Sports and betting

Football is the main driver of interest and turnover: the local FKF Premier League and broadcasts of European leagues form peaks on weekends and in prime time.

Kenya's national brand in sport is middle and long distance running; additionally, rugby 7, rally and basketball are growing, which expands the line outside the football calendar.

Betting is dominated by single and express football, live market and "fast" markets are actively developing; between tours, virtual sports provide sustainable traffic.

Sales channels - retail points and "mobile-first" solutions (web/applications/USSD), where deposits and payments go through mobile money and bank cards.

Basic requirements include 18 +, KYC and responsible play tools (limits, self-exclusion, notifications).

Advertising activities are becoming more targeted and moderate, the emphasis is shifting to sponsorship of clubs and leagues, integration with broadcasts and digital campaigns.

Key challenges - competition of offshore sites and payment interruptions; trends - micro-bets, localization of interfaces (English/Swahili), sportsbook + casino partnerships, anti-fraud analytics and emerging areas such as fantasy and e-sports.