In 2025, Kenya’s Gambling Control Act was officially passed. It laid the foundation for establishing a new institution, the Gambling Regulatory Authority (GRA), which replaced the previous oversight system.
After the law came into force, rules governing licensing, advertising, corporate requirements, and application review procedures were adopted. These steps allowed for the creation of clearer operating standards for industry participants.
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Key Instruments for Industry Stabilisation
The new framework covers key regulatory fields and establishes general, equal requirements for all operators.
The most significant changes are as follows:
- Institutional replacement. The GRA took over the former Betting Control and Licensing Board’s (BCLB) responsibilities and gained many more possibilities to supervise the entertainment sphere.
- Control of marketing activities. Starring celebrities in gambling advertising is prohibited, and the broadcast of most TV/radio commercials is permitted only between 10:00 PM and 6:00 AM, with the exception of live sports. Each promotional campaign requires approval, and at least 20% of the airing time or space must be devoted to responsible gaming warnings.
- Financial transparency and local presence. Operators remain required to have at least 30% ownership by Kenyan citizens. This aspect enshrines the mandatory participation of local shareholders in the business structure.
- Clear procedural terms. Regulated timeframes for reviewing applications are set: up to 14 days for a preliminary document exploration and up to a month for a final decision. The order for filing appeals is defined separately.
Expectations of the Market’s Participants
Industry experts note that the transition from disparate ministerial directives to a unified, systematised structure will increase regulatory transparency. The new requirements are expected to help drive out illicit brands and ensure long-term stability for reputable operators.
John Mutua, the AGOK’s CEO, noted that the 2025 Act brings significant benefits to the country. Authorities have finally succeeded in creating the oversight framework needed for the industry after years of legal uncertainty. He believes the sphere is on the cusp of fundamental change and transformation. Compliant companies now have long-term prospects.
Peter Kesitilwe, the African iGaming Alliance’s CEO, shares this view. He stated that Kenya is finally moving toward a stable and transparent regulatory framework, which has long been lacking in this sector.
The new model appears comprehensive and coherent. It includes:
- effective oversight mechanisms;
- understandable appeal procedures;
- strict responsible gaming requirements.
Additionally, the concept of digital entertainment is officially enshrined in law. The state has provided the industry with the key condition for development — predictability.
Fundamental Changes to the Tax System
Kenya’s economic reforms have helped streamline fiscal regulation in the gambling sector. Disjointed rate adjustments have been replaced by clearer and more transparent rules. New taxation methods have made the environment more balanced for businesses, players, and the government.
Key changes include the withdrawal fee. A flat 5% levy on betting wallet cash-outs has been implemented nationwide, replacing the previous 20% on net winnings. In terms of account replenishment, the excise duty has been reduced to 5% from 15%.
The first results of the reform became evident within just a year. Simplified administration and increased audit transparency contributed to a 29% jump in tax revenue.
Growing Market Investment Attractiveness
The stabilisation of fiscal policy has enhanced interest in the Kenyan jurisdiction among major international brands and private sponsors. At the same time, a reduction in activity in the illicit sector has been observed.
Several major foreign operators, including Super Group, have already announced renewed strategic development plans to enter the country. The company's CFO, Alinda van Wyk, underscored a previous complex tax system in the state, which gave uncertified portals more opportunities to operate.
Now, following changes to national legislation, the industry is returning to a fiscal model that takes into account the interests of all parties and provides additional consumer protection. This factor enables the group to re-examine development opportunities in the country. A new launch is already in their plans.
The Main Things About Kenya’s iGaming Prospects
Large-scale government initiatives have significantly changed the industry landscape. Furthermore, these shifts have created the foundation for further sustainable growth.
Key transformations in the local market by summer 2026:
- Legislative framework. The adoption of the Gambling Control Act and the establishment of the GRA regulatory body have replaced disparate rules with equal requirements for obtaining permits and promoting products.
- Tax stabilisation. Lowering levies on deposits and withdrawals to 5% each has made the fiscal system more balanced. This decision also contributed to a 29% increase in budget revenue and limited the opportunities for uncertified industry participants.
- Return of investors. Transparent operating rules and a more predictable economic environment have drawn the attention of major international companies to the promising jurisdiction.
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