11 of the top 20 Google search queries in Kenya were directly related to betting, a study from Eventus International has found.

Statistics were compiled in anticipation of Sports Betting East Africa, a two-day event in Kampala, Uganda on 9-10 April in which the technology and marketing firm is hosting.

The Kenyan sports betting-related search queries that made it into the top 20 are as follows: SportPesa (1), Livescore (3), Betpawa (5), Betin (7), Prediction (8), Betika (9), SportPesa Login (10). Forebet (13), Livescore CZ (17), Nation News (18) and SportPesa Livescore (19).

Citing a Geopoll survey, the study also found that Kenya had the highest number of millennials who take part in sports betting in sub-Saharan Africa, and Kenyan millennials spend “more than the average of $50 that other sports gamblers” in the region spend. Sports betting is also the “biggest single industry contributor” to advertising spend in the East African nation.

Summarising, the report wrote: Foreign operators from all regions of the world will profit tremendously from the lessons that local East African operators have to teach regarding marketing.

“The fact that sports betting operators are ranking higher than social media giants like Facebook in Kenya means that operators have a diverse marketing strategy that includes a full spectrum of online and offline marketing strategies.

“As marketing is one of the most crucial factors in the revenue model of all gambling industry stakeholders, Eventus International has placed a heavy focus on marketing on the agenda for this year’s Sports Betting East Africa + Summit.”

The digital marketing-related panels at the event include: ‘Getting the most out of affiliate marketing – How can East African operators and affiliates work better together to maximise profits’, ‘Structuring a multi-level agent management system’, ‘How to build a brand in the betting sector’ and ‘Implementing the 5 must-have mobile trends sports betting’.