Kenya’s Betting Boom: 82.8% Participate, Low-Stakes Dominate, Aviator Surges in 2024

Kenya’s betting industry is characterised by widespread low-stakes gambling, with a minority of high-stakes bettors spending significant amounts each month.

According to GeoPoll’s 2024 Betting in Africa survey, 82.8% of Kenyan respondents reported having placed a bet, maintaining Kenya’s position as a leading betting market in Sub-Saharan Africa, ahead of South Africa (73.9%), Ghana (73%), Uganda (71.4%), Tanzania (71.1%), and Nigeria (65.3%).

Betting Frequency and Demographics

• The survey, which sampled 3,070 youth across six African countries, found that the majority of Kenyan bettors are young and urban, with 72% male and 28% female respondents. Age distribution was 40% (18-24), 46% (25-34), and 14% (over 35).
• The frequency of betting has shifted over time. In 2024, 32% of respondents reported betting about once a week, 20.8% once a month, 17.8% at least once a day, and 15.6% more than once a day. Compared to 2022, there is a growing trend toward weekly betting, with daily betting showing a modest decline.

Monthly Spending Patterns

• The majority of Kenyan bettors (56%) spend less than $5 (approximately KSh 650) per month on betting, indicating a predominance of low-stakes gambling.
• Spending distribution among higher brackets was as follows: 28% spend between $5 and $10, 3% between $10 and $25, 6% between $25 and $50, 3% between $50 and $100, and 3% spend over $100 (about KSh 13,000) monthly.
• While most Kenyans bet small amounts, a small group of high-stakes gamblers spends over KSh 65,000 (approximately $500) per month, highlighting the presence of heavy bettors within the market.

Popular Betting Activities

• Football remains the dominant betting option, with 76.5% of respondents citing it as their preferred sport for wagering. This aligns with football’s immense popularity both in Africa and globally.
• Casino games are the next most popular at 9.7%, followed by other sports at 5.1%.
• The rapid rise of digital games is notable, with Aviator—a fast-paced online game—emerging as a preferred choice for 19% of respondents, while basketball trails at 6%.

Regional Trends and Market Shifts

• Although Kenya continues to exhibit high engagement in betting, it has dropped to third place in terms of overall betting participation in Sub-Saharan Africa, following South Africa and Uganda in the latest rankings.
• In terms of average spending, Tanzania leads, followed by Uganda and Ghana, indicating regional differences in betting behaviour and disposable income allocated to gambling.

Key Betting Metrics in Kenya (2024 GeoPoll Survey)

Kenya’s betting landscape is thus marked by high participation, predominantly low-stake wagers, and a youthful, urban demographic.

Football betting dominates, but digital games like Aviator are rapidly gaining traction, reflecting evolving preferences in the country’s gambling scene.