Malta-based software provider ArenaCube has partnered with African operator Cheza Gaming to launch a new multi-player sports betting product for the Kenyan market.

The Arena Challenge platform differs from traditional sports betting by offering players the chance to compete against each other using a combination of betting skills and strategic game play.

Cheza Gaming CEO Barney Barrow said that multi-player betting will be a key driver for continued growth in the Kenyan market, describing ArenaCube as the most “engaging” multiplayer betting platform around.

“It’s no secret that the traditional sports betting market has grown exponentially in Kenya,” he said. “Arena Challenge takes betting back to where it began with players competing with each other, rather than the house.

“We are excited about the concept and we are sure that the Kenyans will play in their numbers. Our partnership with ArenaCube delivers on our strategic approach to bring innovation to the Kenyan gaming market under our Hela brand and give players the best and most engaging games.”

ArenaCube chief executive Mario Fiorini added: “We truly believe that this partnership will contribute in the growth of gaming in Africa as our game brings innovation that embraces and enhances the experience and possibilities for both player and platform operator in ways never seen before.”

Cheza Gaming also offers its games via Kenyan mobile network Safaricom, allowing players to take part online or through SMS for a minimal subscription fee. The operator also recently partnered Swedish betting exchange operator SpiffX to launch a new Take5live betting product in the country.

Related