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| Maliyo Games Studios in Yaba, Lagos source: www.maliyo.com |
In a global video game industry worth almost $250bn - more than Hollywood - a Nigerian start-up "Maliyo Games" has been trying to cut out it's own piece of the market. Founded in 2012 by Hugo Obi, the company aims to infuse African stories into the gaming world. Their success has been remarkable, growing the Nigerian gaming sector substantially, and inspiring others to follow their path. However, their journey to a partnership with Disney in 2024, was not without it's hurdles.
How we got here...
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| source: https://esportsafricanews.com/ |
The strategy...
The plan was simple: create uncomplicated yet engaging titles
revolving around Nigerian culture. They chose the mobile platform for various reasons. Firstly, development would be much easier and faster - not to mention cheaper. Secondly, gaming hardware can be expensive, especially on a Nigerian salary and with the rapid growth of mobile phone ownership, it was clear that the best way to reach as big of an audience as possible would be through the smartphone.
Monetarily, the company adapted a hybrid method used by various industry leaders. Some of their games are paid, meaning requiring an upfront cost to gain access to them. Others are ad-based, meaning that little pop-ups secure profits.
Obi had this to say about the inspiration for Maliyo Games:
Maliyo Games’ simple product proposition is to share Africa to the world through games. That’s the inspiration for our titles and the framework within which we see gaming. We want our games to be fun, entertaining and engaging. We want them to tell their own stories and to be enjoyed by all who play both Africans and non-Africans.
The problem...
Although Obi quickly found storytellers waiting to tell their stories, he also found that Nigeria's lack of investment in the industry had led to a lacking workforce of engineers needed to bring the creatives' visions to life. This discovery inspired him to found "GameUp Africa", which as of October 2024, has trained over 5000 aspiring game developers, and has allowed the company to bring it's games to market.
The games...
The young studio quickly found success, from their earlier games like "Bus Conductor" and "Okada Ride" to their newer titles such as "Aboki Run", which takes players through bustling Nigerian markets, and "Whot King", a digital adaptation of the popular West African card game.
Going through their release history, one can see profound improvements in gameplay mechanics and visual fidelity, which has in no doubt been due to their continuous investment in young and talented video game developers. Their ongoing success and inspiring story led to them being the first ever African studio to collaborate with Disney. Their cooking game "Disney Iwájú: Rising Chef", inspired by the Afro-futuristic animated series of the same name is set in a futuristic Lagos and invites players to manage a restaurant, prepare traditional African dishes, and engage with characters from the series.
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| Advert for "Disney Iwájú: Rising Chef" source: play.google.com |
The video game received mostly positive reviews and was praised for it's gameplay and cultural representation. Critics pointed out the games derivative nature, stating the game was too similar to games like "Cooking Mama". Personally, after playing it for a short while, I can say that the unique Nigerian twist the game brings to the table and it's unique and gorgeous art-style more than justifies it's existence.
The game is available for $1,99 on the App Store (4.4 stars) and Google Play Store (5.0 stars).
The impact...
Maliyo Games has demonstrated the global potential of African-inspired gaming content, drawing attention to Nigeria as a hub of creativity and innovation. They have inspired a new generation of game developers, attracted investments to the previously dormant industry, and solidified the role of gaming as a significant contributor to Nigeria's digital economy.
Their success also reflects the broader expansion of Nigeria's gaming industry. The country's youthful population and increasing internet accessibility have fueled a surge in mobile gaming. According to a report by Statista, Nigeria's video game market is projected to grow by 8.36% between 2024 and 2027, reaching a market volume of $653.60 million by 2027.
Final words...
With this overview, I hope I was able to simplify the rise of Nigeria's video game industry and bring attention to the great work of industry-changing entrepreneurs such as Hugo Obi and who knows? Maybe I've inspired some of you to finally take that leap of faith and pick up that project that's been on the back your mind.
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