Rise & Hustle may be the new kids on the block, but they’re already making some big waves in Africa, writes Lauren Harrison.
Founded in 2025 by serial tech entrepreneur and current CEO Josh Tromans-Jones, the gaming operator has just last week launched its first “tap-to-earn” gaming platform in Nigeria.
Built for high engagement and rooted in a free-to-play, mobile-first model, Rise & Hustle aims to redefine user interaction and rewards by blending street culture with gamification and real-world incentives, such as mobile airtime and cryptocurrency.
To learn more, we invited Josh to the iGF studio to discuss the company’s product launch, the Nigerian gaming landscape, and what it takes to build culturally relevant products for African players.
With more than a decade of experience in iGaming, Josh is no stranger to new endeavours.
He’s founded and scaled platforms from inception to acquisition–including Jada Gaming, which sold for €30 million (£25.4m)–and helped power dozens of white-label casinos worldwide.
Why did you choose Nigeria as the first African country to launch in? What do you see as the future growth drivers for this market?
“Nigeria represents the perfect convergence of market potential and cultural alignment for Rise & Hustle.
“With a population of nearly 230 million–the largest in Africa–and over 60 percent under the age of 30, Nigeria isn’t just big, it’s young, digitally native, and deeply entrepreneurial. The concept of “hustle” is deeply embedded in everyday life, making our brand philosophy instantly relatable.
“But size alone isn’t what drew us here.
“Nigeria is undergoing a digital revolution: mobile internet usage is soaring, fintech adoption is widespread, and gaming is emerging as a serious form of both entertainment and income generation.
“The growth of alternative payment infrastructure like mobile wallets and crypto also makes Nigeria uniquely positioned for a frictionless gaming experience – even in areas with limited banking access.
“Rise & Hustle’s future growth centres on three key fronts, and the first is infrastructure.
“With increasing access to affordable smartphones and improving mobile data coverage, via large infrastructure projects by existing telcos and new entrants such as Starlink, digital products like ours are reaching more remote regions.
“Innovation is the second front. Here we’re integrating blockchain for transparency and tokenised rewards, and using AI to personalise player experiences in real time – from content curation to fraud prevention.
“Finally, we’re focusing on local culture and embedding this into all elements of the platform. This means local storytelling, slang, community building, and reward types (like airtime, data, and local utility top-ups) that actually matter to users on the ground.
“We’re not just launching in Nigeria – we’re building with Nigeria.”
Are gamification and socially-focused achievements the best way to attract the new generation, not just in Africa but across the globe?
“Gamification is no longer a novelty. It’s an expectation.
“For the new generation, particularly digital natives in emerging markets, the value of a platform is measured not just by what it offers, but how it feels.
“Users want challenge, progression, recognition, and social credibility. That’s why game mechanics like XP systems, squad-based rewards, unlockable content, and seasonal competitions are at the core of Rise & Hustle.
“But more than engagement, these features create stickiness. They foster identity and emotional investment. Players don’t just want to win; they want to belong. That’s why we’ve layered in team mechanics, achievement milestones, and social sharing features – to turn individual play into a shared experience.
“For Africa in particular, where community culture is so strong, socially-driven design isn’t just effective. It’s essential. Our squad and referral systems mirror existing social structures, and our leaderboards are structured not just around who spends the most, but who plays smart, consistently, and collaboratively.
“Globally, the principles are the same: give people more than a transaction – give them a journey.”
You’ve mentioned that you’re on your way to becoming Africa’s most culturally relevant gaming operator. How have you been able to justify this title, especially within a continent that has such a diverse range of cultures?
“Africa isn’t one market. It’s 50+ countries, thousands of languages, and an incredibly diverse set of values and digital behaviours. To even claim the title of ‘culturally relevant’ requires an understanding that localisation isn’t just about translation. It’s about building for context.
“We’ve earned that title not through a blanket strategy, but through deliberate localisation at every level.
“Our community benefits from reward systems that are tailored to local value (e.g. mobile airtime, data, utility bill payments instead of generic gift cards).
“Local language and tone are woven into the gaming world we’ve created to reflect the street slang, humour, and vibe of each region. Real-world ambassadors and digital evangelists on the ground will help us build communities.
“Rise & Hustle’s design brings it all together to reflect regional aesthetics and social dynamics.
“We don’t enter a country and broadcast. We embed.
“From our partnerships with local creatives and promoters to real-time feedback loops that help us adapt product features based on local usage patterns, every aspect of Rise & Hustle is intentionally crafted to feel native to the user.
“That’s why our claim isn’t marketing fluff. It’s grounded in player feedback, user growth, and the deep connections we’re forming on the ground.”
Are there any other African countries you plan to expand into over the coming year? How do you plan to gain the exposure needed for your brand to succeed in those markets?
“Absolutely. Nigeria is just the beginning. Over the next 12-months, we’re rolling out targeted launches in Ghana, Kenya, Côte d’Ivoire, and a few other high-potential markets.
“Each expansion is guided by three pillars: local relevance, scalable infrastructure, and community-first marketing.
“To gain traction, we’re not relying on traditional mass marketing. Instead, we build from the ground up using brand evangelists, partnerships with local fintech and telco players, and localised gamification systems.
“Our brand evangelists will amplify awareness through real-life events, WhatsApp groups, and influencer collaborations. Complementing this approach is leveraging partnerships to ensure frictionless onboarding, deposits, and rewards. Additional exposure will come from localised gamification systems that reflect what excites users in that specific region – not just what worked somewhere else.
“We’re well-funded and well-resourced to do this, but more importantly, we’re patient and strategic.
“We’re not just chasing user numbers. We’re building brand loyalty, grassroots momentum, and cultural credibility that compound over time.
“Africa is not a monolith. And our expansion strategy reflects that truth at every step.”
Editor’s Note:
Rise & Hustle isn’t just entering the African market; they’re embedding themselves in it and building cultural capital with players from the ground up.
From their debut in Nigeria, it’s clear that the company is guided by more than just numbers; there’s a genuine passion for creating products that resonate.
Under Josh’s leadership, the company is focused on next-level gamification. By creating shared experiences based on team mechanics, they’re offering belonging, community, and real-world rewards that matter to players.
And it’s not just gamification the company is mastering.
Their approach to localisation–from WhatsApp and influencer collaborations to storytelling and capturing the real-life vibe of the landscape–demonstrates a strong understanding that Africa is a diverse region of 54 countries, each requiring a hyper-localised approach that builds cultural credibility over time. This level of authenticity is often discussed but rarely delivered.
So, what’s next for Rise & Hustle?
According to Josh, Nigeria is just the beginning.
Over the next 12 months, the company plans to expand into Ghana, Kenya, and other high-potential markets in the region, using its expertise to transform singular gaming experiences into culturally-relevant and engaging journeys that make players want to stick for the whole adventure.
