South African betting company, ClickaBet, has partnered with Cell C to bring sports betting to the mobile service provider's subscribers via USSD. The ClickaBet service will also be zero-rated on the mobile network.

ClickaBet is an online sports betting startup founded by Craig Venter, ex-CEO of ICT company, Altech.

![ClickaBet Cell C](/content/images/2017/10/Screenshot_2017-10-13-13-34-22.png)
SMS sent to Cell C subscribers announcing the ClickaBet service.

Before being able to use the USSD service, Cell C subscribers will need to register for the service by buying a ClickaBet prepaid debit card at any of the Cell C stores in Gauteng for R57 ($4). During the pilot phase, the service is only available in Gauteng with Cell C saying it expects to roll it out to the rest of South Africa in the next few months.

The service will be the first of its kind in South Africa although it wouldn't be a first for Afrika. Sports betting companies and mobile networks in Nigeria, Kenya, and Tanzania already offer a similar service.

Also as part of the pilot phase, only betting allowed will be on soccer, rugby and tennis with minimum bets starting at R5. The ClickaBet prepaid debit card can also be used Cell C customers who purchase the ClickaBet prepaid debit card can also be used to buy prepaid electricity, mobile data bundles and airtime via the USSD menu. Just like any debit card, it can also be used at any ATM or POS' that accept Mastercard.

"Breaking into the retail space has always been a part of our go-to-market strategy, and our goal is to be the largest online sports betting company in SA. We aim to be a constructive disruptor in the sports betting space, making it simple, secure, mobile and convenient," said Venter.

Venter launched ClickaBet during May 2016. The startup operates with a license from the Western Cape Gambling and Racing Board.

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