Over the past few years, iGaming in Kazakhstan has evolved from a peripheral topic into one of the most talked-about segments of the country's digital economy. Regulatory initiatives, tighter controls on unlicensed operators, pressure on payment infrastructure, and a parallel rise in interest in online betting have created a complex yet highly dynamic environment. Today, the market operates at the intersection of reforms, restrictions, and new opportunities for local brands, international operators, and affiliates alike.

But it's one thing to get general information from news and reviews. It's quite another to access the most up‑to‑date, verified insights from those who actually work with the Kazakhstani audience and successfully drive betting traffic. On 3S.INFO, together with the bookmaker Ubet, we break down how iGaming in Kazakhstan works today, what trends are shaping its development, and what market participants can expect in the coming years.

  • What is Ubet? Ubet is a licensed online bookmaker operating in Kazakhstan under a state license, specializing in sports and esports betting. The company was launched in 2021 and serves customers through its website ubet.kz and mobile apps, focusing on the Kazakhstani market with transactions in tenge. The brand offers a wide betting line, live betting, and bonuses for both new and existing players, including free bets and cashback. It also runs its own affiliate program. For 3SNET partners, Ubet KZ offers special terms: a bonus on top of CPA, up to +$10,000.

- How have the recent amendments to the gambling legislation affected your operations?

Which of the 2024–2026 changes (age restrictions, the debtors' registry, foreign domain blocking) proved most critical? How did you have to adjust your product, marketing, and betting limits?

In short, operations have become more challenging, but we were prepared for it. Over the past couple of years, regulation in Kazakhstan has taken a sharp step forward, and for a licensed operator, that meant a complete overhaul of many processes.

The most painful points are the mandatory verification of players through state registries and the numerous advertising restrictions. Previously, we could flexibly tailor marketing across different segments and channels. Now, we essentially operate within tight boundaries. We are not allowed to accept bets from public servants, military personnel, heads of state‑funded organizations, and, of course, anyone listed in the debtors' registry. This is not just a checkbox at registration. The system works in real time. The player simply cannot place a bet if the system flags them.

In terms of limits and product, we have strengthened controls on betting frequency and deposit amounts. Yes, this slightly reduces conversion, but we are focusing on high‑quality audiences that stay with us for the long term. We are building a sustainable business in the legal sports betting space, not a one‑day casino.

The most serious challenge is advertising restrictions. In effect, we have been cut off from most conventional communication channels. Social media, outdoor advertising, television, even SMS and phone calls are all prohibited. In such an environment, classic mass marketing is dead, so we are forced to find new ways to reach players. At the same time, this opens up new opportunities for affiliates who know how to work with alternative traffic sources.

- How do you currently feel about competition with offshore and illegal brands?

It would be interesting to hear how a licensed operator assesses the share of "gray" traffic, which offshore .com brands are putting the most pressure on the audience, and which tools the state actually applies (blocking, payment controls, criminal prosecution for online casinos), not just on paper, but in practice.

The situation is ambiguous. Legislation is being tightened, but in practice, it primarily complicates life for the licensed sector. Offshore companies, and there are many of them (there's no point in naming brands everyone knows), continue to capture audiences as they don't face these restrictions. Players don't always see the difference. To them, a legal site and an offshore mirror look the same. But an offshore operator can offer a more aggressive bonus, skip age verification, and ignore the registries. A licensed one cannot.

By our estimates, the share of gray traffic in the market is enormous. Illegal turnover may be several times larger than the legal one. Major .com brands with foreign beneficiaries have been operating for years through mirrors, P2P transfers, cryptocurrencies, and payment intermediaries. They constantly manage to evade blocks, though not without difficulty.

They shut down one site, three mirrors pop up. Payment systems are being targeted by tracking merchant IDs, but offshore operators move to crypto and personal transfers. Criminal prosecution for online casinos exists, but it's more about organizers of large underground schemes.

At the same time, licensed brands have an important advantage: stability, transparent payouts, and player protection. We see that more and more users are consciously choosing the white zone. For affiliates, this means partnering with a product that offers long‑term stability and sustainable income.

- What has changed for players: age, access, self‑exclusion, bonuses?

How quickly and seamlessly did you implement the mandatory checks against state registries (debtors, self‑excluded individuals, public servants), and which bonus and advertising restrictions have been the most impactful? How has player behavior changed following the reforms?

The rollout of the Unified Accounting System (UAS) was a real stress test for the market. While some operators spent considerable time trying to configure the integration, experiencing delays in payouts and suspending payment acceptance, we at UBET.KZ were among the first to connect. It was a complex technical challenge, but we handled it promptly, and our players hardly noticed the transition period.

A lot has changed for the player, and the main change is access.

The age limit remains the same at 21, but now age verification is no longer a simple request to send a photo of an ID. Every user, including those already registered, is now required to undergo re‑verification through state databases. Yes, this adds an extra step to the funnel, but we have streamlined the process as much as possible. The results speak for themselves. In recent months, registration‑to‑deposit conversion for affiliate traffic at UBET has been consistently holding at 40%. This confirms that a strong product and well‑tuned technology can overcome even the toughest regulatory hurdles.

