As Kenya’s new restrictions on betting advertising take effect, the iGaming sector is undergoing a cultural shift. One that’s moving beyond traditional channels
But this shift isn’t just about defiance. It’s also a reflection of demand outpacing infrastructure
🧭 New Paths. New Platforms
Informal betting groups, Telegram odds, and even crypto-based peer betting have seen a noticeable rise. While hard data is scarce, anecdotal evidence points to a growing number of bettors exploring less regulated or alternative channels
What’s fueling it?
- Limited access to licensed platforms in underserved areas
- Youth-driven communities looking for low-barrier engagement
- A rise in crypto-savviness among tech-forward bettors
- The need for quicker, less visible betting options
📊 Context Matters
According to the Kenya National Bureau of Statistics, over 13% of youth aged 18–34 have participated in betting in the past three months. With formal channels becoming more regulated, informal options are simply filling the gap
But while the shift may seem worrying, it could also represent an opportunity for the industry to rethink access, safety, and communication
💡 Lessons and Leverage Points
Rather than fighting the trend head-on, stakeholders can
- Educate bettors on safe play and financial literacy
- Collaborate with fintechs to make licensed platforms more accessible
- Develop decentralized tools with oversight, such as regulated crypto wallets
- Use responsible influencer models to reach young audiences with value-driven messages
“This is not a collapse of the system. It’s a sign that the system is evolving,” notes a senior compliance officer at a local sportsbook
✍️ Final Word
The growth of informal betting channels is neither fully underground nor fully out of reach
It’s a call for adaptive innovation to bring safety, creativity, and structure to the spaces where demand is already strong
By Eugene Marira
Writer – Dice On News