South African retailers are quietly experimenting with advertising in video games, and the results are beginning to reshape how brands connect with younger audiences.
There are about26.5million gamers in the country, and nearly 92 of internet users play games on smartphones. Brands are now moving out of malls and into virtual worlds in ways that have major implications for local commerce and marketing strategies.
According to Statista, as of quarter 3 of2023, of the 92 internet users, 78 play on smartphones and 48 use desktops or laptops.
Newzoo data shows nearly half of South African gamers are aged 14 to28, and the local gaming industry generated R7.3billion 266million in revenue in 2023 a 52 year-on-year increase, with 91 of that coming from mobile titles.
The latest data from Statista shows that gamers spend barely R480 annually on games.