Rise & Hustle, Africa’s next-gen tap-to-earn gaming operator, has launched sports betting within its street game platform through a new partnership with leading sportsbook platform provider Altenar.
As part of the deal, Altenar is delivering thousands of daily pre-match events and live in-play betting with fast markets and cash out, alongside extensive esports coverage and a full range of traditional sports to Rise & Hustle’s players in Nigeria.
Popular sports such as football and the English Premier League will form the foundation, complemented by comprehensive coverage of local competitions to satisfy regional betting interests. Players will benefit from being able to use local currency (Niara), ensuring a familiar end-to-end experience.
The agreement sees Rise & Hustle’s users benefit from personalised bet recommendations, and seamless wallet integration across casino, free-to-play and sportsbook. An optimised UI/UX with intuitive navigation across both mobile and desktop simplifies the betting process, while the free-to-play element awards players with free bets to drive engagement and retain loyalty.
Altenar’s customisable, mobile-first front end aligns seamlessly with Rise & Hustle’s brand, while its advanced risk management tools protect profitability and fraud prevention. Operators can now benefit from real-time, competitively priced odds and 24/7 access to Altenar’s trading team, highlighting its commitment to customer care.
The partnership follows a strong year for Altenar on the African continent, after it gained its South Africa licence back in December 2024 and appointed Brendon Jeacocks as Regional Director.
Tassos Theocharidis, Senior Sales Executive at Altenar, said: “We’re delighted to team up with Rise & Hustle to deliver a new sports betting experience to its players. We firmly believe in the operator’s potential in the fiercely competitive Nigerian market.
“We look forward to enhancing their existing offering with the additional of our award-winning sports betting technology.”
Josh Jones, CEO & Co-Founder of Rise & Hustle, commented: “Our collaboration with Altenar enables us to deliver a world-class betting experience tailored to Nigerian players’ interests.
“The onboarding process and speed-to-market were two key factors in choosing Altenar and rolling out a sportsbook solution will help us attract demographics as we evolve our business.”
