Kazakhstan iGaming Overview

Kazakhstan is being mentioned more and more often in iGaming these days. The banking system works reliably. The audience loves sports and gambling. Geographically, it’s formally Tier 2, but in practice it often feels closer to a solid Tier 1 if you handle the local market and product properly. That said, regulation is quite strict, especially for online casinos. This creates a market that is interesting yet demanding. Simply plugging in a random offer and directing money into positive territory no longer works.

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Kazakhstan is currently one of the most interesting CIS GEOs for iGaming. It's a market where tighter regulations meet still‑decent conversion, with a well‑defined audience, a strong betting segment, and growing interest in online casinos (including the gray segment). On 3S.INFO, we break down how regulation, taxes, payment systems, and traffic work, and why this GEO still makes sense to keep in your offer pool.

The trend for the country is as follows: offline and legal online betting operate legally. Online casinos are formally prohibited, player demand is high, and the gray segment remains under constant pressure from the state. For media buyers, the advantages are clear: a solvent audience, high mobile penetration, a love of sports (especially football, boxing, MMA, and local hockey), as well as less fierce competition than in Europe. For operators and affiliates, this review is useful for understanding where the real money is, and where the zone of high regulatory risk has already begun.

• Since April 2026, the Kazakhstani legal betting market has undergone significant structural shifts driven by regulatory changes, specifically the integration of bookmakers’ technology with supervisory systems. According to industry player discussions at the MAC in Yerevan, as reported by 3SNET, the new rules allow player identity verification using just a phone number (mirroring the logic of Russia’s TSUPIS). This, in turn, has noticeably improved the conversion rate from new registrations to first-time deposits. Learn more: How regulation and integration are reshaping the balance of power in the legal market.

Gambling Legislation and Regulation in Kazakhstan

The foundational document that sets the rules of the game is the Republic of Kazakhstan Law No. 219‑III of January 12, 2007 "On the Gambling Business" (in effect since April 1, 2007). The law defines which types of gambling business are permitted, in what forms, and where they can be conducted. It is also constantly refined with amendments, including changes in 2024 that tighten the approach to the online segment and gambling addiction.

Online casinos and "electronic casinos" in the classical sense are prohibited in Kazakhstan. A separate bill directly bans the operation of online casinos and introduces criminal liability for such formats (even if the server is physically located outside the country.) Legally, licensed bookmakers are allowed to operate online through their websites, but this still requires a Kazakhstani license and is subject to strict control.

Several government bodies are responsible for regulating the gambling industry. Functional responsibilities for regulating gambling and lotteries are assigned to state authorities overseeing tourism and entrepreneurship, as well as law enforcement and financial agencies that monitor legal compliance and the financial integrity of transactions. Licenses are issued by an authorized body, while the prosecutor's office and courts are involved in blocking illegal websites, including through lawsuits filed by prosecutors.

How to Obtain a Gambling License in Kazakhstan?

Gambling licenses in Kazakhstan are issued by an authorized state body (as of 2025‑2026, the relevant ministry/committee responsible for gambling regulation and tourism) through the GOV.KZ portal. Licenses may be obtained by legal entities registered in Kazakhstan that meet the requirements for authorized capital, location in permitted gambling zones, technical infrastructure, and compliance with regulations on ludomania prevention and anti‑money laundering.

License types are divided by verticals: casinos, betting shops, pari‑mutuel betting, slot machine halls, and lotteries — each with its own conditions and requirements. The license fee and annual charges depend on the type of activity and are set out in tax and budget legislation. Additionally, operators pay an increased corporate income tax as a gambling business (25% instead of the standard 20% starting January 1, 2026). Licenses are generally long‑term (valid until revoked in case of violations or voluntary termination), provided that all fees are paid and requirements are met.

Legal iGaming in Kazakhstan: Major Operators and Brands

Lists of licensed operators (casinos, bookmakers, and other gambling organizers) are published on the website of the authorized body, in the section dedicated to gambling regulation, and are updated periodically. Among the major and recognizable brands, there are both local companies and international groups operating through Kazakhstani legal entities and holding betting licenses.

