Betsson Shakes up the Kenya Market with Betsafe Entry

Published December 15, 2020 by Lee R

Betsson Shakes up the Kenya Market with Betsafe Entry

Kenya dominator Sportpesa is about to encounter some seriously healthy competition.

The monopolized Kenya iGaming market just introduced some healthy competition with the entry of Betsson leading betting brand Betsafe.

New Entry

Betsson is backing Kenya's newest betting partner with an innnovative and socially responsible marketing campaign. The entry of the Malta-based betting provider builds on the sponsoring of two of Kenya’s largest soccer teams earlier this year 2020.

Team Sponsorship Significance

Malta-based Betsafe is sponsoring Kenyan teams Gor Mahia and AFC Leopards to boost its public profile with Bet High Limited tabbed to spearhead further marketing efforts.

Betsafe rose to prominence after replacing dominant brand SportPesa, whom withdrew soccer sponsorships in protest of the Kenyan government's taxation system.

Battle Tested

With a new business license that allowed them to start operating Wednesday of last week December 2, Betsafe is meticulously adapting a targeted approach that has already proven successful in over 20 markets.

Campaign Plans

Bet High will implementation Betsafe's new marketing campaign to effectively adheres to regulator guidelines while establishing a brand identity that resonates with local punters.

Responsible Gaming Factor

Betsafe is additionally appointing a specialised officer to focus on responsible gambling, as Bet High Ltd. Acting Managing Director Alex Kobia explained:

“Our Responsible gaming program is unlike any other in this market with the safety of the Kenyan sports betting fans in mind.”

Betsafe Site Solutions

Kobia cited advantages on the Betsafe website including control and safety features; self-exclusion; and support under the auspices of problem gambling support organisation Gamehelp.

Harnessing Market Share

Kobia called the sponsorship deals with Gor Mahia FC and AFC Leopards “crucial” to the Betsafe launch due to the prominent market share that the respective powershouse clubs command locally.

Organisational Goals for Growth

Betsafe has prioritised the twin organisational goals of active empowerment of grassroots soccer and development of opportunities for better sports infrastructure to fully develop Kenya's budding Kenyan stars.

Taking Aim at the Competition

The reigning king of the market is Sportpesa. The enhanced product that Betspeed is bringing to the table brings Sportpesa viable comption for the first time with an “industry-leading sports betting experience.”


After diversifying in over 20 markets previously, Betsafe appears positioned to provide the robust iGaming competition Kenya needs to raise the credibility of African markets and increase the safety of Kenya's punters and players.

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