Gaming in Africa 2024
Download PDFGaming in2024Prepared by GeoPollAfrica
“In our groundbreaking ‘Gaming in Africa Survey’ conducted across Egypt, Kenya, Nigeria, and South Africa, we’ve uncovered fascinating trends that highlight the rapid growth and unique dynamics of the gaming sector on the continent. Our extensive research, engaging over 2,500 respondents, showcases the significant role of mobile gaming, driven by high smartphone penetration and the digital savvy of the African youth. The insights from this survey not only emphasize the widespread appeal of gaming as a form of entertainment but also shed light on the potential for gaming to become a powerful medium for cultural expression and community building in Africa. At GeoPoll, we are proud to contribute to the understanding of this vibrant ecosystem and look forward to supporting its development through valuable data and insights.”Regional Director, GeoPollJohn (JP) MurungaJohn (JP) Murunga DipM, MCIMFOREWORD
Although the game development industry in Africa started only 10 years ago with pioneering studios like LetiArts, today there are local teams in almost every major market. Each studio brings their unique flavor to the mix of African games. Some studios like 24Bit Games in South Africa are focused on co-productions with international partners, others like UsikuGames in Kenya and Sea Monster in South Africa specialize in producing social impact games for the continent. There is a vibrant scene in Francophone Africa, with studios like KayfoGames in Senegal. There is also now a burgeoning segment of the industry producing games on the continent for the big international studios like MaliyoGames in Nigeria with Disney Plus and Free Lives in South Africa with Netflix.
Methodology and SampleThis study was implemented using GeoPoll’s mobile web research platform. Mobile web is a link-based survey mode that can be taken on a very basic mobile phone browser. In this study, respondents received an initial text message with a link directing them to a webpage to opt-in and complete the survey. CountrySample SizeEgypt607Kenya639Nigeria631South Africa681To t a l2,588
Gaming Incidence and Devices UsedThe majority of the population contacted for this study across countries play video games. Only respondents that answered “yes” to this question continued with the survey. Mobile phones are by far the most popular gaming device.89%68%58%81%EgyptKeny aNigeriaSouth AfricaDo you play video games on your computer, mobile phone, or any other device? (% that answered “yes”)1%26%31%51%92%I do no t r egularly play gamesTabletVideo gaming consoleCo mp uterMo bile ph oneWhere do you regularly play games?
On mobile, where have you ever downloaded / played games from?Mobile Game DownloadingConsidering the dominance of Android phones in Africa, it follows that 92% of respondents have downloaded and/or played games from the Google Play Store on their mobile. The popularity of social media gaming is also apparent (32%). 3%3%4%12%15%15%17%32%92%Other [sp ecify]GaraBazeBoomGamesAyo baAha GamesApp le iTu nes…Social MediaGoogle Play…
Time Spent GamingHow much time did you spend playing any games yesterday?45%Overall, 78% of respondents played games for at least 1 hour the day before taking the survey. A third of respondents (33%) played for 3 hours or more. In Egypt, half (50%) played for 3 hours or more.2%20%45%27%5%1%NoneLess than 1ho ur1-2 hour s3-5 hour s6-10 hour sMo re th an 10ho urs
Social Media UsageRespondents also spend a significant amount of time on social sites and apps. Almost all respondents check WhatsApp more than twice a day (93%). Most check YouTube (87%), Facebook (84%), TikTok (74%), Instagram (70%), Te l e g r a m ( 6 9 % ) , a n d Tw i t t e r / X ( 5 9 % ) a t l e a s t o n c e a d a y.11%33%33%39%51%66%55%93%5%10%11%12%11%9%14%3%8%16%16%19%12%9%18%2%0%10%20%30%40%50%60%70%80%90%100%SignalTwitter/XTelegramInstagr amTikTokFacebookYouTubeWhatsAppHow many times a day do you check/watch…?Mo re th an tw ice a dayTwice a dayOnce a d ay
