The mobile games market is incredibly competitive and in order to sustain growth, studios must identify emerging opportunities. One of the regions showing promise for substantial expansion is Africa.
The African Games Industry Report revealed that Africa is home to nearly 200 million gamers who predominantly play mobile games. Despite challenges with infrastructure and investment, the youthful player demographic in the region is driving demand for more games.
We had the opportunity to speak with producer Denis Odera from Usiku Games based in Kenya. Odera shared insights into the potential of the African games market and how his team is working to overcome regional challenges. Additionally, Odera provided details about Usiku Games’ upcoming title, Electric Blue: Gecko Dash, a game designed to be both entertaining and educational about the endangered species of the electric blue gecko.
PocketGamer.biz: Can you give us some background on Usiku Games and your plans for the future?
Denis Odera: Usiku Games is a Nairobi-based game development studio founded in 2018. Our mission is to create a suite of mobile games that are made “in Africa, for Africa”. Each game we produce is not only fun, but also culturally relevant, non-violent, gender inclusive, and has a positive impact on society. We are committed to the #GamingForGood movement, leveraging the power of games to address important social challenges such as education, women’s empowerment, healthcare, and wildlife conservation.
Our goal, with the backing of our parent company, the Pan Africa Gaming Group, is to expand our presence across Africa and bring the #GamingForGood movement to new communities and millions of new players.
“Africa, as a continent, has more than a billion digital native youths, with more smartphones than the US, Canada and Mexico combined.”
Denis Odera
What’s the landscape of game development like in Kenya and Africa in general?
Our location gives us a unique perspective on game development. Africa boasts over a billion digital native youths with more smartphones than the US, Canada, and Mexico combined. This young talent pool, averaging an age of 20, includes coders, animators, writers, and musicians who create engaging and culturally relevant content for local and global audiences.
Countries like Kenya have established game development hubs and communities. At Usiku Games, we are dedicated to supporting these initiatives. We have launched the Nairobi Game Development Center, a community space that fosters collaboration, networking, and skill development for aspiring game developers.
Despite the rapid growth, the African game development scene still grapples with challenges like limited funding, resources, and infrastructure. Nevertheless, there is growing interest in game development and support from local and international communities, contributing to sustained industry growth.
One of the key advantages of game development in Africa is the opportunity to build an industry that is environmentally sustainable, equitable, and inclusive, reflecting the rich diversity of African cultures and traditions.
Given the large number of mobile users in Africa, what’s the key to catering to this audience?
With a significant population of digital native youths, Africa occupies a top position as a target market for gaming. The key is to develop games that resonate with the audience, reflecting their culture and narratives. Developers are leveraging games to celebrate African culture, reverse colonial narratives, and instill pride in local communities.
The reality is that Africa’s digital infrastructure is rapidly expanding, with more than 470 million 4G connections in 2023, compared to just 100 million in 2020.
Denis Odera
Why do you think the African market has been overlooked and what are your predictions for its future?
Misconceptions about Africa’s technological limitations and historical charity-focused views have hindered investment and attention in the region. However, the reality is that Africa’s digital infrastructure is rapidly expanding, and with a fast-growing middle class and a vast population of digital natives, the African games market presents enormous potential for growth.
Anticipating rapid smartphone adoption and increasing incomes, Africa is positioned to become one of the top three regions for the global games market in the next decade, trailing only behind the USA and China.
What’s in store for Usiku Games, and can you share more about Electric Blue: Gecko Dash?
Electric Blue: Gecko Dash is a casual mobile game centered around the endangered Electric Blue Gecko found in Tanzania. The game aims to raise awareness about the species in a fun and engaging way. Developed in collaboration with Kayfo Games in Senegal and publisher On the Edge, the game is slated for a full release in February 2024.
Usiku Games also has other impactful projects in the pipeline, including Shamba Showdown, a game addressing food security issues, and Usiku Beats, a rhythm-based mobile game showcasing African tribal music.
Discover more about the African games market at Pocket Gamer Connects. At PGC Helsinki 2023, Mahmoud El-Azzeh, VP of Product at Carry1st, discussed the region’s potential in ‘Africa: The Next Frontier in Mobile Gaming’.
