Kenya has entered a new phase of gambling regulation after implementing a comprehensive set of rules designed to strengthen oversight, improve consumer protection and create a more predictable environment for licensed operators.
The reforms, introduced under the Gambling Control Act, 2025, came into force on 1 July through a package of subsidiary regulations overseen by the newly established Gambling Regulatory Authority (GRA). The framework replaces legislation that had governed the sector for decades and transfers regulatory responsibility from the former Betting Control and Licensing Board to the GRA.
The new regime introduces tighter licensing requirements, stricter advertising standards and clearer procedures for appeals and compliance. Industry representatives say the changes provide long-awaited certainty after years of shifting policies and regulatory uncertainty.
One of the biggest operational changes is a defined licensing timetable. The GRA must review licence applications within 14 days, while its board is expected to issue a final decision within 30 days. Operators whose applications are rejected have 14 days to file an appeal with the Gambling Appeals Tribunal.
Existing gambling businesses are also required to transition to the new licensing system rather than relying on previous approvals, with operators expected to comply with the updated regulatory framework.
Advertising has become one of the most tightly controlled areas under the new rules. Every gambling advertisement must receive written approval from the GRA and classification from the Kenya Film Classification Board before publication. Marketing materials must also dedicate at least 20% of their content to responsible gambling messaging.
The regulations further prohibit celebrity endorsements in gambling advertising and restrict television and radio advertisements between 6:00am and 10:00pm, except during live sporting events.
Corporate ownership requirements have also been reinforced. Licensed operators must maintain a corporate structure with at least 30% Kenyan ownership, while the new framework places greater emphasis on identifying key shareholders and senior executives to strengthen accountability and transparency.
John Mutua, chief executive of the Association of Gaming Operators Kenya (AGOK), said the reforms provide the industry with a stronger long-term foundation, replacing what had previously been an inconsistent regulatory environment. He noted that businesses operating outside the compliance framework would find it increasingly difficult to compete under the new system.
Peter Kesitilwe, chief executive of the African iGaming Alliance, also welcomed the introduction of clearer oversight structures, responsible gambling obligations and formal appeals procedures, while stressing that consistent enforcement will be critical to the framework’s success.
The regulatory overhaul follows broader tax changes introduced last year, when Kenya replaced its 20% tax on net winnings with a 5% levy on betting wallet withdrawals and reduced the excise duty on deposits from 15% to 5%. Industry leaders believe the simplified tax structure has improved compliance while making the market more attractive to investment.
International operators have also begun monitoring developments more closely. Super Group, the parent company of Betway, recently indicated that Kenya has returned to its list of potential growth markets, citing the improved clarity of both the regulatory and tax environment.
The Gambling Control Act also establishes an integrated regulatory system covering licensing, gambling operations, advertising, foreign-based operators, the National Lottery and dispute resolution, marking the most significant overhaul of Kenya’s gambling sector in decades.