Over the last decade, sports betting in Kenya has experienced astronomical growth, becoming an everyday part of life for millions of citizens.
This surge has been the consequence of a combination of
factors, including the proliferation of mobile betting apps, the widespread use
of M-Pesa, and the popularity of football among Kenyan youth.
When you add in poor economic conditions in the country, and the belief that sports betting offers a shortcut to riches, you have the perfect storm for the rise in betting culture.
However, this growth has come with a darker side - increased reports of problem gambling, addiction, and financial distress among users, particularly the youth.
While individuals are often urged to “bet responsibly” by stakeholders in the betting industry, including administrators and betting companies, these messages often feel empty and hollow. In the end, the truth is that betting companies bear the largest responsibility in creating a safe and sustainable gambling environment.
They hold the tools, the data, and the influence to shape customer behaviour - and they must be held accountable for how they use (or abuse) that power.
Kenya is one of Africa’s largest betting markets. A recent GeoPoll survey on betting in Africa showed that Kenya had the highest number of youth aged 18 - 35 engaging in gambling on the continent.
Since then, mobile betting apps have only made access easier. The number of betting companies in Kenya is growing all the time, with platforms like Betika, Odibets, Wezabet, and 22Bet boasting hundreds of thousands of active users - many betting daily.
With this boom, however, comes growing concern. School students spend pocket money on bets. Some adults wager their salaries or loans.
Families suffer when gambling spirals out of control. Yet, despite the warning signs, aggressive marketing continues - often glamorising betting as a fast track to success.
While governments and regulators play a critical role, betting companies operate at the front lines. They control the apps, promotions, odds, and advertising. Here’s why they hold the biggest responsibility:
They Know Their Customers Best
Betting platforms collect massive amounts of user data - how often someone bets, how much they deposit, and whether their patterns suggest risky behavior.
This information gives operators a unique ability to identify problem gamblers early and intervene. Unfortunately, many do the opposite. Instead of limiting risky users, they often target them with more offers, free bets, and bonus traps.
They Control the Messaging
From influencer partnerships to flashy banners and jackpot promises, betting companies shape the narrative. If they promote betting as entertainment, rather than a way to make money, users are more likely to engage safely. But when the messaging becomes manipulative - implying that betting can solve financial problems - the results can be devastating. Companies must take responsibility for the messages they push into Kenyan homes and social feeds.
They Can Build Safer Systems
Betting companies can build tools for self-exclusion, betting limits, and reality checks. Some platforms have these features buried in their settings — but few promote them or make them easy to use. Responsible operators should actively encourage self-monitoring and offer clear pathways for users to take breaks or seek help.
Betting companies must be more proactive in tackling gambling problem
It is time for betting companies to stop being selfish and pretentious and take more active steps in helping customers who are slipping into addiction.
Of all the issues on the table, perhaps the most important is underage gambling. It's bad enough for an adult to become an addict, but it is even worse, almost unforgivable, for a child to have such problems.
Betting companies must do a better job of verifying their customers’ ages, and the best way to do this is by demanding government-issued identity documents at the point of registration.
Other things companies can do include:
● Make bonus conditions clear and fair, rather than deceptive
● Allow users to cap their daily, weekly, or monthly deposits
● Notify users after prolonged betting sessions or high-risk behaviour
● Partner with mental health or addiction hotlines and promote them visibly in the app
● Avoid advertising to vulnerable groups,
especially students and unemployed youth
Some companies in Europe and other regions have adopted these practices under pressure from regulators.
There’s no reason Kenyan betting platforms cannot follow suit — especially with the scale of profit they enjoy.
Kenyan authorities must still play their parts
While betting companies carry the biggest burden, the Betting Control and Licensing Board (BCLB) also has a duty to enforce responsible standards. Penalties for violating advertising rules or encouraging irresponsible gambling should be strict and consistent.
Public education is also essential. Schools, churches, and families need to have honest conversations about gambling — not just the risks, but also the realistic outcomes.
Betting should be seen as a form of entertainment, not a career or financial strategy.
Kenya’s betting industry is not going away. But its future depends on how responsibly it’s managed. While personal discipline plays a part, it’s betting companies that hold the real power.
They have the ability - and the obligation - to design safer systems, promote healthier behaviour, and protect vulnerable users.
If they fail to act, the social costs will continue to rise — and the backlash may be severe. A truly responsible operator is not one who profits the most, but one who ensures their customers are protected along the way.
