Dafabet kicks-off Africa push with Kenya launch

Dafabet has made its debut in the regulated Kenyan market, the first stage of a longer-term plan to launch into other countries across the African continent.

The brand, which is operated by Asian Betting and Gaming Enterprise, launched in Kenya last week, and in doing so joined the likes of Betway and local operator SportPesa in the growing market.

Dafabet’s director of retail and regional operations, Louis Watts, described Kenya as a vibrant market and one which would act as a launch pad into other African countries.

“We are looking to expand throughout the African continent and it was important that our first initiative was to establish a major presence in Kenya – a market that is mature and respected; is sport betting savvy, and continues to be a growing sports betting market, thus giving us the stable base from which to grow,” Watts said.

Watts was clear that the firm’s sports betting product would be tailored specifically for the Kenyan consumer and not simply a “distant, offshore entity operating into the market”.

“From day one Dafabet Kenya will be local; its product offering will be tailored to the needs of Kenyan customers and most importantly the business will be run, operated, expanded and developed by local Kenyan staff,” he said.

The regulated framework in Kenya has undergone something of a revamp over the past year with the country’s Betting, Lotteries and Gaming Act updated to reflect the growth of the online market, although there have been recent moves to impose greater restrictions on gambling operators in the country.