Kenya’s Gambling Regulatory Authority (GRA) has launched a new unit focused on gambling addiction research and consumer protection as the country moves to tighten oversight of one of Africa’s fastest-growing betting markets.
The newly created Player Protection and Research Unit will monitor betting behaviour, identify addiction trends and publish annual reports on gambling-related harm, marking a shift towards more data-led regulation in a market where enforcement has historically struggled to keep pace with digital growth.
Kenya has one of the largest betting markets in sub-Saharan Africa, driven largely by widespread smartphone use, mobile money infrastructure such as M-Pesa and a young population that has increasingly engaged with sports betting and online casino products.
Operators including SportPesa, Betika and Odibets have expanded rapidly in recent years, while regulators have faced criticism over advertising standards and underage gambling controls.
The reforms are tied to Kenya’s Gambling Control Act 2025, which replaces the fragmented framework previously overseen by the Betting Control and Licensing Board.
The new law gives the GRA broader authority to supervise online betting platforms, digital gaming products and land-based operators.
GRA Director General Peter Karimi said: “Player protection is not a slogan for us it is the core of our regulatory philosophy. We will lead this agenda from the front, guided by research and continuous advocacy.”
Under the new framework, operators must introduce self-exclusion tools, cooling-off periods and clearer warnings around gambling risks.
The regulator is also reviewing tighter advertising restrictions, affordability checks and stricter age-verification measures following public consultations.
Karimi added: “The Gambling Control Act, 2025 represents a significant shift in Kenya's regulatory landscape.”
The regulator has already started compliance audits and is working with county governments to close unlicensed betting outlets. Operating without a licence is now a criminal offence under the revised framework.
Higher compliance costs are expected to pressure smaller operators, with analysts warning the stricter environment could lead to further consolidation across Kenya’s betting sector.
Earlier this month, Kenya expanded enforcement efforts against illegal gambling operations through multi-agency county crackdowns targeting unlicensed betting machines and operators, particularly in residential areas and informal trading centres.
Kenya introduced a 15% tax on betting winnings in recent years, adding further pressure on operators already facing tighter regulatory oversight
