A jubilant winner at the just-concluded MaliWin Carnival campaign /HANDOUT
Kenyans have won prizes worth Sh10 million in a month-long promotional campaign by online gaming and entertainment platform MaliWin, underscoring the firm’s growing footprint in the African market.
The promotion, which ran from May 15 to June 14 in partnership with smartphone manufacturer Tecno, saw dozens of participants walk away with prizes ranging from smartphones and cash rewards to a Honda Ace 110 motorcycle.
The campaign culminated in a prize-giving ceremony where winners collected their prizes and the company outlined its ambitions for long-term growth in Kenya.
Dubbed MaliWin Carnival, the campaign represented more than a marketing exercise.
It was a statement of intent in a market that has become increasingly attractive to gaming operators seeking to tap into Kenya's youthful, digitally connected population.
Speaking during the event, MaliWin Operations manager Evans Ochieng Ouma said the company viewed the promotion as an opportunity to reward loyal users while reinforcing its commitment to responsible gaming.
“We appreciate the support from our community and remain committed to responsible engagement and meaningful user experiences,” said Ouma.
According to him, the event was designed not only to celebrate winners but also to provide a transparent platform for verified participants to formally collect their prizes.
“Today’s event reflects our appreciation for the support we have received from our community and our commitment to engaging with users in a responsible and meaningful way,” he added.
MaliWin's growing presence in Kenya reflects a broader trend across East Africa, where online gaming platforms are expanding rapidly as smartphone penetration rises, internet connectivity improves and digital payment systems become more accessible.
Kenya's globally acclaimed mobile money ecosystem has created fertile ground for gaming operators seeking seamless customer onboarding and transactions.
Industry analysts project continued growth in the sector, with Kenya's gaming industry expected to generate nearly $244 million (about Sh31 billion) in revenues by 2029.
Sports betting remains the dominant segment, but casino slots, instant-win games and other forms of online entertainment are increasingly attracting consumers looking for alternative digital leisure experiences.
The sector is also entering a new era of regulation.
Last year, Kenya enacted the Gambling Control Act, replacing the decades-old Betting, Lotteries and Gaming framework.
The legislation, whose operational framework took effect in February, seeks to regulate emerging forms of gambling, including online gaming platforms, while strengthening consumer protection measures and addressing concerns around addiction and other social harms.
The reforms have been welcomed by industry players who believe a cleaner regulatory environment will improve investor confidence and encourage responsible growth.
At the same time, regulators are expected to maintain close oversight of advertising, age verification and responsible gaming practices.
Looking ahead, MaliWin says it intends to deepen its investment in Kenya through community engagement programmes, responsible gaming initiatives and corporate social responsibility projects.
The company also plans to strengthen partnerships aimed at enhancing user experience while complying with regulatory requirements.
“We are committed to building a long-term presence in Kenya and supporting responsible growth in the market,” said Ouma.