In Kazakhstan, gambling licenses are issued only for strictly limited formats (casinos, bookmakers, pool betting, slot machines), and an online platform must be linked to a physical legal establishment within the country. A "pure online" gambling license without offline presence is currently unavailable in Kazakhstan. Therefore, all legal brands serving local players operate through the bookmaker format or offline casinos with an online interface.

Major brands that appear in market reviews as legal and operating under a Kazakhstani license:

• Olimpbet: one of the leading bookmaker brands, often cited as the flagship of the local market;
• Pin-Up: an international brand that holds a license and is actively operating in the Kazakhstani market, recognized as legal for local players;
• Parimatch: a well‑known CIS brand, present in lists of top operators in Kazakhstan as a legal player;
• Fonbet: another major brand included in the pool of leading licensed bookmakers in the Kazakhstani market.
• Other local and international brands (such as Tennisi and a number of chain bookmakers) are also included in rankings of the "top 20 iGaming brands in Kazakhstan," where the authors specifically emphasize the importance of choosing licensed projects.

Licensing lawyers and consultants recommend focusing on brands that have gone through the local procedure and comply with AML/CFT requirements, internal control, and customer identification when working with Kazakhstan. This reduces the risk of blocking and provides players with legal protection within the country.

Offshore Platforms Popular with Kazakhstani Players

Apart from brands licensed in Kazakhstan, there is a layer of offshore sites registered in jurisdictions such as Curaçao, Malta, Cyprus, and other territories from the list of offshore zones approved by the National Bank and the Ministry of Finance of Kazakhstan. Such operators formally do not fall under Kazakhstani gambling law and operate under licenses from offshore regulators. They may also appear on lists of "illegal bookmakers" published by local media.

Industry reviews and rankings highlight the following offshore brands as popular among users in Kazakhstan:

• 1xBet: a major international operator often operating under foreign licenses, which may appear in local sources on lists of illegal bookmakers without a Kazakhstani license;
• 1win: an aggressively growing offshore brand actively advertised across the CIS as a project with large bonuses, but without emphasis on a local license.
• Other offshore casinos and bookmakers operate under licenses from Curaçao, Malta, and island jurisdictions (Bahamas, Belize, Panama, Malta, Seychelles, etc.). Such territories are explicitly included in Kazakhstan's lists of offshore zones.

Local experts and media emphasize that unofficial bookmakers operating offshore do not comply with Kazakhstani legislation and may create additional risks for players (from website blocks to difficulties in protecting their rights in case of disputes). Therefore, public recommendations for users and businesses focus on partnering with brands that hold a Kazakhstani gambling license and comply with local rules.

The strengths of licensed operators are clear payment processing, local support, legal compliance, and transparent terms for players. The weaknesses are not always competitive bonuses and product limitations, especially when compared to the gray segment of online casinos.

How Does Kazakhstan Block Websites of Illegal Casinos and Bookmakers?

The gray online segment in Kazakhstan is pressured along several lines: websites are blocked, payment channels are cut, and liability for organizers and promoters is increased. The prosecutor's office and courts recognize online casino websites as prohibited on the territory of Kazakhstan, after which access to domains is blocked for users within the country.

As part of the Comprehensive Plan to Combat Illegal Gambling Business for 2024–2026, authorities are not only blocking domains and IPs but also conducting negotiations with YouTube, Facebook*, Instagram*, and TikTok to strengthen moderation and limit the spread of advertising for online casinos and gambling.

Technically, measures include domain and IP blocking, restricting payment tools for suspicious merchants, as well as monitoring advertising and online activity. Participation in or organization of illegal online casino activities carries administrative and criminal liability, including imprisonment and asset forfeiture in severe cases.

Kazakhstan iGaming Prospects

• The state is clearly moving toward more systematic regulation. A comprehensive plan to combat illegal gambling and problem gambling for 2024–2026 has been adopted, comprising 28 measures across four areas, ranging from prevention to technical control. 
• In 2024, a law amending legislation on gambling, lotteries, and related sectors was adopted, which strengthened requirements for operators and clarified the regulatory framework.
• In the coming years, further specification of rules for online betting and additional detailing of requirements for player identification, RG tools, and payment flows can be expected. The timeline is tied to the implementation of the comprehensive plan through 2026 and the introduction of the new tax code.