Most-played GamesIn response to the open-ended question, “Which game did you play most yesterday?” 265 out of 2,558 respondents (10%) entered “Candy Crush” (another 16 said “Candy Crush Saga”). The popularity of football is evident with frequent mentions of both the genre and specific game titles. 26515456464239383724232222201818Ca nd y Cru shPUBGFIFADr ea m L ea g ue So ccerTemple RunMo nopo lyFootball / SoccerCa l l o f Du tyNeed for SpeedSolitaireFree FireeFo otballRoyal MatchLud oSubway SurfersWhich game did you play most yesterday? (# of mentions)
Favorite Game GenresThe most popular game genres include puzzle games (40%), sports / football games (36%), and racing games (34%). 40%36%34%26%23%23%14%13%13%11%10%9%8%7%7%7%5%5%3%2%2%2%PuzzleSports / FootballRacingFightingWordAdventurePlaying C ard Gam esBoard GamesSimulationBattle RoyaleFirst Person Shooter (FPSCa s i no Sty l e G am esBuildingMu sic / R hyth mFashionHo rrorFamily / Party GamesRole-playing Games (RPGTrading Card GamesSpaceDa ti ngPlatfo rmerSelect your top 3 favorite game genres.
The most popular game genres vary dramatically by gender. Twice as many female respondents (54%) than male respondents (27%) select puzzle games as one of their top 3 favorite game genres. While 55% of males prefer sports / football games, only 16% of females say the same.27%55%40%34%13%22%10%11%16%14%13%8%5%5%2%8%3%5%2%3%2%2%54%16%27%17%33%24%19%16%10%7%6%10%11%10%12%5%8%5%3%2%3%1%PuzzleSports / FootballRacingFightingWordAdventurePlaying C ard Gam esBoard GamesSimulationBattle RoyaleFirst Person Shooter (FPSCa s i no Sty l e G am esBuildingMu sic / R hyth mFashionHo rrorFamily / Party GamesRole-playing Games (RPGTrading Card GamesSpaceDa ti ngPlatfo rmerSelect your top 3 favorite game genres.MaleFemaleFavorite Game Genres by Gender
The primary reasons why respondents play games are for entertainment and fun (73%), relaxation and stress relief (64%), and to pass the time when they are bored (54%). 11%19%24%24%30%32%40%54%64%73%Work in teamsEscape real lifeTo hang out with my fr iendsTo win moneyLearning an d educationCo mp et iti onOccup y my mindTo pass the time when I’m boredRelaxation and stress reliefEntertainment and funWhy do you play games?Reasons for Playing
“With one of the highest smartphone penetration rates on the continent, and one of the highest mobile money transaction rates globally, Kenya is a shining example of a true ‘mobile first’ economy. Almost every one of those smartphones has at least one game on it, and we’re excited to see mobile games here becoming a key storytelling tool for preserving and sharing some of the rich cultures from across the country.”Chairperson PAGG, Nairobi, KenyaJay Shapiro Jay Shapiro KENYA
63%37%Have you ever bought or paid for a game or an in-game purchase?YesNoMost respondents have bought or paid for a game or an in-game purchase (63%). The proportion ranges from 68% in Egypt to 59% in Kenya. The most common payment methods used by those respondents include credit card (45%), mobile money (40%), Google Pay (40%), and airtime (29%). 2%6%10%13%29%40%40%45%Other [sp ecify]Via an AgentApp ly P ayGift / Scratch CardAirtimeGoogle PayMo bile Mo neyCr edi t C ar dHow have you paid?Game Purchases
Credit card, mobile money, Google Pay, and airtime remain the top four payment methods across countries, but the order variessignificantly from one country to the next. The most notable outlier is the prevalence of mobile money payments in Kenya (67%).49%30%51%48%46%67%32%20%34%34%44%47%26%25%37%29%EgyptKeny aNigeriaSouth AfricaHow have you paid?Cr edi t ca rdMo bile m oneyGoogle PayAirtimeTo p Payment Methods by Country
Of the 63% of respondents that have ever bought or paid for a game or an in-game purchase, the largest segments typically spend from $2 to $5 per month (29%) or less than $2 per month (26%). That leaves 30% that pay $5 or more per month on gaming.15%26%29%21%8%1%Nothing – this was a rare timeLess than $2 per month$2 – $5 per month$5 –$10 per month$10 – $50 per month50+ per mo nthHow much per month do you typically spend on gaming?Money Spent Per Month
