Kenya's White Label and iGaming Market

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In previous articles, the editor of TC-GAMING has been deeply exploring the African gambling market and TC-GAMING-related topics. Today, we will continue this theme and introduce a market area that is relatively new to the African gambling market - Kenya. Although Kenya is located in Africa, we cannot ignore its geographical location and demographic advantages. Kenya is probably one of the largest betting markets on the African continent, with a large number of sports fans making up a significant part of the Kenyan betting market.

Kenya ranks third in sub-Saharan Africa in terms of market size, after South Africa and Nigeria. Kenya leads the region in terms of the number of young gamblers. Young Kenyans spend much more on gambling than their peers in other African countries, fully reflecting the activity and potential of the Kenyan gambling market.

Kenya Overview

Kenya is a multi-ethnic country with a total of 42 ethnic groups, divided into three major language families: Bantu, Nilo, and Cushite. It has a population of approximately 55.65 million. The official languages are English and Swahili. Kenya is located in East Africa, on the edge of the Indian Ocean, and borders Somalia, Ethiopia, South Sudan, Uganda, and Tanzania, with an area of approximately 580,000 square kilometers.
The editor of TC-GAMING mentioned in a previous article that the gambling markets in Uganda and Tanzania, in fact, in the final analysis, apart from the differences in language, the gambling culture of these three countries is no worse than the other.

Kenya's Economy

Kenya has been one of the fastest-growing economies in the world in recent years. The country is a member of several trading communities in the region, and the coastal city of Mombasa is strategically located. Kenya's service industry is the main growth driver, transportation infrastructure has been improved, and reform measures to facilitate business have been continuously implemented, which will help consolidate economic development and provide a large number of opportunities for enterprises and investors. Kenya's economy follows a market economy and is widely regarded as the financial, communications, and transportation hub of eastern and central Africa. The expansion of tourism, telecommunications, transport, and construction, coupled with a resurgence in agriculture, is supported by a large number of English-speaking professional workers. The country has a high level of computer literacy, especially among the teenage generation. Non-resident remittances are an increasingly important source of foreign capital inflows into the country, mainly from the United States, the Middle East, Europe, and Asia [7]. The country has a well-developed social and physical infrastructure compared to neighboring countries and is considered a location for large corporate entry into the African continent, except South Africa.
Since the financial crisis in 2008, Kenya’s real GDP has grown at an average annual rate of about 5.5%. We can see from the chart below that Kenya’s economy has grown at a 45-degree slope since 2009. Similarly, per capita GPD also rises at a 45-degree slope.

Kenya Internet Situation

As of the beginning of 2024, the number of Internet users in Kenya has reached 22.71 million, which is equivalent to 40.8% of its total population, reflecting the extensive use of the Internet by the Kenyan people. At the same time, the number of social media users in Kenya has reached 13.05 million, accounting for 23.5% of its total population. This data shows the popularity of social media in Kenya. The total number of active cellular mobile connections reached 66.04 million, an astonishing number equivalent to 118.7% of the total population.(This data shows a very interesting phenomenon, which is that in Kenya, many people are using multiple mobile connections for work, especially in urban centers. This is because the number of connections exceeds the number of people, but also far exceeds the number of social connections. Number of media users. This phenomenon reflects the degree of dependence of Kenyan people on the Internet and the important role of mobile devices in their daily lives and work.)
According to Kepios data, the number of Kenyan internet users increased by 445,000 (+2.0%) between January 2023 and January 2024. Therefore, as of the beginning of 2024, there are 32.93 million people in Kenya, or 59.2% of the population, who do not use the internet.

Kenya’s Population by Age

The average age of Kenya's population is 19.7 years.

12.7% are between 0 and 4 years old.
19.3% are between 5 and 12 years old.
12.0% are between 13 and 17 years old.
14.2% are between 18 and 24 years old.
15.5% are between 25 and 34 years old.
11.7% are between 35 and 44 years old.
7.4% are between 45 and 54 years old.
4.3% are between 55 and 64 years old.
2.9% are aged 65 and above.