Kazakhstan iGaming Market: A General Overview

Kazakhstan is a country in Central Asia with a population of approximately 19 million people, major cities such as Astana, Almaty, Shymkent, and other regional centers where the solvent audience and the majority of online purchases are concentrated. 

The official language is Kazakh, while Russian is widely used in business, media, and daily communication. English is less common but is steadily growing among the young urban segment. 

The currency is the tenge (KZT), which is actively used in online payments, including transactions with local banks and payment systems.

Kazakhstan: Key GEO Parameters

Internet penetration in the country is high, largely driven by mobile networks. Mobile internet covers not only major cities but also many regions, while smartphones (primarily Android) dominate the device structure for online gambling.

Historically, gambling in Kazakhstan developed through gambling zones and offline casinos. Over time, the market gradually shifted toward sports betting and the online segment, which led to tighter regulation and the introduction of dedicated gambling zones.

The Importance of Localization: Target Audience and Payment Specifics

Player Preferences: Who Plays What

According to Start.io estimates, Kazakhstan has around 500,000 active gambling users, with a population of approximately 18.5–19 million. This means a significant portion of the audience is regularly engaged in gambling and betting. The core demographic is people aged 18–34, with approximately half being men. The audience is young, mobile, heavily uses Android, and relies on local mobile operators Beeline, Tele2, and Kcell.

Which Sports and Sporting Events (Championships, Cups) Are Popular for Betting in Kazakhstan?

Players are drawn to sports, dynamics, and the opportunity to "cash in" on events they know well. Bets on football, boxing, MMA, hockey, and local tournaments are popular, while interest in esports is gradually growing, especially among the younger segment. 

For betting in Kazakhstan, the classic mass sports work best: football, hockey, boxing/MMA, tennis, and growing esports. The majority of betting lines and marketing efforts from both local and international bookmakers are built around these sports.

Top Sports for Betting

Football is the absolute number one among Kazakhstani bettors. It is the most popular sport in the country and the main focus for betting. Players actively bet on both local championships and European leagues and cups.

Hockey is the second most popular sport for betting, especially KHL and NHL matches, as well as games featuring Kazakhstan's own Barys. The fast pace and frequent events (totals, handicaps, penalties) lend themselves well to live betting.

Boxing and MMA (UFC and other promotions) are particularly strong in Kazakhstan. Combat and contact sports are considered part of the country's "sports DNA," with the UFC being one of the most watched tournaments. Fights involving Kazakhstani fighters (such as Shavkat Rakhmonov) garner up to a million views on YouTube and create spikes in betting interest.

Tennis consistently ranks among the top disciplines for betting, especially during Grand Slams and major ATP/WTA tournaments. Esports is gaining momentum. It is explicitly named as a growing vertical, with more and more users trying to bet on it.

Popular Football Leagues and Tournaments

For football, Kazakhstani players actively bet on:

• The domestic championship: the Kazakhstan Premier League, including matches involving Astana, Ordabasy, and Kairat;
• European top-tier football: the Champions League, Europa League, and leading national championships (Premier League, La Liga, Serie A, Bundesliga, etc.);
• National team games: World Cup and European Championship qualifiers, the Nations League, and friendly matches.

Local media emphasize: the more popular the sport and the clubs, the more events are available in the betting line, and the more actively Kazakhstani traffic flows there.

Hockey and Combat Events

In hockey, the main points of interest are:

• The regular season and playoffs of the KHL, including matches featuring Barys;
• The NHL and Ice Hockey World Championships, which draw a wide audience across the CIS.

In combat sports, UFC tournaments and major boxing matches hold a special place. Articles about the popularity of combat sports in Kazakhstan note that the UFC is one of the most watched tournaments in the country, and every time a Kazakhstani fighter competes, it triggers a surge of viewer interest and, consequently, betting activity.

Tennis, Basketball, Etc.

