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The digital revolution in Africa is propelling various sectors into new realms of potential, and the gaming industry is no exception. GeoPoll’s latest report, “Gaming in Africa,” provides a detailed exploration of the burgeoning gaming scene across Egypt, Kenya, Nigeria, and South Africa. Drawing from the perspectives of more than 2,500 gamers, this report shines a light on the habits, preferences, and challenges of the African gaming community.
Key Findings Summary
Highlights from the survey include the following:
- The Prevalence of Mobile Gaming: The survey reveals a significant tilt towards mobile gaming, with an astounding 92% of respondents playing games on their mobile phones. This preference is driven by increasing smartphone penetration and the Android platform’s dominance, with 92% of respondents having downloaded games from the Google Play Store.
- Engagement: Gaming serves as a primary source of entertainment, relaxation, and a remedy for boredom for the majority of gamers, with 73% playing for fun and 64% for stress relief.
- Expenditure: Financial investment in gaming is noteworthy, with 63% of gamers having made a purchase related to gaming. The amount spent varies, with 29% spending between $2 to $5 monthly, illustrating a willing but cost-conscious gamer base.
- Navigating the Barriers: The report also identifies barriers to gaming purchases, with 47% preferring free games and 44% citing a lack of funds. The cost-related challenges extend beyond purchases, as gamers list the cost of data bundles (42%) and expensive gaming hardware (31%) among their top challenges.
- A Call for Cultural Representation: Over half of the respondents value cultural relevance in games, and a substantial 44% feel there are not enough games with characters that look like them or environments similar to their life, signaling an untapped market for local content creation.
- In-Game Advertising Insights: Despite mixed feelings about ads in games, a surprising 63% have made a purchase after seeing an ad in a game. This suggests that while ads may be met with some resistance, they remain a potent tool for engagement and monetization within the gaming ecosystem.
- The Local Gaming Scene: A striking 56% of respondents are unaware of any games made in Africa, highlighting a significant gap in visibility and market penetration for local developers. However, there is a growing interest in supporting local talent, with varied sentiments across countries regarding the importance of local games.
GeoPoll’s Gaming in Africa survey paints a picture of a vibrant gaming community that is ripe for growth, faced with unique challenges but also teeming with opportunities. The high engagement levels, coupled with a demand for more locally relevant content, underscore the potential for developers and investors to cultivate a thriving gaming industry in Africa.
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To gain deeper insights into the evolving gaming trends and to explore the opportunities lying within Africa’s gaming landscape, download the full report.
About this Survey
This 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.
Contact GeoPoll today to learn more about this study and our capabilities.