Melbet Kenya

What Melbet Kenya does

Melbet Kenya is an online sports betting and gaming platform operated by GAMETOSHA LTD and licensed by Kenya's Betting Control and Licensing Board (BCLB) under license BK0000196 pursuant to the Lotteries and Gaming Act Cap 131. The platform offers pre-match and live wagering across more than 40 sports disciplines — including football, cricket, tennis, basketball, ice hockey, volleyball, esports, horse racing, and virtual sports — with over 1,500 odds per event and six supported odds formats (American, Decimal, Fractional, Hong Kong, Indonesian, Malaysian). Distribution spans a desktop website, a lightweight mobile web version, and native iOS and Android applications, all localized for the Kenyan market in KES with M-Pesa as the primary deposit and withdrawal rail (processing approximately 15 minutes, no service charges, 225 KES minimum withdrawal). Differentiated UX features include MELzone, an interactive real-time match tracking diagram, and integrated live video and graphic broadcasts on selected events.

The company monetizes primarily through betting margins on sports wagers (average 5.5–6% on top sports), supplemented by revenue from casino, virtual sports, esports, and horse racing products. Customer acquisition is driven by a 200% first-deposit bonus (up to 20,000 KES standard, increased to 26,000 KES with promo code OPABET), the Melbet Affiliates partner program, promotional codes, and live chat support. The technology platform supports 44 languages, multiple fiat currencies (KES, NGN, GHS, USD, EUR, GBP, and others), and cryptocurrency settlement (BTC, ETH, TRON, NEM), reflecting the parent's broader international footprint alongside its separate Curacao and other-jurisdiction licenses. The Kenyan entity employs 51–100 staff and is part of the wider Melbet Group, which entered the global market in 2012; the Kenya-specific operation was established circa 2019.

Name

Melbet Kenya

Legal name

GAMETOSHA LTD

Website

https://melbetkenya.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Melbet Kenya is a BCLB-licensed online sportsbook (GAMETOSHA LTD) offering pre-match and live betting on 40+ sports via desktop, mobile web, and iOS/Android apps, with M-Pesa payments and ~15-minute withdrawals targeting Kenyan consumers.

Ownership category

akta.pro rank

Product category

Online Sports Betting

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Payments, Wallets & Cashiering for Sports Betting (MPAEACAG)

Keywords

• Online sports betting
• Live betting platform
• Mobile betting app
• Casino gaming
• Esports wagering

Headquarters

HQ city

Kenya

HQ country

Kenya

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Sports Betting Transaction Fees: Revenue generated from betting margins on sports wagers. The average margin for top sports is 5.5-6%. Players place bets and pay a spread/commission built into the odds offered. The company takes a percentage of each bet as revenue.
2. Casino and Gaming Services: Revenue from casino games, virtual sports, esports betting, horse racing, and other gaming options available on the platform
3. First Deposit Bonuses (Marketing Cost): While not direct revenue, the company offers 200% first deposit bonus up to 20,000 KES (up to 26,000 KES with promo code OPABET) as customer acquisition incentive

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Melbet Kenya operates an online sports betting and gaming platform offering pre-match and live wagering on over 40 sports disciplines, esports, virtual sports, and casino-style games. The platform is accessible via desktop website, mobile-optimized web, and native iOS/Android applications, with M-Pesa integration for deposits and withdrawals in the Kenyan market. Revenue is generated through betting margins (average 5.5-6% on top sports) and commissions on casino/gaming transactions.

Product overview

Melbet Kenya is a sports betting platform operated by GAMETOSHA LTD, licensed by BCLB (license BK0000196). The core offering is the Melbet Kenya Sports Betting Platform, which provides pre-match and live betting across over 40 sports. This is accessible via the desktop website, Mobile Application (Android/iOS), and Mobile Website Version. Key supporting features include MELzone (interactive live match tracking), Live Betting with Video Broadcasts, Virtual Sports, and Weekly Tournament Games. The platform integrates a Personal Account Management system, Cash Out/Withdrawal System, and Promo Code System for user account operations and bonus management. The First Deposit Bonus provides a 200% match up to 26,000 KES with promo code. The platform supports 44 languages, multiple currencies (including KES), 6 odds formats, and 44+ payment methods globally, with M-Pesa being primary in Kenya.

