Virtual sports games innovator Kiron Interactive has signed a deal with fellow South African firm Phumelela Gaming and Leisure Limited that will see the pair premiere a new satellite fixed-odds betting channel, offering a wide range of live horseracing action.

Due to be christened Racing World, the innovative channel is to present betting shops across Africa with the ability to offer a range of markets on South African flat races as well as wagering on jump and flat horseracing competitions taking place in the United Kingdom and Ireland.

Johannesburg-based Kiron Interactive explained that Racing World is being launched in partnership with GBI Racing, which is responsible for distributing horseracing action from Ireland and the United Kingdom to international markets, and will moreover feature a portfolio of its own virtual horseracing products.

“We are always assessing new opportunities to expand our global reach and this partnership represents a major milestone for us,” read a Thursday statement from Steven Spartinos, Chief Executive Officer for Kiron Interactive.

Spartinos declared that Kings Sports Betting in Uganda is to be the first sportsbetting operator to debut Racing World while he believes the popularity of the new service will grow further in the coming months across markets in eastern and western Africa.

“This agreement is a real step forward for betting on racing in Africa,” read a statement from John Stuart, International Sales Director for Phumelela Gaming and Leisure Limited. “Enhancing the racing package that we are able to offer our African clients with Kiron Interactive and GBI Racing is a priority for us.”