MelBet Partners & Affiliates shares insights on Kenya's expanding iGaming market

MelBet Partners & Affiliates, the official affiliate program of the MelBet brand, has solidified its presence, actively expanding its footprint throughout 2024. Today, they hold leading positions and continue to grow their affiliate network. The company’s representatives shared their insights and experience in Kenya.

Why is Kenya the future hub for iGaming affiliates?

Why Africa and Kenya specifically? Why did MelBet Partners & Affiliates choose to stay when others left?

“It’s quite simple. From the start, we knew that Africa – and Kenya in particular – is an exciting and highly promising region with its own specifics. Many competitors didn’t take the time to truly study the market, the country, the local mindset, or the legal framework. When other brands tried to scale, they ran into challenges they couldn’t overcome quickly. But we were ready – we had a detailed strategy for expansion.”

The team also highlighted several regional characteristics that make Kenya attractive for long-term business:

• Legalized gambling. Since 1966, Kenya has officially regulated betting and gaming under the Betting, Lotteries and Gaming Act (BLGA). This is crucial, as all promotional materials must align with local laws. A legal framework allows brands to build trust and engagement.

• Demographics. Kenya has a young, active audience, ideal for the iGaming sector. The core segment is 18–35 years old. Around 72% use mobile devices. The population grows by 1.1 million annually, creating a strong foundation for long-term brand strategies.

• Mobile popularity. At the start of 2025, 88% of Kenyans use the internet, and there are 68+ million mobile connections in a country of 57 million. The mobile traffic CTR is 72%.

Tips for working in Kenya

If you're considering entering the iGaming space, Kenya could be the perfect launchpad. MelBet Partners & Affiliates shared five key tips:

1. Mobile-first adaptation. Landings, UX/UI, banners – all must be optimized for Android and low-speed connections.
   
   

2. Local language matters. English and Swahili are essential for high conversion in ad campaigns.
   
   

3. Performance-based focus. Concentrate on data: CPC, eCPC, CR, ROI – not just PR visibility.
   
   

4. Regulatory compliance. Ensure all creatives meet local regulations.
   
   

5. Test, monitor, iterate. The “test-optimize-scale” approach is essential: A/B tests, device targeting, creative variation.

Bonus: Exclusive offer for new partners

MelBet Partners & Affiliates are also offering a unique promo for new partners looking to work in Kenya:

• $3 CPA + 30% RevShare

• $3 CPA + $50 for deposits over $100

As you can see, Kenya in 2025 presents a compelling mix of mobile-first users, a young, active audience, clear regulation, and major scaling potential. MelBet Partners & Affiliates’ experience proves that success is possible – with preparation, strategic analysis, and a long-term approach.