The Global Reach of African Audiences

In a discussion at Africa Games Week, a panel of industry experts shed light on the evolving landscape of game development in Africa, tackling misconceptions about what constitutes authentic African storytelling and the potential for global impact. Moderated by Deborah Mensah-Bonsu, the panel featured Teddy Kossoko, founder of Masseka Games, Hugo Obi, founder of Maliyo Games, and Eyram Tawia, CEO of Leti Arts. The conversation kicked off with a discussion on the notion of success in the African games industry, with Tawia emphasizing the importance of focusing on impact before financial gains. Obi shared his shifting perspective on success, citing the rapid growth of the industry and the need for studios to aim higher in terms of revenue and quality. Kossoko highlighted the vast opportunity presented by Africa's 1.4 billion people, 60% of whom are under 18, and the need for games that showcase African cultures and histories. The panel then delved into the topic of audiences, with Mensah-Bonsu inquiring about the balance between creating games for local African audiences versus global ones. Kossoko stressed the importance of preserving authenticity and telling African stories without adapting to Western tastes. Tawia noted the challenges of reaching African audiences due to diversity, illiteracy, and infrastructure issues, as well as the competition from global companies like Tencent. He also emphasized the impact of other industries, such as film, in shaping African stories. Obi encouraged developers to focus on creating games for themselves and their immediate communities, highlighting the importance of proximity to the target audience. The discussion concluded with a conversation about myths surrounding African stories, with Tawia and Kossoko emphasizing the diversity of African narratives and the potential for global resonance. Kossoko reiterated his ambition to tell African stories through games, describing the medium as a powerful tool for sharing cultures and experiences with the world.