Image credit: Edited with Grok
PUBG MOBILE has become the latest global gaming giant to double down on Africa, launching local servers in Nigeria and South Africa since its launch in 2018.
It is also introducing regional tournaments and Africa-themed emotes and game skins.
This isn’t the first time a gaming giant has shown interest in the African market. Call of Duty: Mobile (CODM) launched its Nigerian server in 2023 and the Africa Cup in 2023, and now even allows Africans to participate in its $1 million CODM World Championship.
Free Fire has also experimented with African influencer partnerships and regional tournaments.
Mobile gaming in Africa is growing
PUBG’s interest in the African market comes as no surprise. Africa is quickly becoming one of the fastest-growing mobile gaming regions in the world, thanks to increasing smartphone penetration and the popularity of free-to-play titles.
According to the latest data, the African gaming industry generated $1.8 billion in revenue in 2024.
But monetising African gamers has proven tricky. Low average revenue per user (ARPU), payment infrastructure challenges, and uneven broadband access have historically limited returns.
As a result, publishers like Tencent (owner of PUBG MOBILE) are investing heavily in community building, localisation, and offline engagement, betting that long-term loyalty will outweigh short-term profit margins.
“This is about responsiveness and representation,” said Brian Gu, Head of PUBG MOBILE Africa. “We’re building with African players, not just for them.”
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More than just games
PUBG’s latest rollout includes regional tournaments, giveaways with brands like Infinix and Oraimo, and a TikTok dance challenge launching in August, designed to activate users beyond gameplay. It mirrors what CODM has done with similar offline and social media-driven events, signalling that game studios are serious about the African market.
However, CODM, PUBG, and Free Fire are perhaps the biggest contenders for mobile shooting games in Africa. According to a pro player who spoke to IGN Africa, CODM is the most popular title in Africa.
Interestingly, PUBG MOBILE is the second most downloaded mobile game for 2024, with 82 million downloads, while CODM is fifth with 52 million downloads. As mobile gaming continues to grow in Africa, competition will intensify, but where will this leave local gaming studios?
