The future of the industry

Until 2030, the Kenyan market will remain "mobile-first": the core of growth is online betting and casinos within bookmakers' ecosystems, micro-betting and live markets.

Payments are increasingly integrated with mobile money and banking APIs, and eKYC/AML are switching to biometrics and nat-ID verification.

Regulatory vector - more transparency: reporting near real time, advertising restrictions, responsible play tools (limits, self-exclusion, age checks).

Retail retains a role in cities and on highways, but offline casinos remain niche, mainly at hotels.

Content shifts to localization (English/Swahili), virtual sports, fantasy, and esports.

Key risks - tightening on advertising and payments, offshore competition; market responses - partnerships with leagues and media, anti-fraud analytics and proactive compliance.

The baseline scenario is a steady but disciplined growth of GGR while expanding the tax base by removing traffic from the gray zone.