Rise & Hustle taps Altenar for sportsbook launch in Nigeria

Rise & Hustle, an Africa-focused tap-to-earn gaming operator, has launched a sportsbook within its street game platform through a new partnership with sports betting technology provider Altenar.

Under the deal, Altenar will supply thousands of daily pre-match and live in-play betting events, including fast markets and cash-out features, alongside esports coverage and traditional sports markets for Rise & Hustle’s Nigerian player base.

Football, including the English Premier League, will anchor the offering, supplemented by local competition coverage aimed at regional betting interests. Betting will be available in Naira to give players a locally familiar experience.

Integrated player experience

The partnership will give Rise & Hustle users personalised bet recommendations and unified wallet access across casino, free-to-play and sportsbook products. A redesigned interface is intended to simplify navigation across mobile and desktop, while the platform’s free-to-play component will continue to offer free bets as an engagement and retention tool.

Altenar’s mobile-first, customisable front end has been adapted to match Rise & Hustle’s branding, and the provider’s risk management systems will support fraud prevention and odds pricing. Altenar also provides round-the-clock access to its trading team.

The tie-up follows a period of expansion for Altenar in Africa, including the award of a South African licence in December 2024 and the appointment of Brendon Jeacocks as regional director.

Executive comment

Tassos Theocharidis, senior sales executive at Altenar, said the company was pleased to support Rise & Hustle’s entry into the competitive Nigerian betting market and to add its sports betting technology to the operator’s existing offering.

Josh Jones, chief executive and co-founder of Rise & Hustle, said the partnership would help deliver a betting experience tailored to Nigerian players, adding that Altenar’s onboarding process and speed to market were key factors in the operator’s choice of provider, and that the sportsbook rollout would help attract new demographics as the business grows.