Social media makes the world go round. Everyone today is using it, no matter what country you’re in, whether it’s Kenya or America. It’s a way to connect with your loved ones and see what your favourite celebrities are up to, and now it’s there to influence how you behave. For example, many people are starting to buy products and services they see on social media.
One industry that is taking advantage of this trend is the online gambling sector. Sites like online casinos and bookmakers are using accounts on platforms like Instagram, Facebook, and X to try and bring in new customers and encourage current ones to keep playing. Let us explore the rising influence of social media and how people gamble online in Kenya.
Background
Before we dive into social media and its effect on online gambling activities in Kenya, let’s look at how the country has evolved with the industry. Dating back to 1966, Kenya first released the Betting, Lotteries, and Gaming Act, which is now governed by the Betting Control and Licensing Board (BCLB). Any reliable platform, like the best online casino in Kenya or the Paripesa Casino must obtain a license from this authority to offer its services legally.
Over the years, online gambling has been becoming more popular in Kenya, with it predicted to hit an all-time high in 2024 with a revenue of almost $100 million. Some reasons for this are:
- an increase in internet access in the country,
- more casinos online being launched,
- and people living in more remote locations.
Another reason that is starting to contribute more is the role of social media.
Social media as a platform for gambling promotion
When you go on social media now, what do you usually see? Are you hounded with ads after every few posts on your feed? Are influencers trying to sell you something you don’t need? The reason for this is that social media is used by almost everyone, and it is a great form of marketing and a way to get to your target market.
There have been several case studies into how social media campaigns have significantly influenced online gambling behaviours. A big one involved the sports betting industry, where targeted ads involving sports content are closely linked to online gambling. It’s shown on social media to avid sports fans who may not usually place bets, but since it’s associated with their favourite sports team, they’re more likely to start.
Influence of peer groups and community
Peer pressure is still very real in today’s age, even when you’re an adult. When you see people you know or people you look up to partaking in a certain activity, you’re more likely to do it yourself. For example, if you were to see your favourite Kenyan singer like Nyashinski putting up posts of him playing games on his favourite platform and mentioning that this is the best online casino in Kenya, you might do the same.
And it’s not just celebrities who influence us. You might see friends or family members posting stories that they’re winning big at a particular online casino in Kenya, and you might feel like you want to as well. It also gives you something to talk to your friends about and bond over, building a stronger sense of community.
Impact on gambling decisions and behaviour
We’ve already made it very clear that social media can influence behaviour, whether it’s gambling or not. But how exactly does it impact our gambling decisions? There has been a lot of research into this subject, all finding a strong correlation between social media and online gambling activities.
These studies highlight that media marketing strategies are helping the gambling industry a lot, as more players are relating to these campaigns and signing up for accounts. However, there was an association between how much you use social media and how much you gamble. The more frequently you use social media, the more you’re likely to place bets and play at an online casino due to increased exposure to ads.
Risk of addiction
While using social media is a highly effective way for a Kenya online casino to expand its customer base, it also increases the risk of more people developing a gambling addiction. While a little bit of betting and playing online games can be fun, if you’re spending out of your budget, it has become a problem.
If you feel like social media is exposing you too much to gambling marketing, there are ways to block it out. You can tailor what you see, block certain words from turning up on your feed, and simply limit your social media use.
Conclusion
It’s clear that social media has the potential to, and even already has, influence online gambling behaviours in Kenya. By using targeted advertising, it helps online casinos build their customer base. Still, players need to be aware of what they are being exposed to and limit their gambling activities to reduce the risk of addiction.