“Egypt, characterized by a substantial demographic segment under 30, has witnessed significant strides in expanding internet accessibility, infrastructural development, and burgeoning interest in Arabic gaming content, all while prioritizing cultural representation. In the foreseeable 5 to 10 years, Egypt is slated to establish itself as a pivotal market within the region.”CEO, FitNot Games, Cairo, EgyptAbdallah ElshabrawyAbdallah Elshabrawy EGYPT
Of the 37% of respondents that have neverbought or paid for a game or an in-game purchase, the primary reason why is that they do not want to pay or don’t see the point of paying when free games are available (47%). Older respondents ages 35+ are much more likely to say they do not want to pay (54%) than younger respondents ages 18-24 (39%). Across age groups, 44% of respondents blame a lack of funds for preventing them from making a purchase. 2%15%29%44%47%Other [sp ecify]They only accept credit cards and I don’t have oneToo expensive for what I think it is worthLack of fu ndsI don’t want to pay for games I just like free gamesWhat has prevented you from paying for games in the past?Barriers to Purchase
Although more than half of respondents rarely (30%) or never (27%) spend money gaming in a typical month, 35% claim to sometimes make in-game purchases or pay to level-up in a game, and 9% say they often do.27%30%35%9%NeverRarelySometimesOftenIn a typical month, how often, if ever, do you make in-game purchases or pay to level-up in a game?Frequency of Purchases
Costs pose a significant challenge for many game players. The cost of data bundles (42%), lack of funds to buy or level-up in games (32%), and expensive gaming hardware (31%) comprise 3 of the biggest challenges respondents report facing in gaming.1%11%12%15%15%19%31%31%31%31%32%42%Other [sp ecify]Lack of su ppo rt for local developer sLack of games that feel lo cal / relev an t to my lifePhy sical disco mfort or h ealth issues su ch as strain in g eyesigh t and b ack strainFamily / friends perceptions of my spending time playingLimited access to the latest gamesLack Intern et co nnectiv ityExpensive gaming har dwareLack of free Time to playTechnical issues with games such as bugs and c rashes.Lack of fu nds to pay fo r games / po wer-up sCo st of da ta b undl esList the top 3 biggest challenges or limitations you face in gaming?Gaming Challenges and Limitations
The South African gaming ecosystem is supported by an abundance of emerging talent, a rapidly expanding mobile-first audience segment and a host of established game studios that are crafting world-class games. As the industry continues to mature and scale, South Africa is poised to produce some of the best games for the continent as well as games for a global audience, drawing inspiration from the richness of the continent.CEO, Sea Monster in Cape Town, South AfricaGlenn GillisGlenn GillisSOUTH AFRICA
9%25%29%20%18%Strongly agreeAgreeNeutralDi s a greeStrongly disagreeI do not mind ads in games. (Agree or disagree?)63%37%Have you ever purchased a product or service after seeing an ad in a game?YesNoDespite more respondents disagreeing with the statement that they do not mind ads in games (38%) than agreeing (34%), more than half agree or strongly agree that they at least sometimes click on ads in games (51%), and even more admit to having purchased a product or service after seeing an ad in a game (63%).5%46%19%12%11%Strongly agreeAgreeNeutralDi s a greeStrongly disagreeSometimes I click on ads in games. (Agree or disagree?)Perceptions of Ads in Games
The gaming market in Africa faces a huge potential for growth, and findings from this study illustrate the importance of creating locally relevant and representative games. More than half of respondents agree (37%) or strongly agree (19%) that cultural relevance is important to them in a game, and far more respondents agree that there are not enough games with characters that look like them (44%) than disagree (27%).12%32%29%19%8%Strongly agreeAgreeNeutralDi s a greeStrongly disagreeThere aren’t enough games with characters that look like me, or environments similar to my life.19%37%28%11%6%Strongly agreeAgreeNeutralDi s a greeStrongly disagreeCultural relevance is important to me in a game (e.g., local languages, themes, characters).Cultural Relevance and Representation
