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An examination of how advertising impacts the betting behavior of Sportpesa users, and its implications for the gambling industry. Advertising is a potent tool used by companies to influence consumer behavior and perceptions. In the realm of sports betting, advertising strategies are particularly significant in shaping the betting habits and attitudes of consumers. Sportpesa, as one of the leading sports betting platforms in Africa, utilizes various advertising channels and messages to appeal to potential bettors. This study aims to explore the influence of advertising on the betting behavior of Sportpesa users, delving into how different advertising elements affect their decisions to engage in betting activities. Methodology To investigate the influence of advertising on Sportpesa betting behavior, a mixed-method approach was adopted. First, a quantitative survey was distributed among 500 randomly selected Sportpesa users, comprising both frequent and infrequent bettors. The survey ai...