非洲遊戲：利基市場的巨大潛力

行動遊戲無疑處於領先地位，但遊戲機和電腦遊戲對開發人員、投資者和創意人員來說也是利潤豐厚的領域。

The evolution of gaming has been remarkable, from the simplicity of Pacman to the immersive worlds of today's consoles.

從簡單的吃豆人到當今遊戲機的沉浸式世界，遊戲的發展是引人注目的。

In the ’80s and ’90s, arcade games were a defining part of youth culture. The thrill of inserting a 20c coin to unleash your inner ninja with Double Dragon, or the teenage escapades in Leisure Suit Larry, will resonate with many. And who can forget the timeless marvel of Super Mario?

在 80 年代和 90 年代，街機遊戲是青年文化的重要組成部分。在《雙截龍》中插入一枚 20 美分的硬幣來釋放內心忍者的快感，或者在《休閒服拉里》中的青少年冒險經歷，都會引起許多人的共鳴。誰能忘記超級瑪利歐的永恆奇蹟？

From arcade games to TV games and computer games, I loved the escape, entertainment and enthrallment of diving into an electronic world of mesmerising on-screen engagement.

從街機遊戲到電視遊戲和電腦遊戲，我喜歡逃離、娛樂和沈浸在令人著迷的螢幕參與的電子世界中。

Fast forward a few years, add some additional RAM and processing power and the Nintendo LCD game became a Game Boy and the Golden Games 150 in one cartridge, with the joystick, was replaced with the PSP and X-Box.

快進幾年，添加一些額外的 RAM 和處理能力，Nintendo LCD 遊戲變成了 Game Boy，而帶有操縱桿的 Golden Games 150 一體式卡帶則被 PSP 和 X-Box 取代。

Computer games became networked environments and the old-school, coin driven, arcade fraternity has become an industry worth just over $330 million in South Africa.

電腦遊戲變成了網路環境，老式的、硬幣驅動的街機聯誼會在南非已經成為一個價值超過 3.3 億美元的產業。

But it’s the mobile advances that have really changed the gaming landscape. The ‘snake’ craze of the late ’90s and early 2000s on Nokia phones was just a precursor to the dramatic shift in mobile gaming.

但真正改變遊戲格局的是行動技術的進步。 90 年代末和 2000 年代初諾基亞手機上的「貪吃蛇」熱潮只是手機遊戲巨大轉變的前兆。

A study conducted by GeoPoll around gaming in Africa indicates that more than 80% of those surveyed in South Africa are regular gamers with 92% using their mobile phone for gaming. Candy Crush leads the way with Android being the dominant device amongst gamers.

GeoPoll 針對非洲遊戲進行的一項研究表明，超過 80% 的南非受訪者是普通遊戲玩家，其中 92% 使用手機玩遊戲。 《Candy Crush》一馬當先，Android 成為遊戲玩家的主導裝置。

Like my Sonic the Hedgehog days, participants in the GeoPoll survey game for fun, entertainment, stress relief and relaxation. The average African gamer spends one to three hours daily on their mobile for gaming purposes and spends up to R100 a month to enhance their in-game experience!

就像我的刺蝟索尼克時代一樣，GeoPoll 調查遊戲的參與者是為了樂趣、娛樂、緩解壓力和放鬆。非洲玩家平均每天花一到三小時在手機上玩遊戲，每月花費高達 100 蘭特來增強遊戲體驗！

Gaming, in my perception, has always been a niche market, but reviewing some of the latest literature, the South African market has over 26 million active gamers. Coupled with the average screen time, and yearly mobile in-game spend, it’s a lucrative market of passionate, loyal and engaged users.

在我看來，遊戲一直是一個利基市場，但回顧一些最新文獻，南非市場擁有超過 2600 萬活躍遊戲玩家。再加上平均螢幕時間和每年的行動遊戲內支出，這是一個充滿熱情、忠誠和參與的用戶的利潤豐厚的市場。

Tremendous potential in Africa

非洲潛力大

Mobile certainly leads the way, but console and computer gaming are also lucrative spaces for developers, investors and creatives. The gaming market in Africa holds tremendous growth potential, with the GeoPoll survey highlighting the significance of developing locally relevant and representative games.

行動遊戲無疑處於領先地位，但遊戲機和電腦遊戲對開發人員、投資者和創意人員來說也是利潤豐厚的領域。非洲遊戲市場擁有巨大的成長潛力，GeoPoll 調查強調了開發與當地相關且具代表性的遊戲的重要性。

More than half of the respondents agree (37%) or strongly agree (19%) that cultural relevance is important in a game. Additionally, a significantly higher number of respondents believe that there are not enough games featuring characters that resemble them (44%).