A majority of respondents are either ok with the level of violence in games (47%) or they love it (18%). Men are more likely to love it than women (23% compared to 14%), as are younger respondents ages 18-24 (24%) compared to respondents ages 25-34 (19%) and 35 and older (12%).18%47%9%19%6%I lo ve it b ring on th e kills!It’s ok -it’s just a gameIt makes me un comfo rtab leI don’t normally play violent gamesI wish there was less vio len ce in gamesHow do you feel about the level of violence in games?Violence in Games
“The African video game industry is primed for growth and development, considering its vibrant youth population and rich diversity, if it receives the appropriate investment and establishes structures. Already, throughout sub-Saharan Africa, a significant transformative wave is underway, challenging established norms. Improved access to internet, technology, and financial services, along with easier entry into the global market, is amplifying the market’s size and potential. The distinct consumer behavior of the Gen Z African demographic further fuels this potential, necessitating better standardization and contemporary strategies in the evolving creator economy. The future promises exciting times ahead.”Africacomicade, Nigeria Michael Oscar EsioMichael Oscar EsioNIGERIA
Few respondents are bothered by the current representation of women in video games. Only 13% say it bothers them and they wish it would change. The largest segment of respondents regardless of gender say the representation of women does not bother them and they like how things are (females 37%; males 39%). 38%26%16%6%13%No I like how things areNo I don’t think politics belong in gamesNo that’s just how it’s always beenI try to play games th at ob jectify womenYes it bother s me and I wish it would changeDoes the representation of women in video games bother you?Representation of Women in Games
The need for investment in the gaming sector in Africa is readily apparent, with 56% of respondents saying they do not play or know of any games made in Africa.2%9%23%11%56%I only play games from Afr ican develo persMo st of the gam es I play are from African develop ersThere are a couple I know / have triedThere is one game I know / have tr iedNone I don’t know anyOf the games you play, how many are made in Africa?Games Made in Africa
Support for locally made game varies significantly between the 4 countries included in this study. Support is lowest in Nigeria and South Africa, where the largest segments of respondents say they don’t care where a game comes from so long as it’s fun (46% and 42%, respectively). 31%21%13%33%2%28%31%13%27%1%46%23%14%15%3%42%24%16%16%2%I don’t care where a game comes from so long as it’s funI wish there were more local gamesthat represent me and my lifeI’ve never really thought about where a game comes fromI like th e idea of sup porting localdev elo pers / jobsI wo uld only play Afric an games if Icou ld .How do you feel about the availability of games made in your country / in AfricaEgyptKeny aNigeriaSouth AfricaAvailability of Locally Made Games
Across countries, the largest segment of respondents think it would be awesome if video games had black characters and heroes (38%). The next largest segment, however, says that video games are fantasy, and they don’t care what race the characters are (27%). The proportion of respondents that think it would be awesome and would love to see black characters in games ranges from 47% in Nigeria and 45% in Kenya, to 33% in South Africa and 28% in Egypt. 10%9%5%27%11%38%We shouldn’t bring race into gamingI’m fine with how things areI rarely play games with human characters -so I don’t really careVideo Games are fantasy -I don’t care what race the characters areI wo uld prefer playin g games with characters who look like meThat would be awesome – I would love to see thatHow important is it to you that video games have black characters / heroes?Importance of Black Characters
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