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Working in Kenya’s iGaming market: Insights and strategies from MelBet Partners


Kenya is one of the most promising regions for iGaming expansion. Gambling is legal in the country and regulated by local legislation, providing clear operational guidelines.


R


ecently, the national regulator introduced amendments to the rules governing the advertising of gambling and online sports betting. One of the key changes was a ban on influencer involvement in gambling promotions. This restriction posed a serious challenge for operators and affiliate programmes. Despite this, MelBet not only retained its market share but also increased its activity in the region.


WHY MELBET DIDN’T LEAVE THE KENYAN MARKET


The Kenyan market remains highly attractive and full of potential, even under stricter marketing regulations. MelBet identified Kenya as a priority region for several reasons: • Licensed operation under a stable and transparent regulatory framework.


• Young, active, and mobile-driven target audience.


• A steadily growing population (+1.1 million annually).


• High user engagement metrics. • Numerous active smartphone users (with a population of 57 million, Kenya has 68.8 million internet connections).


• Quick and easy product adaptation to local requirements.


MARKETING SHIFT: FROM INFLUENCERS TO PERFORMANCE- BASED STRATEGIES


One of MelBet’s key advantages was its early focus on performance marketing and organic channels. Even before the influencer ban, the main traffic sources in Kenya were Facebook and Google, which helped mitigate any sharp drop in reach and allowed for a quick reallocation of resources. After the regulatory update, the team shifted focus to: • Design of promotional materials in compliance with mandatory regulatory requirements.


• Creatives focused on product features rather than personalities.


• Multi-language landing pages (English and Swahili).


• Funnel expansion through mobile-first formats. The MelBet team has adapted key platform elements to suit the specific needs of the Kenyan market: • The interface has been optimised for smartphones, taking into account low internet speeds.


• Adaptation and optimisation have been focused on users of Android devices (which account for 96.07% of the mobile market).


• Full support for local payment systems for deposits and withdrawals.


• Personalised promotions have been developed for players in the region.


The new regulations in Kenya have reshaped the market. Thanks to a systematic approach, an adaptive strategy, and a focus on unconventional solutions, MelBet continues to grow, even under restrictive conditions.


Real data. Real talk. And real reasons affiliates love working with us


By Idan Bornstein, Head of Affiliates at Eshkol L


et’s skip the corporate fluff. You’ve heard it all before: “highest commissions”, “best brands”, “long-term partnerships”. Honestly? That’s just background noise until the numbers prove otherwise.


I’m Idan Bornstein, and I run the affiliate team at Eshkol. We market brands like Winner.mx (in Mexico), MagicRed, Neptuneplay, Kachingo (in the UK and Spain) as well as social casinos. And of course our newest baby: GeckoPlay (for various markets). One thing you should know about me, I say it like it is. No filters, no fluff. Because I have seen how much time affiliates waste chasing promises that don’t deliver.


Here’s the deal. Across our brands, we have tracked millions of player sessions. We have seen what works, what flops, and what actually moves the needle on retention and LTV. We have used that data to build affiliate-ready brands and not just pretty websites.


20 JULY 2025 GIO


WHAT STOOD OUT? • Onboarding matters more than bonus size. If players get stuck or bored, they bounce. Our flows are clean, mobile-first, and relentlessly tested.


• Big offers don’t always win. Smarter, better- targeted promos beat flashy numbers, especially in competitive markets like the UK and Spain.


So when you send traffic to one of our brands, whether it’s an established one like Winner.mx in Mexico or the new GeckoPlay (yes, it’s live now and yes, we’re taking early affiliate partners) - you’re not guessing. You’re working with a team that tracks every click and adapts in real time.


Bottom line? If you send quality traffic, we’ll turn it into value. No BS. No ghosting. You’ll hear from me directly and I’ll tell you exactly where we stand. Contact me today at idan@eshkol.com.


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