Building a brand in Nigeria: Partnership, community and influencers
James Swann-Phillips caught up with Split the Pot CEO and co-founder Christian Rajter and WekaMawe Advisory founder Kaan Bulakeri, previously head of gaming at Kingmakers, about what separates genuine localisation from some minor cosmetic branding for a new market.
Drawing on their experience launching bespoke games in Nigeria, the pair explain why successful localisation starts with understanding how customers actually play. That means designing games that work seamlessly on older smartphones, minimise data usage and perform reliably despite infrastructure constraints, while also reflecting local culture in a meaningful way.
The discussion explores how collaboration between operators, suppliers and local marketing teams helped transform existing titles into standout performers. Rajter and Bulakeri reflect on the success of Danfo Lagos – a reimagining of Split the Pot’s Taxi Ride built around Lagos’ iconic yellow buses – which became one of BetKing’s top-performing games after being rebuilt specifically for Nigerian players.
They also examine the role of partnerships and community engagement in building successful launches. Rather than relying solely on global ambassadors, campaigns featuring local personalities such as comedian Broda Shaggi helped create authentic connections with Nigeria’s predominantly young, mobile-first audience, while football legend Jay-Jay Okocha demonstrated how established sporting figures can elevate the profile of branded gaming experiences.
Looking ahead, both guests argue that hyper-localisation is evolving beyond branded content towards a deeper understanding of regional audiences. They discuss why operators should think customer-first, recognise the diversity within individual African markets and work with partners willing to invest in long-term localisation rather than simply repackaging products developed elsewhere.
Watch the full interview above to hear Rajter and Bulakeri discuss the technical, commercial and cultural factors shaping the future of gaming brands in Nigeria.
