Africa’s gamers seek culturally relevant games as mobile play dominates, survey finds
Survey of more than 6,000 players across six African countries highlights growing demand for “Black characters and African settings”, mobile-first gaming and evolving in-game spending habits.
Egypt.- Africa’s gamers are seeking culturally relevant content, with a new survey revealing that mobile devices dominate play and in-game spending is rising. The 2025 Gaming in Africa Report, which surveyed more than 6,000 players across Egypt, Kenya, Nigeria, South Africa, Senegal and Tanzania, highlights these shifting player priorities.
The report, according to Games Industry Africa (GIA), states: “More than half of all respondents consider cultural relevance important in the games they choose, and a similar proportion express a desire to see more black characters and African settings.” The findings underline that authenticity matters to players, signalling to developers the importance of culturally relevant content.
Mobile gaming is shaping how audiences engage. “Mobile devices dominate player behaviour, with 91 per cent of respondents identifying smartphones as their primary platform and three-quarters reporting more than an hour of daily play”, added the report. Smartphones remain the primary gateway for millions of players and a critical consideration for studios entering the market.
Monetisation patterns are following suit, with in-game advertising proving highly effective. A total of 59 percent of respondents have made purchases after viewing in-game advertising, suggesting that performance-based mobile ad models now resonate strongly with African audiences.
Alongside ad-driven revenue, payment preferences are shifting. The report said: “Mobile money and Google Pay now match credit cards as the most commonly used methods for in-game purchases.”
Yet the industry still faces hurdles. High data costs and limited visibility for local developers remain obstacles. The report underlines this challenge starkly: “More than half of respondents could not name a game developed on the continent.”
Africa’s gaming market accelerates
Industry leaders have weighed in on what these trends mean for the market. Jay Shapiro, Chairperson of PAGG, noted that the report confirms the rapid maturation of the African gaming ecosystem and underscores the need for continued investment in locally relevant content.
GeoPoll’s Africa Director, John Murunga, highlighted the sophistication of player behaviour, particularly the strong conversion rate from in-game advertising.
Glenn Gillis, CEO of Sea Monster Entertainment and Chairperson of Games for Change Africa, pointed to the data on representation as a signal for studios to align more closely with audience expectations in a growing youth market.
The report also reveals emerging behavioural shifts beyond content and spending. Nearly one-third of African gamers now use energy-saving modes while playing, reflecting an emerging focus on sustainability that mirrors global trends.
With cultural representation, mobile dominance and evolving spending patterns shaping the market, Africa’s gaming ecosystem is no longer just emerging – it is accelerating, signalling huge opportunities for developers and publishers.
