Rise & Hustle, Africa’s next-gen tap-to-earn gaming operator, has officially launched its sports betting vertical within its street game platform through a strategic partnership with Altenar, a leading global sportsbook solutions provider.
Through this collaboration, Altenar will deliver thousands of daily pre-match and live betting events, fast markets, cash-out functionality, extensive esports coverage, and a complete range of traditional sports to Rise & Hustle players in Nigeria. Football — with a strong focus on the English Premier League — will serve as the foundation, complemented by comprehensive coverage of local competitions to meet the region’s betting interests. Players will also benefit from being able to wager in Naira, ensuring a seamless and familiar experience.
The partnership brings personalized bet recommendations, smooth wallet integration across casino, free-to-play, and sportsbook, and an optimized UI/UX designed for intuitive navigation on both mobile and desktop. A free-to-play component will award players with complimentary bets, helping boost engagement and loyalty.
Altenar’s customizable, mobile-first front end aligns seamlessly with Rise & Hustle’s brand identity, while its advanced risk management tools enhance profitability and protect against fraud. Operators will also gain access to real-time, competitively priced odds and round-the-clock support from Altenar’s trading team, reinforcing its commitment to customer care.
The agreement follows a strong year for Altenar across Africa, marked by the company obtaining its South African license in December 2024 and appointing Brendon Jeacocks as Regional Director.
Tassos Theocharidis, Senior Sales Executive at Altenar, stated:
“We’re thrilled to team up with Rise & Hustle to bring an exciting new sports betting experience to its players. We strongly believe in the operator’s potential in the highly competitive Nigerian market and are excited to support their growth with our award-winning technology.”
Josh Jones, CEO & Co-Founder of Rise & Hustle, added:
“Our collaboration with Altenar enables us to deliver a world-class sports betting experience tailored to the interests of Nigerian players. The seamless onboarding process and speed-to-market were key factors in choosing Altenar, and launching a sportsbook solution will help us reach new demographics as we continue to grow our business.”
