iGaming Kenya: Marketing Guide to Traffic Acquisition Strategies

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This Kenya iGaming marketing guide was inspired by our advertisers willing to learn more about this amazing geo. Sports and Entertainment campaigns are booming here, and you need to think and act fast to outrun the competitors. You’ll get a sufficient breakdown of the market specifics, player profile, and marketing strategies. Spoiler: some proven ways to optimize traffic costs are also included.

Kenya’s iGaming market overview: Stats and prospects

You can distinguish Kenya’s iGaming market by a younger, tech-savvy audience, which favors sports and entertainment. The market is thriving, and experts predict its revenue to hit $1.03BN by 2029, with the sports sector only to achieve $152.28M (Statista).

It’s expected the number of players to soar up to 1.6 millions by 2029. The next research by GeoPoll estimates a whopping 83.9% of the Kenyan young population is engaged in gaming. However, local surveys expose lower figures, revealing 50% of youth have been engaged in any form of iGaming over the past year.

Kenya was ranked as a leader in e-infrastructure among other African countries. 40.8% of the Kenya population has internet access (primarily via mobile devices), which lays a solid foundation for promoting iGaming websites and apps.

Kenyan iGaming audience: Player profile

Demographics: Young adults, predominantly males, aged between 18 and 35 form the core of the audience for affiliates.

Mobile usage dominance: In 2019 only, 88% of players used mobile devices. The engagement from smartphones has only increased by now, which indicates a strong demand for mobile-friendly iGaming creatives.

Playing frequency: Kenya iGaming audience stands out among other African countries with over 80% respondents involved in playing. As of GeoPoll, 37% of players get involved in iGaming (sports sector) approximately once a week. Over 28% of those surveyed spend on playing once a month.

General preferences in gaming: Players mainly get involved with supporting sporting activities but focus on European leagues.

Sports preferences: Kenyans prefer football, with the English Premier League, Bundesliga, UEFA Champions League, La Liga, and local Kenyan Premier League being most popular.

Growing interest in online gaming: Projections suggest 402,000 sports fans and 85,000 online gaming platform users by 2029.

Add tons of relevant traffic to your campaigns in Kenya. Check the Traffic Chart’s volumes and recommended bids and start advertising outside of still competition and heavy regulations.

iGaming regulations in Kenya

Kenya remains one of the most liberalized iGaming centers in Africa. Sports, offline and online gaming, and sweepstakes are permitted in the country. iGaming online activities are still not heavily regulated, but there have been several attempts to introduce the iGaming Control Bill to enhance players’ protection.

The primary regulation institute is the Betting Control and Licensing Board. BCLB sets the rules for obtaining licenses along with controlling how iGaming offers should be advertised.

Though the heaviest restrictions refer to traditional marketing channels (like TV), let’s present the Kenya iGaming regulations landscape in bare outlines.

1. Licensing

• Only operators approved by the BCLB can promote iGaming services via official marketing channels.
• Ads must include the age restriction, the license number, and the “authorized and regulated by the Betting Control and Licensing Board” caption.
• To advertise on Google or Facebook, operators or providers must obtain certificates. Alternative platforms like Adsterra and X (Twitter) don’t require such applications and use in-house verification methods.

2. Content restrictions on traditional broadcasting channels

• 20% of the content must be dedicated to responsible iGaming info.
• Ads must highlight that gaming is prohibited for individuals under 18.
• Advertising messages mustn’t give a glamorous quality to gaming activities.

Kenya’s updating iGaming regulations to control digital channels that host multiple advertising options (e.g., browsers) and prompt them to deliver appropriate content. 

3. Advertising time slots on traditional broadcasting channels

• 6:00 AM to 4:00 PM: only allowed with “Responsible iGaming” info.
• 4:00 PM to 9:00 PM: advertisements prohibited.
• 9:00 PM to 6:00 AM: advertisements permitted.
• Advertising is prohibited during children’s TV and radio shows, family programs, and religious content.

Expert advice: Time range targeting is a helpful setting to minimize your spend in low-activity hours. It’s easily adjusted from your Adsterra account (remember about GMT adjustment). More about ad targeting settings.

10+ Kenya iGaming marketing strategies

1. Mobile-first approach

• Prioritize mobile-friendly ad formats and landing pages.
• Invest in mobile social traffic. Kenyans are very sociable and quickly get involved with content (publishers send millions of ad views from Facebook and other networks).

Expert advice: split campaign tests into mobile-first and desktop-first. You can start with mobile-only targeting and then scale with desktop traffic.

2. CPM bidding over CPA payouts

• Prefer CPM pricing when your marketing goal is to boost player deposits. It’s the safest way to test traffic and optimize it later.
• The CPA strategy will align better with the CPI conversion flow (cost-per-install) or other simple user actions: trials, signups, opt-ins.

3. Cost-optimization strategies

• When buying CPM traffic, resort to CPA Goal: set rules to unlink traffic sources that cost too much (eCPA) or return few conversions.
• Reduce spending with the Smart CPM tool: it’s a second-price auction algorithm that decreases your payout so it’s enough to outrun the competitor coming after you.

4. Sports-centric content

• If you’re an affiliate, start with ads featuring popular sporting events in the football, horse racing, and rally niches.
• Plan campaigns to align with major sporting events, but get ready beforehand: 2 weeks before the event is ok to test creatives and engage audiences into registration and making their first deposits.

5. Alternative ads are a winning factor

• Popunders are the No. 1 traffic source to market in Kenya.
• Social Bar and Interstitials add a vote of confidence into your strategy: they allow for unprecedented engagement with their OS-adapting designs and large visuals.