Tennis is one of the reliable sports for betting lines. It consistently ranks among the top in terms of the number of events and betting volume. Bettors actively wager on Grand Slam tournaments (Australian Open, Roland Garros, Wimbledon, US Open), as well as major ATP and WTA competitions.

Basketball and volleyball are also part of the popular pool of betting disciplines, especially at the level of international leagues and tournaments. Additionally, local platforms such as Pin-Up offer more niche disciplines: cycling, wrestling, water polo, golf, Australian football, and others. However, these are more of an additional showcase for advanced players.

Esports

Esports in Kazakhstan is described as a rapidly growing vertical that is increasingly making its way onto the list of betting disciplines. The greatest interest traditionally lies in major CS and Dota tournaments, which offer plenty of events in the betting line and strong live betting options. For the younger audience, this is already a familiar niche rather than something exotic.

Popular Casino Games Among Kazakhstani Players

In the casino segment, slots with simple mechanics, bright graphics, and localization perform well, along with live products and table games for a more advanced audience.

In Kazakhstan, players respond best to slots (especially top international hits denominated in tenge), classic roulette, and card games such as blackjack and poker.

Slots: The Absolute Top

Slots are the most popular and recognizable category of casino games for the Kazakhstani audience. Slot machines make up the majority of the catalog and traffic for online casinos denominated in tenge. Players are drawn to the simple mechanics, quick results, bonus rounds, and large multipliers.

According to recent rankings of tenge‑denominated online casinos, the list of "10 Popular Slots for Kazakhstani Players" includes:

• Gates of Olympus (Pragmatic Play): a high‑volatility slot with multipliers and a bonus game;
• Thunder of Olympus (Booongo): another "Olympic" themed slot with high RTP and bonuses;
• Sakura Fortune (Quickspin): an Asian‑themed slot with free spins;
• Pink Elephants (Thunderkick), Easter Island 2 (Yggdrasil), Space Wars (NetEnt): colorful video slots with free spins and special features.

Individual reviews on Kazakhstan highlight the following as a "classic" must‑have set:

• Book of Ra: one of the most recognizable "book" slots, consistently ranking among the top in popularity;
• Starburst: a simple but visually strong slot, often recommended for beginners;
• Mega Moolah: a progressive jackpot slot from Microgaming, known for its large payouts;
• Sweet Bonanza (Pragmatic Play): a bright fruit‑and‑candy themed slot with multipliers and free spins.

Summary for media buyers: if you are driving traffic to casino offers, it makes sense to target the Kazakhstani audience with creatives and promos focused specifically on slots, especially Book of Ra, Gates of Olympus, Sweet Bonanza, and progressive jackpot games.

Table Games and Live Casino

Rankings of online casinos for Kazakhstan note that after slots, table games and live formats follow. The top in terms of demand includes:

• Roulette (European and American versions);
• Blackjack;
• Poker (including Texas Hold'em and its variations);
• Baccarat.

Asian variations such as Sic Bo and Pai Gow are also mentioned. They find their own audience, though smaller than the basic set of roulette/blackjack/poker.

In the offline casinos of the Kapshagay zone (e.g., Makao, CashVille, Bellagio), players are also active at poker tables, roulette, and card games, as seen in reviews and descriptions of the establishments. This indirectly confirms that a taste for classic table games carries over well to the online format.

Local Features and Game Formats

Online reviews emphasize that in Kazakhstan, sports betting is officially permitted, while a full‑fledged online casino format with a local license is not formally distinguished. As a result, popular casino games often end up in the gray zone, operating under offshore licenses (Curaçao, etc.). In this segment, the main entertainment options remain:

• Video slots and jackpot slots (Mega Moolah, Megaways series such as Gonzo's Quest Megaways);
• Table games (roulette, blackjack, poker, baccarat);
• Live casino with real dealers, which simulates the atmosphere of offline venues.

Players enjoy games with:

• Bonus rounds and free spins;
• Progressive jackpots;
• High RTP (above 96%) and straightforward mechanics.

