Addressing the Challenges in Africa's Digital Creative Sector

A recent presentation at Africa Games Week delved into the obstacles faced by the creative industries in Africa, highlighting the need for a more robust infrastructure to support the sector. The research, led by Dr. Tegan Bristow from the Wits University School of Arts in collaboration with the Fak’ugesi African Digital Innovation Festival, focused on the role of intermediaries in the digital creative industries, including animation and games. It identified key gaps in the pipeline and proposed potential solutions. According to Bristow, intermediaries play a crucial role in scaling up the African digital creative industry by facilitating the production, development, distribution, aggregation, and monetization of creative work. However, the research revealed that the entire value chain in Africa is not well-established, with a significant lack of digital infrastructure support and limited connectivity. The study, which involved interviews with 166 individuals from the creative industries, identified five major threats to the ecosystem. Firstly, the value chain is heavily skewed towards production roles, leaving pre-production and distribution aspects underdeveloped. Approximately 50% of the respondents identified themselves as content producers, often taking on multiple roles due to a lack of capacity and support. The second threat is the prevalence of small companies, with 47% of respondents working in companies with fewer than ten employees. Additionally, only 55% of the companies were registered, highlighting the need for more established infrastructure and funding to support the growth of the games industry. The third threat is the tendency for intermediaries to fill gaps in the ecosystem rather than taking on defined roles, leading to a lack of specialized skills and training. The research also highlighted the need for more formal education and training programs, as currently, most training takes place in-house or through advocacy groups. The fourth threat is the critical lack of understanding and skilled capacity to fill the specific digital needs of the value chain in different sectors, particularly in animation. The research found that gaming has fared better due to its digital nature and existing distribution channels. The fifth and final threat is the lack of government support for digital creative industries, with 74% of respondents reporting no government support. Only a few countries in Africa offer limited government support, and formal advocacy and industry bodies are scarce. Despite these challenges, the research emphasizes that the weighted value chain towards production signals an increasing demand for digital creative content and presents an opportunity to invest in other crucial parts of the value chain. The study also highlights the growth of African multinationals operating across regions, providing opportunities for enhanced regional market access. Ultimately, the research underscores the need for a more comprehensive infrastructure to support the digital creative industries in Africa, including training programs, funding, and government support. By addressing these challenges, the sector can unlock its full potential, drive growth, and reach wider markets.