Internet Connection Speeds in Kenya in 2024

Median mobile internet connection speed over cellular networks: 21.78 Mbps.
Median fixed internet connection speed: 9.78 Mbps.
In the 12 months to early 2023-2024, Kenya’s median mobile internet connection speed increased by 1.37 Mbps (+6.7%).
Fixed internet connection speeds increased by 0.17 Mbps (+1.8%) over the same period

Kenya Social Media Statistics 2024

According to the latest data, the number of active social media users in Kenya reached 13.05 million in January 2024. This number represents 23.5% of the country’s total population and is equivalent to 57.5% of Kenya’s total Internet users. This is a fairly high ratio and shows the widespread use of social media in Kenya.

Similarly, Kenya has 13.05 million users aged 18 and above using social media, accounting for 41.9% of the population in this age group. This shows that social media use in Kenya is not limited to young people but is widespread among all age groups.

It is worth noting that from the beginning of 2023 to the beginning of 2024, the number of social media users in Kenya increased by 3.6 million, a growth rate of 38.2%. Social media usage is growing rapidly in Kenya.

Among social media users in Kenya, 43.2% are women and 56.8% are men. Although there are more male users than female users, the number of female users cannot be ignored, showing that social media is quite popular among both men and women in Kenya.

Number of Facebook users in Kenya in 2024

Data released by Meta shows that as of January 2024, the number of Facebook users in Kenya has reached 13.05 million. The coverage is equivalent to 57.5% of the local Internet user base (regardless of age). 43.2% of them are female and 56.8% are male.

At the same time, between January 2023 and January 2024, Facebook's potential advertising coverage in Kenya increased significantly, increasing by 3.8 million, an increase of 41.1%. This reflects that Facebook’s advertising coverage capabilities in the Kenyan market are constantly increasing, and also shows that Facebook’s advertising market in Kenya has huge potential.

Number of YouTube users in Kenya in 2024

According to Google data, by the beginning of 2024, the number of users of the video-sharing platform YouTube in Kenya had grown to 9.79 million. This number is equivalent to 17.6% of the total population of Kenya. It can be said that one in every five Kenyans is a YouTube user. In addition, this number also accounts for 43.1% of the total Internet user base in Kenya (regardless of age). Among these users, female users account for 43.4%, while male users account for 56.6%. In the years from the beginning of 2023 to the beginning of 2024, the number of YouTube users in Kenya increased by 350,000, with a growth rate of 3.7%. This growing trend shows that YouTube’s influence in Kenya is gradually increasing.

Number of Instagram users in Kenya in 2024

Meta recently released a detailed statistical report, which revealed that the number of Instagram users in Kenya is growing steadily. According to this report, by the beginning of 2024, the number of Instagram users in Kenya has reached 3.05 million. This number is equivalent to 5.5% of the total population of Kenya, 8.1% of the population aged 13 and above, and equivalent to all Internet users in Kenya ( 13.4% regardless of age). This data reveals the widespread influence of Instagram in the Kenyan market. In terms of gender distribution, Instagram’s user base is very balanced, with 50.0% being female and 50.0% male. Another trend worth noting is that in the one year from January 2023 to January 2024, the number of Instagram users in Kenya increased by 850,000, a growth rate of 38.6%, which once again emphasizes the importance of Instagram in the Kenyan market of rapid growth.

Number of TikTok users in Kenya in 2024

According to data disclosed by ByteDance, we can see that at the beginning of 2024, TikTok had more than 10.6 million users aged 18 and above in Kenya. This number accounts for 34.0% of Kenya’s entire adult population aged 18 and over. In other words, almost one-third of Kenyan adults are TikTok users. What is even more astonishing is that this number accounts for 46.7% of the Internet user base in Kenya - regardless of age. This means that nearly half of Kenyan internet users are using TikTok. Among these users, female users account for 44.7%, while male users account for 55.3%. This data shows that although the number of female users is slightly lower than that of men, their proportion cannot be ignored.