If you need to choose creatives or landing pages for Kazakhstan, focus on:

• Flagship slots (Book of Ra, Gates of Olympus, Sweet Bonanza, Mega Moolah, and similar);
• Classic roulette and blackjack as the "second line" of the offer;
• Adaptation to tenge and highlighting that slots are available specifically in the local currency. This is often featured in casino rankings for Kazakhstan.

Payment Solutions for Gambling and Betting

Working payment solutions are a critical factor for deposit conversion. Players need deposits to go through quickly, using familiar methods and in tenge. In Kazakhstan, bank cards, mobile apps of local banks, e‑wallets, and local payment services are actively used. Cryptocurrency is also present, and as of May 1, 2026, the National Bank is introducing systemic regulation of digital asset turnover, along with licensing for cryptocurrency exchange operators and digital platforms.

International payment systems are complemented by local solutions, while banks and mobile apps serve as the primary "window" for deposits and withdrawals.

For Kazakhstan, it is critical that payment solutions are local: cards from local banks, Kaspi, and mobile/terminal solutions. Цithout these, deposit conversion drops significantly. Below is a working set of local methods that are actually used in gambling and betting today.

Bank Cards and Local Banks

The basic layer consists of bank cards from international and local payment systems: Visa, Mastercard, UnionPay, and the Russian "Mir" are widely used in Kazakhstan. Most legal bookmakers and online casinos targeting Kazakhstan allow deposits and withdrawals directly to bank cards, with limits set in tenge.

It is important to note that the country is actively developing National Bank instant payment systems, which speed up transactions and make payments via banking apps extremely familiar to users. Therefore, it is vital for an iGaming operator that deposits and withdrawals via local bank cards are fast and transparent, without suspicious MCC codes or unnecessary declines.

Kaspi.kz and Local "Super Apps"

A separate line goes to Kaspi.kz. It is an ecosystem combining a bank, marketplace, and wallet that has become virtually the standard for everyday payments for Kazakhstani people. In reviews of local versions of iGaming projects (such as Pin-Up KZ), Kaspi is explicitly named among the key "local payments and their advantages" alongside e‑wallets and bank transfers.

Kaspi is used as internet banking, a mobile app, and a payment service. Therefore, integrating deposits via Kaspi (payment by details, QR code/invoice, etc.) significantly boosts CR from mobile traffic. For betting and casinos, this is one of the most expected deposit methods, especially for players accustomed to handling all their everyday payments through this app.

E‑Wallets and Aggregators

Online casinos and bookmakers targeting Kazakhstan often include the following in their payment method lists:

• Qiwi wallet;
• WebMoney;
• International iGaming wallets such as Jeton, MuchBetter, and MiFinity (especially in offshore tenge‑denominated casinos).

Local payment aggregators also play a distinct role, allowing businesses to accept and process payments:

• Robokassa.kz: a popular aggregator that accepts payments via cards, messengers, and social networks;
• Wooppay / Woopkassa: a system supporting payments via bank cards, mobile accounts, and e‑wallets, as well as withdrawals to mobile balances or wallets.

Such aggregators are more often used by operators or agents to accept payments across various niches, but they are also mentioned in online casino and betting reviews as a convenient technical layer for local projects.

Terminals and Services like Kassa24

For some of the audience, terminals and payments through physical points remain relevant. The Kassa24 service directly advertises the ability to "top up bookmaker accounts" and "pay bookmaker bills" through its network of terminals across the country and via the website kassa24.kz.

All a player needs to do is select the bookmaker section in the terminal menu and deposit cash. The terminal acts as a bridge between cash and an online account. For an iGaming project, this is a way to reach an audience that either does not want to expose their card online or is accustomed to cash payments.

Mobile Payments and P2P

Kazakhstan is considered a strong market for mobile payments. Subscribers of Kcell, Beeline KZ, Tele2, and Altel often pay for services and bills directly through their carrier's apps or from their mobile phone balance. In reviews of payment systems for Kazakhstan, it is noted that residents "love mobile payments" and use them almost as often as bank cards.

Reputable online bookmakers offer mobile payments in addition to cards and e‑wallets, allowing players to top up their accounts in just a few clicks from an app they already use. For gambling projects, this serves as a valuable additional deposit channel, especially for mobile traffic and younger audiences.

