New platform enters Kenyan market as betting ad rules tighten

Betting market sees new platforms enter as stricter advertising rules take effect. [File, Standard]

Kenya's betting market is testing the impact of a recent tax cut even as authorities roll out tougher advertising rules to curb addiction and protect minors.

Parliament reduced excise duty on stakes from 15 per cent to five per cent under the 2025 Finance Act, effective July 1.

The law also shifted the tax point to when bettors transfer money from mobile wallets to betting accounts while maintaining a 20 per cent withholding tax on winnings.

At the same time, the Betting Control and Licensing Board (BCLB) has introduced rules requiring all gambling adverts to be approved by the board and classified by the Kenya Film Classification Board (KFCB) before airing on any platform.

Operators must display licence numbers in adverts, provide addiction warnings and customer care contacts and indicate the age restriction of 18 and above.

The new code bans celebrities, influencers and testimonials in gambling adverts and prohibits presenting gambling as a source of income.

Media houses and advertisers face penalties for airing unapproved or misleading content while outdoor advertising is now limited to digital billboards with a cap of two ads per hour.

Digital platforms are required to block gambling content from reaching minors and remove features like speed dial betting.

The government plans to set up a public hotline to report violations, with operators risking suspension or licence revocation for breaches.

Amid these shifts, TigonBet, a digital sportsbook and casino platform, has launched in Kenya with a swipe-to-bet feature that lets punters scroll through match options on their phones.

Named after a hybrid of a lion and tiger, the platform positions itself to blend entertainment with strategic play for sports bettors and casino enthusiasts.

It offers live leaderboards with prizes such as airtime and smartphones, a loyalty points system and M-PESA support for deposits and withdrawals with 24-hour customer service on live chat, WhatsApp and email.

The platform offers more than 5,000 casino games, including Aviator, slots, blackjack and roulette, while a referral system will run until December 2025.

The company has also introduced an affiliate programme for content creators, Telegram group administrators and bloggers, providing real-time dashboards and commission structures to support local marketing.