🚨 Africa's gaming market just hit $2.3 billion. 87% of it is mobile

*high skew towards iGaming/gambling

Genuinely, most UA teams aren't even looking at it

The AFRICA GAMING EXPO just wrapped in Lagos last week. 3 days. Hundreds of developers, publishers and investors. The numbers coming out of it are hard to ignore.

🇳🇬 Nigeria has 46.5 million gamers
🇪🇬 Egypt leads in revenue generation across the continent
🇿🇦 South Africa anchors the infrastructure
MLBB and PUBG Mobile are driving mobile esports growth across all three markets

The continent is growing at 12% CAGR. For context, Western mobile gaming markets are flat to 1-2%.

Meanwhile the average CPI in Western markets for casual gaming is sitting at $6 to $8 and rising. African markets are a fraction of that.

I think the narrative around mobile gaming is too Western. The next 100 million mobile gamers aren't in the US or Western Europe. They're in Lagos, Cairo and Johannesburg.

The publishers and UA teams moving there now have a 2 to 3 year head start on everyone who's still optimising for saturated markets.