Crypto and International Solutions

Articles on payment solutions for iGaming note that many international operators targeting Kazakhstan additionally support:

• Cryptocurrency transfers (USDT and others);
• International wallets such as AstroPay, Skrill, Neteller, Jeton, MuchBetter, and others, which integrate well into the gambling vertical.

However, it is important to carefully consider local regulations and the rules of payment systems and platforms, without encouraging users to violate restrictions. Typically, such methods are presented as "international alternatives" for those already familiar with them.

To summarize for practical purposes: for Kazakhstan, you almost certainly need local bank cards (Visa/Mastercard/UnionPay/Mir), Kaspi and internet banking, and at least one or two e‑wallets, and the ability to deposit via terminals or aggregators such as Kassa24 and Wooppay. This maximizes reach and reduces friction at the deposit stage.

For operators and affiliates, this means it is important to work with PSPs that cover Kazakhstan well and know how to properly process transactions in tenge with local banks, without violating requirements for transaction monitoring and digital asset regulation.

Traffic and Marketing for Casinos and Bookmakers in Kazakhstan

Why is iGaming traffic from Kazakhstan attractive? Kazakhstan is considered a Tier 2 GEO in media buying, which typically means good payouts at a moderate traffic cost, especially when compared to Western Europe. The audience is loyal to gambling, with many young users who are comfortable online and love sports, resulting in a strong response to betting offers.

Partners have access to various models: CPA on first deposit, hybrid schemes, and RevShare. Exclusive offers for Kazakhstan often provide higher payouts and flexible terms for creatives and landing pages. Competition exists, but the market is still far from the overheated level of top Tier 1 GEOs, leaving windows of opportunity for new webmasters and smaller affiliate networks.

Risks and Opportunities for Affiliate Marketing

The main risks are regulatory and technical. The state is consistently strengthening control, blocking illegal websites, and increasing liability for organizers and related services. At the same time, the market continues to grow due to demand for betting and interest in online entertainment, while internet coverage and mobile connectivity in the regions are expanding.

Opportunities for growth lie in more precise targeting of the local audience, honest and clear communication, proper localization, and the use of robust payment solutions that comply with current regulations. 

Over the next three years, promising verticals include betting with strong local relevance, hybrid products with gamification elements, and content‑driven approaches where betting is integrated into media and communities.

How to Run Traffic for Gambling and Betting: Marketing & Channels

Effective acquisition channels in Kazakhstan include social media, streaming and influencers, thematic content, SEO and contextual advertising, as well as affiliate programs with local media.

The influencer marketing market is growing: its volume is estimated at tens of millions of euros and continues to increase, with much of it driven by micro‑ and nano‑influencers who have high engagement rates.

SEO in Kazakhstan delivers good results due to relatively low competition in certain niches, especially for low‑ and medium‑frequency queries in Russian and Kazakh related to betting and bookmaker reviews. Local bloggers, sports commentators, and Telegram channels that already discuss sports and make predictions are often used as influencers and betting‑related communities.

Which Traffic Sources Deliver the Best ROI for Kazakhstan?

For Kazakhstan, the sources that deliver the best ROI are those where the audience already "lives" online and clicks on offers naturally (social media, search/contextual advertising, and push/in‑page/pop formats).

1. Social Media and Video Formats

Top for reach and response in Kazakhstan: Instagram*, TikTok, YouTube, plus Telegram and WhatsApp are locally active as infrastructure around the funnel. Short videos (Reels/Shorts/TikTok) provide fast reach and plenty of cheap test traffic. UGC creatives and story formats perform well for gambling, finance, and e‑com alike.

Why ROI is high: CPM/CPC is lower than in Tier 1, while audience purchasing power is reasonably high, especially in major cities.

2. Search and Contextual Advertising

Search traffic (Google, local search results/contextual ads) delivers higher conversion because queries match the user's intent exactly: "sports betting Kazakhstan," "online loan," "delivery today," and so on. Analyses of Kazakhstan specifically note that contextual advertising provides stable and predictable ROI when the ads mirror the offer and pricing that users see on the landing page.