Note: ByteDance advertising tools only display users aged 18 and above.

Number of Facebook Messenger users in Kenya in 2024

According to Metadata, at the beginning of 2024, the number of Facebook Messenger users in Kenya reached 2.2 million. This number is equivalent to 4.0% of Kenya's total population.

The advertising coverage rate of Facebook Messenger in Kenya is equivalent to 9.7% of the local Internet user base, which means that almost one in 10 Internet users, regardless of age, can see Facebook Messenger ads. Among these users, 42.0% are female and 58.0% are male, with slightly more male users than female users.

It is worth noting that in the one year from January 2023 to January 2024, Facebook Messenger’s potential advertising coverage in Kenya has grown significantly, increasing by 350,000, an increase of 18.9%. This means that the coverage of Facebook Messenger ads in Kenya is rapidly expanding.

At the same time, in just four months from October 2023 to January 2024, Facebook Messenger’s advertising audience in Kenya increased by 50,000 people, an increase of 2.3%. This further confirms that Facebook Messenger’s influence in Kenya is gradually increasing.

Number of LinkedIn users in Kenya in 2024

According to LinkedIn data, at the beginning of 2024, LinkedIn had 4.3 million "members" in Kenya. This number is equivalent to 7.7% of Kenya’s total population, showing LinkedIn’s extensive influence in the Kenyan market.

Note: It is worth noting that LinkedIn’s policy prohibits people under the age of 18 from using its platform, which has an important impact on our understanding of its user composition.

In detail, as of the beginning of 2024, LinkedIn's audience in Kenya is equivalent to 7.7% of the total population, which is 13.8% of the Kenyan population over the age of 18. This data is equivalent to 18.9% of Kenya’s Internet user base (regardless of age), showing LinkedIn’s broad coverage of Internet users. Among this user group, 40.0% are female, while male users account for 60.0%.

In one year from the beginning of 2023 to the beginning of 2024, LinkedIn's coverage in Kenya increased by 800,000, with a growth rate of 22.9%. During the same period, from October 2023 to January 2024, LinkedIn's advertising audience size in Kenya increased by 300,000, a growth rate of 7.5%. This data trend clearly shows that in Kenya, more and more people are using LinkedIn to find jobs, and the application of the Internet is becoming more and more widespread, which provides a broad space for the survival and development of online gambling platforms.

Number of Snapchat users in Kenya in 2024

According to the latest data released by Snap, in early 2024, the number of Snapchat users in Kenya reached 3.16 million. This number is equivalent to 5.7% of Kenya's total population, and this number also accounts for 8.4% of Kenya's population aged 13 and above. To further compare, this advertising coverage is equivalent to 13.9% of Kenya’s Internet user base (regardless of age). Among these users, women account for the majority, reaching 65.9%, while male users account for 30.5%.

This data also shows that from the beginning of 2023 to the beginning of 2024, Snapchat’s potential advertising reach in Kenya increased by an astonishing 710,000 people, a growth rate of 29.0%. This shows that its influence in the Kenyan market is steadily increasing.

In just three months from October 2023 to January 2024, the number of Kenyan users covered by Snapchat has also grown significantly, with an increase of 425,000, a growth rate of 15.5%. It also illustrates the strong appeal and widespread influence of Snapchat in the Kenyan market. It can be said that during the period from 2023 to 2024, the number of Snapchat users will grow very fast.

X users in Kenya in 2024

Statistics released by X (Twitter) clearly show that by the beginning of 2024, X had a total of 1.87 million users in Kenya. This figure is 3.4% of the total population of Kenya. If calculated based on the population over 13 years old, this proportion will rise to 5.0%; if calculated based on the entire Kenyan Internet user base (regardless of age group), this proportion will reach 8.2%. Among these users, 25.4% are female users, while male users account for 74.6%.

