NAIROBI, Kenya– Global betting brand SportyBet has resumed operations in Kenya, three years after suspending services amid an industry-wide regulatory crackdown.
The company exited the Kenyan market in September 2022 following the cancellation of several licenses by authorities over tax compliance and regulatory disputes.
Customers were refunded outstanding balances at the time, as the operator wound down its activities.
The relaunch marks SportyBet’s renewed push to tap into Kenya’s highly active online betting market. Management says the comeback is anchored on product innovation and improved customer experience.
Central to the platform’s new offering is a system dubbed the “Cashout Revolution,” which gives players more control over wagers.
Users can lock in profits or minimize losses before the final whistle, withdraw part of their stake while leaving the remainder active, or set automatic rules to trigger cashouts when specified conditions are met.
“Kenyans deserve a betting experience built on transparency, speed, and choice. SportyBet delivers exactly that. If you want a smarter, faster, and more reliable way to bet, this is where you belong,” said CEO Samwel Muchai.
“Cashout is no longer just a feature but a tool of empowerment. At SportyBet, we’re giving players the freedom to decide their own risk levels and safeguard their returns whenever they choose,” he added.
Alongside the cashout upgrade, SportyBet has introduced live betting, enabling customers to place wagers as matches unfold.
Deposits can be made instantly via M-Pesa Paybill 590555 or through direct online transfers.
Withdrawals are processed instantly into M-Pesa wallets, a feature designed to address longstanding frustrations over delayed payouts.
The platform is also rolling out 24-hour virtual games, expanding engagement beyond live sporting events.
SportyBet’s return comes at a time when Kenya’s betting industry remains under heavy scrutiny.
Since early 2024, at least 10 operators have exited the market, with the number of licensed firms falling from 128 at the start of the year to 118 by mid-year.
Many cited what they described as punitive taxation and compliance bottlenecks as key challenges.
