Online Sports Betting - Kenya

  • Kenya
  • Revenue in the Online Sports Betting market is projected to reach US$39.45m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 6.84%, resulting in a projected market volume of US$51.40m by 2028.
  • In the Online Sports Betting market, the number of users is expected to amount to 386.8k users by 2028.
  • User penetration will be 0.5% in 2024 and is expected to hit 0.6% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$126.90.
  • In global comparison, most revenue will be generated in Australia (US$9,757.00m in 2024).
  • With a projected rate of 48.9%, the user penetration in the Online Sports Betting market is highest in Canada.

Key regions: Brazil, Germany, Japan, Europe, South Korea

Region comparison

Analyst Opinion

The Online Sports Betting market in Kenya has experienced significant growth in recent years, driven by changing customer preferences and favorable market conditions.

Customer preferences:
Kenyan customers have shown a growing interest in online sports betting due to several factors. Firstly, the convenience and accessibility of online platforms have made it easier for customers to place bets from the comfort of their own homes or on the go. This has appealed to a younger demographic who are more tech-savvy and prefer the convenience of online betting. Additionally, the availability of a wide range of sports and betting options has also attracted customers who enjoy the variety and excitement of placing bets on different events.

Trends in the market:
One of the key trends in the Kenyan online sports betting market is the increasing adoption of mobile betting. With the high mobile penetration rate in the country, many customers prefer to use their smartphones to place bets. This trend has been further accelerated by the availability of mobile betting apps, which provide a seamless and user-friendly betting experience. As a result, mobile betting has become the dominant channel for online sports betting in Kenya. Another trend in the market is the growing popularity of live betting. Live betting allows customers to place bets on sporting events while the game is in progress, adding an extra level of excitement and engagement. This trend has been driven by advancements in technology, which enable real-time updates and odds calculations. Live betting has become particularly popular for major sporting events such as football matches, where customers can place bets on various aspects of the game, such as the next goal scorer or the final score.

Local special circumstances:
Kenya has a strong sports culture, with football being the most popular sport in the country. This has contributed to the popularity of online sports betting, as customers are passionate about their favorite teams and enjoy the thrill of placing bets on their outcomes. Additionally, the high unemployment rate in Kenya has also led to an increase in online sports betting, as it offers a potential source of income for many individuals.

Underlying macroeconomic factors:
The growth of the online sports betting market in Kenya can also be attributed to favorable macroeconomic factors. The country has experienced steady economic growth in recent years, which has resulted in an increase in disposable income. This has allowed more people to participate in online sports betting and has contributed to the overall growth of the market. Additionally, the government has implemented regulations to ensure the fairness and transparency of the online sports betting industry, which has boosted customer confidence and attracted more players to the market. In conclusion, the Online Sports Betting market in Kenya has experienced significant growth due to changing customer preferences, such as the preference for online and mobile betting, as well as the popularity of live betting. The country's strong sports culture and high unemployment rate have also contributed to the growth of the market. Favorable macroeconomic factors, including steady economic growth and government regulations, have further supported the development of the online sports betting industry in Kenya.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Gambling Revenue (GGR) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies, and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, the urban population, the usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.


  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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