(Not all accounts on X are personal users. Some accounts may be related to art, animal protection associations, or other organizations or institutions.)

From the beginning of 2023 to the beginning of 2024, X's advertising coverage in Kenya declined. Specifically, it decreased by 26,000, which is equivalent to an overall decrease of 1.4%.

During the same period, from October 2023 to January 2024, the number of users covered by ads on X also decreased. Specifically, it decreased by 426,000, which is equivalent to an 18.5% drop.

Ranking of popular apps in Kenya’s iOS Apple Store in 2024

Ranking of top apps on Google Play Store in Kenya in 2024

Mobile connections in Kenya in 2024

According to data from the Global Systems Association for Mobile Communications (GSMA), as of early 2024, the number of cellular mobile connections in Kenya has reached 66.04 million. This number is equivalent to 118.7% of Kenya's total population. Compared with the previous year, the number of mobile connections in Kenya has increased, with an increase of 1.8 million, an increase of 2.8%. This data reflects the continued development and vitality of Kenya’s mobile communications market.

(Note: Mobile connection numbers are not individuals. Many individuals or organizations generate multiple connection numbers.

What e-wallets do Kenyans use?

As an iGaming platform, online payment is a must. Whether a target gambling market can survive and develop depends on online payment. With the rapid development of the Internet in Kenya, online electronic wallet payment is of course indispensable. Only 29.6% of adults in Kenya use traditional bank accounts. Now with the rise of the Internet, people are beginning to use e-wallets. The more popular e-wallets in Kenya include:

M-Pesa: This is the most widely used mobile payment and e-wallet service in Kenya. Users can deposit, withdraw, transfer, and pay bills through their mobile phones. 79.4% of adults use mobile wallet products mainly M-pesa. In the first half of 2021, Kenya's average daily mobile payment transfer volume reached 18 billion Kenyan shillings, equivalent to 1 billion yuan. Therefore, M-pesa is also known as Africa’s “Alipay”.
Yu-cash: Yu-cash, one of the three major mobile payment methods in Kenya, currently supports the use of Equity Bank to associate Yu-cash electronic wallet for mobile remittance services. It allows users to load funds from their bank accounts through their Yucash accounts, as well as transfer funds to their stock accounts and make related product payments. Withdrawals can be made from the yucash account. Customers can use the Load currency function to withdraw funds from their stock-linked bank account to the yucash account.
Airtel Money: This is a mobile payment service provided by Airtel. Similar to M-Pesa, users can conduct a variety of financial transactions through their mobile phones, such as fund transfers, bill payments, purchases of goods and services, etc.
Equitel Money: Launched by Equity Bank Kenya in partnership with Airtel, users can use Equitel SIM cards to perform mobile banking and payment services, including transferring money, paying bills, purchasing goods, etc.
PesaLink: Launched by the Kenya Bankers Association (KBA), a Kenyan interbank financial services provider, it allows bank customers to make instant bank transfers via mobile phones and other electronic channels.
MobiKash: Provides a wide range of financial services, including fund transfer, bill payment, purchase of goods and services, etc., through mobile phones.
T-Kash: A mobile payment service launched by Telkom Kenya that provides functions such as fund transfer, bill payment, and purchase of goods and services.

As Kenyan businesses continue to go online and the Internet develops online payments and e-commerce are also surging. Mobile payments have become ubiquitous in Kenya. At this stage, the mainstream online payment methods in Kenya are Airtel money, M-PESA, and Yu-cash, which are the three most mainstream mobile payment methods in Kenya.

The current state of gambling in Kenya

Among African countries, Kenya has a very high Internet penetration rate, and the vast majority of Kenyan Internet users access the Internet through mobile devices. In 2019, 88% of bettors used mobile phones to place bets, and this number is only expected to increase by now.

It is said that by 2029, online sports betting users in Kenya will reach 402,000, while online casino game type users will reach 85,000 and lottery users will reach 54,000.

