Affiliate Marketing in Africa 2025: New Rules of the Game from Kenya to South Africa

Traffic Acquisition Channels: The African Specifics

Unlike European markets, which are dominated by SEO and PPC, Africa has a unique player acquisition structure, driven by the dominance of mobile internet and influencer culture.

Approximate Breakdown of Traffic Sources in 2025 (Expert Estimate):

• Direct Traffic and SEO: 35% - Brand strength and direct search play a key role. Operators with high brand recognition (e.g., Bet9ja in Nigeria) receive a huge share of direct traffic.
• Influencers and Social Media: 30% - Streamers, tipsters, and sports bloggers on TikTok, Instagram, and Telegram are a powerful channel for attracting a young audience.
• Affiliate Marketing (Review sites, tipsters): 20% - Classic affiliates remain an important channel, especially for attracting more knowledgeable players looking for the best bonuses and terms.
• Retail Marketing and Agent Networks: 10% - In countries with a developed network of offline agents (Nigeria, Uganda), this channel remains a significant source of new players.
• Paid Advertising (PPC): 5% - Due to strict restrictions from Google and local regulators, the share of paid advertising is relatively small.

Advertising Regulation: An Overview of Key Countries

Legislation regarding gambling advertising in Africa is changing rapidly. Let's look at the situation in five key countries.

1. Kenya

The regulator (BCLB) has one of the strictest stances. In 2025, outdoor gambling advertising and the use of celebrities, influencers, and characters that might appeal to minors were completely banned. All advertising must include a clear responsible gaming warning. Further tightening of rules for online creatives is expected.

2. Uganda

Regulation here is less strict than in Kenya. Outdoor advertising and sponsorship of sports teams are permitted. However, all radio advertising is prohibited. Online, operators and affiliates have more freedom but must get their campaigns approved by the regulator.

3. Nigeria

Due to the decentralized system (the federal regulator NLRC and state-level regulators), rules can vary. In general, advertising is permitted, including on TV, radio, and outdoor media. The main requirement is a ban on targeting individuals under 18. Stricter federal standards that unify rules across the country are expected in the future.

4. South Africa

This country has the strictest and most detailed legislation. The National Gambling Board (NGB) has developed a comprehensive code that prohibits advertising of unlicensed online casinos. Advertising for legal sports betting must be truthful, not misleading, and not create the impression that gambling is a solution to financial problems. Outdoor advertising is limited.

5. Ethiopia

The market is in its early stages, and advertising regulation is not yet as detailed. The main regulator (NLA) controls sports betting. Advertising is allowed but must be focused on sports betting. As the market grows, the introduction of clearer and stricter rules, similar to those in Kenya, is expected.

Conclusions

The African market is moving towards stricter advertising legislation. For affiliates, this means a need to diversify traffic sources and shift focus from direct bonus advertising to creating high-quality content (analytics, forecasts, reviews) that will attract an audience organically. Success in 2025 and beyond will depend on the ability to adapt to the unique rules of each country and a deep understanding of the local culture.