- “If I create a game today centered around corruption, it will resonate with audiences across the continent”
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Pocket Gamer Connects Jordan is back on November 9th and 10th, 2024, providing an opportunity to delve into the rapidly expanding games market of MENA.
Leading up to the event and as part of our MENA coverage, we had a conversation with Masseka Games founder Teddy Kossoko, who shared insights into his company’s efforts to nurture and promote video games in Africa by showcasing African narratives.
Hailing from Senegal, Kossoko has been recognized on Forbes’ list of the 30 most influential young individuals under 30 in Africa. Our discussion delved into the hurdles and prospects facing the African games industry, and how Masseka Games aims to address them.
Can you introduce Masseka Game Studio and your current projects?
Teddy Kossoko: Masseka Game Studio is a venture I started during my time as a computer science student. Formally established in France in 2018, it is the first European game studio dedicated to showcasing African narratives. We are currently working on several games, including the Legend of Mulu which celebrates the indigenous peoples of Africa.
How large is your team and where are they situated?
Masseka is affiliated with a group that includes my distribution company Gara. We have a team of approximately 25 individuals, with members located in Africa, India, and France. We are deeply involved in nurturing and empowering talent in Africa. I have mentored aspiring individuals in gaming and scenario design across various African nations. Alongside the founder of Kayfo Games in Senegal, I operate a French-funded incubator aimed at fostering the gaming ecosystem.
What prompted you to concentrate exclusively on African cultures and histories in your game development endeavors?
In essence, I consider myself more of a storyteller with a technical background rather than a conventional video game developer. With a profound love for Africa and historical narratives, I realized that many Africans lack a comprehensive understanding of Africa’s heritage, an issue also prevalent within the African diaspora. In 2014, I resolved to create games centered around Africa to narrate its stories. Video games have proven to be a potent medium for me to recount Africa’s past and present.
Extensive research, on-field exploration of various African locales, collaboration with researchers and historians, and our company’s association with academia and politics provide us with a trove of information. Additionally, we have a dedicated team spread across Africa.
How have your games been received on an international scale?
Our games have garnered significant acclaim within Africa, our primary demographic. We have consciously focused on the African market as we believe it presents more challenges than the already well-established European market. The need for representation in Africa has resonated well with our audience, evident from the positive feedback we consistently receive. The validation from individuals across the continent greatly motivates us.
“Most Africans don’t like to pay for entertainment, you have to play on their psychology.”
Teddy Kossoko
A pivotal initiative for us is our distribution platform that includes the first gaming payment infrastructure in Africa. We have devised a platform to access games developed in Africa, support creators, and monetize content. Our efforts are focused on amplifying these activities.
What are some of the major challenges encountered during the localization process, and how do you preserve your company’s culture?
Understanding Africa and its history eliminates many localization hurdles. Identifying blocks that represent multiple countries simultaneously is key. Crafting a game that resonates with the entire continent becomes more accessible when grounded in Africa’s historical context. Corruption, for instance, is a prevalent theme that can effectively engage the African demographic.
In terms of company culture, attention to detail and alignment with our vision are essential criteria for team members. We seek individuals who are committed to showcasing Africa’s complexities—all its grandeur and challenges. Our team comprises individuals with a resilient spirit.
Share insights on your store and its integration with African mobile payment systems.
We have forged partnerships with various payment operators and integrated payment systems specific to countries like the Central African Republic, Congo, and Madagascar. Our focus is on accessibility to a broad user base. Mobile money and credit cards are our primary services, with previous attempts at a cash payment system deemed too complex.
Africa boasts a vast mobile user base. What strategies do you believe are essential to engaging this audience, and why do you think some overlook this market despite its growth potential?
Despite the widespread mobile usage in Africa, challenges remain. The prevalence of Chinese mobile devices limits gaming capabilities, as they are primarily suited for light games. Premium brands like Samsung and Huawei dominate the mid to high-end market. Additionally, the purchasing behavior of African mobile users poses a challenge, with low conversion rates necessitating strategic engagement.
Our platform aims to cater to the unique payment preferences of African users, providing accessible payment options. The business model reliant on ad revenue faces constraints due to the significant portion of illiterate individuals in Africa.
Although progress is gradual, our partnerships and initiatives are driving positive changes. Ongoing discussions at a central bank level and forthcoming interventions hint at transformative shifts within the market.
What observations have you made regarding the local games industry and consumer behavior towards games?
Key insights include the allure of African content owing to its relevance, low customer acquisition costs, and the potent appeal of Western content which often influences consumer choices. Strategic engagement to entice African users requires a nuanced understanding of their preferences and behavior, underpinning our successful outreach.
How do you view emerging technologies like AI, AR, and VR in games? Are there plans to integrate AI into your game development process?
In the African context, VR technology faces practical challenges due to cost constraints. The adoption of high-end devices such as Apple vision or expensive headsets remains impractical given prevailing economic considerations. As for AI, we leverage its capabilities to craft
