Betika, a sports betting company in Kenya has integrated M-Pesa mobile money payment option on its platform to enable the company deliver value to its customers.

This means that customers can either deposit or withdraw on the Betika app without exiting the platform where previously, they had to confirm their balance, leave the platform and go to the Safaricom toolkit to access the M-Pesa payment option.

According to Betika’s Brand Manager, Patricia Wachira, the M-Pesa payment solution is now available on both the android and IOS enabled mobile phones and its part of the company’s strategy to enhance its customer experience.

“As a locally owned company, Betika is continuously addressing our customer’s evolving needs. The new M-Pesa payment solution allows users on our mobile, USSD and online platform to withdraw and deposit into their betting accounts without leaving the platform, a first in the betting category. This has led to repeat customers who have experienced a seamless user experience from deposit, searching and selecting matches and placing bets,” said Wachira.

According to the Communications Authority of Kenya (CAK) sector statistics report released in July this year, says that Kenya has a total number of 27.5 million mobile money users, of which 22 million of them were subscribed to Safaricom’s M-Pesa platform, which accounts to about 80% of all mobile users.

“The integration to the M-Pesa platform has already seen the company’s over 2 million customers utilize this platform, as 90% of them, conduct their transactions via the M-Pesa platform,” added Patricia.

Since its launch in 2016, Betika has grown from a pre-match betting platform, to include live betting, virtual betting and Lucky 6 Casino, with customers able to interact with the brand on USSD *644#, the Betika app as well as the mobile and desktop online platforms.