Differentiator

Problem solved

Functional benefit

Products and services

• Melbet Kenya Sports Betting Platform Comprehensive online sports betting platform offering pre-match and live betting on over 40 sports disciplines including football, cricket, tennis, esports, virtual sports, and horse racing, with over 1,500 odds options and support for six odds formats. Targeted at Kenyan consumers seeking mobile-first wagering experiences.
• Mobile Application (Android/iOS) Native mobile applications for Android and iOS devices providing full desktop betting functionality, lightweight design, low traffic consumption, and quick bet placement from anywhere with internet access. Includes bet sharing functionality and is targeted at mobile-first Kenyan consumers.
• Mobile Website Version Lightweight mobile-optimized web version with adapted interface for mobile phones that automatically redirects when accessing melbet.ke from a mobile browser. Uses minimal traffic for cost-effective mobile betting.

Quantifiable outcome

• 150-200+ live events available daily with 500-700 markets in popular disciplines
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Three partnerships are on record, tiered core and major.

• M-Pesa (Safaricom)coreTechnology or Integration · 1 August 2020M-Pesa is the primary payment method for Melbet Kenya, enabling mobile-based deposits and withdrawals. The integration was made available in August 2020, allowing Kenyan users to fund accounts and cash out winnings through Safaricom's M-Pesa mobile money service. No service charges apply for withdrawals. Processing time is approximately 15 minutes.
• BCLB (Bet Control and Licensing Board)coreOthersMelbet Kenya is licensed and regulated by the BCLB under the lotteries and gaming act cap 131 laws of Kenya. License number BK0000196.
• Melbet AffiliatesmajorChannel Partner/ Reseller/ DistributorAffiliate program allowing partners to refer new customers to Melbet Kenya. Partners can register at melbetaffiliates.info and receive instructions from the affiliate program manager.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 22Bet: 22Bet is an international sportsbook and casino operator with a comparable product mix (40+ sports, live betting, casino, virtual sports) and aggressive African expansion. It is structurally similar to Melbet Kenya and competes for the same African sports-betting customer base.
• Betika: Betika is a major Kenyan online sportsbook and gaming operator owned by Shopeta Holdings. It competes directly with Melbet Kenya on sports betting, virtual games, and M-Pesa-driven mobile deposits/withdrawals for the same Kenyan consumer base.
• Betwinner: Betwinner is a global online sportsbook and casino operator with a wide sports coverage and multi-currency platform. It is structurally similar to Melbet (similar origins, breadth, and African expansion strategy), making it a close functional peer.
• BetKing: BetKing is an African-focused sportsbook operating in Nigeria, Kenya, and other markets. It competes with Melbet Kenya in Kenya on sports betting, mobile-money integration, and aggressive customer acquisition bonuses.
• Betway Kenya: Betway is a global sportsbook with a localized Kenyan entity offering sports betting, casino, and live betting with M-Pesa integration. It directly competes with Melbet Kenya for the same Kenyan bettor segment with comparable product breadth.
• 1xBet: 1xBet is a global online sportsbook and casino operator with strong presence in Africa. It mirrors Melbet's wide sports coverage, multi-currency support, live betting, casino, and aggressive promotional strategy, making it a close functional and structural peer.
• SportPesa: SportPesa is one of the largest online sportsbooks in Kenya, offering sports betting, virtual games, and casino products via web and mobile. It is the most direct head-to-head competitor to Melbet Kenya in the Kenyan market, targeting the same Kenyan sports bettors with M-Pesa-integrated payments.

Regional players

• Bet9ja: Bet9ja is Nigeria's largest online sportsbook, offering sports betting and virtual games via mobile-first web and apps. While primarily Nigerian, it is a close analogue to Melbet Kenya in terms of African mobile-money-integrated sports betting operations.
• Premier Bet: Premier Bet is a multi-country African sportsbook and gaming operator with presence in Kenya and several other African markets. It competes with Melbet Kenya on sports betting, virtual games, and mobile-money deposits for the same East African customer base.

Broad incumbents

• Bet365: Bet365 is the largest global online sportsbook and gaming operator. While not primarily focused on Kenya, it sets the benchmark for live betting UX, odds depth, and product breadth that Melbet Kenya competes against for premium and globally-oriented Kenyan bettors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Melbet Kenya