In 2025–2026, Kazakhstan's gambling and online betting market is experiencing both record growth and a stringent regulatory crackdown. Online betting now accounts for the lion's share of the market. The government has tightened control over payments, gambling addiction, and illegal casinos, while simultaneously launching crypto initiatives and expanding gambling zones. For media buyers, this is not a closed GEO, but a complex and rapidly evolving market where only those strategies that operate within the law and capitalize on new windows of opportunity will succeed.

The key shift is the massive migration of players to online betting. By the end of 2025, the total volume of gambling and betting services reached approximately 592.2 billion tenge, but the real story lies in its structure.

  • Online betting grew more than tenfold in a single year: from roughly 34.8 billion to 370.5 billion tenge, increasing its market share from 6% to approximately 62.6%.
  • Bookmakers processed about 1.6 trillion tenge over the past 12 months, of which roughly 1.2 trillion tenge were returned to players as winnings, accounting for about 75% of stakes. Around 700,000 people place bets regularly.

At the same time, traditional casinos and slot machines have seen a decline. Casino revenue fell by approximately 16%, slot machines by about 17%, while other forms of betting and gambling have shrunk by hundreds of billions of tenge. This reflects not so much a drop in interest in gambling, but rather a migration of activity toward regulated online betting and a shift in statistical reporting.

For media buyers, the takeaway is clear: Kazakhstan is primarily a sports betting market, where online has become the norm and classic casino remains a niche, subject to tight restrictions.

Strict Control: Payments, Blocks, and the Unified Betting Accounting System

Alongside the growth of betting, the state has sharply intensified its fight against illegal iGaming and gambling addiction.

Payment Blocks and Criminal Cases

From October 2025 to March 2026, banks blocked approximately 402,000 payment transactions totaling over 10 billion tenge, linked to transfers related to gambling and illegal online casinos.

  • A list of roughly 110 foreign organizers and payment providers has been compiled, with transfers to them now being automatically blocked.
  • Since the start of 2026, at least 15 criminal cases have been opened for organizing online casinos. Managers and employees of financial institutions who facilitated these schemes have been detained.
  • Over 1,100 bank cards used by droppers have been blocked, with pre‑trial investigations underway under a specific article of the Criminal Code on dropper activity.

For media buyers, this means that any attempts to drive traffic to illegal offshore casinos, disguise payments as "ordinary transfers," or use drop cards in Kazakhstan are not viable strategies. They lead to strict blocks and real criminal risks for everyone involved in the chain.

Mass Restrictions and the Unified Betting Accounting System

In March 2026, the Unified Betting Accounting System (UBAS, ЕСУ) went into operation. It automatically verifies a person's eligibility to participate in gambling and blocks bets from those prohibited by law.

Over the period from roughly late March to early June:

  • The system identified approximately 433,000 users.
  • 135,000 individuals were unable to place bets. Over 116,000 were listed in the debtors' registry, roughly 15,000 had previously self‑restricted their access, and several thousand others fell under other restrictions.

At the same time, the state is carrying out mass website blocking:

  • In 2024, approximately 20,000 resources were blocked.
  • In 2025, the number reached around 75,000.
  • In the first five months of 2026, another 62,000 sites were blocked, of which about 34,000 were identified by the UBAS.

Integration with the system is now mandatory for all gambling operators. Non‑compliance or attempts to circumvent the requirements carry legal consequences. Every advertising, payment, and product strategy in Kazakhstan must now account for the fact that players are effectively "visible" through the UBAS and state registries. For media buyers, this translates into a significantly smaller addressable audience, as public servants, debtors, and certain problem gamblers are excluded from the pool. It also means partnering exclusively with operators that are properly integrated with the UBAS.

Engagement and Gambling Addiction: Self‑Exclusion as a New Factor

Despite the blocks, gambling engagement remains high, and this is reflected in self‑exclusion numbers.

  • From spring 2024 to mid‑2026, approximately 463,000 to 464,000 applications for voluntary self‑exclusion from gambling were submitted through eGov. Of these, around 224,800, or roughly 48%, remain active.
  • Estimates suggest that hundreds of thousands of people show signs of ludomania, with figures reaching 300,000 to 350,000, while only a fraction are officially registered.

The state is rolling out a comprehensive plan to combat problem gambling. This includes counseling at mental health centers, treatment, and state‑funded medical and social rehabilitation for dozens to hundreds of individuals per year, along with the development of prevention methodologies and educational programs.

For media buyers, this is not just a reduction in the addressable audience, but also a signal that any aggressive strategies promising "easy money" or "guaranteed betting profits" in Kazakhstan are not just poor ethics but a real source of regulatory and reputational risk. A responsible tone and compliance are not optional. They are mandatory.

Crypto Initiatives: Legalizing Digital Assets as New Infrastructure

Against this backdrop, Kazakhstan is simultaneously moving toward becoming a crypto hub. The President has signed a decree "On Measures to Stimulate and Develop the Digital Assets Industry in the Republic of Kazakhstan," while the National Bank has announced the development of a medium‑term plan for the crypto industry's growth.

Key elements include:

  • Introduction of mechanisms for using stablecoins in cross‑border payments and money transfers.
  • Defining regulatory approaches to DeFi.
  • Development of tokenized financial instruments and national trading infrastructure.
  • Launch of pilot projects for tokenized government bonds.
  • Use of autonomous electricity generation, including associated gas from oil fields, for digital mining.
  • Expansion of digital asset service providers and integration with the AIFC (Astana International Financial Centre).
  • Development of the Alatau City digital infrastructure.