There are physical casinos in Kenya. Mainly located in big cities such as Flamingo Casino, Mayfair Casino, Nairobi Captain's Club, Golden Key Casino, and Mombasa Casino. Therefore gambling in Kenya is not a very sensitive topic or behavior.

What types of gambling games do Kenyans like?

According to a GeoPoll survey, 37% of respondents bet on sports events once a week, 28.5% bet once a month, 18% bet daily, and 15.8% multiple times a day Betting.

The Kenyan betting market is dominated by sports betting. Of course, sports bettors in Kenya also have different preferences, but certain sports events dominate players.

Football:It is the best choice for Kenyan punters. The Premier League, UEFA Champions League, and Spanish La Liga attract the lion's share of betting, but the Kenyan Premier League is also popular locally.

Basketball and Rugby: Other sports also have large numbers of sports bettors, including football. But as the NBA and other African leagues are now becoming more popular among Kenyans, there has been an increase in basketball betting.

Cricket and Athletics: These two groups of players mainly focus their bets on international cricket matches, the Olympics, and other international events, especially those featuring Kenyan long-distance runners.

Boxing and Mixed Martial Arts: Combat sports such as boxing and mixed martial arts have become more and more popular among bettors recently, and large-scale competitions have also attracted great interest.

Gambling regulations in Kenya

Generally speaking, gambling is completely legal in Kenya. The main regulatory document regarding gambling laws in Kenya is the Betting, Lottery, and Gaming Act 1966, which has since been amended. The most significant recent change is the introduction of the Kenya Gambling Control Bill 2023, which aims to overhaul the gambling industry.

The bill seeks to establish a new gambling regulator to replace the existing Gambling Control and Licensing Board (BCLB). and prohibit radio and television from broadcasting gambling advertisements during certain hours. The bill also requires that 30% of the shares of any gambling enterprise registered in the country must be held by Kenyan citizens. Additionally, the business must transact with a Kenyan bank. The first iGaming company in Kenya was SportPesa, which received its operating license in 2013. 82% of Kenyan bettors hold accounts on the platform. As the iGaming market expands, the number of gambling operators with licensed photos has grown to nearly 128. The first iGaming company in Kenya was SportPesa, which received its operating license in 2013. 82% of Kenyan bettors hold accounts on the platform. As the iGaming market expands, the number of gambling operators with licensed photos has grown to nearly 128.

Summary

Kenya's Internet penetration rate and the number of mobile payment users are very high, and Kenya's gambling regulations are also very friendly to iGaming companies. Therefore, Kenya is undoubtedly a very attractive option for iGaming companies looking to enter the African market.

Moreover, Kenyans have no aversion or rejection of various types of betting games, especially sports betting. From football to basketball, to cricket and track and field, and even boxing and mixed martial arts, there are a large number of bettors. This provides iGaming platforms with a rich product line selection and also means that they can attract more users by providing a variety of gambling game types.

At the same time, the number of mobile connections in Kenya has also shown a steady growth trend, which means that iGaming companies have the opportunity to reach more potential users. At the same time, with the popularity of online payment and e-wallet services, Kenya's iGaming market is becoming more and more mature, providing gambling companies with stable and convenient payment channels. Therefore, the potential of the Kenyan market is huge, and it is an opportunity not to be missed for iGaming companies interested in entering the African market.

TC-GAMING has more than 17 years of iGaming white label experience. We at TC-GAMING have been committed to providing customers with excellent services and have won the recognition and trust of more than 1,000 customers. At the same time, TC-GAMING also has a large number of game API interfaces, with more than a thousand sports events every week, more than 60 sports types, thousands of betting methods, and thousands of electronic game types. No matter what type of bettor, you can Find your favorite game among them. At the same time, multi-language modules and 12 local language experts participate in translation and interface design to ensure that the platform can seamlessly enter the target market. It only takes 10 minutes to start your Kenyan betting market. Choose TC-GAMING. We look forward to working with you to create brilliance together!

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