Gaming in Africa
GeoPoll (2024), 30 slides
"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. 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." (Key findings summary)
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." (Key findings summary)