Authorities plan to establish conditions for the voluntary disclosure of digital assets previously held on unregulated foreign platforms and their transfer to the platforms of Kazakhstani providers.

From a media buying perspective, this matters for two reasons:

  1. Payment rails: stablecoins and crypto could become a legalized channel for settlements between players and operators, but within a regulated framework, not through gray schemes.
  2. Products and offers: hybrid offerings at the intersection of crypto‑fintech and iGaming are likely to emerge, including crypto wallets, tokenized bonuses, and special offers for residents of the new digital ecosystems.

These combinations will only be workable through licensed legal services. However, for those who know how to build a fintech angle into their media buying strategy, this could become a powerful competitive advantage.

New Gambling Zones and Land‑Based Casinos: The 2027 Horizon

Kazakhstan is not liberalizing the gambling business as a whole, but it is expanding the "zoning" model. In 2026, the President signed amendments allowing the creation of new gambling zones in the Mangystau, Almaty, East Kazakhstan, and Jetisu regions.

Until now, only two zones were operational: Kapchagay and Borovoye. The newly added zones include:

  • The Caspian Sea coast (Mangystau).
  • The Alakol Lake area and Panfilov District (Jetisu).
  • Talgar District (Almaty Region).
  • Markakol and Zaysan (East Kazakhstan Region).

The Minister of Tourism and Sports has already mentioned two projects that could become operational in 2027: a casino near the Ak-Bulak ski resort and a facility on the "Warm Beach" in Mangystau.

The model is largely similar to Singapore's: a strong focus on foreign tourists and non‑citizens, strict restrictions for local residents, and integration of casinos into tourism infrastructure such as ski resorts and coastal areas.

For media buyers and affiliates, this opens up:

  • New offline products: tourism + casinos, premium packages, and loyalty programs for visitors.
  • Content opportunities: reviews of the new gambling zones, travel‑focused content, and integrations with tourism affiliate programs.
  • Indirect offers: hotels, tours, and local services where the casino is part of a broader product offering, rather than the sole focus.

New Opportunities for Media Buying: Where and How to Work

Amidst tighter regulations and the crackdown on the "gray" segment, working opportunities for media buying in Kazakhstan still exist and are even emerging. The key is to think not in terms of a "quick black GEO," but in terms of a long‑term model.

1. Betting Traffic for Licensed Bookmakers

Online betting now accounts for nearly two‑thirds of the market. Licensed bookmakers are required to comply with strict regulations, including the UBAS, ad bans, and age restrictions.

For media buyers, this offers:

  • High demand for quality traffic within the legal framework.
  • Higher payouts per FTD due to rising lead costs.
  • The need for carefully crafted creatives and content that stay within the rules, avoiding banned formats such as SMS marketing, aggressive outdoor ads, or misleading promises.

Effective traffic sources include content‑based projects, Telegram channels focused on sports and analytics, prediction websites, and YouTube formats featuring match breakdowns. Anything that can be adapted to local compliance standards.

2. Affiliate Programs and CPA Networks with Local Compliance

Today, the Kazakhstani market favors those affiliate networks and operators that have already adapted to local regulations. They are connected to the UBAS, have streamlined KYC processes, and operate within established legal frameworks.

For media buyers, this means:

3. Fintech Angle: Crypto, Stablecoins, and Local Payment Solutions

The development of the crypto industry and digital assets points to a future payment infrastructure for iGaming. This includes stablecoins as a settlement tool, tokenized bonuses, and integrations with the AIFC and local providers.

If you already know how to work with crypto‑fintech, Kazakhstan could become a market where:

  • Payment restrictions on cards are partially offset by legal digital assets.
  • New hybrid offers emerge at the intersection of betting, crypto, and fintech.

4. Offline Opportunities Around the New Gambling Zones

The launch of new casinos in 2027 opens up a niche for travel‑related media buying: tours, hotels, and local leisure activities.

In this context, iGaming may not always be the direct product, but it can be part of a broader package, such as "leisure + casino," premium guest programs, or content about the new gambling regions.

Key Takeaways: Kazakhstan as a Complex but Promising GEO

Today, Kazakhstani iGaming is a market where:

  • Online betting is breaking records and has become the primary form of gambling.
  • The state is aggressively pushing out illegal online casinos through payment blocks, website takedowns, and criminal prosecutions.
  • The UBAS has been implemented, with bets being systematically blocked for debtors, public servants, and other restricted categories.
  • Crypto infrastructure and digital assets are being developed.
  • Gambling zones are expanding, with new land‑based casinos for tourists in the pipeline.

For media buyers, this is not an easy "gray" market, but a complex regulated GEO where:

  • You must work only with licensed operators and affiliate networks.
  • Compliance, a responsible tone, and respect for the self‑exclusion mechanism are critical.
  • Real opportunities exist: high‑value legal traffic for bookmakers, fintech integrations with crypto, and a travel angle around the new gambling zones.

If you approach Kazakhstan not as a venue for quick illegal traffic dumping, but as a long‑term regulated market where payment and legal rules are part of the product strategy, it can become a strong GEO in your portfolio. It offers high payouts for quality players and sustained demand for those who know how to play by the rules.