European Startup ChampsBase Targets Kenya’s Regulated Betting Market with Localised Approach

European-founded comparison platform sees Kenya’s strict licensing framework as a competitive advantage and is actively seeking local media partnerships to establish a foothold in East Africa.

Kenya’s sports betting industry has matured significantly over the past decade. What was once a loosely regulated space is now governed by one of Africa’s most comprehensive legal frameworks, with the Betting Control and Licensing Board (BCLB) overseeing licensing and compliance for all operators.

That regulatory clarity is precisely what attracted ChampsBase, a European gambling comparison startup, to prioritise Kenya in its African expansion strategy. We spoke with Maxime Lebail, Brand Manager at the company, about why regulated markets matter, how localisation goes beyond translation, and why they’re looking for Kenyan content partners.

Winonbetonline: ChampsBase is a European company. Why focus on Kenya specifically?

Maxime Lebail: Kenya stands out in Africa for one simple reason — regulatory maturity. The Betting, Lotteries and Gaming Act has been in place for years, and with the new Gambling Control Act 2025 coming into effect, the framework is only getting stronger. The creation of the Gambling Regulatory Authority shows the government is serious about professionalising the industry.

For us, that’s ideal. ChampsBase only operates in regulated markets. We started in Portugal, expanded to Germany, and now Africa. Kenya was the obvious entry point for East Africa because operators here must meet real standards — local incorporation, 30% Kenyan ownership, proper KYC and AML compliance. That filters out the bad actors and creates a healthier ecosystem for players.

WOBO: The comparison space is crowded globally. What makes your approach different?

ML: Most comparison platforms treat Africa as an afterthought. They’ll copy their European content, maybe translate it, and call it localisation. That doesn’t work.

Kenyan players have specific needs. M-Pesa and Airtel Money aren’t optional payment methods here — they’re essential. Players want to know withdrawal times in Kenyan shillings, not euros. They want to see operators that actually hold BCLB licences, not offshore platforms operating in a grey area.

We’ve built a dedicated resource covering the best sports betting sites in Kenya that addresses exactly these points. Every operator we feature is verified for licensing status, local payment support, and actual user experience. It’s research-intensive, but that’s the only way to build trust.

WOBO: You mentioned trust. That’s a significant challenge in this industry, isn’t it?

ML: Absolutely. There’s a credibility problem with affiliate sites globally, and I understand the scepticism. Many platforms will promote whoever pays the highest commission, regardless of quality.

Our model is different. Editorial independence isn’t negotiable. If an operator has poor withdrawal times or problematic bonus terms, we say so — even if they’re a commercial partner. That approach costs us some deals in the short term, but it’s the only way to build a sustainable brand.

Kenyan players are savvy. They talk to each other, share experiences on social media. You can’t fake quality here. Either your recommendations are solid, or people find out quickly.

WOBO: The Gambling Control Act 2025 introduces stricter oversight. How do you see that affecting the market?

ML: Positively, without question. Stricter regulation is good for serious operators and bad for fly-by-night platforms. The new Gambling Regulatory Authority will have more enforcement power, which should clean up some of the remaining grey areas.

For comparison platforms like us, it actually makes our job easier. Clear licensing requirements mean we can definitively tell players which operators are legitimate. Ambiguity helps no one — not players, not responsible operators, not the industry’s reputation.

I also think the tax framework, while sometimes debated, brings transparency. Players know gains are taxed. Operators know their GGR obligations. Everyone operates from the same rulebook.

WOBO: Responsible gambling is often mentioned but rarely prioritised in emerging markets. What’s your position?

ML: It has to be central, not peripheral. Kenya has a young population, high mobile penetration, and genuine passion for football. That combination creates both opportunity and risk.

Every guide we publish includes responsible gambling information — how to set limits, how to self-exclude, where to seek help. We explain that the legal betting age is 18 and why that matters. It’s not exciting content, but it’s necessary.

The operators who succeed long-term will be those who take player protection seriously. Regulators are watching, and public sentiment can shift quickly if the industry is seen as exploitative. Being proactive on responsible gambling is both ethical and strategic.

WOBO: What’s next for ChampsBase in Kenya and East Africa more broadly?

ML: Deeper roots. We’re not here for a quick campaign — we want to become a recognised, trusted resource for Kenyan sports fans exploring betting options.

Part of that means building local partnerships. We’re actively looking to collaborate with Kenyan sports writers, bloggers, and media platforms. If you’re producing quality content about football, athletics, or sports culture in Kenya, we want to hear from you. Whether that’s content partnerships, contributor arrangements, or other forms of collaboration — we’re open.

Our ambition is to be the reference platform for regulated sports betting information in East Africa. That requires local expertise we can’t fully replicate from Europe. So consider this an open invitation: if you’re a Kenyan creator in the sports space, reach out. Let’s build something together.

ChampsBase is a multilingual gambling comparison platform founded in Europe, operating exclusively in regulated markets across Europe, Latin America, and Africa. Kenyan sports media professionals interested in partnership opportunities can contact the team through their website.

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