As for bonuses, our options have been cut here as well. Legal advertising of bonuses and promotions is now virtually impossible in mass media. We have to look for workarounds or targeted communication formats.

Part of the audience, accustomed to more freedom, drifts toward offshore operators. But the majority still consciously stays in the white zone. Because here, payouts are transparent, and there's no risk of the site being blocked with money on the account. For many players, legality is becoming a competitive advantage, not a drawback. This means that affiliates who bring in such audiences get loyal and solvent players.

- How has marketing and affiliate collaboration changed amid the bans?

Which traffic sources are most profitable to work with now: content, SEO, Telegram, streaming? Which payout models are currently more effective: CPA, RevShare, hybrids? Have any new requirements for affiliates emerged following the regulatory tightening?

The advertising ban has certainly reshaped our strategy. What used to be the foundation of traffic acquisition in recent years is now off the table, with the exception of sports media and broadcast sponsorships. But that alone is not enough to maintain scale.

Here are some of the traffic sources we currently work with:

  • Content and SEO: our main long‑term asset. High‑quality reviews, predictions, and analytics. Organic traffic delivers a steady flow of targeted players who aren't filtered out by social media algorithms.
  • Telegram: despite the formal ban, this channel remains highly active and effective for partners. It has its own ecosystem and audience, and many media buyers are well accustomed to operating within it. We work with those who can do it cleanly (without aggressive spam) and bring in quality players.
  • Push notifications and native ads: they deliver volume, but require a well‑built funnel.

As for payout models, traditional RevShare remains the foundation for long‑term partnerships. CPA works well for cold traffic. And of course, we offer hybrid models where affiliates receive both a lead bonus and a Revenue Share. This offers a balance of risk and reward, though not all partners choose it, often sticking with classic setups.

Our affiliate requirements have remained largely unchanged. We insist on transparent traffic sources and clean approaches and creatives. At the same time, we are always open to dialogue and ready to support partners who share our commitment to quality.

- What key risks and opportunities do you foresee for Kazakhstani iGaming over the next 2–3 years?

We would like to hear an honest assessment: where should we expect further tightening (taxes, .kz/.kaz domains, payments, AML), which game products and sports verticals are likely to become promising, and whether the market is ready for growth in investment, new brands, and strong affiliate partnerships, or if we are currently in an era of "survival" and optimization.

Let's be honest: overall, this is not a time of rapid growth for the market. That said, as a young brand, we see greater potential for player acquisition compared to our competitors. Licensed operators are cutting budgets, pulling back from expensive channels, and searching for new footholds.

The risks we anticipate:

  • Further tightening: taxes, domain controls, stricter AML. The state wants to track every tenge, and this pressure is likely to keep growing.
  • Player outflow to offshore operators: unless illegal players are blocked systemically (which seems unlikely), the legal market will gradually shrink.
  • Regulatory instability: new amendments may be introduced without a smooth transition period, and each time that puts stress on the product, payments, and affiliate schemes.

However, there are opportunities as well:

  • Fast Games: quick, action‑packed games that deliver a casino‑like experience within a betting license. They raise no red flags with regulators but convert like iGaming. For media buyers, this is an ideal bridge from gambling to legal betting.
  • Sports: football, boxing, esports, MMA. Anything that can be sponsored and broadcast will stay in the spotlight.
  • Affiliate partnerships: now that traditional advertising is effectively dead, affiliates have become the primary acquisition channel. We see huge potential in building strong partner relationships and are ready to offer exclusive terms to top affiliates.
  • Investment in the legal sector: if the state starts genuinely cracking down on illegal operators and ensures transparent payments, the market could gain a second wind.

Is the market ready for growth? Yes, but with caveats. Right now, we are laying the foundation. We are building our affiliate network, refining the product, exploring unconventional marketing approaches, and continuously working on retention. This means that our partners will grow alongside us.

On 3S.INFO, we have prepared a dedicated section for Kazakhstan: market insights, offer selection criteria, and tips on how to avoid wasting your test budget on local pitfalls.

Kazakhstani iGaming today operates in a constant stress‑test mode: laws are tightening, payment infrastructure is under pressure, offshore brands continue competing for the same audience, and licensed operators are forced to reshape their product, marketing, and affiliate partnerships on the fly. Ubet demonstrates that under these conditions, betting on transparency, technology, swift integration with state systems, and high‑quality affiliate traffic is not only viable but also delivers tangible results (from conversion rates to player loyalty).

The coming years are unlikely to be an era of easy exponential growth. The market increasingly resembles a battleground for the fittest: those who can adapt to regulatory changes, build long‑term relationships with partners, and deliver a product that players trust even under tight restrictions. And yet, it is precisely now that the foundation for the next phase of development is being laid, with a more mature partner ecosystem, a strong focus on fast games and sports, and the potential for new investment in the licensed sector. For those ready to operate in the white zone, think long‑term, and build sustainable partnerships, the Kazakhstani market remains not just challenging but genuinely promising.