Africa's top games publisher taps music streaming in payments press

Carry1st, the largest mobile games publisher in Africa, has partnered Audiomack at digital payments. The tie-up addresses long-standing barriers hindering access to premium content in the gaming and music sectors. The implications, beyond convenience, shapeshift how digital content is being (consumed and) monetized in these parts.

This tops already existing partnerships with cross-border payments providers PayPal and Chipper Cash via Carry1st Shop, which it launched in December 2021 as a one-stop digital essentials-shop for African consumers.

Africa’s digital payments turf has a complex mix of low credit card penetration—just 27% compared to over 90% in the US and UK—and an array of mobile wallets and banks. With more than 500 banks and 277 mobile wallets operating across 55 countries, the potential for innovation in what’s come to be a fragmented space is immense.

Carry1st’s beat with Audiomack allows consumers to use local payment methods to pay for their subscriptions and other digital goods—effectively lowering the barriers to entry for many users who previously lacked access to such services. An intersection between gaming and music in Africa, this move follows a trend fueled by a youthful appetite for digital content.

While alternatives like Boomplay, Spotify, and Apple Music are more popular choices, Audiomack, which boasts over 30 million monthly users, particularly resonates with the younger demographic, primarily due to its focus on the less represented music genres, hip-hop and Afrobeats, which have dominated the continent's music landscape.

Leveraging Carry1st’s payments product, Pay1st, the streaming platform can now offer its paid features (like Spotify Premium)  to a wider audience, ultimately tapping into a potentially lucrative market powered by millions of underserved consumers. With a strong focus on emerging and independent artists, it is the top-ranked music streaming app on Apple iOS in Nigeria, Ghana, Tanzania, Senegal, and Kenya.

Charlotte Bwana, VP of Marketing at Audiomack, said doing this will expand its “presence across Africa and make it easier for music fans across the continent to access premium features. Carry1st has been instrumental to growing Africa's gaming industry for creators and users, and we are confident we can replicate this approach in the music space."

The collaboration is also an indicative of a broader trend where companies are increasingly adopting cross-industry partnerships to enhance user engagement and drive revenue.

Companies in the digital space are actively exploring synergies that can lead to innovative solutions that accommodate a diverse financial ecosystem. This is important given the growth of mobile-first payments, which have become essential as internet connectivity improves and smartphone adoption rises.

Guillaume Noé, Carry1st’s VP of Growth for Platform, said the company is excited to be in business with "such an important platform like Audiomack, which champions entertainment and shares our passion for providing options to African consumers in the entertainment space."

"This partnership is a testament to our growth and the versatility of the Carry1st Shop. Not only are we unlocking popular games, but we're now also unlocking the music that people love."

It presents an opportunity to evaluate how entertainment platforms can adapt to the evolving digital economy. Integrating payment solutions can create new revenue streams and better user experiences. Though it looks promising, it remains to be seen how effectively it can scale across different regions with varying regulatory and infrastructural challenges.

Each country has its own set of payment regulations and consumer behavior patterns. The need for tailored solutions considering local contexts cannot be overemphasized, as a one-size-fits-all approach is unlikely to yield the desired outcomes.

As both companies continue to navigate the complexities of a diverse digital landscape, success will likely depend on their ability to adapt to local market dynamics.