Kenya Revises Its Gambling Regulations: Emerging Market Opportunities

In 2025, Kenya officially enacted its Gambling Control Act, laying the groundwork for the Gambling Regulatory Authority (GRA) to be established. The new body assumed the former supervisory agency’s responsibilities.

Following the law’s passage, new rules covering marketing, certification, and corporate requirements were implemented, ensuring clearer operational standards for business owners.

Industry Stabilisation: Core Instruments

The newly introduced system encompasses key regulatory areas and sets unified, equitable standards for all industry participants.

The most notable updates include:

1. Institutional changes. The GRA replaced the previous Betting Control and Licensing Board (BCLB) and was granted expanded powers to oversee the entertainment sector.
2. Control over project promotion. Gambling ads featuring celebs are strictly banned. Most TV and radio commercials can only be broadcast between 10:00 PM and 6:00 AM, except during live sports events. Every marketing campaign must be authorised, and a minimum of 20% of the airing time or space must be dedicated to responsible play cautions.
3. Financial transparency and local involvement. Gambling companies must have at least 30% ownership held by Kenyan residents, ensuring the participation of domestic shareholders in the project.
4. Defined procedural guidelines. Timeframes for application reviews are established: up to 14 days for initial document screening and up to 1 month for a final decision. The process for submitting appeals is also clearly outlined.

Industry Representatives’ Expectations

Market analysts highlight that shifting from scattered ministerial rules to a uniform, structured approach will boost regulatory transparency. The new standards are anticipated to eliminate shadow operators and ensure stability for licensed brands.

John Mutua, the AGOK’s CEO, emphasised that the 2025 Act offers tangible advantages for the state. After years of legal ambiguity, authorities have successfully established the necessary supervisory system for the national gambling sphere. He is confident the industry is on the verge of a large-scale transformation. Business owners who adhere to the law now enjoy favourable long-term prospects.

Peter Kesitilwe, the African iGaming Alliance’s CEO, agrees, noting that Kenya is finally advancing towards a stable, transparent oversight model, which has been missing in this sector for a long time.

The new framework seems well-rounded and consistent, featuring:

• clear appeal procedures;
• efficient supervisory mechanisms;
• rigorous responsible gambling directives.

Importantly, the law now officially recognises iGaming, offering the local sphere predictability — a crucial factor for growth.

Key Reforms to the Tax System

Fiscal regulation in the gambling industry has been streamlined due to Kenya’s economic reforms. Disjointed rate adjustments have been supplanted by more explicit and transparent requirements. The introduction of new taxation approaches has fostered more equitable conditions for all parties involved.

Among the salient updates is the nationwide implementation of a withdrawal charge. A uniform 5% fee on gaming wallet cash-outs has superseded the former 20% rate on net winnings. Concerning account top-ups, the excise levy has been lowered from 15% to 5%.

The reform’s initial outcomes became apparent within a single year. Simplified administrative procedures, combined with enhanced audit transparency, contributed to 29% growth in tax profit.

Rising Market Attractiveness for Sponsors

Stabilising fiscal policies have drawn increased attention from leading foreign operators and private investors to the local market. Meanwhile, activity in the illegal sector has notably declined.

Several top international companies, including Super Group, have revealed intentions to expand into Kenya. The enterprise’s CFO, Alinda van Wyk, highlighted the country’s previous complex tax system, which gave illicit brands greater freedom.

Now, with recent legislative changes, the national sphere is shifting to a fiscal system that balances the interests of all stakeholders and offers better customer protection. This development encourages the company to explore fresh opportunities in the jurisdiction, with a new launch already planned.

The Main Things About Legislative Shifts and Prospects in Kenya

Sweeping reforms have substantially reshaped the market structure. Additionally, these transformations have laid the groundwork for ongoing sustainable development.

By summer 2026, the local market had undergone several key changes:

• Regulatory system. The implementation of the Gambling Control Act and the creation of the GRA agency have unified previously incoherent requirements, establishing consistent licensing and marketing rules.
• Tax stabilisation. Reducing fees on account replenishments and withdrawals to 5% each has made the fiscal model more balanced. This measure also drove 29% growth in state income and curbed the activity of shadow gambling companies.
• Return of sponsors. Clear operational standards and a more stable economic outlook have attracted leading international brands to this promising market.