How South African Retailers Are Engaging 26.5 Million Gamers Through Mobile and Esports

Exploring the new frontier of virtual commerce and brand engagement

The Rise of Mobile Gaming in South Africa

With 26.5 million gamers in South Africa, the landscape of digital engagement is rapidly evolving. According to Statista, nearly 92% of internet users in the country play games on their smartphones. This trend is fundamentally changing how brands approach marketing.

Of those internet users, 78% game on smartphones while 48% use desktops or laptops. Mobile is clearly king, not only for entertainment but as a powerful channel for advertising and engagement.

Gaming: A Marketing Goldmine

Gaming has evolved far beyond leisure. It’s now a lucrative space for immersive advertising, sponsorships, and digital product placements. As ad-tech providers partner with platforms, brands are finding innovative ways to connect with younger audiences.

Roblox has introduced Commerce APIs and Shopify integration, letting brands sell real-world products directly within games. With 98 million daily users globally—62% of whom are 13 and older—Roblox has become a virtual shopping mall for Gen Z.

Meanwhile, Minecraft, owned by Microsoft, takes a subtler approach, engaging players through sponsored educational content and experiential builds.

Esports: The Physical-Digital Hybrid

South Africa’s esports market, valued at $26.4 million in 2024, is booming. Tournaments like the MTN Shift Gaming Experience blend physical and digital branding, hosting live events in malls while streaming them online.

While esports are opening up new opportunities, gamers still face issues like expensive hardware, import delays, and load-shedding. These barriers impact the fluidity of digital brand experiences.

“I just keep track of the load-shedding times and play around with them. I learned my lesson the hard way after playing competitive games and suddenly losing power.” — South African gamer on Reddit

Brand Strategies in Action

Brands like Reebok and local mobile providers have already begun integrating themselves into this ecosystem by sponsoring tournaments and testing in-game advertising. Internationally, Fenty Beauty launched a shoppable experience in Roblox in 2025, allowing users to purchase real-world lip gloss inside the game.

e.l.f. Cosmetics continues to experiment with financial literacy campaigns mixed with beauty products in immersive game worlds, targeting Gen Z’s appetite for education + commerce.

What This Means for Retailers

Chris Camacho of Cheil explains, “For Gen Z and Gen Alpha, seeing an avatar in a hoodie, a lipstick or a pair of trainers and being able to buy the real thing on the spot just makes sense.”

With 91% of gaming revenue in South Africa coming from mobile titles and a 52% year-on-year growth, it’s clear that brands ignoring this space do so at their peril.

The Games Industry Africa estimates that the African gaming market will surpass $1.8 billion in 2025. South Africa remains the continent’s leader, thanks to strong mobile penetration and a young, digital-savvy population.

Challenges & Opportunities Ahead

Despite this growth, challenges remain. According to a Dentsu report, 63% of African gamers have purchased something after seeing an in-game ad, yet 44% believe the content lacks cultural relevance. Localization will be key to future success.

Retailers and marketers must invest in relevant storytelling, culturally attuned content, and mobile-first strategies. Gamers are not just players — they’re potential customers with a high level of digital fluency and brand awareness.

Conclusion

The convergence of gaming and retail in South Africa marks a transformative moment for marketers. With mobile gaming as the dominant force and esports growing fast, brands now have an opportunity to move beyond traditional advertising and enter consumers’ lives in more interactive, meaningful ways.

Read more: Top Gaming Trends in 2025 for Emerging Markets

Explore: How Mobile Ads Are Shaping Retail in Africa

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