6. Localized and personalized content

• Develop content that blends with users’ preferences and interests. 
• Integrate local slang and common phrases sports fan use.
• Use the sports team’s colors, mascots, and other identity that doesn’t fall under copyright.
• You can use both English and Swahili languages.

7. Location targeting

• When you’re done with traffic tests and campaign optimization, try creating new campaigns targeting the most iGaming-friendly cities, like West Pokot or Nakuru. 
• Refine targeting based on high-performing segments.

8. Programmatic advertising

• Automate media buying of vast traffic amounts with your DSP platform. For instance, you can apply as a DSP partner to get premium RTB traffic from publishers and trusted partner platforms. 

9. The power of SEO

• Optimize your website page for searches from Kenya: Include search queries in local languages popular in this region; ensure you’re not only focusing on worldwide high-volume queries.
• Integrate LSI keywords.
• Focus on intent: adapt your content to players willing to play and deposit, not just those who pursue educational goals.

Example:
People look for information: iGaming market stats in Kenya.
People look for platforms to play: big bonuses and free spins online.

10. Affiliate marketing (for operators and landmark brands)

• Partner with Kenyan sports bloggers and influencers for affiliate promotions.
• Place offers in a reputable CPA network to ensure various sources of traffic driven by skilled affiliates.

11. Extended analytics and post-optimization

• Use your platform stats to regularly check campaigns’ health: impressions, CTR, clicks, etc.
• Apply conversion tracking even when buying CPM/CPC traffic.
• Export poor-performing placements to exclude them from campaigns (blacklisting strategies).
• Launch separate campaigns with increased payouts for best placements (whitelisting).
• Manage bids in your current campaign, increasing them for preferred placements (custom bidding).

Checklists for advertisers: iGaming ads in Kenya

Now, let’s digest some of the best practices of iGaming marketing in Kenya if your campaigns embrace various channels.

1. Major broadcasting channels like TV, radio, and outdoor

• Implement robust age verification systems on landing pages
• Include clear 18+ limits in all ad creatives
• Spare 20% of ad space for responsible iGaming messages
• Use time range scheduling (better when automated) features to ensure ads only run during permitted hours
• Maintain records of all approved advertisements
• Get the BCLB approval before launching new ad creatives, or ensure your operator has such approval
• Clearly display operator license numbers in all ad creatives.

2. Online channels (ad messages and landing pages)

• Get certified by Meta or Google if you want to promote an offer in Kenya via these platforms.
• Prefer alternative traffic sources with a more holistic approach to verification. Many ad networks implement tailored verification methods.
• Optimize all your content for mobiles: landing pages, prelanders, and signup pages.
• Use location targeting to display ads in the most preferable regions and cities.
• Use Swahili and English in ad copy to resonate with local audiences.
• Incorporate local cultural references and sports figures (while adhering to regulations).
• Carry out A/B tests of ad creatives and prelanders (use multiple creatives per test).
• Scale campaigns, adding more ad formats and refreshing creatives.
• Remove low-performing visuals but keep the balance of CTR: if you remove creatives with high CTR rates, your overall campaign scores may decrease.
• Adhere to Kenyan data protection laws when collecting user information.
• Implement secure data handling practices for all advertising platforms.
• Place popular payment methods on the most visible parts of the landing page (e.g., PayPal, digital wallets, M-Pesa).
• Display your licenses and certificates for higher credibility.
• Add social proofs to your landing pages or websites to increase conversion rates.

Challenges and considerations of the iGaming market in Kenya

1. Regulatory changes

• Stay informed about potential changes to BCLB regulations.
• Be prepared to quickly adapt iGaming marketing strategies to new rules.
• Seek for alternative traffic sources with non-automated verification that allows for a more tailored approach to your offers.

2. Competition

• The Kenyan iGaming market is becoming increasingly saturated with operators.
• Differentiate through unique promotions and visuals that fit mobile screens.
• Invest in brand awareness in the country: tons of CPM traffic from bloggers and social media publishers are available outside major ad networks.

3. Payment methods

• Keep track of the latest trends in payment methods and integrate those that are favored by Kenyan players. For instance, M-Pesa has become a true market driver in the Kenya iGaming market, ensuring fast and secure transactions.
• Ensure seamless integration of payment systems on landing pages and websites, paying attention to mobile user experience.

4. Cultural specifics

• Be mindful of cultural patterns and avoid potentially offensive content.
• Request for advice from local experts to ensure cultural appropriateness.
• Ask your account manager (if buying traffic via an ad network) about what’s trending among iGaming audiences in Kenya.

5. Measures against ad fatigue

• Regularly refresh ad creatives to combat ad fatigue among target audiences.
• Utilize at least 10–15 creatives per test.
• Experiment with prelanders (for Popunder ads) and highly visible formats: Interstitials and In-Page Push.

6. Mobile network limitations

• Optimize landing pages for slower mobile networks to ensure wide reach.
• Consider lightweight lead forms for faster registration.

7. Social responsibility

• Balance profit-driven advertising with social responsibility messaging.
• Develop CSR initiatives to improve brand perception in the Kenyan market.

iGaming in Kenya: FAQs

Summing up:

We’re all witnessing the iGaming boom in Kenya, and this trend will only get bigger. Though regulations will surely get stricter, the future for operators, providers, and affiliates remains very promising. 

Great engagement rates, technological advances, and economic growth will form a flourishing iGaming land for all its residents. You shall not wait for the market to saturate with tons of competitors! Loyal players are still there, waiting for those who tailor their ads and offer great experiences!