3. Push, In‑Page, Pop

Ad networks such as RichAds (try this service with promo code from 3SNET) highlight Kazakhstan as a GEO with cheap push, in‑page, and pop traffic, as well as increased payouts for popular verticals (gambling, betting, finance). Push traffic for Kazakhstan starts at a very low CPC, and pop traffic is available at affordable CPM rates. Thanks to the volumes and aggressive formats, high ROI can be achieved on scalable campaigns.

4. SEO and Content

A long‑term but profitable source: competition in organic search for several niches (betting, finance, e‑com) is lower than in Europe, and users actively read reviews and comparisons. Reviews on Kazakhstan explicitly state that an SEO approach with localized content (Russian + Kazakh, prices in tenge, local brands) generates sustainable organic traffic and strong ROI over a 6‑12 month horizon.

5. Influencer Marketing and Micro‑Bloggers

The influencer market is growing, with part of the budget shifting to micro‑ and nano‑influencers who have a local audience. For these creators, the cost per integration is lower, while engagement is higher. For Kazakhstan as an emerging market, this approach often delivers a better ROI than working only with big celebrities. There's less of a premium paid for the brand name and more "live" traffic at near‑Tier 3 prices.

Practical Cases and Checklist for Media Buyers

Typical case studies for monetizing Kazakhstan are built around the following setups: betting tied to major sporting events, slots and crash games with an emphasis on entertainment content, as well as hybrid funnels through sports communities and streams. Stories where the user receives not just an offer but also useful content (predictions, match breakdowns, game strategy reviews, etc.) perform well, as they increase trust and retention.

If we condense this into a checklist for media buyers working with the gambling and betting verticals in Kazakhstan, it would look like this:

• Test several brands that hold a license and offer stable payment solutions for Kazakhstan (Parimatch, Fonbet, Tennisi, Pin‑Up, 1xBet, and others);
• Choose 2–3 primary traffic sources (e.g., social media ads + ad networks + SEO/ASO) and avoid spreading yourself too thin;
• Adapt landing pages to Russian and, if necessary, Kazakh, using KZT currency and local promotions;
• Take into account the gambling advertising restrictions on your chosen platforms, and craft creatives that pass moderation without encouraging users to violate platform rules;
• Keep track of legislative and tax regulation updates to understand how the landscape for operators (and indirectly for affiliates) is changing.

The Future of iGaming in Kazakhstan

In 2026–2027, iGaming in Kazakhstan will continue to grow in terms of revenue, but under increasingly strict control. The market remains attractive, but is moving from the "Wild West" toward a mature and heavily regulated segment.

1. Regulation: Tightening, Not Liberalization

The key framework through the end of 2026 remains the Comprehensive Plan to Combat Illegal Gambling and Gambling Addiction for 2024–2026, approved by government decree. The plan includes 28 measures across four areas, one of which is fully dedicated to ludomania prevention, as well as negotiations with major platforms (YouTube, Facebook*, Instagram*, TikTok) to strengthen moderation of advertising content.

Under this plan, by the end of 2026, authorities expect to:

• Increase the number of blocked online casinos and illegal bookmaker sites from 4,500 to 7,722;
• Reduce the number of people regularly participating in gambling and betting from 350,000 to 201,600.

Lawyers note that in 2026, gambling in Kazakhstan is still only permitted in designated gambling zones (Shchuchinsk‑Burabay and Kapshagay), and outside these territories, casino and bookmaker activities are prohibited. For online formats, the requirement remains for a local permanent establishment and for IT infrastructure to meet strict security and monitoring standards.

Translating this into iGaming business terms:

• In 2026–2027, a soft legalization of classic online casinos in a free form is not to be expected;
• The trend is toward tightening: control, reporting, platform requirements, AML/KYC, and responsible gambling.

2. Market by the Numbers: Growth Under Strict Oversight

Despite the tightening, the market is growing very robustly. The volume of gambling and betting services provided in Kazakhstan during the first nine months of 2024 amounted to €636.4 million (353.6 billion tenge), which is 24% higher than the same period in 2023. For the full year of 2024, the gambling market grew by 16.11%, from 417.24 to 484.47 billion tenge.

