach influencer campaigns, the focus is shifting toward:
- Brand ambassadors with mature, niche audiences
- Community-based campaigns (e.g., betting responsibly in local football events)
- CSR-driven messaging that aligns with government goals
Some are even collaborating with health and wellness organizations to offset the stigma around gambling-related harm.
🔍 What Lies Ahead for the Industry?
The silver lining? Regulation forces creativity. The Kenyan affiliate space will likely:
- Become more compliant and professional
- Shift toward long-form content, analysis, and trust-building
- Open new opportunities in crypto betting, fantasy sports, and educational formats
Additionally, the growing tech-savviness of Kenyan youth means there’s room for localized innovation — think Swahili-language content, rural outreach, and mobile-first formats.
🤝 Final Word: The Door Is Still Open
While the government is rightly concerned about irresponsible gambling, the affiliate and influencer economy is far from over. Those who adapt fast — with responsible, localized, and compliant messaging — will remain relevant.
For international affiliates, collaboration with Kenya-based voices is still very much possible. But the playbook has changed: creativity, compliance, and culture are now the top chips on the table.