What has changed in Kazakhstan’s iGaming in 2026?

Kazakhstan has long been regarded as one of the most stable and predictable markets in the CIS. For players, this meant familiar brands, straightforward products, and a high level of trust in market leaders.

For operators, the situation looked different.

Throughout most of 2025 and early 2026, the Kazakhstani iGaming market remained one of the most concentrated not only in the CIS, but in the global betting industry as well.

According to Blask data, from June 2025 to February 2026, a single operator consistently held between 80% and 90% of user attention in the market.

This wasn't just about leadership. This was dominance.

On many regulated markets, the dominant brand commands a 20–30% share and is already regarded as the undisputed leader. In Kazakhstan, however, a single player at times approached the 90% threshold.

By July 2026, though, the landscape had shifted. For the first time in years, the market began to exhibit signs of genuine competition.

This development is arguably the most consequential shift in the structure of Kazakhstani iGaming over the past twelve months.

Kazakhstan Has Become One of the World's Most Concentrated Markets

High concentration is typical for many emerging markets. However, the Kazakh case stands out even against this backdrop.

For comparison:

Such figures indicate that virtually the entire market was centered around a single brand.

The majority of search demand, marketing attention, and user traffic went to one operator. For new companies, this created an extremely high entry barrier. In effect, the market appeared occupied even before competitive struggle began.

How the Market Structure Changed

Blask data shows that the situation remained virtually unchanged until the end of winter 2026.

It is important to understand that even 65% remains a massive market share. In most countries around the world, an operator with such figures would be considered almost a monopolist. But for Kazakhstan, the main point lies elsewhere. Over the course of several months, the combined share of other market participants has essentially doubled. It is this fact that signals the onset of structural changes.

Why the Market Began to Open Up

The most interesting question is not that the leader has lost a share of its market position.

It is far more important to understand why this happened right now.

The first factor was the tightening of regulation. In spring, amendments to the Law "On Gambling Business" came into force, new player self-exclusion mechanisms were introduced, and control over operators and payment infrastructure was strengthened. Such reforms rarely affect only players. They almost always change the competitive balance within the market.

The second factor is related to audience saturation. When a brand controls over 80% of user attention, each additional percentage point of growth becomes significantly more expensive than the previous one. At a certain point, even the largest operator begins to face natural limitations to further scaling.

The third factor is the change in player behavior. The Kazakh audience is becoming more mature. Users increasingly compare bonuses, payment methods, withdrawal speeds, and the quality of mobile apps. Loyalty to a single brand remains high but no longer appears absolute. This is precisely why other operators began to gain room for growth.

Why This Matters for Affiliates

For the affiliate market, the ongoing changes may prove even more significant than for the operators themselves.

Until recently, most media buyers were effectively working with a single obvious strategy. If the market belongs to one brand, the bulk of traffic is directed there. However, this approach inevitably leads to overheating. The most popular offers face maximum competition.

Clicks become more expensive. SEO costs rise. Bids in auctions increase. Marginality drops.

When the market begins to fragment, the situation changes. Alternative brands emerge. Operators develop a need to work more aggressively with affiliates. The number of interesting offers increases. Space opens up for testing new funnels and traffic sources.

For many media buyers, this is precisely what becomes the main change of 2026.

Why Operators Should Pay Attention to Kazakhstan Right Now

At the beginning of the year, Kazakhstan looked like a market with an unshakeable leader.

Today, the situation looks different. The leader remains the largest player. However, the market no longer appears completely closed. The growth in the share of other operators shows that users are ready to consider alternatives.

For companies that have been eyeing Kazakhstan for a long time but considered the market too concentrated, this is one of the most interesting signals of recent months.

Competition remains high. But for the first time in a long while, it has become real.

The Main Change of 2026

Most discussions around Kazakhstan this year are related to regulation, player self-exclusion, payments, and blocks.

However, if you look at the market data more broadly, a different change becomes noticeable.

Kazakhstan is ceasing to be a single-brand market. The leader's dominance persists. But the market structure is gradually becoming more diverse. For operators, this translates into new growth opportunities. For affiliates, this means new earning opportunities, and for players, it means more choice.

This is precisely why the fragmentation of the market can be considered one of the most important events in Kazakhstani iGaming in 2026.

Conclusion

Throughout most of 2025 and early 2026, Kazakhstan remained one of the most concentrated markets in the global gambling industry. A single brand controlled up to 90% of user attention and essentially determined the competitive dynamics of the entire market.

By July 2026, the situation had changed. The leader remains the largest player. However, its share has noticeably decreased, while other market participants have begun to expand their presence. For operators, this is a signal that the market is becoming more open. For affiliates, it is a reminder that the most interesting opportunities often emerge precisely at the moment of market share redistribution.

And for Kazakhstan, this is likely the beginning of a new competitive chapter after several years of one brand's near-total dominance.