非洲游戏：利基市场的巨大潜力

移动游戏无疑处于领先地位，但游戏机和电脑游戏对于开发商、投资者和创意人员来说也是利润丰厚的领域。

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

从简单的吃豆人到当今游戏机的沉浸式世界，游戏的发展是引人注目的。

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，街机游戏是青年文化的重要组成部分。在《双截龙》中插入一枚 20 美分的硬币来释放内心忍者的快感，或者在《休闲服拉里》中的青少年冒险经历，都会引起许多人的共鸣。谁能忘记超级马里奥的永恒奇迹？

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.

从街机游戏到电视游戏和电脑游戏，我喜欢逃离、娱乐和沉浸在令人着迷的屏幕参与的电子世界中。

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.

快进几年，添加一些额外的 RAM 和处理能力，Nintendo LCD 游戏变成了 Game Boy，而带有操纵杆的 Golden Games 150 一体式卡带则被 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.

电脑游戏变成了网络环境，老式的、硬币驱动的街机联谊会在南非已经成为一个价值超过 3.3 亿美元的产业。

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.

但真正改变游戏格局的是移动技术的进步。 90 年代末和 2000 年代初诺基亚手机上的“贪吃蛇”热潮只是手机游戏发生巨大转变的前兆。

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 针对非洲游戏进行的一项研究表明，超过 80% 的南非受访者是普通游戏玩家，其中 92% 使用手机玩游戏。 《Candy Crush》一马当先，Android 成为游戏玩家的主导设备。

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!

就像我的刺猬索尼克时代一样，GeoPoll 调查游戏的参与者是为了乐趣、娱乐、缓解压力和放松。非洲玩家平均每天花一到三个小时在手机上玩游戏，每月花费高达 100 兰特来增强游戏体验！

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.

在我看来，游戏一直是一个利基市场，但回顾一些最新文献，南非市场拥有超过 2600 万活跃游戏玩家。再加上平均屏幕时间和每年的移动游戏内支出，这是一个充满热情、忠诚和参与的用户的利润丰厚的市场。

Tremendous potential in Africa

非洲潜力巨大

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.

移动游戏无疑处于领先地位，但游戏机和电脑游戏对于开发商、投资者和创意人员来说也是利润丰厚的领域。非洲游戏市场拥有巨大的增长潜力，GeoPoll 调查强调了开发与当地相关且具有代表性的游戏的重要性。

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%).

超过一半的受访者同意 (37%) 或强烈同意 (19%) 文化相关性在游戏中很重要。此外，更多的受访者认为没有足够的游戏以与他们相似的角色为特色（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.

对于年轻一代来说，游戏取代了“休息时间”，并已成为他们生活中更加完整的一部分。 Z 世代和 Alpha 世代都使用游戏来创造、社交、学习甚至参加音乐会。许多游戏玩家将游戏和相关空间视为虚拟的第三现实，他们可以在其中开发独特的在线身份和角色。

Modern gamer

现代游戏玩家

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.

在年轻现代游戏玩家的（参与度）背景下，品牌正在寻找独特的方式来与不断变化的受众建立联系。关键是了解消费者为什么选择“游戏”，以及他们从体验中寻求什么。

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.

使用游戏平台只提供广告和商业内容是浪费机会。真正的价值在于打造以有趣且有意义的方式吸引年轻受众的游戏体验，与品牌真正保持一致并无缝融入平台。

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

这种方法允许品牌通过游戏平台建立社区、提高客户忠诚度并有效探索新的收入机会。

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.

尽管游戏创造了巨大的虚拟世界，但仍然存在人为因素来放大空间和体验。主播是直播实时游戏体验的游戏玩家。

Olympic e-sports games

奥运会电子竞技比赛

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.

从某种意义上说，他们是该领域的影响者，经常获得大量追随者，甚至可以影响游戏的开发或结构。当代青年文化中的游戏不再是一种休闲爱好，而是发展成为游戏生态系统中的多种正式结构。

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.

电子竞技已将游戏发展成为一种专业的、竞技性的规则。经过多年的发展，电子竞技竞技场现已成为一门充满活力的学科，玩家可以在在线和网络环境中单独或作为团队进行竞争。

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.

尽管人们经常对游戏作为一项运动的概念提出疑问，但有些人认为它是一项竞赛，而国际奥委会将电子竞技纳入其中将改变游戏规则。 2025 年，沙特阿拉伯将主办首届电子竞技奥运会。

Legends of the Multiplayer

多人游戏传奇

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.

随着全球对竞技游戏的兴趣日益浓厚，以及专业人士和爱好者的本地支持，每周创建内容和参与度的机会也随之增加。在线教程、主播、评论和玩家社区激发了南非新电视节目《多人游戏传奇》的灵感。

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

这是一档寻找终极游戏传奇的全新真人秀。该剧将在 e.tv 和 Open View 频道播出。