超過一半的受訪者同意 (37%) 或非常同意 (19%) 文化相關性在遊戲中很重要。此外，更多的受訪者認為沒有足夠的遊戲以與他們相似的角色為特色（44%）。

For younger generations, gaming eclipses ‘down-time’ and has become a more integrated part of their lives. Both Gen Z and Gen Alpha use gaming to create, socialise, learn and even attend music concerts. Many gamers see gaming and the associated spaces as a virtual third reality where they can develop unique on-line identities and personas.

對於年輕一代來說，遊戲取代了“休息時間”，並已成為他們生活中更完整的一部分。 Z 世代和 Alpha 世代都使用遊戲來創作、社交、學習甚至參加音樂會。許多遊戲玩家將遊戲和相關空間視為虛擬的第三現實，他們可以在其中開發獨特的線上身分和角色。

Modern gamer

現代遊戲玩家

With the (engaged) backdrop of the young modern gamer, brands are looking for unique ways to connect with an evolving audience. The key is understanding why consumers choose to ‘game’, and what they seek from the experience.

在年輕現代遊戲玩家的（參與度）背景下，品牌正在尋找獨特的方式來與不斷變化的受眾建立聯繫。關鍵是了解消費者為什麼選擇“遊戲”，以及他們從體驗中尋求什麼。

Using gaming platforms to just serve ads and commercial content is a wasted opportunity. The true value lies in crafting gaming experiences that engage young audiences in a fun and meaningful way, aligning authentically with the brand and fitting seamlessly into the platform.

使用遊戲平台只提供廣告和商業內容是浪費機會。真正的價值在於打造以有趣且有意義的方式吸引年輕受眾的遊戲體驗，與品牌真正保持一致並無縫融入平台。

This approach allows brands to build communities, enhance customer loyalty, and explore new revenue opportunities effectively through gaming platforms.

這種方法允許品牌透過遊戲平台建立社群、提高客戶忠誠度並有效探索新的收入機會。

Despite the large virtual world that games create, there is still a human element that amplifies the space and experience. Streamers are gamers who live stream their real time gaming experience.

儘管遊戲創造了巨大的虛擬世界，但仍然存在人為因素來放大空間和體驗。主播是直播即時遊戲體驗的遊戲玩家。

Olympic e-sports games

奧運電子競技比賽

In a sense they are influencers in the space and often garner huge followings and even could influence how games are developed or structured. Gaming in contemporary youth culture is no longer a casual hobby and has developed into several formal structures within the gaming ecosystem.

從某種意義上說，他們是該領域的影響者，經常獲得大量追隨者，甚至可以影響遊戲的開發或結構。當代青年文化中的遊戲不再是休閒嗜好，而是發展成遊戲生態系統中多種正式的結構。

E-Sports has developed gaming into a professional, competitive code. Having been developed over many years, the E-Sports arena is now a dynamic discipline where players compete individually or as a team in online and networked environments.

電子競技已將遊戲發展成為一種專業的、競技性的規則。經過多年的發展，電子競技競技場現已成為一門充滿活力的學科，玩家可以在線上和網路環境中單獨或作為團隊競爭。

Although a question mark is often raised over the concept of gaming being a sport, some argue it is a competition, and the inclusion by the International Olympic Committee of E-Sports is a game changer. In 2025 Saudi Arabia will host the inaugural Olympic Esports Games.

儘管人們經常對遊戲作為一項運動的概念提出疑問，但有些人認為它是一項競賽，而國際奧委會將電子競技納入其中將改變遊戲規則。 2025 年，沙烏地阿拉伯將主辦首屆電競奧運。

Legends of the Multiplayer

多人遊戲傳奇

With heightened global interest in competitive gaming, and local buy-in from professionals and enthusiasts alike, the opportunity to create weekly content and engagement has been heightened. Online tutorials, streamers, commentary and player communities have inspired a new television show in South Africa, Legends of the Multiplayer.

隨著全球對競技遊戲的興趣日益濃厚，以及專業人士和愛好者的在地支持，每週創建內容和參與度的機會也隨之增加。線上教學、主播、評論和玩家社群激發了南非新電視節目《多人遊戲傳奇》的靈感。

It’s a new reality show to find the ultimate gaming legend. The series will flight on e.tv and Open View channels.

這是一檔尋找終極遊戲傳奇的全新真人秀。該劇將在 e.tv 和 Open View 頻道播出。