Another source estimates the growth to be even higher (at 31.4%) with a market volume of approximately $972.3 million, while licensed operators contributed over $93.3 million in taxes. The exact figures may differ between sources, but the main trend remains clear: the market is growing in value at double-digit rates year-on-year.

For 2026–2027, this means:

• Even with blocking and stricter regulations, betting volume and turnover will continue to increase;
• The share of legal operators in total turnover will grow due to pressure on the gray segment and the filtering out of illegal sites.

3. Market Structure: Consolidation and a Shift in Weight

According to industry estimates, by 2024 approximately 70% of the turnover in Kazakhstan's gambling market came from foreign operators. In 2025–2026, a gradual shift is expected:

• Some offshore operators will lose visibility and accessibility due to blocking measures and pressure on payment systems;
• Larger international brands with a Kazakhstani license, as well as strong local players, will strengthen their positions.

Global iGaming trends through 2026 — market consolidation by major companies, the growing role of partnerships (including with affiliates), the use of AI, and a focus on retention rather than just player acquisition — will manifest in Kazakhstan as follows:

• Major licensed brands will strengthen their positions, taking market share from smaller and gray operators;
• Partnership models with affiliates will develop, but in a cleaner and more controlled format, with stricter traffic filtering, source control, and compliance requirements.

4. Technology and Digital Readiness

From a digital infrastructure perspective, Kazakhstan continues to catch up with the global agenda. In the 2026 Network Readiness Index, the country was ranked in the middle of the list in terms of network infrastructure and digital service development. High mobile internet penetration and the popularity of government digital services such as eGov create a favorable environment for the development of a regulated online gambling segment.

Regulators and experts place particular emphasis on security and control:

• Gaming systems must be located within Kazakhstan or in accredited data centers;
• Digital platforms are subject to heightened requirements for stability, monitoring, and operational transparency.

Discussions about the future of online casinos and betting already feature topics such as blockchain and crypto tools to enhance transaction transparency and player protection, but under strict regulation. For iGaming operators, this means that demand for technologically advanced, well-logged, and verifiable solutions will only grow in 2026–2027.

5. What This All Means for Operators and Affiliates

For operators in 2026–2027:

• Kazakhstan remains a promising location: the market is growing at double‑digit rates, and the population is generally comfortable with the strengthening of responsible gambling and digital services, including through eGov.
• Entry and scaling require serious legal and technical preparation: a local license, offline presence (in gambling zones), a well‑established internal control system, and IT infrastructure that meets regulatory requirements.

For affiliates:

• The GEO will remain interesting, but there will be fewer "wild" opportunities. Work will focus on licensed brands, quality traffic, content and sports‑related funnels, and careful creative presentation.
• Platforms (YouTube, TikTok, Meta‑platforms) in 2026 will predictably continue to tighten moderation of gambling content under pressure from both global trends and Kazakhstan's Comprehensive Plan.

Overall, the outlook is as follows:

• In monetary terms, the iGaming market in Kazakhstan will almost certainly continue to grow in 2026–2027, moving toward a turnover of one billion dollars or more.
• Under the state plan, the share of the illegal segment should shrink, while the share of licensed operators should increase.
• For those willing to operate in a more white model, with proper compliance with advertising requirements, responsible gambling standards, and quality infrastructure, this GEO will remain one of the key markets in Central Asia.

iGaming in Kazakhstan is not a "wild field." It is a market that has already passed the stage of chaos and entered a phase of managed growth under strict regulation. For those who know how to work with legal betting sources, payment solutions, and a local audience, there is still plenty of room and opportunity here, especially in media buying and building long‑term partnerships with operators.

If you are a media buyer or an affiliate, Kazakhstan can become a stable piece of your GEO portfolio, but no longer a "wild" goldmine. It is a market where success goes to those who better understand the local rules, player behavior, and know how to build a long‑term funnel. For operators, this is an opportunity to strengthen their position through quality products, responsible gambling, and transparent cooperation with regulators. For the entire iGaming ecosystem, it is a chance to demonstrate that a market can grow while staying within reasonable regulatory boundaries.