In a market where many feared to tread or exited quietly, MelBet Partners & Affiliates stayed the course. Now, as the Kenyan iGaming industry heats up, their early bet on East Africa’s digital gaming economy is starting to look like a masterstroke.
What once seemed like a gamble in a fragmented continent is rapidly turning into one of the boldest plays in the online betting world. And Kenya? It’s right at the centre of the board.
Betting on the right horse: Why Kenya?
For years, the African iGaming market was overlooked—either underestimated or misunderstood. But in 2024, a noticeable shift began. And by mid-2025, Africa wasn’t just on the radar; it was front and centre for big brands with patience and a plan.
MelBet’s affiliate wing stood firm while others folded.
“We had a strategy. We understood Kenya’s framework better than most. That made all the difference,” said a MelBet spokesperson.
Many global betting brands underestimated the legal red tape and cultural nuances. MelBet didn’t. They studied local betting patterns, paid attention to regional advertising restrictions, and hired locally to build trust.
And let’s not ignore the big one—Kenya’s government has regulated betting for decades, making it one of the few African countries with structured gambling laws. A massive advantage.
What sets Kenya apart in the continent’s gaming scene
There’s no denying that Kenya has climbed to the top tier of Africa’s gaming scene. It’s not just about the numbers—it’s about stability, habit, and access.
One thing’s clear: Kenya isn’t a copy-paste market.
• Betting is ingrained in daily culture, especially among youth
• Mobile money services like M-PESA make deposits and withdrawals easy
• Urban internet penetration is among the best in East Africa
• English is widely spoken, simplifying marketing for international brands
Despite this, MelBet’s team insists that patience and cultural understanding have been key. “Kenyan users are smart. They want offers that make sense, platforms that are reliable, and brands that show up consistently—not just during football season,” said one affiliate manager based in Nairobi.
A closer look at Kenya’s legal and economic advantage
There’s something comforting about structure in an otherwise unpredictable region. Kenya offers that.
The Betting, Lotteries and Gaming Act (BLGA) of 1966 laid the groundwork. It’s been updated several times since, but the foundation remains solid. Licensing is clear. Advertising rules are strict but navigable. And unlike some neighbouring countries, Kenya doesn’t leave operators in legal limbo.
Here’s a quick side-by-side comparison to paint the picture:
| Country | Gambling Status | Tax Structure | Payment Ecosystem |
|---|---|---|---|
| Kenya | Fully legal & regulated | 15% GGR + 20% WHT | M-PESA, Airtel Money |
| Nigeria | Partially regulated | Varies by state | Bank transfer-heavy |
| South Africa | Regulated (but limited) | 9.6% – 15% GGR | Card and EFT heavy |
| Uganda | Legal, unstable | Unpredictable changes | MTN Mobile Money |
That kind of regulatory transparency is rare in African markets. It’s no surprise, then, that affiliate partners feel safer launching campaigns in Kenya than anywhere else on the continent.
Affiliates are learning from MelBet’s slow-and-steady model
Kenya is fast becoming the blueprint for African affiliate marketing. But the playbook isn’t filled with flashy tricks—it’s built on consistency.
One affiliate partner said they’d rather earn slow, predictable revenue than chase unsustainable highs in markets with looser laws. MelBet’s programme appeals to this mindset.
They focus on real engagement, not short-term clicks. Payouts are reliable. And affiliates are encouraged to learn the nuances of each Kenyan region, not just blast generic ads.
“Affiliates who fail in Kenya usually try to treat it like Europe,” one insider remarked bluntly.
A growing youth population, a mobile-first economy—and no sign of slowing
Here’s where things get even more interesting. Kenya’s population is young. Really young. Over 75% of its people are under 35. That means the iGaming industry isn’t peaking—it’s just warming up.
And with most internet usage coming from mobile phones, platforms that are mobile-first (like MelBet) have an edge.
This creates a unique scenario:
-
Young users are digitally native
-
They’re used to mobile money for everything from shopping to paying bills
-
Live sports betting aligns with their real-time lifestyles
Basically, if you’re not optimising for mobile in Kenya, you’re already behind. MelBet didn’t just optimise—they designed with mobile at the core.
What’s next? Kenya as the launchpad, not the destination
MelBet might be focusing on Kenya now, but there’s a bigger game afoot.
Success in Kenya acts as a proof-of-concept. Investors, regulators, and partners are watching. If a brand can succeed in this regulated market with high user expectations, it proves scalability.
There’s already chatter about expansion into Tanzania and Rwanda, where digital infrastructure is improving and betting interest is on the rise.
Still, MelBet says Kenya will remain a key market. “We didn’t just build an audience. We built trust,” said a regional manager.
And in Africa’s often volatile iGaming scene, trust isn’t just currency—it’s the whole bank.
Leave a Reply