Bulgarian supplier EGT Digital has put its casino games in front of SportPesa's players in Kenya, Tanzania and South Africa. For EGT, it is a high-profile partner on a continent it is actively targeting; for SportPesa, it is more content at a time when its home market is booming but its rulebook is in flux.
Key takeaways
- EGT Digital's in-house casino portfolio is now integrated on the SportPesa platform.
- SportPesa operates in Kenya, Tanzania and South Africa.
- The deal is part of EGT Digital's strategy of growing through established, regulated operators.
- It lands as Kenya posts record betting turnover while its new licence fees and capital rules are still being fought over in court.
EGT Digital, the online arm of Bulgaria's EGT group, has integrated its proprietary casino games into the platform of SportPesa, one of the most recognisable betting brands in Africa. SportPesa customers now have access to EGT Digital's in-house portfolio alongside the operator's existing sports betting, live betting, jackpot and casino offering.
EGT Digital describes the partnership as a key step in building its presence across the continent. Its international approach centres on distributing its own games through established operators, with content tailored to regulated markets.
"SportPesa is a highly recognised name in African gaming, with deep knowledge of its markets and customers. This makes the partnership particularly important for us as we continue to expand EGT Digital's presence across the continent."
— Zsuzsanna Zeibig, General Manager of EGT for Africa
For SportPesa, the deal is about choice. Adam Beighton, the operator's Director of Commercial Operations, said EGT Digital's games are a strong fit for the platform, adding that a collaboration built on digital innovation "takes us back to our roots while helping us build for the future".
Who is EGT Digital?
EGT Digital was set up in 2020 as the online business of the Bulgarian EGT group, best known for its land-based slot machines. In six years it has grown into a full-stack iGaming supplier with more than 1,200 employees and over 90 partners. Its product line now covers original casino games and jackpots, a casino and sports betting platform, a game aggregator, payment solutions and retail products, and the company lists approvals in dozens of jurisdictions across Europe, Latin America, Africa and Asia — including Kenya and South Africa.
Africa is not new territory for the supplier. In January 2025 it partnered with Bettomax to bring its jackpot products to Equatorial Guinea, Djibouti, Cameroon, Liberia and Sierra Leone. In June 2025 it extended its deal with Bangbet from Kenya to Nigeria, after its games had performed strongly on the operator's Kenyan site; Bangbet players gained access to more than 140 in-house slots, the crash game xRide and jackpot systems such as Bell Link, High Cash and Clover Chance. SportPesa, however, is a bigger name than either of those partners in the markets that matter most to East African betting.
SportPesa at a glance
| Founded | 2014, Nairobi |
| Markets | Kenya, Tanzania, South Africa |
| Products | Sports and live betting, casino, jackpots |
| Origins | Kenya's first digital betting company, starting out with bets placed via SMS and USSD |
| Kenya history | Left the market in 2019 after a tax dispute; the brand now runs in Kenya through Milestone Games Ltd |
SportPesa's profile once reached well beyond Africa. From 2017 it was Everton's main shirt partner in the Premier League, in a deal reported to be worth around KSh 600 million a season, and it also backed the Racing Point Formula One team. Both partnerships ended in 2020, shortly after the company's Kenyan operations were halted. Closer to home, the brand has long been tied to local football, including sponsorship of Tanzanian giants Simba and Young Africans.
A booming but unsettled market
The timing is interesting. Kenyan punters placed a record KSh 330.5 billion in bets in the year to June 2026, after the government eased punitive taxes on the sector, according to Business Daily. Ownership of the local SportPesa operation has shifted too: Milestone Games is now majority-controlled by UAE-registered Techglow Ltd, which holds 54%, with its original Kenyan backers diluted to small stakes.
The regulatory picture is less settled. Kenya's new Gambling Control Act replaced 1966 legislation and handed oversight to a new Gambling Regulatory Authority, but in July the High Court suspended the accompanying Gambling Control (Licensing) Regulations 2026. The challenge argued that the higher capital requirements in the final rules had not been put to public consultation.
The freeze did not last in full. In August the court narrowed the stay to the increased licence fees and the new capital requirements, allowing the regulator to reopen licensing and resume its oversight work. A later ruling let the disputed fees be applied for licensing purposes, on the basis that they would have to be refunded if the court ultimately finds them unlawful. The new schedule sets a fee of KSh 50 million (about $387,500) for online bookmakers and online casinos. A final judgment had been expected on 2 October, but it was not delivered; the case was instead listed for further directions on 12 October after interested parties were given more time to respond.
EGT Digital's busy autumn
The SportPesa deal is the latest in a string of moves for the supplier:
- June: a partnership with Casino Magic Online in Argentina, part of a wider push into Latin America.
- July: an official sponsorship agreement with Bulgarian football club PFC Ludogorets.
- September: new accreditations from Philippine regulator PAGCOR, covering casino and sports betting content as well as game aggregation.
- October: CEO Vladimir Dokov named Leader of the Year at the SBC Awards 2026.
- October: a full iGaming portfolio showcase at SiGMA World.
What it means
- For players: SportPesa customers in all three markets get a broader casino lobby, with EGT Digital's titles added to the existing content.
- For EGT Digital: a single integration opens three African markets through a brand with more than a decade of local recognition — a faster route than building operator relationships country by country.
- For the industry: European suppliers continue to treat Africa as a growth market, even as key jurisdictions such as Kenya rework their licensing regimes.
- For Kenyan operators: whatever the court decides on fees and capital, the cost of staying licensed is rising — which favours established brands such as SportPesa and the suppliers that partner with them.
Sources: Yogonet · EGT Digital · Find More Africa / Business Daily · iGaming Business · Gaming Intelligence
