Affiliate Marketing in Kenya Might See A Boom After BCLB Banned Influencer Marketing

 As an iGaming specialist with over eight years of experience in Kenya’s betting scene, I can confidently say that the recent crackdown by the Betting Control and Licensing Board (BCLB) marks a turning point. On May 29, 2025, the BCLB officially banned all celebrities, influencers, and content creators from advertising or promoting gambling in Kenya. This move came right after a 30-day total suspension of all gambling ads across media platforms. The shockwaves are still being felt, and everyone from operators to media houses is scrambling to figure out what’s next.

But I see something else on the horizon: the long-overdue rise of affiliate marketing.

Why This Ban Changes Everything

The BCLB’s new policy isn’t just about pulling the plug on flashy marketing. It’s about fundamentally rethinking how betting brands connect with users. According to the BCLB, the goal is to stop the glamorization of gambling and to shield minors and vulnerable populations from being lured by celebrity influence. Ads now need to follow strict guidelines:

• ·       Include the BCLB license number
• ·       show a responsible gambling message
• ·       Include full operator details
• ·       Be pre-approved by both the BCLB and the Kenya Film Classification Board (KFCB)

This means that media houses are also under strict instructions to verify all ads before publishing.

Let me be clear, this is a huge hit to influencer marketing. Multi-million shilling contracts have gone up in smoke overnight. Some of the country’s top entertainers, athletes, and YouTubers were brand ambassadors for betting firms, and now they’re cut out of the loop. For betting companies used to getting instant visibility from influencers with massive followings, the rug has been pulled from under them.

What’s Next? New Age of Affiliates

This might sound like a crisis to some, but I see it as a golden opportunity, especially for affiliate marketing.

Affiliate marketing has long been overlooked in Kenya. Most betting firms have relied heavily on brand ambassadors, billboards, TV spots, and flashy giveaways. Affiliates were considered a side hustle, not a serious part of the acquisition strategy. But that’s about to change. With influencer marketing now off-limits, and traditional advertising under the microscope, affiliate programs may become the most compliant, scalable, and cost-effective way to grow.

One of the reasons why affiliate marketing works is that it’s performance-based. Review sites such as PesaBettor get paid based on results, like registrations or deposits, and not just for showing up or posting a video. That makes it not only cost-efficient but also more aligned with business goals. More importantly, it’s easier to control. Betting firms can enforce strict compliance guidelines in their affiliate agreements, and affiliates who breach them can be removed from the program.

Controlled, Targeted, and Responsible

What I find especially promising is the potential for more responsible and targeted messaging. Instead of relying on flashy visuals and celebrity charm, affiliates often create educational, informative content, such as match previews, betting guides, odds comparisons, and tips. This type of content appeals to a more mature and informed audience, which aligns perfectly with the BCLB’s push for responsible gambling.

Plus, affiliate marketing opens up a world of hyperlocal opportunities. A betting brand could partner with a football blogger in Kisumu, a rugby enthusiast in Eldoret, or a gaming content creator in Nairobi. These partners can produce regionally relevant content that connects authentically with niche audiences. This is not just marketing; it’s community-driven outreach.

We Will See A Shift Toward Maturity

Let’s take a step back. This move means more than just marketing, it’s about the maturity of Kenya’s gambling industry. For too long, the space has felt like a wild west of endorsements, jackpots, and viral campaigns. The current shake-up, spearheaded by the BCLB and backed by a multi-agency enforcement task force, is forcing everyone to grow up. That includes operators, advertisers, media platforms, and users.

I believe affiliate marketing fits perfectly into this new reality. It allows for strategy, accountability, and scalability. It supports responsible gambling initiatives and makes it easier to comply with changing regulations. And with Kenya’s youthful, tech-savvy population already comfortable with online content, the digital infrastructure is ready.

My Advice to Operators

If you’re a betting operator in Kenya, now is the time to invest in a proper affiliate program. Don’t just slap together a portal and hope for the best. Create clear commission structures. Offer tools and content, provide reasonable commissions, train your affiliates on compliance, and monitor their output. It's time to build relationships.

A solid affiliate strategy could be the difference between staying afloat and falling behind. And in a post-influencer world, this might be your best path forward.