The Kenyan government has announced that it will implement a new tax regime, with a particular focus on online and mobile gambling.

The Kenya Revenue Authority (KRA) has said that the new taxes will come into force this July, with the government hoping to collect €463.2 million by the end of the year. KRA Commissioner General John Njiraini hinted at a 10% tax on mobile phone-based payments.

Njiraini added that the authorities have projected they’ll miss the annual tax collection target set by the Treasury by €963 million by June 30.

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

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.

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.